Online Reporter
Tina Nleya
THE Government has been making significant strides in digitising operations, particularly in the agriculture sector.
A recent example is President Mnangagwa’s donation of tablets to agricultural extension officers to streamline communication and enhance information dissemination.
This initiative is crucial, especially at a time when the country anticipates a good rainy season, with farmers already hard at work in their fields.
Market access is very crucial for the success of any farmer. The lack of a market means the farmer will not be able to sell his or her produce.
Digital marketing offers an innovative solution to this problem, providing farmers with tools to connect with buyers, expand their reach and ensure their produce does not go to waste.
Importance of digital marketing
in agriculture
Digital marketing is a powerful tool that allows farmers to find markets, communicate with buyers and promote their products without the need for physical intermediaries.
Platforms like WhatsApp, Facebook, TikTok and online marketplaces empower farmers to connect directly with consumers, retailers and wholesalers.
By adopting these tools, horticultural farmers can overcome the challenge of limited shelf life and reduce post-harvest losses.
Step-by-step guide to digital
marketing for farmers
1. Leveraging WhatsApp for direct communication
WhatsApp is a widely used platform in Zimbabwe, making it an excellent starting point for farmers.
Join or create farming groups: Farmers can join existing WhatsApp groups or create their own to connect with buyers, cooperatives and other farmers. These groups allow for real-time communication and updates on available products.
Broadcast lists: Farmers can create broadcast lists to send regular updates on their produce to multiple contacts simultaneously. For instance, updates on the availability of tomatoes, onions or leafy vegetables can be sent to potential buyers.
Status updates: Farmers can use the WhatsApp status feature to showcase their produce through photos and videos, providing a visual appeal to prospective buyers.
2. Utilising Facebook groups
and marketplace
Facebook offers two effective ways to market produce — groups and the marketplace feature.
Facebook groups: Farmers can join agricultural groups or community pages where buyers and sellers interact. Groups such as “Farmers’ Market Zimbabwe” allow members to post information on their products, and find buyers.
Marketplace: The Facebook Marketplace is a free tool where farmers can list their products with descriptions, prices and images. Buyers within a specific radius can easily find these listings.
Facebook Ads: Sponsored ads on Facebook allow farmers to reach targeted audiences. For instance, a farmer in Chinhoyi can target buyers in Harare who are looking for fresh vegetables.
3. Exploring TikTok for
creative marketing
TikTok, a platform known for its short, engaging videos, is gaining popularity among younger audiences and can be used creatively to market agricultural produce.
Showcase farming processes: Farmers can post videos of their planting, harvesting and packaging to build trust and authenticity with potential buyers.
Promote unique products: If a farmer grows exotic fruits or vegetables, he or she can create entertaining and educational TikTok videos to attract attention.
Collaborate with influencers: Partnering with local TikTok influencers to promote agricultural produce can help farmers reach a broader audience.
4. Sponsored adverts for broader reach
Paid advertisements on platforms like Facebook, Instagram and Google can amplify a farmer’s reach. Sponsored adverts allow farmers to:
Target specific audiences — Adverts can be tailored to reach individuals in particular locations or those searching for specific products.
Enhance visibility — Even with a small budget, sponsored adverts can significantly increase the visibility of a farmer’s produce.
5. Building an online presence
A strong online presence helps farmers establish credibility and build lasting relationships with buyers.
Create a Facebook page: Farmers can set up business pages to provide updates on their produce, share contact details and engage with customers.
Develop a brand: Consistent branding, including logos, slogans and packaging, can make a farmer’s produce stand out.
Use testimonials: Sharing feedback from satisfied customers builds trust and encourages new buyers to engage with farmers.
Practical tips for success
High-quality visuals: Good photos and videos are crucial for attracting buyers. Farmers should ensure their produce is presented attractively.
Clear pricing: Always include clear pricing in posts to make it easier for buyers to decide.
Reliable communication: Responding promptly to inquiries builds trust and increases the likelihood of sales.
Leverage partnerships: Farmers can collaborate with local transporters or delivery service providers to ensure timely delivery of their produce to buyers.
Monitor and adjust: Farmers should track which platforms and strategies yield the best results and refine their approach accordingly.
Benefits of digital marketing for farmers
Reduced post-harvest losses: Digital platforms connect farmers to buyers quickly, minimising the risk of spoilage.
Increased market reach: Farmers can sell to buyers beyond their immediate communities, expanding their customer base.
Cost-effectiveness: Digital marketing is often more affordable than traditional marketing methods.
Empowerment: Farmers gain greater control of their sales and pricing, improving their livelihoods.
As Zimbabwe’s agriculture sector continues to embrace digitisation, farmers must seize the opportunities offered by digital marketing to connect with buyers and maximise their profits.
Platforms like WhatsApp, Facebook, TikTok and sponsored adverts provide accessible and effective ways to market horticultural produce.
With the right strategies and tools, farmers can overcome market challenges and build sustainable, thriving businesses in the digital age.
Let us harness the power of technology to transform agriculture and ensure a brighter future for all farmers.
Tina Nleya is the Agricultural Marketing Authority (AMA)’s marketing and public relations manager. She can be contacted on email: tnleya@ama.co.zw. Word From The Market is a column produced by AMA to promote market-driven production.
