Production and Marketing Strategies by Youth Vegetable Farmers in Urban Settlements, Tanzania

Purpose: This paper evaluates the strategies used by youth in vegetable farming for sustainable livelihood and growth in urban settings. Design/Methodology/Approach: A multiple case studies design was adopted to explore the differences within and between cases.The approach allows the researcher to augur either contradicting findings for expected reasons or similar findings across cases. In selecting the participants for the study, a two-stage sampling technique was adopted. The four youth vegetable farmers who served as cases in this paper were selected through maximum variation purposive sampling procedure. Moreover, 9 FGDs and 14 KIs interviews were conducted. The transcripts from FGDs, KI and indepth were transcribed and coded into emerging themes. The content analysis techniques which were informed by the Interpretative phenomenological Approach (IPA) was employed for data analysis. Findings: Research findings indicate that the strategies used in production and marketing of vegetable are interlinked. As such, the strategies used in production are conditioned by marketing strategies.However, proper timing of production season and producing crops that are beyond the farmers’ comfort zone for attracting market were among the strategies which are linked to successful performance in the business. Research Limitation/ Implications: The current study focused on production and maketing strategies by youth vegetable farmers in Dodoma city. This paper therefore concentrated mainly on crops with a short incubation period in urban settings rather than perennial or annual crops. Practical Implication: The knowledge advanced in this study will inform the local governments and the youth on the need to borrow from the best practices examples of strategies used in vegetable marketing and production for formulating policies, interventions and support programmes for the youth. Social Implication: The paper informs urban planners on the need to consider land for agricultural activities for the youth in particular as the informal sector in urban settlements is expected to continue and grow in Africa. Originality/Value: Novelty of this paper lies in youth livelihood opportunities in agriculture by focusing on fast-maturing crops since youth are interested in making quick money to meet their life desires.