Monica CCheru—ManagingEditor
Zimbabwean tobacco farmers have sold 323 million kilograms of tobacco as of June 30, 2025, a 47% increase on last year’s figure of 219 million kilograms for the same period.
As Zimbabwe’s tobacco sales hit 323 million kg (a 47% Year-on-year surge), Tian Ze Tobacco’s contract farming model anchors this growth in human impact—supporting 20,000+ livelihoods through contract farming and corporate social investment.
Tian Ze General MManager r. Li Wenjie said the company is optimistic about the outlook for the sector in 2025 and beyond.
“Our mission is to support Zimbabwe to revive its tobacco production and supply quality tobacco leaf to China Tobacco,” said Mr. Li in an exclusive interview with Zim Now.
Watch short video here: https://youtu.be/JzXFZKi_qCU?feature=shared
Founded in 2005 under an MOU between the Chinese and Zimbabwean governments, Tian Ze has grown to become a pillar of Chinese-Zimbabwean cooperation in agriculture—providing finance, training, and a guaranteed market to local tobacco farmers.
Record exports and Chinese appetite
In 2024, Zimbabwe’s tobacco exports reached US$1.3 billion, up from US$1.2 billion in 2023, with China alone accounting for over US$628 million—more than 50% of the total crop. The trend is expected to continue, with China retaining its status as Zimbabwe’s largest buyer of flue-cured tobacco.
“In general, the investment environment in Zimbabwe is open and friendly,” said Mr. Li. “That’s why we are seeing more and more Chinese investors coming to Zimbabwe.”
Tian Ze Tobacco is a major driver of that trend. Beyond buying tobacco for export, it helps sustain the sector locally through a contract farming model that provides low-interest loans, zero markup on inputs, free technical support, and extension services.
Impact on the ground: Over 20,000 jobs
“Through our contract farming scheme, Tian Ze has indirectly provided over 20,000 jobs in the form of farm labor,” Mr. Li explained. “We also have more than 70 local employees and hire over 300 seasonal staff during the selling period.”
“Tian Ze has many different local partners—contract farmers, input suppliers, and other tobacco companies. We are all working together towards sustainable development of the tobacco industry in Zimbabwe,” said Mr. Li.
The company’s value chain stretches beyond economics—it includes CSR efforts like building a rural school and sponsoring bright students, one of whom is now studying medicine at the University of Zimbabwe.
“It’s crucial to contribute to the local community and fulfill social responsibility,” Mr. Li added. “This is conducive to long-term and sustainable development.”
The 2025 season: Growth, pressure, and a changing market
This year’s marketing season opened on March 5, and by mid-June had recorded over 285 million kg sold—pushing toward the 323 million kg harvest, which has exceeded the 300 million kg target. Average prices are hovering around US$3.55/kg, and top-end leaf is selling at US$6.20/kg.
Deputy Agriculture Minister Vangelis Haritatos recently told a local publication:
“We might not hit the 300m kg target, but we will be very close. This year’s tobacco quality is even better.”
TIMB Chair Patrick Devenish added that late rains benefitted smallholders, improving the leaf’s maturity and texture.
While there is apparent increased effort to curb criminal activity in the tobacco sales chain, and several people have been arrested, side marketing remains an issue in the industry.
But to benefit from it, farmers need to maintain the tight quality regime. Recently, Tian Ze reminded growers that mixing grades, excessive moisture, and moldy tobacco can lead to rejections or discounted prices.
The road ahead: Risks and resilience
Even as Zimbabwe’s golden leaf shines bright, storm clouds linger:
Climate change threatens smallholder viability.
Global oversupply (forecast at 2.2B kg in 2025, up from 1.84B in 2024) could push prices down.
Environmental concerns grow—1 kg of tobacco requires 10 kg of firewood.
Tian Ze is looking to mitigate risks by championing sustainable curing methods, farmer education, and stronger quality control systems.
Regulatory turbulence and rising scrutiny
Challenges in Zimbabwe’s business environment are well documented. Mr. Li highlighted two key concerns for Chinese investors:
“One of the challenges Chinese businesses face in Zimbabwe is the instability of the local currency at times. Also, we hope for more consistent tax policies.”
Despite this, Tian Ze continues to work closely with relevant government departments to ensure compliance and protect investor interests.
A model for others: Lessons for Chinese entrepreneurs
Mr. Li urges fellow Chinese investors to
Learn and follow local laws
Engage Zimbabwean partners
Contribute to communities—from clinics to classrooms
“There are lots of business opportunities for Chinese investors, but we have to work with local partners to enhance mutual benefits and promote friendship between China and Zimbabwe.”
What makes Mr. Li Wenjie’s vision compelling isn’t just the dollar value of leaves bought or tons shipped to China. It’s the philosophy of partnership, the respect for local effort, and a long-term lens that sees beyond seasons.
“This is not just about business,” he says. “It’s about friendship, development, and future generations.”
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