Market Performance of Avocado Fruits among Smallholder Farmers in Southern Highlands of Tanzania

This study was designed to determine factors that influence market performance of avocado fruits among smallholder farmers in Mbeya and Songwe regions. A cross section research design entailing 209 farmers from five (5) districts of two (2) regions and 15 key informants; 5 local service providers (LSP), 5 traders/brokers and 5 district extension officers (DEO) were involved in the study. Random selection procedures were used to select avocado producers and purposive selection procedures were used to select key informants. The study employed survey questionnaires to collect data from avocado farmers and structured interview to collect data from key informants. Collected data were analyzed with an aid of descriptive statistics and linear regression model was used to determine significant factors that determine market prices of avocado fruits among smallholder farmers. The demographic characteristics of avocado farmers showed that; 61.2% of farmers had age between 36 to 59 years old, 84.7% were married, 74.6% had primary education level, average number of 5 members of the family, average 4.3 acres of owned land and 1.8 acres planted with avocado. Moreover, findings showed that 90.9% grew improved avocado varieties. Farm gate (88.5%) was the major market outlet chosen by avocado farmers. Local merchants and processors were the major buyers of the produced avocado. Results from linear regression analysis showed that variety grown (P < 0.05), location (P < 0.05), farm size (P < 0.05) and farmers experience (P < 0.05) were factors that statistically influenced market prices for avocado fruits. The study concluded that despite the remarkable contributions to livelihood of the farmers yet, it is highly fragile on market prices. Therefore, the study recommends the need to establish market systems that will govern avocado fruits marketing for sustainability of the sub-sector.