During the 1999-2000 indigenous fruit ripening season, a detailed marketing research study was conducted in Zimbabwe to generate baseline information on the prevailing marketing system for Uapaca kirkiana and Strychnos cocculoides, including consumer preferences and willingness to pay for the fruits. The study also explored the possibility of expanding marketing opportunities for these fruits. This chapter discusses the interesting findings of this study. It describes the marketing chain, characterization of the price formation system, price inefficiencies, lack of marketing transparency and the resulting imperfections in the system.