Joshua Makukula, a pastoralist in the Morogoro region, Tanzania, dreamed of providing his children with a better education by sending them to a private school and building a brick house that would not collapse during the rainy season.

Unfortunately, climate change had threatened Joshua’s livelihood as pastures dried up, and the carrying capacity of his community pastureland, where he grazed his 250 herds of cattle declined. However, Joshua’s vision was revived after Nguru Hills, a meat company in Morogoro approached him for a contract to supply them with his cattle.

The Private Sector Desk (PSD) established at the Ministry of Livestock and Fisheries with the support of USAID SERA BORA helps to support meat exporters such as Nguru Hills by removing nuisance fees and charges to improve the ease of doing business. In 2022, following regulatory reforms, catalyzed by USAID SERA BORA, Nguru Hills had a constant supply of cattle from pastoralists such as Joshua. This enabled them to export meat to regional markets and international markets such as the lucrative Middle-east, Qatar, during the

World Cup. Through the partnership with Nguru Hills, Joshua found a reliable market for his cattle, and he is now receiving extension service and input credit. Joshua used to sell 100 cows per month, but this number was bumped up to 250 during his partnership with Nguru Hills. Joshua currently owns 4500 cattle. Before the World Cup, Joshua was selling live cattle at Tsh 2700 (USD 1.16) per kilo, but during the World Cup, it cost Tsh 3500 (USD 1.50). His dream of taking his children to a better school and building a modern house materialized.