Find market now for your products to cash in on Christmas

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Across Uganda’s urban centres, Christmas decorations are already up, and radio stations are playing festive music with the big day less than a month away.

For farmers, this season is more than a celebration; it is a crucial opportunity to sell livestock and food crops. Yet many still struggle to find reliable markets.

Experts advise that to secure good returns, farmers must begin planning early.

Door-to-door marketing

Betty Kabawheza, a poultry farmer in Kiti, Wakiso district, has mastered the Christmas market for over a decade.

“I started by visiting my neighbours, then the village, and later Mpererwe market. I told them about my broilers every Christmas,” she says.

Today, she stocks 500-800 each season and sells all. Door-to-door marketing works best in populated areas where farmers can set up temporary roadside stalls to sell food and livestock. However, success also depends on reputation.

“If the farmer has social misunderstandings, they will not be able to sell to their communities,” warns Charles Mwanje, another farmer.

He recalls neighbours refusing to buy from him because of one worker’s poor behaviour.

Using mobile trucks

Farmers can also sell vegetables, matooke, or poultry using trucks. Around Christmas, many hire small vehicles and sales assistants to move produce directly to customers.

Costs include truck hire, fuel and labour, and in some areas, special licences are required.

Mwanje, who rears 1,500 broilers, prefers using his own truck.

“It is cheaper than hiring a stall at a market and helps me reach customers wherever they are,” he says.

Mobile markets

Between December 18 and24, mobile markets, known as obutale bwomubuulo in central Uganda, spring up across towns. These markets operate in gazetted places on specific days before Christmas.

“In these markets, there are no permanent stalls and the fees are minimal,” says Ibra Kizito, a trader at a Friday market in Wobulenzi in Luwero district.

He advises farmers to identify nearby mobile markets during the Christmas week to sell their produce quickly andaffordably.

Secondary markets

Permanent city markets remain the backbone of Christmas food shopping. In Kampala, the major markets include St Balikudembe, Wandegeya, Natete, Nakawa, and Kalerwe.

Other towns such as Gulu, Masaka, Lira, Mbarara, Arua, and Fort Portal also host large markets, including abattoirs for livestock.

“These are wherecity residents buy their Christmas food,” says Sarah Namulindwa, a trader at St Balikudembe.

Unlike mobile markets, farmers cannot simply show up; they must secure stalls or partner with traders. Transport costs are higher, but agri-economist Paul Mugabi argues that the exposure is valuable.

“It widens market knowledge and helps farmers make informed business decisions.”

Planning ahead

For farmers, Christmas is a season of, but also risk. Those who plan early, whether through door-to-door sales, mobile trucks, mobile markets, city markets, or supermarkets, stand to benefit most.

Reputation, quality, and reliability are key. As Kabawheza’s success shows, building trust with customers ensures steady demand year after year.

Mwanje’s experience highlights the importance of professionalism, while Kizito and Namulindwa remind farmers to choose markets wisely.

Muwaya’s advice underscores the need for formal agreements and quality assurance. With Christmas fast approaching, farmers who act now can turn their livestock and crops into festive profits, ensuring that the season brings not only joy, but also fi nancial reward.

Supermarkets

Supermarkets in towns and cities also offer opportunities. Though many focus on processed goods, demand for fresh produce rises during Christmas.

“Our requirements increase by over 50% during the festive season,” says Gordon Muwaya, the manager at Sunrise Supermarket in Kamwokya, Kampala.

Supermarkets stock fresh and frozen meats that include chicken, beef, goat, pork, as well as vegetables and fruits.

To supply them, farmers must sign agreements specifying quantities and delivery schedules. For poultry, only dressed chicken is accepted, as supermarkets lack slaughter facilities.

Packaging and quality standards are also stricter than in rural or city markets. The challenge, Muwaya notes, is payment.

“Supermarkets may not pay immediately, so farmers must be prepared for delayed settlements.”