malvernmugadzikwa
Trade Focus
Allan Majuru
Zimbabwe’s horticulture sub-sector is rapidly gaining traction in major international markets, with figures showing that exports have grown over the past few years.
The boost in production comes on the back of renewed interest by the Second Republic to position Zimbabwe as a strong player in the agriculture sector on the continent.
On several occasions, President Mnangagwa has emphasised agriculture’s role in improving the livelihoods of all Zimbabweans, particularly rural communities.
This emphasis is evident in several projects that have been implemented to improve productivity, including infrastructure development, provision of inputs and capacitation of farmers.
For example, the President recently recommissioned Holy Cross Dam in Chirumanzu district, which will significantly impact local communities.
The dam now provides reliable water supply for irrigation, benefitting farmers in five surrounding wards.
This initiative — which aligns with the broader goals of boosting agricultural production, improving food security and supporting sustainable development in Zimbabwe — is one of many infrastructure projects that have been completed in recent years.
These strategic projects are making it easy for local farmers to upscale the production of export-quality products.
What is crucial going forward is to diversify export products, which will make it easy to supply most markets across the
world.
Among the crops that offer opportunities for farmers, including first-time exporters, are berries, whose demand is on the rise due to increased consumer awareness about their health benefits and the growing preference for natural and organic products.
Zimbabwe, with its fertile land and favourable climate, holds immense potential to become a significant player and tap into this growing global berry demand.
Already, the country is growing exports of products such as blueberries.
Figures show that Zimbabwe’s blueberry exports grew by 85 percent from US$6,3 million recorded in 2021 to US$11,7 million in 2022, elevating the country to the top 15 global exporters’ list.
Other reports indicate that Zimbabwe is outpacing other nations in growing blueberry exports.
Zimbabwe can capitalise on this growing reputation to extend its foothold in the global berry market, with a focus on other products such as strawberries.
Market size
The global berries market is expected to grow significantly from an estimated size of US$26,6 billion in 2024 to US$31,9 billion by 2031. The demand for berries is being driven by their nutritional benefits, such as high levels of vitamins, antioxidants and fibre, which resonate with health-conscious consumers.
There is high demand for fresh berries and value-added products like berry-based snacks and beverages. In terms of markets, the United States and Europe are major importers.
This is particularly so with strawberries, blueberries and raspberries.
The market is characterised by the popularity of berries in fresh, frozen and processed forms, such as juices and jams.
In Europe, countries such as Germany, the United Kingdom and the Netherlands are significant markets for berries.
The Asia-Pacific region is witnessing the fastest-growing berry market, with increasing consumption in countries like China and Japan. The Asia-Pacific berry market is rapidly growing due to increased health consciousness, a rising middle class with more disposable income, the growth of e-commerce, demand from pharmaceutical and cosmetic industries, and the popularity of berries as superfoods.
Unlocking market access
Zimbabwe’s favourable climate and fertile soil are ideal for cultivating high-quality berries like strawberries, blueberries and raspberries.
However, good soil and climate are not enough to export these high-value products.
To enhance export quality and shelf life, investment in cold chain logistics and processing facilities is crucial.
Adopting international quality standards and obtaining certifications such as GLOBAL G.A.P. and organic certifications will aid in boosting global competitiveness.
Emphasising sustainable farming practices and eco-friendly packaging will also attract environmentally conscious consumers.
Already, Zimbabwe is exporting its blueberries to countries like the United Kingdom and Russia, and to the European Union and the Middle East.
Market diversification should target both emerging markets in Asia and established ones in Europe and North America.
Drawing lessons from case studies of successful berry export strategies from other regions that provide practical insights can further enrich the sub-sector by creating a plan for Zimbabwean berry exporters.
Additionally, Zimbabwe should develop a comprehensive export strategy that includes thorough market research to identify high-potential markets, particularly in the Asia-Pacific region. Forming strategic partnerships with international buyers and ensuring compliance with international quality standards will enhance competitiveness.
A strong marketing and branding strategy, emphasising sustainable practices and eco-friendly packaging will appeal to global consumers.
The country needs to establish a robust supply chain for year-round availability of berries and maintain strong relationships with international buyers to position Zimbabwe as a reliable exporter.
Allan Majuru is the chief executive officer of ZimTrade.
Online Reporter