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Trade Focus
Allan Majuru
Zimbabwe is renowned for its top-quality agricultural produce, celebrated globally for its superior taste.
Among the country’s key growth drivers, the horticulture sub-sector stands out as a critical area with vast potential to boost Zimbabwe’s export earnings.
As the nation eyes the goal of reaching US$14 billion in export revenue by 2030, horticulture is a low-hanging fruit.
This explains why President Mnangagwa has placed strong emphasis on increasing agricultural productivity, especially by smallholder and rural farmers, who make up most of Zimbabwe’s farming community.
The Second Republic’s capacitation of local farmers, including rural and smallholder farmers, is targeted at positioning Zimbabwe as Africa’s preferred source market for quality horticultural produce.
A key aspect of this strategy is empowering smallholder farmers to enter the export market, ensuring they play a significant role in driving economic growth.
To fully capitalise on this potential, Zimbabwe must expand its range of horticultural exports by focusing on products already in high demand, such as apples.
By tapping into the growing global market for apples, Zimbabwe can further cement its position as a leading exporter of top-quality agricultural produce.
Apples, one of the most widely consumed fruits worldwide, offer a promising opportunity to tap into the growing global demand, driven by health-conscious consumers.
Rich in fibre, vitamins and antioxidants, apples align with global dietary trends and present a lucrative export option for the country. Leveraging products like apples will be key in advancing Zimbabwe’s horticulture sector and fulfilling its export potential.
Global market demand
Trade Map figures show that imports of fresh apples were worth US$7,2 billion in 2023.
The leading importer in 2023 was Germany, with an import bill of US$516 million, accounting for 7 percent of the total market share.
Other top importers were the United Kingdom (US$384 million), India (US$363 million) and Vietnam (US$346 million).
Italy recorded US$995 million in exports in 2023, emerging as the largest exporter of fresh apples.
China is the second-largest exporter of fresh apples. Its exports declined from US$1,4 billion in 2021 to US$970 million in 2023. The decline could be attributed to increased consumption of the fruit in the Chinese market.
Zimbabwe’s apple export market is characterised by a modest scale of operations, with significant room for growth.
Available figures show that Zimbabwe exported US$103 000 worth of apples in 2022. The primary destinations for these exports were South Africa, Zambia and Uganda. Notably, the fastest-growing market for local apple exports between 2021 and 2022 was South Africa.
Apart from fresh apples, the global market for dried apples is experiencing significant growth, driven by various factors, including changing consumer preferences and increasing demand for healthy snacks.
The global imports of dried apples grew from US$187 million in 2019 to US$211 million in 2023. The busy lifestyle of consumers has resulted in a higher preference for convenient food items that require minimal preparation.
Dried apples offer a long shelf life and can be consumed directly or used in various recipes, enhancing their appeal.
Further, the use of dried apples as dietary supplements in the nutraceutical and pharmaceutical industries is on the rise.
This trend is expected to boost demand further, as more consumers seek natural products that support health and wellness.
With increasing awareness regarding food waste, there is a growing interest in using all parts of a fruit, including peels, which can be dried and marketed as value-added products.
Varieties of apples for export markets
Successful apple exports depend on selecting varieties that not only appeal to consumers but also possess qualities such as durability during transportation, long shelf life and adaptability to different climates. When considering apple varieties for export markets, it is essential to focus on those that are popular on the international market. Gala apples are among the most widely grown and exported varieties globally.
They are known for their sweet flavour, crisp texture and attractive red-orange skin.
Their popularity stems from their versatility, making them a staple in many international markets. Another highly sought-after variety is the Fuji apple variety due to its exceptional sweetness and juiciness.
Originating from Japan, Fuji apples have gained significant traction in various countries, particularly in Asia and North America.
Their long shelf life also makes them ideal for export. In addition, there is the Granny Smith variety, which is recognised for its tart flavour and bright green colour. They are commonly used in cooking and baking but are also enjoyed fresh. Their robust nature allows them to withstand transportation, making them a reliable choice for exporters.
There is also growing popularity in the Pink Lady variety, driven by its unique sweet-tart flavour and attractive pink skin.
These are marketed as a premium product, often fetching higher prices in export markets. Other popular varieties include the Honeycrisp, the Red Delicious, the Jonagold and the Kanzi. Honeycrisp apples have gained a reputation for their exceptional crunchiness and balanced sweetness. This variety has seen rising demand in both domestic and international markets due to its unique taste and texture.
Although less favoured than some newer varieties, Red Delicious apples still hold a place in the market due to their classic appearance and mild flavour. They are primarily exported to regions where consumers appreciate traditional apple varieties. The Jonagold is a hybrid variety that combines the sweetness of the Golden Delicious with the tartness of Jonathan apples. This variety is well-regarded for its flavour complexity and is increasingly being exported to various markets.
Kanzi apples are a club variety that has gained recognition for its sweet taste and crisp texture. As a managed variety, it benefits from controlled production levels, which help maintain quality during export.
Market requirements for apples
Fresh apples must comply with the general requirements, such as regulations of pesticide residues and contaminants, adhering to maximum residue levels (MRLs) and ensuring that the fruits are free from harmful substances.
In the European market, the primary concern is diphenylamine, an antioxidant used to prevent post-harvest deterioration.
The permitted MRLs for diphenylamine is only 0,05 mg/kg, and the limit for the active substance oxadixyl is 0,01 mg/kg.
There is also an MRL for 1-methylcyclopropene (1-MCP) of 0,01 mg/kg.
1-MCP is used in controlled atmosphere storage but is difficult to detect as a residue.
Waxes may be used for surface treatment on apples to allow better preservation.
For apples, this is limited to beeswax (white/yellow), carnauba wax and shellac.
Furthermore, apples exported to the European Union should be sufficiently developed and ripe enough to continue ripening during transportation. Minimum size requirements dictate that apples should be at least 60mm in diameter or weigh at least 90 grammes.
Proper packaging is essential for maintaining freshness during transport and to avoid bruising. Options include various box sizes and protective materials.
For those looking to tap into niche markets, organic certification can significantly increase product value. However, this requires adherence to specific organic farming practices.
Compliance with social responsibility standards like SMETA is increasingly important, as consumers demand sustainable practices in food production. Furthermore, obtaining certifications, such as Global G.A.P. and Fairtrade International, can enhance marketability in global markets by demonstrating adherence to good agricultural practices and food safety management systems.
Allan Majuru is the chief executive officer of ZimTrade.
Online Reporter
Bongani Ndlovu