Arusha – The Hortic Cultural Association of Tanzania (TAHA) has set sights on the USD 19 billion (Abuot 51 Tri/-) vegetable import market in Italy and is launching an ambitious campaign to boost Tanzania’s presence with one of the world’s most dynamic horticultural hubs.
In a strategic move, Taha is sending a delegation to Italy of Tanzania’s top exporters to Italy at the famous MacFrut exhibition, which will be held from May 4th to May 9th, 2025.
The initiative is backed by a groundbreaking partnership with the Italian Trade Organization (ITA), and aims to perpetuate trade ties and position Tanzania as the leading supplier of Italy’s thriving market.
Attending a press conference here yesterday, Taha CEO Dr. Jacqueline Mkindi said the MacFrut Study tour was not a normal visit. This is a calculated step to immerse Tanzanian exporters in Italy’s advanced horticultural ecosystem.
Representatives will participate in high-level business-to-business meetings, attend cutting-edge meetings, and participate in networks with global buyers.
“This is a great opportunity to showcase Tanzania’s premium production and solidify our place in the global market,” said CEO Taha.
The tour is based on a February training programme jointly held by Taha and ITA, and equips Tanzanian entrepreneurs with the technical and management skills needed to compete in the European Union (EU). The trained ones are now pioneers of this Italian venture.
Taha’s achievements speak volume. At the German Fruit Logistica 2025 Fair, Tanzanian exporters won USD 12.6 million (approximately 33.9 billion/-) worth of transactions, highlighting the country’s growing influence in horticulture around the world.
Sign up for the AllAfrica newsletter for free
Get the latest African news
success!
Almost finished…
You need to check your email address.
Follow the instructions in the email you sent to complete the process.
error!
There was a problem processing the submission. Please try again later.
This success has fueled Taha’s confidence in targeting Italy, the world’s seventh largest vegetable importer to import USD 19.3 billion (approximately 51.1.1tri/-) worth of vegetable products in 2023.
Currently, Tanzania’s horticultural exports to Italy are negligible – in 2022, USD 45,500 (approximately 122.3m/-) according to the UN Contrade Database.
But as Italy raises a lot from countries like Spain (US$1.65 billion) and the Netherlands (US$1.59 billion), Dr. Mkindi sees a clear opening.
“Our goal is to capture the lion’s share of the US$19.3 billion market by taking advantage of Italian demand and Tanzania’s undeveloped possibilities,” she said.
Taha’s strategy goes beyond exports. It is about building sustainable partnerships. ITA collaboration highlights the transfer, innovative practices and fostering of technology between Tanzanian and Italian companies.
These initiatives aim to strengthen Tanzania’s value chain, boost employment and promote economic growth. With already dividing markets in China, India and the Middle East, Taha is now poised to make Italy the next goal.
As Tanzania prepares to create waves with MacFrut 2025, the possibilities are endless.
By leveraging Italy’s vast import capacity and formulating strategic alliances, Taha is not merely chasing market share, but also laying the foundation for a new era in Tanzania’s horticulture.
“With government support and a clear vision, Tanzania is ready to turn the horticultural industry into a global powerhouse,” concluded Dr. Mkindi.
