The demand for high-quality vegetables in Tanzania has steadily increased over the past decade as incomes and urbanization have increased. According to the Tanzania Official Seed Certification (TOSCI), more than half of the 60 registered seed companies in Tanzania deal in vegetable seeds. The market for these seeds is estimated at $25M, with an anticipated 260% growth to $65M by 2024. Innovations in the fresh fruits and vegetable value chain are mostly driven by seed companies, which develop new varieties and provide extension services and demonstrations on good agricultural practices (GAP) to increase yields.