A Working Model Towards Curbing Tobacco Side Marketing

Tobacco remains a vital cash crop in Zimbabwe, contributing significantly to the country’s economy and the livelihoods of smallholder farmers. However, side marketing where tobacco is sold outside formal channels has emerged as a critical challenge undermining the integrity and sustainability of the industry. This dissertation investigates the drivers, dynamics, and impacts of tobacco side marketing in Zimbabwe, with the aim of developing a practical, stakeholder inclusive model to curb the practice. The study employs a mixed-methods approach, incorporating field surveys, stakeholder interviews, and analysis of regulatory frameworks to understand the motivations behind side marketing and the systemic gaps that enable it. Findings reveal a complex interplay of factors including weak enforcement of regulations, limited market access, pricing dissatisfaction, and financial pressures on farmers. Drawing on these insights, the dissertation proposes a working model that emphasizes improved farmer support systems, digital traceability, collaborative regulation, and enhanced market transparency. The model advocates for multi- stakeholder engagement combining government oversight, private sector participation, and farmer empowerment as the cornerstone of a sustainable solution. The study contributes to policy and academic discussions on agricultural market governance and offers actionable recommendations for curbing side marketing while protecting farmer livelihoods and ensuring the long-term viability of Zimbabwe’s tobacco sector.