From the socialist experiments of Ujamaa to the neoliberal reforms of the 1980s and 1990s and, more recently, the revival of the “Green Revolution,” Tanzanian agriculture and rural livelihoods have undergone repeated cycles of incorporation, crisis, and restructuring. In recent years, the “horticulture revolution,” celebrated by the WB, donors, and governments across SSA, promised to transform smallholders and rural dwellers into entrepreneurs and wage labourers integrated into global markets. But how do global agri-food value chains, dominated by European supermarkets and retailers, reshape farming systems, rural livelihoods, labour markets, and the prospects for development?