Zimbabwe is intensifying efforts to produce higher-quality tobacco for premium international markets, with more than 70 million kilogrammes of the crop expected to be exported to China this year as Government shifts focus from volume to value-driven exports.
The projected exports, estimated at about 73 million kilogrammes, are slightly lower than the 83 million kilogrammes shipped to China last year. However, authorities say the emphasis is now on producing higher-quality tobacco capable of attracting better prices and delivering greater returns for farmers and the national economy.
The strategy comes as the 2026 tobacco marketing season nears its conclusion, with Government encouraging growers to focus on quality production and market-preferred tobacco styles rather than expanding hectarage.
Minister of Agriculture, Mechanisation and Water Resources, Dr Anxious Masuka, visited Tian Ze Tobacco Company last Friday to assess tobacco pricing, leaf quality and production trends at one of the country’s largest contract tobacco auction floors.
The visit formed part of ongoing Government efforts to monitor the marketing season, improve farmer returns and enhance Zimbabwe’s competitiveness in key export destinations.
Speaking during the tour, Dr Masuka said Government was closely following developments on the auction floors to ensure growers receive fair value for their crop.
“Government is concerned about the pricing being offered this season, so as you are aware this is my third time after visiting other floors. We are happy that here Tian Ze is one of the biggest off takers of our golden leaf. This year China is expecting to import 73 million of crop down from 83 million kgs last year and their pricing regime is fair as compared to others,” he said.
Dr Masuka said discussions with the contractor also centred on assisting farmers who may be facing financial challenges after the season.
“It is unfortunate that some farmers have incurred some debt, and we discussed and agreed with Tian Ze that they will support such farmers until they recover, and I want to urge contractors to do the same. The message to farmers is that there is no need to increase hectarage but to concentrate on the best quality and styles required by the market,” he said.
The minister said improving quality remains critical to maintaining Zimbabwe’s reputation as a producer of world-class flue-cured tobacco and securing stronger demand in export markets.
Despite challenges encountered during the season, Zimbabwe’s tobacco industry continues to record strong production levels. More than 325 million kilogrammes of tobacco have already been sold, with authorities optimistic that deliveries could reach the 400 million-kilogramme mark before the close of the marketing season.
The expected milestone would further cement tobacco’s status as one of Zimbabwe’s leading foreign currency earners and a key contributor to rural livelihoods.
Government’s latest approach reflects a broader shift towards value-driven agricultural production, where quality, consistency and market responsiveness are becoming increasingly important in driving export earnings and ensuring long-term sustainability of the tobacco sector.
