By Patience Gondo
ATLAS Agricultural Holdings is expanding its tobacco production into Matabeleland South, targeting Mangwe and Matobo districts with the introduction of Natural Cured Virginia (NCV) and Burley tobacco.
The move aims to promote sustainable farming and broaden participation in Zimbabwe’s tobacco value chain.
Speaking on the company’s expansion strategy, Atlas Agri Managing Director Michael Coleman said the firm is focusing on marginal rainfall regions that have traditionally seen limited tobacco production due to drier conditions.
“We’ve looked at all the marginal areas and we want to work with growers in these areas, with Mangwe and Matobo districts being key targets,” Coleman said.
He said the initiative seeks to integrate more communities into Zimbabwe’s tobacco industry.
Coleman said the expansion is being driven by growing global demand for sustainably produced tobacco and alternative, non-combustible products.
“When we look at the background of a sustainable product, we know that customers worldwide are looking for sustainable products and innovative non combustible products,” he said.
The Managing Director described the introduction of NCV and Burley tobacco to Matabeleland as a major step in building long-term relationships with farmers while creating new economic opportunities for local communities.
“We are proud that we are introducing such products to the Zimbabwe market and to farmers down here in Mangwe and Matobo,” he said.
Zimbabwe’s tobacco industry has historically been concentrated in the Mashonaland provinces, where higher rainfall and fertile soils have traditionally supported production.
Recent innovations in curing technologies and the development of drought-tolerant varieties have made cultivation feasible in drier regions such as Matabeleland South.
Tobacco is a key foreign currency earner for Zimbabwe, with NCV and Burley types primarily used in the manufacture of cigarettes and other tobacco products.
By expanding production into Mangwe and Matobo, Atlas Agri is helping diversify the geographic base of the industry while supporting smallholder and commercial farmers in areas previously considered marginal for tobacco cultivation.
Coleman said Atlas Agri is committed to working closely with local districts and communities to strengthen participation and ensure the long-term viability of tobacco farming in Matabeleland.