Tobacco industry poised for strong 2025 marketing season
CLOUDINE MATOLA / ROBIN PHIRI / SAMANTHA MADE
Zimbabwe’s tobacco industry is set for a promising 2025 marketing season, with improved transparency, enhanced technology, and a near-record harvest, despite the challenges of an El Niño-induced drought.
Deputy Minister of Lands, Agriculture, Fisheries, Water and Rural Development, Vangelis Haritatos expressed confidence in the industry’s readiness during a pre-inspection tour ahead of the official season launch on March 5.
He praised the Tobacco Industry and Marketing Board (TIMB) for its preparations and the introduction of new technologies aimed at streamlining operations and curbing side marketing.
“We conducted a trial run and are highly pleased with the results. We have evaluated new technologies that will be used this season, including a biometric system that will enhance security and reduce loopholes in the marketing process,” Haritatos said.
The biometric system, incorporating fingerprint recognition and plans for facial recognition, is expected to eliminate fraudulent sales and improve efficiency.
Haritatos highlighted that despite drought concerns, Zimbabwe’s tobacco production remains strong, with expectations of reaching close to 300 million kilograms. While this falls slightly short of the government’s target, he emphasized that the crop quality is significantly better than last year’s, raising hopes for competitive pricing.
“We might not hit the 300m kg target, but we will be very close. The most important thing is that this year’s tobacco quality is even better, which should translate into higher earnings for farmers,” he added.
TIMB Chairperson Patrick Devenish confirmed that auction and contract floors are fully prepared for the season’s launch.
“Everything is set. If we had to start today, we would be ready. The late rains have actually benefited smallholder farmers, ensuring a desirable crop,” Devenish said.
In addition to boosting quality, the government and industry players are pushing for long-term resilience by shifting from rain-fed agriculture to irrigation.
Haritatos noted that private sector investment in irrigation infrastructure would be key to stabilizing future production against climate shocks.
The 2025 marketing season is expected to be smooth, with strong demand and favorable pricing anticipated.
As Zimbabwe remains a top global tobacco exporter, industry stakeholders are optimistic that this year’s sales will deliver solid earnings for farmers and contribute significantly to the economy.
