Online Reporter
Edgar Vhera
Specialist Writer – Agribusiness
THE Horticultural Development Council of Zimbabwe (HDC) and Transvaal Africa, recently toured the South African fresh produce market as part of efforts to strengthen Zimbabwe’s horticultural exports.
The tour was organised by PACINA, a leading South African company specialising in the export of agricultural produce to Asia, mainly the United Arab Emirates (UAE).
The visit marked the beginning of the implementation of a Memorandum of Understanding (MOU) signed between AMA and PACINA earlier this year.
The MoU is targeted at facilitating the aggregation and export of Zimbabwean horticultural produce to international markets.
“This collaboration represents a major leap forward in transforming Zimbabwe’s horticultural marketing landscape, paving the way for structured trade systems, reduced post-harvest losses and enhanced foreign currency earnings for farmers,” said AMA in a statement.
“During the visit, the delegation toured the Johannesburg Fresh Produce Market (Joburg), one of the largest fresh produce markets in Africa, to study its efficient marketing model.”
The market operates through a structured auction system where farmers sell their produce to registered marketing agents who, in turn, distribute to supermarkets and other major off-takers.
One of the standout features of the market is its comprehensive cold chain infrastructure, which ensures minimal post-harvest losses.
“Unsold produce is placed in cold storage facilities, protecting farmers from losses and eliminating the burden of returning unsold goods,” AMA said.
“This system not only stabilises farm incomes but also promotes sustainability in the fresh produce value chain.”
PACINA, working in collaboration with AMA, intends to replicate this successful model in Zimbabwe, enabling local farmers to access regional and global markets more efficiently.
This initiative underscores AMA’s continued commitment to promoting market-led agricultural growth and positioning Zimbabwe as a competitive player in the global fresh produce industry.
Transvaal Africa said the tour of the Joburg market was also to explore avocado and chilli export partnerships.
“The Joburg Market operates through agents who sell on behalf of farmers, with all payments done through trust accounts,” said Transvaal Africa.
“The model fits Transvaal Africa’s vision for providing markets for small-scale farmers with plans for a premium export floor and maximum residue limit (MRL) testing lab to attract foreign buyers.”
After the tour, Transvaal Africa said they observed that South Africa enforced strict traceability and compliance systems and Zimbabwe needed to match this standard.
“UAE market offers better prices and quicker payments, while the European market is strict and open to a few established players, hence consideration of the African, Arabian and Asian markets. The Perishable Products Export Control Board (PPECB) certification is vital for market entry, revealed Transvaal.
The HDC is optimistic that country’s horticultural sector will be a US$$2,5 billion industry by 2030 from the export value of US$120 million in 2024.
