Tanzania Horticultural Association

What Tanzania Horticultural Association does

Tanzania Horticultural Association (TAHA) is a private, member-based non-profit founded in 2004 that serves as the umbrella body for Tanzania's horticulture industry. It represents over 25,900 members spanning smallholder farmers, out-growers, commercial growers, processors, exporters, input suppliers, and service providers, supported by a staff of more than 130 people. The association operates a three-tier membership structure (Comprehensive, Allied, and Associate) with annual fees that segment commercial growers from smallholders, and runs a nationwide network of zonal agronomists delivering farmer-facing extension and training.

TAHA's operational infrastructure comprises three wholly-owned subsidiaries — TAHAFresh Handling Ltd (post-harvest handling services), GREENCERT Ltd (certification and compliance), and TARIC (logistics) — that vertically integrate the value chain beyond what typical industry associations offer. The organization also operates a USSD-based Market Information System that delivers real-time price and market data to smallholder members via basic mobile phones.

Revenue is generated through four streams: membership dues across the three tiers, fee-for-service revenue from the three subsidiaries, training and certification income (notably through GREENCERT), and grant funding from development partners. The 2024-2025 portfolio includes nine named donor-funded programs, making development-partner grants a substantial share of total funding and a key concentration risk to revenue stability.

Name

Tanzania Horticultural Association

Legal name

Tanzania Horticultural Association

Website

https://taha.or.tz

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Tanzania Horticultural Association is a private, member-based non-profit founded in 2004 serving as the umbrella body for Tanzania's horticulture industry, representing over 25,900 smallholders, commercial growers, exporters, and service providers through zonal agronomists and three operating subsidiaries.

Ownership category

akta.pro rank

Product category

Agricultural Trade Association

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

akta.pro secondary industry

Trade Facilitation, Customs & Border Regulatory Cooperation (BPADANAG)

Keywords

• Horticulture trade association
• Agricultural market access
• Policy advocacy horticulture
• Food safety certification
• Smallholder farmer support

Headquarters

HQ city

Arusha

HQ country

Tanzania

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Fees: TAHA generates revenue through annual membership fees from three categories: Comprehensive (TZS 2,000,000/year), Allied (TZS 1,000,000/year), and Associate (TZS 20,000-200,000/year depending on type). Fees are prorated based on quarter of joining.
2. Subsidiary Services (TAHAFresh and GREENCERT): Commercial division through TAHAFresh Handling Ltd (logistics, cold chain, packhouse services) and GREENCERT Ltd (certification services) generate revenue supporting TAHA's financial sustainability.
3. Development Partner Funding: TAHA receives project funding from development partners including USAID, EU, FFD, Swedish Embassy, UK Government, Dutch Government, AGRA, WFP, and others for implementing horticulture development programs.
4. Training and Certification Services: Some training services are project-supported and free; others may require fees depending on content, materials, and certification offered.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

TAHA is the apex private sector member-based organization for the horticulture industry in Tanzania, providing tiered membership services (Comprehensive, Allied, Associate) across Market Access, Production, Policy and Advocacy, Gender and Nutrition, Food Safety and Standards, and Business Development Services. The organization operates a Development Division implementing donor-funded programs and a Commercial Division with wholly-owned subsidiaries TAHAFresh Handling Ltd (logistics and cold chain) and GREENCERT Ltd (certification), supported by the TARIC research and information platform.

Product overview

TAHA is an apex private sector member-based organization that serves as a unified platform for producers, traders, exporters, and processors of horticultural products. The organization operates through a Development Division delivering demand-driven services and projects, and a Commercial Division comprising subsidiaries TAHAFresh Handling Ltd and GREENCERT Ltd. TAHA's core products include TARIC (the Research and Information Centre providing market data and analytics), the Market Information System (MIS) accessible via USSD, and subsidiary services for logistics/export handling and certification. The organization supports value chains including floriculture, fruits, vegetables, spices, herbs, roots and tubers, and horticultural nuts (cocoa and macadamia).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Fruit and vegetable yields increased by 200-300%
• +6 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Plant Village Plus Tanzania LimitedcoreStrategic or Co-development PartnerPartnership to revitalize banana production in Tanzania, supporting horticultural expansion and key commodity development.
• University of Leeds, SUA, Wageningen, Nairobi, SussexcoreStrategic or Co-development PartnerResearch collaboration to explore how horticultural expansion and key horticulture commodities will be plausible by 2050 to feed Tanzania and the world.
• West Meets East Africa InitiativeminorGTM or Marketing PartnerInitiative supporting Africa's SMEs to leverage the AfCFTA for horticultural trade.
• AVIA Solutions GroupcoreStrategic or Co-development PartnerPartnership for operationalization of Cargo Freighter to support horticulture exports.
• Hortanzia Ltd, Fresh Field Manyatta, Kibo BerrycoreChannel Partner/ Reseller/ DistributorUK importers introduced through HEAP program for Tanzanian horticulture products.
• Fresh Field Manyatta LimitedcoreChannel Partner/ Reseller/ DistributorOff-taker for Karela crops through Tengeru pack-house, exported approximately 350 tonnes.
• NGONG VEG Co LtdcoreChannel Partner/ Reseller/ DistributorContract farming partner with KIKAS farmers for French beans production (156 tonnes produced and sold).
• African Vegetables LimitedcoreChannel Partner/ Reseller/ DistributorBuyer for French beans produced by KIKAS farmers through contract farming arrangement.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kenya Flower Council: Kenyan private-sector member association for flower and horticultural exporters. Direct peer in regional horticulture advocacy, market access, and GlobalG.A.P. certification support—same operational model as TAHA.
• Ethiopian Horticulture Producer Exporters Association (EHPEA): Member-based organization representing Ethiopian flower and horticulture exporters. Comparable body serving floriculture, vegetables, and fruits with a similar mandate of advocacy, market access, and standards compliance.
• FPEAK (Fresh Produce Exporters Association of Kenya): Kenya's apex industry association for fresh produce exporters, covering fruits, vegetables, and herbs. Directly comparable mandate on policy advocacy, certification, and market access for horticulture exporters.

Others

• Solidaridad Network: International NGO operating in sustainable agriculture and smallholder inclusion across Africa. Comparable scope on standards certification, gender inclusion, and supply-chain traceability in horticulture.
• East African Trade and Investment Hub: Trade facilitation and market access program for East Africa. Adizes to TAHA's market access and policy advocacy work, particularly on AfCFTA implementation and regional trade flows.

Regional players

• Horticulture Export Industry Association (HEIA) Rwanda: Rwanda-based association serving horticulture exporters. Regional counterpart in East Africa with similar member services including training, certification, and market linkages.
• Uganda Flower Exporters Association (UFEA): Industry association for Uganda's flower and horticulture exporters. Comparable structure and mandate of export promotion, standards, and policy advocacy for East African horticulture.

Broad incumbents

• AGRA (Alliance for a Green Revolution in Africa): Major African agricultural development organization funding multiple TAHA initiatives (YEFFA). Operates broadly across value chains and geographies, indirectly comparable institutional development partner.
• Control Union: Global certification, logistics, and supply-chain services company. Competes directly with TAHA's GREENCERT subsidiary on GlobalG.A.P. certification and competes with TAHAFresh on logistics.
• GAIN (Global Alliance for the Improved Nutrition): Global nonprofit operating nutrition, food systems, and market access programs. Overlaps with TAHA's gender/nutrition and smallholder market linkage mandates, though at a much larger global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/taha_tanzania
• YouTubeyoutube.com/@tahaonlinetv8989
• Facebookfacebook.com/Tanzaniahorticulturalassociation
• LinkedInlinkedin.com/company/tanzania-horticulture-association-taha-
• Instagraminstagram.com/taha_tanzania

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tanzania Horticultural Association