This study was conducted to investigate the value adding potentials and trade competitiveness of the cross border trade in a selected non-traditional export market in Northen Tanzania. The survey was co ducted on fruits in Muheza. Specifically objectives were to (a) evaluate trade competitiveness of the cross border export marker for oranges. (b) Determine the value adding criterion and examine variations across every market actor. (c) Identify factors influencing export values (gross margins) of farmers. The study is based on .farmers, local and Kenyan trader’s surveys, and a PRA. Data were analyzed using (SPSS). Descriptive statistics, gross margin technique, concentration ratio, Chi square and T-test were also used. Results reveal that the cross border export marker for oranges was uncompetitive and there was a significant value addition between actors. Lastly the study revealed producers' gross margins were influenced significantly by some factors. The following recommendations were made; there be training to farmers on business and credit management. T ere be, government regulation to correct inefficiency in the market and producers should increase their farm sizes and number of mature trees along with input use