CONSTRAINTS TO INTERMEDIARIES’ ROLE IN PROVISION OF MARKET AND MARKETING SERVICES FOR URBAN FRESH FRUITS AND VEGETABLES SUPPLY CHAIN

Intermediaries, Marketing services, Fruits and Vegetables

Abstract

Despite the critical role played by intermediaries in marketing services and trade, along with various initiatives
undertaken to enhance this role, fresh fruits and vegetables traders in Dar es Salaam-Tanzania are still discontented
with the intermediaries’ inability to undertake marketing services roles. This paper examined the constraints to
intermediaries’ role in provision of market and marketing services for urban fresh fruits and vegetables supply chain
and recommended strategies for improving the same. Qualitative approach was adopted and data were drawn from a
purposive sample of 48 respondents through in-depth interviews and non-participant observation. Thematic data
analysis strategy was adopted in which researchers transcribed data, read and familiarized themselves with data, coded
them, searched and reviewed themes, named and finalized the analysis process. It was revealed in this study that,
intermediaries’ role in marketing services for urban fruits and vegetables supply chain was confronted by poor
coordination and information, inadequate knowledge and awareness, poor market infrastructure and geography and
poor transportation services. The authors recommend to the government through ministries in charge of agriculture
and trade to take serious measures to improve market and marketing services of fresh fruits and vegetable services
through building storage centres, educating intermediaries and farmers on best marketing practices and furnishing
farmer and intermediaries with information on international available market opportunities for fresh fruits and
vegetables.