Agricultural Marketing Authority
Agricultural Marketing Authority (AMA) is the Zimbabwean government regulatory authority that licenses and oversees production, marketing, and processing of agricultural products. It serves farmers, traders, processors, and exporters through a registration portal, e-commerce marketplace, commodity price service, and 30+ regional offices.
- Company typePrivate
- Founded2010
- HeadquartersHarare, Zimbabwe
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Agricultural Marketing Authority does
Agricultural Marketing Authority (AMA) is a Zimbabwean government regulatory authority established under the Ministry of Lands, Agriculture, Fisheries, Water and Rural Resettlement and headquartered at 8 Leman Road, Mt Pleasant, Harare. Its statutory mandate is the overall regulation of production, marketing, and processing of agricultural products in Zimbabwe, covering grains, oil seeds, horticulture, livestock, cotton, macadamia, and (since 2020) industrial hemp. AMA serves smallholder farmers, commercial farmers, traders, processors, abattoir operators, and exporters through a nationwide network of more than 30 regional offices and a web-based registration portal (ama.co.zw).
The technology platform is a three-product ecosystem: the AMA Portal for farmer and merchant registration and compliance tracking; the AMA Marketplace (market.ama.co.zw), an e-commerce platform with auction capabilities for agricultural inputs and outputs; and supporting services including a market commodity price information system covering multiple markets and 15+ commodities, plus GIS services for agricultural mapping and analysis. No proprietary AI/ML capabilities are evident; the stack is conventional web and GIS technology. The authority also runs sector-development content (Horti-Focus Magazine, bulletins) and participates in national programs such as the Presidential Blitz Tick Grease Programme, which has reached over 600,000 households.
Revenue mechanics are diversified across three streams: licensing and registration fees (industrial hemp permits at USD 200 for cultivation/research and USD 500 for merchant permits, plus a schedule of fees for grain, livestock, cotton, and horticulture licenses), government-funded regulatory services, and marketplace transaction commissions and auction fees. Pricing is published and transparent. As a state entity, AMA is not privately funded and has no venture capital or parent company structure; it operates as a self-funded regulatory institution within Zimbabwe's public-sector framework.
Agricultural Marketing Authority firmographics
Firmographics- Name
- Agricultural Marketing Authority
- Legal name
- Agricultural Marketing Authority
- Website
- https://ama.co.zw
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Agricultural Marketing Authority (AMA) is the Zimbabwean government regulatory authority that licenses and oversees production, marketing, and processing of agricultural products. It serves farmers, traders, processors, and exporters through a registration portal, e-commerce marketplace, commodity price service, and 30+ regional offices.
- Ownership category
- akta.pro rank
Agricultural Marketing Authority industry classification
Industry- Product category
- Agricultural Marketing Regulation
- NAICS
- Regulation of Agricultural Marketing and Commodities (92614)
- akta.pro primary industry
- Trade, Export Controls & Customs Compliance (BPAHAFAN)
- akta.pro secondary industries
- Agriculture Inputs & Farm Supply Marketplaces (CRAFAHAL), Import/Export & Cross-Border Food Commodity Trading (AFAIAKAL)
Keywords
Where Agricultural Marketing Authority is headquartered
LocationHeadquarters
- HQ city
- Harare
- HQ country
- Zimbabwe
- HQ region
- Africa
Offices31 records
Markets served
Agricultural Marketing Authority business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Licensing and Registration Fees: Revenue generated from issuing permits and licenses to various agricultural stakeholders including industrial hemp permits, grain traders, processors, merchants, and farmers
- Regulatory Services: Government-funded regulatory services for agricultural marketing and processing oversight
- Marketplace Transaction Fees: Commission and fees from the AMA Marketplace platform facilitating agricultural product sales and auctions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Annual | Industrial Hemp Cultivator Permit |
| One time/ perpetual license | Multi-year contract | Industrial Hemp Research Permit |
| One time/ perpetual license | Annual | Industrial Hemp Merchant Permit |
| One time/ perpetual license | Pay-as-you-go | Department of Veterinary Services Inspection Fee |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Agricultural Marketing Authority product offering
Product offeringCore offering
AMA regulates the production, marketing, and processing of agricultural products in Zimbabwe through licensing and registration of farmers, traders, processors, and merchants across grains, oil seeds, horticulture, livestock, cotton, macadamia, and industrial hemp sectors. It operates the AMA Portal for online registration and compliance, the AMA Marketplace e-commerce platform connecting buyers and sellers with auction capabilities, and provides market commodity price information and GIS services. Revenue is generated through permit fees, license fees, government funding for regulatory services, and marketplace transaction commissions.
Product overview
Agricultural Marketing Authority (AMA) operates a platform-plus-services model consisting of the AMA Portal for regulatory registration and compliance, the AMA Marketplace for e-commerce transactions of agricultural products, and supporting services including market commodity pricing and GIS services. The ecosystem enables farmers, merchants, and buyers to register, trade, and access market information across Zimbabwe's agricultural sector.
Differentiator
Problem solved
Functional benefit
Products and services
- AMA Online Registration Portal Online registration and compliance portal enabling farmers and merchants across Zimbabwe to register agricultural operations across grains, oil seeds, horticulture, livestock, cotton, macadamia, and industrial hemp sectors. The portal supports online applications for licenses and permits required to participate in agricultural production, trading, and processing.
- AMA Marketplace E-commerce Platform E-commerce platform enabling registered buyers and sellers to transact agricultural products directly, including fertilizers, chemicals, fruits, vegetables, implements, and livestock, with online timed auctions, bidder registration, deposit requirements, and buyer levy/VAT handling.
- Market Commodity Price Service Real-time market commodity pricing information covering 15+ commodities across multiple national markets including Mbare, Sakubva, Chipadze, and Renkini, supporting market transparency for farmers, traders, and buyers.
- GIS Services for Agricultural Planning Geographic Information System (GIS) services providing agricultural planning and analysis capabilities for stakeholder use in mapping and decision support across Zimbabwe's agricultural value chain.
- Industrial Hemp Permits and Licensing Statutory permitting program for industrial hemp operators under Statutory Instrument 218 of 2020, offering cultivator permits (USD 200 application, USD 200 annual renewal), research permits (USD 200 application, USD 200 annual renewal), and merchant permits (USD 500 application, USD 500 annual renewal), with THC level monitoring at a maximum of 0.30%.
- Agricultural Sector Registration and Licensing Services Comprehensive registration and licensing services covering grains and oil seeds (traders, brokers, processors, warehouses, contractors), horticulture and plantations (traders, wholesalers), livestock (abattoirs, processors, traders, buyers, auctioneers), agricultural input suppliers, macadamia (merchants, seed growers), cotton (ginners, contractors, buyers, traders), auction floors, and general farmer registration.
Quantifiable outcome
- Over 600,000 households reached with government support programs (tick grease distribution)
- +2 more outcomes
Companies that use Agricultural Marketing Authority
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
Agricultural Marketing Authority technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Agricultural Marketing Authority partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- Ministry of Lands, Agriculture, Fisheries, Water and Rural ResettlementcorePrimary government ministry overseeing agricultural policy; AMA operates under this ministry's mandate for agricultural marketing regulation
- Grain Marketing Board (GMB)coreKey stakeholder for tick grease distribution to farmers; government grain procurement and storage entity
- AgribankcoreAgricultural development bank providing financing solutions for registered farmers and agricultural enterprises
- Tobacco Industry Board (TIMB)majorRegulatory body for tobacco marketing and production in Zimbabwe
- COTTCO (Cotton Company of Zimbabwe)majorCotton marketing company involved in cotton sector regulation and farmer support
- Zimbabwe National Water Authority (ZINWA)majorWater resource management authority supporting agricultural irrigation infrastructure development
- ZIMTRADEmajorNational trade development organization facilitating agricultural export market access
- Reserve Bank of Zimbabwe (RBZ)coreCentral bank providing monetary policy and foreign exchange regulation affecting agricultural trade
- Department of Veterinary ServicescoreGovernment department responsible for animal health; joint implementation of Presidential Blitz Tick Grease Programme reaching 600,000+ households
- Specialty Crop Farm Bill AllianceminorUS-based industry advocacy group pushing for $5 billion dedicated aid package for specialty crop farmers
- National Biotechnology AuthorityminorRegulatory authority for biotechnology applications in agriculture
- Research Council of ZimbabweminorCoordinating body for agricultural research and development initiatives
Scale indicators5 records
Recent moves4 records
Expansion highlights5 records
Agricultural Marketing Authority competitors and assessment
Company assessmentDirect peers
- eNAM (National Agriculture Market): India's pan-India electronic trading portal that links existing APMC mandis to create a unified national market for agricultural commodities, with auction and price-discovery functionality. Directly comparable to the AMA Marketplace in digital ag-trade infrastructure purpose.
- National Agricultural Export Development Board (NAEB): Rwanda's statutory body regulating and promoting agricultural exports, including licensing of exporters and operators across coffee, tea, horticulture, and other cash crops. Comparable as a national agricultural marketing/export regulator operating in a similar African regulatory context.
- National Agricultural Marketing Council (NAMC): South Africa's statutory body charged with advising the Minister on agricultural marketing policy and promoting market access for all participants. Closely comparable to AMA as a government agricultural marketing authority, though with an advisory rather than direct-licensing mandate.
- Agriculture and Food Authority (AFA): Kenya's state corporation regulating, developing, and promoting scheduled crops and agricultural products across multiple value chains. Directly comparable to AMA in scope (multi-sector crop regulation, licensing, market facilitation) and mandate.
Emerging players
- Farmerline: Ghanaian ag-tech company providing digital advisory, market access, and data services to smallholder farmers across West Africa. Comparable as a regional player building farmer registration, market information, and supply-chain linkages — overlapping with AMA's portal and pricing functions.
- AFEX Commodities Exchange: Nigeria-based private commodities exchange offering storage, financing, and market access for smallholder farmers across multiple African countries. Comparable as an agricultural marketplace operator addressing similar smallholder market-access and price-discovery problems, though privately funded rather than state-mandated.
- Twiga Foods: Kenya-based B2B agricultural marketplace connecting farmers to urban retailers with logistics and payment infrastructure. Comparable as an African ag-marketplace platform addressing farmer-to-buyer linkage, though operating as a commercial venture rather than a state regulator.
Broad incumbents
- Agricultural and Processed Food Products Export Development Authority (APEDA): Indian government export development authority for agricultural and processed food products, providing registration, licensing, and market facilitation. Comparable as a much larger incumbent in the same broad category of state-led agricultural marketing and export regulation.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Agricultural Marketing Authority social profiles
Digital presenceAgricultural Marketing Authority financial estimates
Financial estimateRevenue estimate
Valuation estimate
Agricultural Marketing Authority leadership team
Management profileNumber of profiles
Agricultural Marketing Authority funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Agricultural Marketing Authority M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Agricultural Marketing Authority
What does Agricultural Marketing Authority do?
AMA regulates the production, marketing, and processing of agricultural products in Zimbabwe through licensing and registration of farmers, traders, processors, and merchants across grains, oil seeds, horticulture, livestock, cotton, macadamia, and industrial hemp sectors. It operates the AMA Portal for online registration and compliance, the AMA Marketplace e-commerce platform connecting buyers and sellers with auction capabilities, and provides market commodity price information and GIS services. Revenue is generated through permit fees, license fees, government funding for regulatory services, and marketplace transaction commissions.
Is Agricultural Marketing Authority a public or private company?
Agricultural Marketing Authority is a private company. It is classified as state government owned and is currently operating.
When was Agricultural Marketing Authority founded?
Agricultural Marketing Authority was founded in 2010. It employs 101 to 250 people.
Where is Agricultural Marketing Authority based?
Agricultural Marketing Authority is headquartered in Harare, Zimbabwe, in the Africa region.
How does Agricultural Marketing Authority make money?
Three revenue lines are on record. Licensing and Registration Fees are the primary driver. The others are regulatory Services and marketplace Transaction Fees.
Who are Agricultural Marketing Authority's main competitors?
Direct peers on record are eNAM (National Agriculture Market), National Agricultural Export Development Board (NAEB), National Agricultural Marketing Council (NAMC) and Agriculture and Food Authority (AFA). Emerging players are Farmerline, AFEX Commodities Exchange and Twiga Foods. Agricultural and Processed Food Products Export Development Authority (APEDA) is listed as a broad incumbent.
Does Agricultural Marketing Authority have an API?
No public API is recorded for Agricultural Marketing Authority.
What industry is Agricultural Marketing Authority in?
Agricultural Marketing Authority's product category is Agricultural Marketing Regulation. Its primary akta.pro industry code is BPAHAFAN, Trade, Export Controls & Customs Compliance, with a secondary code of CRAFAHAL, Agriculture Inputs & Farm Supply Marketplaces. Its NAICS code is 92614.