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Trade Focus
Allan Majuru
IN recent years, Zimbabwe has been repositioning itself in global supply chains, with emphasis on spreading its economic sphere of influence, as well as boosting the visibility of its products and services across the continent.
The country plans to tap into its vast natural resources, local skills and indigenous knowledge systems to unlock access to international markets, including by rural communities. The Second Republic has been emphasising the need to leverage on heritage for economic gains.
Strategic initiatives are already underway to foster an environment that empowers communities to be innovative and entrepreneurial as they harness their heritage and cultural assets for sustainable livelihoods. By encouraging the exploration and commercialisation of cultural assets, the Government is empowering local communities to take pride in their heritage while reaping the economic benefits it offers.
Further, showcasing Zimbabwe’s cultural diversity and creativity on the global stage is creating space for the country to become a hub for heritage-based industries, driving job creation, business and sustainable development.
This approach is yielding positive results for communities.
Indigenous foods, natural herbs, essential oils, artisanal crafts and traditional textiles have already found a receptive consumer in regional and international markets.
This potential and growing demand for Zimbabwe-produced heritage-based solutions shows that the sector presents opportunities for businesses and communities seeking to venture into exports.
The Government is clear on how the country can progress in harnessing this potential. Speaking at the International Business Conference, held during the just-ended Zimbabwe International Trade Fair (ZITF), Higher and Tertiary Education, Innovation, Science and Technology Development Minister Professor Amon Murwira indicated that sectors such as education are being refocused “from chasing phantom things to chasing reality that is grounded in the fulfilment of human needs”.
This reimagining of education has led to the adoption of the Heritage-Based Education 5.0, which is designed to produce graduates with capacity to produce goods and services that bring about solutions and contribute towards national economic development. Key focus areas for Heritage-Based Education 5.0 are teaching, research, community service, innovation and, most importantly, industrialisation.
From this approach, the Second Republic has successfully executed innovation and industrialisation programmes using innovation hubs and industrial parks.
The products exhibited by local companies and learning institutions at this year’s edition of ZITF are testimony to the immense potential of heritage-based products to provide sustainable incomes and improved livelihoods for all.
Local small businesses, and higher and tertiary institutions have made significant strides in heritage-based innovation, blending tradition with modern technology to create unique offerings with global appeal. As these positive results are being recorded, what is perhaps important is to understand what the low-hanging heritage-based products are.
Heritage-based products for exports
Zimbabwe’s rich biodiversity includes wild fruits, each having unique flavours and nutritional benefits.
While these fruits have long been cherished by local communities for their cultural significance and sustenance, they also hold immense potential as a foundation for heritage-based exports. There are over 500 species of wild fruits documented in Zimbabwe. These fruits, often overlooked on the global stage, offer an opportunity for Zimbabwe to carve a niche in the international market for exotic and culturally rich produce. For example, the baobab has a long history of traditional use in Zimbabwe, with its pulp being used to treat fever, diarrhoea, dysentery, smallpox and measles, and relieve pain.
The pulp was also used as a fermenting agent for local brews. Local communities have similarly used baobab oil to treat wounds and skin infections. Additionally, they have used it as a natural skin moisturiser. The oil has been used to rejuvenate skin cells and reduce the appearance of scars.
What is, however, critical is creating attractive products that can compete in international markets.
Currently, ZimTrade is working with Campaign for Female Education and the Harare Institute of Technology to assist communities in Mudzi, Mashonaland East province, to develop baobab-based export products for international markets such as Germany.
Further, Zimbabwe’s rich biodiversity includes lucrative herbs and spices that are sought-after in international markets.
For example, moringa is an important part of the Zimbabwean traditional diet.
Its leaves are widely eaten as vegetables.
The dried leaf powder can be added to porridge or other relishes.
It ostensibly helps prevent anaemia and most forms of malnutrition in young children and expectant mothers.
Some communities use the root powder as a traditional medicament for the removal of wind from the gut.
It can also be used to alleviate ear and toothache. Similarly, zumbani is a staple in most Zimbabwean homes.
The leaves can be made into refreshing lemon-flavoured tea that is used traditionally to treat coughs, colds, bronchial problems, dysentery and diarrhoea, rashes and headache, and to bring down fever.
On the other hand, mufandichimuka, or the resurrection bush tree, is widely used in preparing traditional tea, treating colds, kidney problems, asthma, backaches and headaches. As more consumers become health-conscious, there is growing demand for herbal teas and oils that offer various health benefits.
Herbal teas are known for their antioxidant properties and other health-promoting qualities, making them a popular choice among consumers looking for natural and beneficial beverages.
Given the properties of these plants, there is immense potential to develop heritage-based exports for herbs and spices due to their traditional uses as herbal teas and ethnomedicinal applications of the oils and other bi-products.
Harnessing the potential of Zimbabwe’s wild fruits, herbs and spices requires a concerted effort to unlock their economic value while preserving their cultural significance and ecological integrity.
By investing in research and development, sustainable harvesting practices and value-adding processing techniques, Zimbabwe can cultivate a thriving industry centred around these indigenous treasures.
There are also opportunities in the arts and crafts sector.
Zimbabwean art has a rich history that can be traced back to the early and late Stone Age, with evidence of pottery and rock paintings created by early inhabitants reflecting the diverse cultural influences and artistic traditions of the Zimbabwean people. Local art encompasses a wide range of forms, including basketwork; musical instruments such as the mbira and drums; textile decoration; beadwork; carving; sculpture; ceramics; housing design; and body decoration through scarification or painting.
Zimbabwe has also gained international recognition for its sculptural works.
Capturing Zimbabwe’s diverse history of the sector as an export strategy reveals how Zimbabwean craftsmanship has evolved over millennia, blending indigenous traditions with external influences to create a vibrant artistic heritage that reflects the cultural diversity and creativity of its people.
Unlocking potential
Promoting heritage-based exports not only promises economic prosperity but also serves as a platform for preserving traditional knowledge, fostering community empowerment and celebrating Zimbabwean cultural heritage on a global scale.
As the world increasingly embraces organic, ethically sourced and culturally authentic products, Zimbabwe is positioned to emerge as a leading exporter of heritage-based innovation and heritage-based products.
Value addition remains at the core of unlocking Zimbabwe’s heritage-based innovation. Development of modern versions of Zimbabwe’s traditional offerings, such as incorporating indigenous knowledge into innovative products, creating contemporary designs inspired by traditional motifs or developing new culinary products based on traditional recipes remains crucial. Furthermore, there is need to ensure that all heritage-based products meet international quality standards to compete effectively on the global market through quality assurance and standards.
This may involve creating strong linkages between learning institutions and industries to extend value-added trainings to artisans and producers in areas such as quality control, obtaining voluntary certifications and adhering to ethical sourcing practices. Marketing of local products is also key.
The Zimbabwean brand needs to be showcased to highlight the uniqueness and authenticity of heritage-based products. It is important to invest in marketing strategies that target niche markets interested in cultural products, such as eco-conscious consumers or supporters of fair trade practices at international trade fairs, exhibitions and online platforms.
Allan Majuru is the chief executive officer of ZimTrade.
Online Reporter