In a landmark move to empower Tanzanian farmers and modernize the agriculture sector, Mixx by YAS, the Cereals and Other Produce Regulatory Authority (COPRA), and Yas Business have signed a strategic partnership agreement aimed at revolutionizing how farmers access markets, information on market prices, and payments through digital platforms.
The signing ceremony, held in Dar es Salaam on July 9, brought together key stakeholders from the private and public sectors, signifying a collaborative commitment to use innovation and technology as a catalyst for inclusive agricultural development.
Speaking during the event, Angelica Pesha, CEO of Mixx by YAS, said the partnership signals the beginning of a new era for farmers in Tanzania.
“Today we are not just signing an agreement—we are writing a new chapter for Tanzanian agriculture. Through our Super App, farmers will now access real-time market prices, sell and purchase produce digitally, and receive secure, instant payments directly to their mobile phones. This is digital empowerment in action,” said Pesha.
“Our goal is to make sure every farmer—regardless of location—has the tools and information to thrive in a competitive market. We’re starting with 10 key agricultural zones, where we’re already installing digital display screens to broadcast live price updates and educational content. But we’re going beyond that: Yas Business is extending internet connectivity to underserved farming communities, installing digital towers, and partnering with local governments to provide practical digital literacy training to farmers.
For too long, our farmers have been left out of the digital economy due to lack of infrastructure and access to timely information. This partnership changes that. We are not just building a digital platform; we are building an inclusive, connected, and data-driven ecosystem that supports farmers, empowers cooperatives, and enables smarter decision-making for policymakers and investors. This is the beginning of a transformational journey, and we’re doing it together.”
The Super App, developed by Mixx by YAS, is designed to streamline agricultural trade, promote financial inclusion, and provide an integrated platform that connects farmers, buyers, and cooperatives in a seamless value chain.
COPRA’s Managing Director, Irene M. Mlola, lauded the initiative, describing it as a transformative milestone in bridging the information and access gaps that have long challenged rural farmers.
“At COPRA, we see digitalization as a powerful enabler of trust, transparency, and inclusion in Tanzania’s crop value chains,” said Mlola.
“This partnership ensures smallholder farmers are no longer left behind. Through real-time price visibility, secure payments, and structured digital systems, we are building a market where smallholder farmers have equal access and fair opportunity. This is the future of regulation – and we’re doing it together.”
She further emphasized that the partnership aligns with H.E. President Samia Suluhu Hassan’s vision of positioning Tanzania as the region’s food basket by leveraging innovation to formalize markets and raise competitiveness.
