Abstract:
This study examines the critical role of information sharing in enhancing the performance of the cold chain for fruits and vegetables in Tanzania, focusing on Arumeru and Hai districts. A convergent parallel design was employed alongside a census technique, surveying 114 actors involved in the fruit and vegetable sector from both districts. Additionally, 12 firms were purposefully selected for in-depth interviews with the same target population. Descriptive and inferential analyses were conducted to evaluate the data. The findings reveal that both reciprocity and information technology significantly and positively influence the performance of the cold chain for fruits and vegetables. These results suggest that, given the perishable nature of fruits and vegetables, effective information sharing among supply chain actors is essential, as it enhances transparency and trust across the chain. This helps mitigate inefficiencies, reduce post-harvest losses, and ultimately increase the profitability of cold chain actors in Tanzania's evolving agricultural landscape. The study recommended that actors in the fruit and vegetable industry should utilize mobile technology and social media to share information to increase market access and ensure that products arrive at customers in the best possible condition, given their short shelf life.
