Despite the modest performance of agriculture, the fruit and vegetable sector has grown at a rate of 8-10% over the past years, a growth rate higher than not only that of the agricultural sector as a whole, but also that of GDP (URT 2021; Bank of Tanzania 2024). Tanzania is one of the top-20 world’s largest producers of vegetables and fruits (Mashindano et al. 2013; MMA 2017). Between 2005 and 2013 alone, the national production of tomatoes, cabbage, carrots, eggplant doubled in quantitative terms (MMA 2017)1. As noted by Ponte (2002), these products allow farmers to obtain fast and relatively constant incomes over the course of the year. In addition, in the same period also the production of some annual/permanent fruits such as oranges, mangoes and peaches increased significantly2.