Access to timely market information has long been a barrier for Tanzanian farmers and buyers. Prices fluctuate, brokers control information and rural producers often face uncertainty when selling crops. Leoleo App addresses this gap by delivering real-time market rates across 22 markets in nine regions, empowering farmers and buyers to make informed decisions and improve their profitability.
Leoleo began as a service showing crop prices but it has since evolved into a full trading platform. Farmers no longer need to travel long distances hoping for favorable prices. Instead, they can check rates on their phones, negotiate directly with buyers and arrange deliveries from home.
For buyers, the app provides access to producers in regions they might not otherwise reach. Restaurants in Dar es Salaam can source rice directly from farmers, while maize from Mbeya can be sold to buyers in Arusha. By removing middlemen, both sides benefit from fairer prices, increasing profits for producers and reducing costs for buyers.
The platform’s reach extends beyond individual farmers. Leoleo has trained over 500 farmers and vendors, helping them understand digital trading and improve business practices. Partnerships with Belgium-based Rikolto and US-based ACDI/VOCA have expanded connections, linking Tanzanian producers to consumers they never knew existed. Women and young people, who make up 80 percent of the platform’s 2,500 users, also earn income as data collectors, visiting markets daily to update prices and ensure accuracy.
Breaking the Middleman System
Traditional crop markets often rely on brokers who control information. Brokers know which farmers need quick cash and which buyers pay premium rates, allowing them to buy low and sell high, pocketing the difference. Leoleo disrupts this system by giving farmers and buyers direct access to prices and trading opportunities.
Farmers can now sell crops directly to buyers across regions. A producer in Mbeya can sell maize to a buyer in Arusha without paying a broker, while a small-scale vendor in a rural area can reach urban consumers and grow a reliable business. By providing transparency, Leoleo empowers marginalized groups, particularly women and youth, to trade on equal terms with established market players.
Scaling Beyond Borders
The success of Leoleo in Tanzania has inspired regional ambitions. A survey of over 200 cross-border traders moving crops between Tanzania, Kenya, Uganda, Rwanda and Zambia highlighted the need for digital tools to simplify trade. In response, Leoleo is adding features such as inventory tracking, digital payments and insurance for goods in transit.
The platform also plans to introduce credit scoring, allowing farmers to access loans based on their trading history. This could transform rural finance, enabling investments in seeds, equipment and storage, ultimately increasing productivity and income.
Leoleo’s growth is rooted in recognition and early funding. The platform won the January 2025 Tigo Pesa Business Challenge and graduated from the Ifakara Innovation Hub with $5,000 in seed funding. These milestones have helped the company expand its services and refine its technology, positioning it as a key player in East African agriculture.
What began as a simple tool for checking crop prices is now becoming the backbone of agricultural commerce in the region. By providing real-time market data, fostering digital skills and connecting farmers to new markets, Leoleo is creating a more inclusive, transparent and profitable agricultural sector.
