We carried out a market assessment to understand horticulture market dynamics around Mutare City, eastern Zimbabwe. We used the value chain development approach of starting from understanding what the market wants then using information gathered to inform producers of horticultural produce. This approach is underpinned by market-led production concept. Our study results highlighted opportunities for the participation of smallholder farmers in the horticulture sub-sector value chain; it provides horticulture market intelligence to smallholder farmers as to which crops to grow, when and for which market niche. There are opportunities for smallholder farmers to fill the identified horticultural produce demand gap around Mutare City, eastern Zimbabwe. Smallholder farmers could capitalize on the opportunity of horticulture produce scarcity that exists across Mutare City, so as to engage in market-led horticulture production. Our study contributes to a knowledge base of horticulture value chain development around Mutare City, eastern Zimbabwe and related areas aimed at economic development and peri-urban and urban household poverty reduction, which involves addressing the major constraints and opportunities faced between farmers and traders at marketing systems along the given horticultural value chain.