The use of mobile technology for agribusinesses to manage outgrowers in Zimbabwe: a case of the chilli pepper company, Zimbabwe

Abstract

Mobile technology has gained much traction due to its ease of use, affordability and computing power that supports many software applications which are useful for social and business contexts, supporting day-to-day life. Several businesses are benefiting from mobile technology as they have moved from inefficient paper-based systems to efficient and productive digital systems which increase productivity through remote working. However, the agricultural sector in sub-Saharan countries has been slow to adopt mobile technology, as compared to other sectors. The distribution of information and the management of small holder farmers still relies on traditional, inefficient, paper-based systems. Mobile technology has the potential to improve productivity among rural, smallholder farmers by overcoming traditional isolation. Therefore, the aim of this study was to explore the potential of using mobile technology to manage outgrower processes to improve their productivity, profitability and sustainability. The study was qualitative in nature, employing an interpretivist paradigm, and exploratory research design. Primary data was collected using semi-structured, face-to-face interviews conducted with eleven employees who were purposively sampled from various departments within The Chilli Pepper Company (CPC), including executive directors, operations managers, outgrower managers, regional managers, field supervisors, and Agritex officers. Content analysis was used to analyse the qualitative data, and the data analysis was guided by the themes and concepts emanating from a conceptual framework developed from the review of the literature. Empirical evidence from the study indicated a highly positive perception among participants regarding the use of mobile technology to enhance productivity and profitability for growers, while harnessing their livelihoods. Participants highlighted various compelling benefits associated with the adoption of mobile technology in agribusiness for outgrower management. However, it was emphasized that deploying mobile technology for such purposes requires meticulous planning and execution, rather than being a straightforward endeavor. A preliminary study is deemed essential to comprehensively grasp the multifaceted factors pivotal to the successful adoption and implementation of a model for effective outgrower management using mobile technology. This proactive approach ensures that potential obstacles to seamless technology integration are anticipated and addressed beforehand. The research offers practical guidelines for agribusiness managers to leverage mobile technology in optimizing outgrower management and enhancing productivity. Furthermore, the study proposes a model/framework that agribusinesses, including CPC, can adopt to facilitate the implementation of such technology.