Zimbabwe launches farmed tilapia value chain marketing strategy

Harare - Zimbabwe's first-ever tilapia value chain marketing strategy was launched today, a blueprint that positions aquaculture as a strategic pillar of the country’s fast-expanding blue economy, offering a roadmap to strengthen production, build structured markets, improve value addition, and reduce reliance on fish imports.

“This is the beginning of a new journey in Zimbabwe’s aquaculture sector,” said Patrice Talla, FAO Subregional Coordinator for Southern Africa and Representative to Zimbabwe in a speech read on his behalf by Louis Muhigirwa, Deputy FAO Representative. “It is an accelerator, bringing together evidence, market insights, and stakeholder ambitions to chart a bold, coordinated path forward.”

With support from the Food and Agriculture Organization of the United Nations (FAO) under its FISH4ACP project, the strategy was developed in collaboration with the Government of Zimbabwe and the Agricultural Marketing Authority (AMA).

Earlier this month, stakeholders from across the aquaculture landscape validated the market strategy following extensive research and consultations in Manicaland and Harare provinces. Stakeholders confirmed that Zimbabwe had laid the foundation for a national strategy to transform tilapia into a competitive, well-structured commodity within local and regional markets.

“The strategy we are launching today presents a clear roadmap for development of a viable Tilapia Value Chain that will positively contribute to the country’s economic development,” said Honourable Davis Marapira, Deputy Minister of Lands, Agriculture, Fisheries, Water and Rural Development. “The success of this strategy depends on our effective coordination. Government will continue to provide policy support and strengthen extension services,” added the Deputy  Minister.  

Honourable Davis Marapira, Deputy Minister of Lands, Agriculture, Fisheries, Water and Rural Development officially launching the strategy

The Tilapia Value Chain Marketing Strategy spells out a coordinated plan to strengthen aquaculture production, improve market systems, and boost national food security. The strategy prioritizes enhancing farmer productivity through improved access to quality fingerlings, feed, and best aquaculture practices while upgrading cold chain infrastructure, standardizing quality assurance, and reinforcing traceability across the value chain. It also promotes value addition by encouraging locally processed tilapia products and stronger branding to position Zimbabwean tilapia as a premium, trusted protein source.

“As Zimbabwe Women’s Microfinance Bank, we welcome a strategy that places inclusivity at its core,” said Barbara Muyengwa, Head of Marketing and Public Relations from the ZWMB underscoring the strategy’s commitment to gender-responsive growth. “Women already play crucial roles in the tilapia value chain, and this strategy creates the financial pathways, training platforms and market opportunities they need to scale up their enterprises and fully participate in the blue economy,” added Muyengwa.

The strategy further seeks to improve sector‑wide coordination by empowering the AMA as a central market development leader and strengthening multi‑stakeholder platforms for governance and investment alignment.

About FISH4ACP
Led by the Organisation of African, Caribbean and Pacific States (OACPS) and implemented by FAO with funding from the European Union (EU) and the German Federal Ministry for Economic Cooperation and Development (BMZ), FISH4ACP aims to make fisheries and aquaculture value chains in Africa, the Caribbean, and the Pacific more productive and sustainable, contributing to food and nutrition security, economic prosperity and job creation.