Marketing strategies used by exporters of non-traditional export products in Tanzania: a case of organic fruits and vegetables

The traditional export crops that were depended upon to bring to the country foreign exchange have been facing stiff competition in the world markets beginning in 1990s. Fortunately, this has happened at the time when consumers in the developed countries (DCs) now prefer safer and healthier foods including organic food. Tanzania exporters could use this opportunity to supplement the declining foreign exchange earnings. Also fortunate enough Tanzania has much potential in the horticulture sector specifically, fruits and vegetables, non-traditional exports products, which can serve the purpose. However a long term plan with particular focus on private sector can be a more feasible approach. In response to that this study was designed to study marketing strategies used by organic fruits and vegetables exporters in Dar es Salaam Region to determine their ability in attracting and retaining customers in foreign markets. Findings from the study revealed that fruits and vegetables from Tanzania are rich in quality but marketing strategies used, specifically value addiction activities, amount of exported products, pricing policy, frequency of promotion, transportation models, distribution channels and measure taken to reduce risks are not effective enough to win and retain customers in the foreign market. In addition there are barriers in the business environment of Tanzania that incapacitate performance of exporters. These include poor postharvest facilities and technologies, unsuitable pricing system, and delays in cargo movement. Basing on the findings it is recommended that strategies used by exporters of organic fruits and vegetables should be change or amended. Additionally stakeholders in the organic industry need to develop deliberate business atmosphere for small-scale exporters and raise people’s awareness on benefits of exporting organic food. Regarding areas of research a similar study could be undertaken on an expanded sample frame. Other studies could be that of marketing strategies used by exporters of other organic or inorganic products