TIMB boss eyes value addition to grow industry 

Source: TIMB boss eyes value addition to grow industry – herald

Elita Chikwati

NEWLY appointed Tobacco Industry and Marketing Board (TIMB) chief executive officer (CEO), Mr Emmanuel Matsvaire, has said a multi-faceted and forward-looking approach is essential to strengthen the industry through value addition and increasing exports to premium markets.

Mr Matsvaire was appointed CEO for the TIMB with effect from June 10.
He had been acting CEO since September 2022.

Before he was appointed acting CEO, Mr Matsvaire was TIMB’s chief operating officer.
TIMB chairman, Mr Pat Devenish, confirmed the appointment, saying the coming in of Mr Matsvaire was going to bring progress to the tobacco industry.

“Mr Matsvaire is now substantive CEO. He was appointed by the Minister and President. We are happy to have him as the CEO,” he said.

Mr Devenish said the board was excited about Mr Matsvaire’s appointment, highlighting the significant work that lies ahead in the industry.

Mr Matsvaire said there was a need to promote value addition and local processing.
Zimbabwe’s tobacco industry is a major contributor to the national economy, playing a significant role in agricultural exports and the economy. The country is the largest tobacco producer in Africa and the fourth largest globally.

Tobacco accounts for roughly 50 percent of agricultural exports and employs thousands across the country.
“Incentivising investment in local processing and cigarette manufacturing will reduce reliance on raw leaf exports.

The industry should promote the development of tobacco by-products such as nicotine extraction, biomass energy and paper products to diversify revenue streams.

“Working with Government and industry players will help create export-ready products that can access new and premium markets. Emerging markets have to be explored in Asia, the Middle East and Africa,” said Mr Matsvaire.
Improving branding and certification of Zimbabwean tobacco, Mr Matsvaire said, would position the crop as a premium, sustainable product globally, while collaborating with ZimTrade and international trade platforms would promote Zimbabwe’s tobacco as a high-quality export.

Mr Matsvaire said farmer empowerment could be achieved through strengthening contract farming frameworks, to ensure fairness, transparency and accountability from contractors.

“Promoting financial literacy and business training for smallholder farmers is also equally important. Enhancing the new price model will prevent farmer exploitation during peak marketing seasons,” he said.

Mr Matsvaire said he will also promote sustainable farming practices through aligning Zimbabwe’s tobacco production with international Environmental, Social and Governance (ESG) standards to safeguard market access.

“Incentives for climate-smart agriculture such as afforestation and use of renewable energy during curing should be introduced while investment should also be encouraged in research, innovation and technology,” he said.
Other areas of importance for the new CEO include strengthening regulatory oversight and governance in the tobacco sector.

“There is need for compliance with marketing and production regulations to curb side-marketing, contract abuse and illegal trade. It is important to digitise licensing and auction systems for greater transparency and efficiency.

“It is also important to enhance traceability of tobacco from farm to market, to build confidence with international buyers and regulators,” he said.

Mr Matsvaire is a holder of MSc in Development Economics- Bindura University of Science Education, MSc in Agribusiness — Africa University, BSc (Hons) Operations Research and Statistics — Nust, BSc (Hons) Agriculture and Natural Resources Management — Midlands State University.

He is studying for a Doctor of Philosophy (PhD) in Agricultural Economics with the University of Zimbabwe.
TIMB is a regulatory and advisory statutory board whose functions include controlling and regulating the growing, marketing and exporting of tobacco.