In the lush highlands of Tanzania, where fertile soil cradles the seeds of opportunity, GBRI Business Solutions stands as a beacon of innovation and resilience in the agribusiness sector. At its helm is Hadija Jabiri, a visionary entrepreneur who transformed her dream of economic empowerment into a thriving horticultural enterprise, empowering thousands of smallholder In farmers and reshaping Tanzania’s agricultural landscape.
Hadija’s journey into farming was unexpected. Born to a middle-class family with no farming background, she envisioned herself as a business magnate, not a farmer. Yet, life’s unpredictability often leads us to paths less traveled. Inspired by the stories of local farmers on a television program during her university days, Hadija recognized the potential of agriculture as a vehicle for wealth creation and community transformation.
“I never imagined myself in farming,” she recalls. “But seeing its impact on the community made me fall in love with the work.”
From Soap to Soil
Initially, GBRI began as a soap manufacturing company established when Hadija was a first year at St Augustine University in Mwanza, Tanzania, where she was studying for a bachelor’s degree Business Administration in Accounting. However, faced with financial barriers and the high cost of machinery, Hadija pivoted her business focus in 2013, channeling her savings into horticulture. By 2015, with only around $860 she negotiated and rented eight acres of land in Iringa, where she built greenhouses and began cultivating high-demand crops like tomatoes, leafy vegetables, and capsicums.
“As a managing director I thought about the financial challenge which we were facing and I had to change the production model to make it more attractive to farmers. Training has enabled me to start a business which has impacted thousands of people in Tanzania. After the training I was able to see opportunities in agriculture and that’s where GBRI started.” She recalls.
Determined not to repeat past mistakes, Hadija recruited seasoned agronomists to ensure GBRI’s success. “I learned the value of expertise early on,” she explains.
GBRI’s mission transcends profit. The company’s innovative out-grower program partners with over 5,000 smallholder farmers across Tanzania’s highlands, providing them with technical training, input loans, and market access. These farmers are no longer at the mercy of unpredictable local markets; GBRI guarantees them fair prices and consistent demand.
“What makes GBRI stand out is the fact that our model is inclusive, we involve smallholder farmers in our production activities. Agriculture is being considered a risk business. It was a really big challenge to mobilize resources especially when we were starting our business,” she reflects.
Hadija actively engaged policymakers and government officials, sharing her vision for GBRI’s impact on the community. In one meeting, she convinced Tanzania’s deputy agriculture minister of her potential to export to Europe. He promised to connect her with potential funders, leading to GBRI’s first development funding in 2018: $100,000 from a Dutch organization, followed by a similar grant from USAID. These funds helped build assets and secure local bank loans.
Through its brand EatFresh, GBRI exports fresh produce like avocadoes, snow peas, sugar snap peas, and French beans to European markets. Despite the challenges of entering the export market, Hadija’s tenacity bore fruit. “We Googled our way into exports,” she laughs. The company’s first international client came from an online marketing platform, a testament to Hadija’s resourcefulness and determination. Currently, Tanzania’s avocado exports are in high demand in India, the UK, France, the Netherlands, and beyond.
Weathering the Storm and breaking barriers
When the COVID-19 pandemic disrupted global trade, GBRI adapted swiftly. Recognizing the need to diversify income streams, Hadija expanded the company’s focus to the domestic market. GBRI introduced innovative solutions like banana ripening facilities, providing fresh produce with extended shelf life to local vendors.
“I’m happy to say it was a handful of donors who gave us funding which took us back to business,” She reflects “So, I think there is a need for all different stakeholders to work together to support agriculture sector, to support food system and I’m happy as much as we are not there yet as a company. Not only in Tanzania but in Africa we have given people that proof of the concept that it is possible.”
Hadija’s entrepreneurial spirit has not only propelled GBRI to success but also positioned her as a role model for women across Tanzania. As a facilitator for the Academy for Women Entrepreneurs (AWE), she has mentored hundreds of women, helping them build businesses, create jobs, and break societal barriers.
“I am happy to see hundreds of women in different regions become change-makers in their communities, building businesses, creating opportunities, and breaking barriers,” she admits. “AWE is shaping a stronger generation of empowered women leaders and happy to be part of it.”
A Future of Possibilities
Looking ahead, GBRI is poised for growth. The company plans to expand its footprint across all Tanzanian cities, increase investments in cold storage and transportation, and tap into the lucrative Middle Eastern market and beyond. Additionally, GBRI is collaborating with USAID on an avocado oil processing plant, aiming for zero avocado waste.
Hadija’s ultimate vision? To transform Tanzania into a global leader in horticultural exports, leveraging the country’s abundant arable land, favorable climate, and skilled farmers.
At just 33 years old, Hadija’s achievements have garnered international recognition. She has won numerous accolades and has spoken at global forums like Cracking the Nut in Nigeria and continues to inspire with her unwavering commitment to sustainable agriculture.
Hadija’s story is a testament to the power of vision. Through GBRI, she has sown the seeds of hope for thousands, proving that agriculture is not just about feeding nations—it’s about transforming lives.
In the words of her lifelong inspiration, Aliko Dangote: “To build a successful business you must start small and dream big.” And for Hadija Jabiri, that dream includes every farmer, worker, and partner who shares her vision of a prosperous and inclusive Tanzania. As GBRI continues to grow, it carries the promise of a brighter future—one harvest at a time.