Paper short abstract:

The paper explores the role and experiences of women entrepreneurs in Fresh Fruit and Vegetable marketing in emerging urban markets in a spontaneous economy in Zimbabwe.

Paper long abstract:

Zimbabwe's markets today are dominated by smallholders with the growth of the informal markets largely being people-driven. The informal economy is characterised by spontaneous livelihood activities in response to the failure of the state or markets to provide a conducive operational environment. This paper discusses the role of women entrepreneurs engaged in Fresh Fruit and Vegetable (FFV) provisioning in emerging and expanding urban market spheres of Zimbabwe. The conceptual framework combines actor-force-field and institutional analysis to understand the intricate social and economic networks established by women to sell FFV produce in urban market spaces. Participatory qualitative techniques (tracing/following, observation, key informant interviews) were used to answer questions on the social organisation of markets and marketing. Evidence shows that more women are actively involved in the sector as a livelihood means. Yet, women face unique market entry constraints in terms of key enablers (finance, knowledge, technology) which forces women to use other means to purvey produce to undercut the challenges. This paper therefore presents insights into strategies adopted by women entrepreneurs to secure markets under difficult operational circumstances. Innovatively, women are identifying niche markets in previously unchartered locations, through formal and informal networks. Results indicate better income earnings, improved livelihoods as seen through investment in productive activities and in the way they live. Finally, policy options are suggested to strengthen the position of women entrepreneurs in the sector while institutional measures for improving service provision in food safety standards, product development, and secure marketing infrastructure are proffered.