The Horticulture Market Acceleration Project (HortiMAP)

The Horticulture Market Acceleration Project (HortiMAP) was a four-year project to improve farmer livelihoods, boost household nutrition, and create jobs in Uganda’s horticulture sector. It was funded by the Embassy of the Kingdom of the Netherlands and implemented by TechnoServe in collaboration with a consortium including BiD Capital Partners, PUM Netherlands, and Wageningen University and Research (WUR).  

Operating in 33 districts across the Elgon and Kigezi regions and the Lake Victoria crescent, HortiMAP worked with the private sector and public institutions to transform Uganda’s horticulture industry  

Context 

Horticulture is one of the most important sectors in Uganda’s economy. It contributes about 14.4% to the country’s GDP and produces over 5.8 million tons of fruits and vegetables every year. The broader agricultural sector provides up to 66% of the total employment, which translates into jobs for thousands of people—especially smallholder farmers, women, and young people—through farming, processing, selling, and exporting fresh produce.

Uganda is also the second-largest producer of fruits and vegetables in Sub-Saharan Africa. Strengthening the productivity and resilience of the horticulture sector is therefore critical to improving nutrition in the country and meeting growing regional demand. Many farmers, however, still face obstacles such as low yields, limited market access, and a lack of financing and training. Despite these challenges, Uganda’s fertile soils and favorable climate make it possible to grow crops throughout the year. With the right support, horticulture can play a key role in reducing poverty, improving diets, and strengthening rural communities in a sustainable way.

In the center, dressed in blue, Florence Namatovu (left), a lead farmer from Kyotera, interacts with a visitor at the HortiMAP tent during the 2024 Harvest Money Expo, alongside Grace Byamugisha (right), a staff member from TechnoServe. 

Opportunity

HortiMAP explored different avenues to build resilience and growth within Uganda’s horticulture sector by targeting smallholder farmers and small and medium-Sized enterprises (SMEs) in the fresh fruits and vegetables value chain. With support from a robust consortium of partners and strategic collaboration with farmer groups, savings and credit cooperative organizations (SACCOs), and vendor associations, the project:

• Helped farmers sustainably boost the sustainable production of fruits and vegetables
• Increased the supply of high-quality horticulture products
• Strengthened access to competitive markets, linking producers to high-value buyers
• Reinforced the institutional and regulatory framework, promoting an inclusive and high-performing horticulture industry

By focusing on sustainability and creating broad-based economic opportunity, HortiMAP contributed to job creation, dietary diversity, and long-term food system transformation in Uganda.

The Strategy 

HortiMAP took a farmer-centric market systems development approach, deploying tailored interventions in three key areas: 

Patrick Twebaze, a farmer from Kabale carrying out soil testing trials as part of the new technologies introduced by HortiMAP. 

Market Acceleration Support: TechnoServe provided targeted capacity building and technical assistance to improve productivity and product quality. This included training in regenerative agriculture, strengthening traceability and certification systems, and expanding access to high-quality inputs. This effort also involved raising standards through certification and traceability systems. The project worked closely with 43 SMEs in input/output markets and 30 SACCOs offering horticulture-specific financial services for farmer groups and vendor associations.

Through this intervention, TechnoServe fostered relationships among diverse stakeholders within the horticulture ecosystem, including farmers, SMEs, SACCOs, market vendors, and governmental bodies. These connections were vital for improving access to essential services such as financing, certification, and market opportunities. TechnoServe’s efforts focused on strengthening last-mile access to horticultural inputs and promoting the adoption of improved technologies.

Market Development Facility (MDF):  The €3 million Market Development Facility catalysed change by piloting, stimulating, and scaling solutions to unique challenges in the horticulture sector through technical assistance, infrastructure support, and catalytic grants. Through the MDF, TechnoServe provided technical assistance to Savings and Credit Cooperatives Organisations (SACCOs) to strengthen their ability to serve the horticulture sector. In addition, TechnoServe partnered with Pearl Capital Partners to manage a Horticulture Credit Line (HCL) – a specialized financing mechanism that enabled horticulture agribusinesses to access both capital and technical support. The HCL addressed significant financial challenges encountered by farmers, SMEs, and cottage processors.

Market Ecosystem Support: To promote long-term sustainability, HortiMAP partnered with government institutions to improve service delivery, advocate for industry-wide certification and standards, and reinforce governance at the group level. The project also supported advocacy efforts through commodity-based platforms and apex organizations, fostering greater accountability and systemic alignment.

Results

Over four years, HortiMAP delivered a measurable impact:

• Increased incomes for 18,397 farmers
• Provided 231,447 households with access to quality fresh fruits and vegetables.
• Created 9,268 jobs, with 42% going to women.