The Outcome Harvesting for TradeMark Africa’s (TMA) Standards and Sanitary and Phytosanitary (SPS) Portfolio support to the Tanzania Horticulture Association (TAHA) is a targeted learning and evaluation exercise implemented in Tanzania. The assignment focuses on generating firm‑level evidence on the outcomes of TMA’s support to standards compliance, certification, and SPS reforms within the horticulture sector. The project responds to gaps identified in a prior thematic evaluation, particularly the limited capture of private‑sector outcomes. Through outcome harvesting, the assignment documents changes in behaviours, practices, performance, and market engagement among TAHA‑supported micro, small, and medium enterprises (MSMEs). Key areas of inquiry include export volumes and values, compliance with national and international standards, rejection rates, testing costs and turnaround times, market access, value creation, and job creation. The findings aim to strengthen TMA’s understanding of contribution to private‑sector competitiveness, inform adaptive programming, and meet donor learning and reporting requirements. "

MarketShare Associates (MSA) designed and implemented the outcome harvesting process for TMA’s support to the Tanzania Horticulture Association. MSA defined the methodological framework, outcome harvesting parameters, and sampling strategy, with a strong focus on firm‑level outcomes among TAHA member enterprises. MSA conducted qualitative data collection, including interviews and focus group discussions with private‑sector firms, implementing partners, and relevant institutions, and triangulated findings with existing documentation. MSA verified, analyzed, and clustered outcomes using contribution analysis and OECD‑DAC evaluation criteria, produced interim and final learning reports, and presented validated findings to TMA and key stakeholders to support learning, strategic decision‑making, and donor reporting.