Tanzania Agripreneur Hadija Jabiri Sees “a Lot of Money” in Agro‑Processing
In the heart of Tanzania’s Southern Highlands, entrepreneur Hadija Jabiri is transforming the agricultural landscape. As founder and CEO of GBRI Business Solutions—also known as EatFresh—she believes the country’s agricultural value chain, especially processing fruit, vegetables, grains, and oils, is rich with untapped economic potential.
From Humble Beginnings to Export Success
While studying business administration at St Augustine University in Mwanza, Jabiri registered GBRI with just $300 and originally aimed to produce soap. When scaling that venture proved difficult, she pivoted to horticulture—planting tomatoes, capsicums, and onions on two acres in Iringa. By securing customer orders before planting, she minimized risk and began generating early revenue
Facing price competition from Kenyan and South African imports, she shifted focus to Europe—starting small with snow peas, sugar snap peas, and French beans. Despite challenges with certifications, cold storage, and logistics, her persistence paid off: GBRI shipped its first export to Ireland via online platforms
Scaling Through Support & Innovation
Key network connections—a meeting with regional leadership including President Samia Suluhu—helped secure C$150,000 via MEDA for infrastructure like a packhouse and refrigerated transport :contentReference[oaicite:3]{index=3}. GBRI now works with over 10,000 smallholder farmers across several Tanzanian regions and Burundi, and exports to multiple international markets
Pivoting Amid Crisis—Avocados & Oil Innovation
When the COVID-19 pandemic disrupted airfreight volumes, Jabiri again adapted. She repurposed facilities to ripen bananas locally and then shifted to avocados—chosen for their suitability for sea freight. GBRI now exports avocado oil produced from sub‑export-grade fruits to Portugal and Spain—a strong example of moving up the value chain
Why Tanzania’s Agriculture Value Chain Is Ripe for Investment
- Robust Market Growth: Tanzania’s agri‑sector is projected at USD 22.9 bn in 2025 and growing at a 5.5 % CAGR to USD 29.9 bn by 2030, with fruits & vegetables expanding fastest
- Government Push: Frameworks like the Agricultural Sector Development Programme II and Kilimo Kwanza tie producer incentives and agro-industrial growth to value‑addition
- Agro‑processing Opportunity: Value‑addition—from packaging to juices and oils—can multiply farmer incomes and create jobs
- Cooperation Initiatives: EU’s AGRI‑CONNECT has invested over €103 m to boost infrastructure, market access, and post‑harvest systems in coffee, tea, and horticulture
Jabiri’s Formula for Value‑Add Success
Her path illustrates a winning strategy:
- Order-first planning: Securing buyers before planting cuts risk :contentReference[oaicite:10]{index=10}.
- Infrastructure investment: Cold storage, packhouses, and transport enable exports.
- Tech integration: Traceability apps and temperature-monitoring platforms address quality demands :contentReference[oaicite:11]{index=11}.
- Farmer integration: Outgrower models empower local smallholders with training, inputs, and fair trade terms :contentReference[oaicite:12]{index=12}.
- Product diversification: Adapting to market shifts—like switching crops or producing oil—adds resilience.
Future Plans & Growth Vision
Looking forward, Jabiri aims to:
- Expand exports to EU, Middle East, and the US markets
- Extend production across more regions like Njombe and the Southern Highlands :contentReference[oaicite:13]{index=13}.
- Invest in digital tools for order tracking and traceability—reducing risk and appealing to stringent buyers :contentReference[oaicite:14]{index=14}.
- Process additional value‑added products including spices, juices, and oils within Tanzania :contentReference[oaicite:15]{index=15}.
The Bigger Picture: National & Regional Impact
She is part of a nationwide shift toward agro-industrialisation. Tanzania’s seven agro‑ecological zones and food‑self sufficiency plans (like 12 million tonnes grain reserves) make the country ripe for domestic processing and export
Programs like AGRI‑CONNECT and SAGCOT support companies like GBRI in building irrigation, roads, and training—unlocking further farmer potential
Why This Matters
- Job Creation & Inclusion: Thousands of smallholders—many women and youth—gain income, networks, and capacity.
- Economic Value Retained: Instead of raw exports, processing adds margins for local business growth.
- Resilience Building: Diversified products and markets help buffer shocks like COVID disruptions.
- Global Appeal: Quality standards, traceability, and branding open doors to premium export markets.
Internal & External References
Explore more on agro‑processing potential in Tanzania:
Tanzania Agriculture Value Chain Insights
Smallholder Empowerment Stories
For further reading, visit:
How We Made It in Africa
TanzaniaInvest Agriculture Report
AGRI‑CONNECT Tanzania Programme
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