Zimbabwe’s tobacco industry is set to benefit from a new partnership between Premier Tobacco Auction Floor and EcoCash, the country’s leading mobile money platform. The collaboration will create convenience for farmers and boost operational efficiencies at the auction floor.
Tobacco is one of Zimbabwe’s major foreign currency earners, raking in just over US$1,2 billion from the more than 233 million kilogrammes exported last year. According to the Tobacco Industry and Marketing Board data, farmers had planted 113 101 hectares of crops by February 2.
This represents a 4 percent decrease compared to the same period last year when the total area planted under crops was 117 645 hectares.
However, the outlook for the 2024 tobacco selling season, which kicks off on Thursday next week, is positive, as the partnership with EcoCash will offer farmers a digital payment option that is secure, accessible, and fast.
How EcoCash Works for Tobacco Farmers
EcoCash is a mobile money service that allows users to send and receive money, pay bills, buy airtime, and access other financial services using their mobile phones. EcoCash has over 11 million registered customers and more than 50 000 agents across Zimbabwe.
For tobacco farmers, EcoCash will enable them to receive their earnings on the same day they sell their crop at the auction floor. They will also be able to access their funds from any EcoCash agent or merchant, or withdraw cash from any bank or ATM that accepts EcoCash.
Premier Tobacco chairman Mr Owen Murumbi hailed the partnership with EcoCash, saying it has given a personalised service for their farmers.
“They’ve been consistently available, helping farmers receive their money securely. The turnaround time for inquiries has drastically improved, positively impacting our service delivery,” he said.
He added that EcoCash outlets are widely available, making it accessible to every farmer.
The Benefits of Going Digital
The partnership with EcoCash is part of Premier Tobacco’s efforts to embrace digital solutions to streamline operations and enhance farmers’ experience when selling their product. The auction floor has also introduced an online registration system, a mobile app, and a toll-free call centre to facilitate communication and feedback.
By going digital, Premier Tobacco and EcoCash are not only providing convenience and efficiency for farmers, but also contributing to the country’s financial inclusion and digital transformation goals.
According to the World Bank, financial inclusion is the access and use of formal financial services by individuals and businesses. Financial inclusion can reduce poverty, create jobs, and promote economic growth.
Digital transformation, on the other hand, is the use of digital technologies to create new or modify existing business processes, products, and customer experiences. Digital transformation can improve productivity, innovation, and competitiveness.
By leveraging mobile money and other digital platforms, Premier Tobacco and EcoCash are empowering tobacco farmers to access financial services, manage their money, and grow their businesses.
A Bright Future for Tobacco Farmers
As the 2024 tobacco selling season approaches, tobacco farmers in Zimbabwe can look forward to a smooth and rewarding process, thanks to the partnership between Premier Tobacco and EcoCash.
The partnership is a win-win situation for both parties, as it will increase customer satisfaction, loyalty, and retention, as well as generate more revenue and market share.
More importantly, the partnership is a win for the tobacco industry and the economy, as it will boost the foreign currency inflows, create employment opportunities, and support the development of the agricultural sector.
With Premier Tobacco and EcoCash on their side, tobacco farmers can hope for a bright future.
Source: The Herald
