THE Tobacco Industry and Marketing Board has issued Ethical Leaf Tobacco a licence to operate an auction floor starting this upcoming season, marking a significant milestone for Zimbabwe’s indigenisation drive in the sector.
Operating as Ethical Sales Floor and strategically located at 105 Dartford Close, Willowvale in Harare, the facility becomes the country’s third active auction floor, joining the ranks of the established Tobacco Sales Floor and Premier Tobacco Auction Floor
According to TIMB, total planted area reached 113 536 hectares by mid-December 2025, a 21,7 percent increase from the previous year.
Notably, 15 percent of growers are self-financed, a statistic that industry experts describe as a “spark of hope” for the survival of the traditional auction system.
The licensing of ELT represents a breakthrough for local players, echoing the legacy of the late visionary businessman Mr Roger Boka.
Mr Boka famously constructed one of the world’s largest tobacco auction floors to empower indigenous farmers and dismantle the historical white dominance that had long characterised the industry.
The newly licensed Ethical Sales Floor boasts a massive operational capacity, equipped to handle a throughput of at least 7 000 tobacco bales per day.
In a confirmation letter to ESF, TIMB chief executive Mr Emmanuel Matsvaire outlined the terms of the approval under Section 39 of the Tobacco Industry and Marketing Act.
“I am pleased to advise you that the board . . . approved your application,” Mr Matsvaire said.
“Your auction floor licence is issued subject to the observance of rules and regulations issued by the TIMB, including the requirement for the floor to be linked to an approved information processing system.”
Mr Matsvaire emphasised that the license is contingent on strict adherence to regulations. Any contravention of these rules could lead to the immediate suspension or cancellation of operating rights.
A spokesperson for Ethical Sales Floor said in an interview that the new floor will be underpinned by cutting-edge technology, designed to drive operational efficiency and provide unparalleled convenience for farmers.
“We aren’t just opening a new floor; we are launching a tech-driven ecosystem. By integrating advanced information processing, we are setting a new standard for how indigenous players can lead the modernisation of Zimbabwe’s tobacco industry,” the spokesperson said.
The spokesperson said an innovative “In-Drive” system will be deployed to synchronise operations between growers, transporters and floor managers, ensuring a seamless flow of tobacco from the farm to the point of sale.
Transporters would utilise In-Drive pre-booking features before physical delivery, significantly reducing congestion and optimising warehouse intake schedules.
Sales sheet production would be optimised to a 30-minute turnaround time, allowing growers to access their transaction data almost immediately after a sale is finalised.
The floor will implement automatic integration with major financial institutions, enabling instant Logistics Streamlined via In-Drive Deployment
Transporters will be able to utilise In-Drive pre-booking features before physical delivery, significantly reducing congestion and optimising warehouse intake schedules.
Standard sales sheet production will be optimised to a 30-minute turnaround time, allowing growers to access their transaction data almost immediately after a sale is finalized.
The floor has implemented automatic integration with major financial institutions, enabling instant payment processing and eliminating the traditional delays associated with manual bank transfers.
Real-time transparency via electronic displays like electronic floor statistics will be displayed throughout the facility, providing stakeholders with instant visibility into market trends, pricing, and volume.
Growers would manage bookings through intuitive USSD (Unstructured Supplementary Data) applications, while a comprehensive mobile SMS alert system keeps them informed on booking statuses, sales sheets, and payment confirmations.
A new dedicated chatbot will be deployed to handle routine grower queries and provide a secure, encrypted channel for anonymous tip-offs regarding unethical practices on the floor.
Industry players say a third floor provides growers with more competitive options and improved service delivery.
It also strengthens the role of local entrepreneurs in a sector historically dominated by large multinational conglomerates.
ELT is already a major player in the industry, running a robust contract scheme that supports thousands of growers. However, this new license is only part of a broader expansion.
In line with the government’s thrust towards beneficiation, the company is moving further down the value chain and will soon launch its own cigarette brands.-herald
