Tobacco farmers are celebrating a sharp recovery in auction prices after a challenging start to the 2026 marketing season, with the rebound restoring confidence and improving prospects for the next production cycle.
The marketing season opened on a difficult note, with depressed prices at both auction and contract floors leaving many growers struggling to recover production costs. However, stronger buyer demand in recent weeks has pushed prices upwards, bringing relief to thousands of farmers.
Growers say the improved prices have enabled them to recover their investments and begin planning for the next farming season with renewed confidence.
“We are now happy that the prices have recovered at the auction floors and we can now go back to the field next year,” said one farmer.
Another grower welcomed the turnaround.
“This is good, and things have changed dramatically. I am quite happy compared to when the season started,” she said.
One farmer, who had initially withheld his crop in anticipation of better prices, said the market had surpassed his expectations.
“I never expected to witness these prices because I had stored my tobacco intending to sell next season, but I was forced to sell now,” he said.
Industry players say the weak prices experienced at the beginning of the season were largely driven by expectations of an oversupply, prompting many buyers to stay away from the auction floors.
Chevron Tobacco Director Tapiwa Masedza, said market dynamics had shifted after production estimates turned out to be lower than initially projected.
“There was a general feeling that there was a lot of tobacco in the market, but the estimates have proved otherwise. Merchants are now returning to the market to satisfy their orders,” he said.
Premier Tobacco Auction Floors Manager, Sam Garagba, said increased competition among buyers had strengthened prices.
“There are now a lot of buyers at the auction floors compared to when the season started, and we have seen prices firming up as a result. Farmers are saying the situation has drastically improved compared to when the season started,” he said.
Zimbabwe’s tobacco industry continues to record strong marketing volumes, with more than 340 million kilogrammes having been delivered to both contract and auction floors so far this season.
With deliveries continuing, the 2026 tobacco marketing season is on course to surpass last year’s record of 355 million kilogrammes, underscoring the sector’s resilience and its continued contribution to the country’s agricultural exports and economic growth.
