When the COVID-19 pandemic disrupted global trade, Hadija Jabiri, founder and Managing Director of GBRI Business Solutions, feared for the future of her agribusiness. Her company, which specialized in exporting fresh fruits and vegetables, was struggling to stay due to border restrictions and a sharp decline in export demand.

But just when things seemed bleak, a surprising insight from a research study conducted by ASPIRES Tanzania, under the auspices of Michigan State University, helped turn things around.

During the 6th Annual Agricultural Policy Conference in 2019, ASPIRES presented findings from a nationwide study on fruit and vegetable consumption in Tanzania. The study revealed that bananas were among the top three most consumed fruits in both rural and urban households across the country.

That single data point was a game-changer for Hadija.
“…The research results were the basis for my decision to redirect my company’s business to quickly identify a strategic value chain, imagine, banana!! during a time of crisis. The banana venture kept my company afloat in business during the pandemic and surprisingly, is bringing in significant revenue…”

Leveraging this insight, Hadija quickly pivoted GBRI’s operations from international exports of horticultural produce to targeting the domestic banana market. The shift helped to stabilize the business and generate revenue during a difficult time.

She added,
“Really, research results should leave dusty shelves,” she adds. “They need to be synthesized into simple, actionable information and shared widely. Someone’s life or business might just be transformed.”

Quoting the MD of GBRI Ms. Hadija Jabiri.