Sundaymail Editor
Word From The Market
Tina Nleya
The global tree nut market has experienced remarkable growth in recent years, driven by increasing consumer awareness of the crops’ health benefits, expanding applications in the food industry and rising demand in emerging markets.
This surge presents significant opportunities for Zimbabwe.
While crops such as tobacco have been bringing in the much-needed foreign currency, there is need to diversify and tap into other export markets that are equally growing.
The most popular tree nuts that are found in Zimbabwe are macadamia, cashew and pecan.
Global market trends and demand
The tree nut industry has seen substantial expansion, with the global market size valued at approximately US$42,7 billion in 2021.
Projections made by United States-based Grandview Research indicate a compound annual growth rate of 11,1 percent from 2022 to 2030, suggesting a robust upward trajectory.
Several factors contribute to this growth:
Health and wellness trends — Consumers are increasingly seeking nutrient-dense foods, ones that are rich in healthy fats, proteins, vitamins and minerals. Tree nuts, including macadamias and pecans, align perfectly with these preferences. This also includes the growing number of people who now prefer plant-based proteins compared to meat.
Culinary applications — The versatility of tree nuts has led to their widespread use in bakery and confectionery products. They serve as key ingredients or toppings in items like cakes, pastries and cookies, enhancing both flavour and nutritional value. Chocolates with nuts are amongst the highest-selling chocolates.
Emerging markets — Rising disposable incomes and changing dietary habits in regions such as Asia-Pacific have opened new markets for tree nut consumption, further driving global demand.
Zimbabwe’s macadamia and pecan nut production
Zimbabwe has recognised the potential of tree nuts and invested in the cultivation of macadamia and pecan nuts.
Macadamia nuts: The recent First Round Crop, Fisheries and Livestock Assessment Report has indicated that approximately 9 905 hectares of macadamia were planted in the 2024/2025 season.
In 2024, macadamia exports grew by 53 percent, from 5,24 million kilogrammes in 2023 to 8,02 million kilogrammes.
This growth translated to an increase in revenue, from US$6,79 million to US$8,75 million.
Pecan nuts: Pecan nuts, though requiring patience like any other tree, are also gaining popularity in Zimbabwe.
Currently, Zimbabwe has approximated 900 hectares under pecan.
Challenges and opportunities
Despite the positive trends, Zimbabwe’s macadamia industry faces several challenges:
Price volatility — The global market of tree nuts was affected during the Covid period, particularly in markets like Europe and the United States, leading to a decline in prices.
Between 2020 and 2024, prices of macadamia nuts dropped by 63 percent, from US$2,91 per kilogramme to US$1,09 per kilogramme.
Value addition — Zimbabwe primarily exports raw macadamia nuts, missing opportunities for higher revenue through value addition.
Processing nuts locally into products like roasted nuts or macadamia oil could enhance earnings.
AMA’s initiatives to promote nut cultivation
The Agricultural Marketing Authority (AMA) has been proactive in addressing challenges and promoting the growth of the nut industry.
Training programmes: AMA recently launched a “Train the Trainer” programme in Chipinge. It involves training extension officers and cluster head farmers in advanced macadamia cultivation techniques.
These trained individuals are expected to disseminate the knowledge acquired to other farmers, aiming to improve yields and quality.
Market access: Efforts are underway to establish trade protocols with major markets, including China, to secure better prices and stable demand for Zimbabwean nuts.
Research and development: Collaborations with research institutions aim to develop best practices for cultivation, pest management and post-harvest handling to ensure competitiveness in the global market.
Global perspectives
Other countries’ experiences offer valuable insights.
United States: California’s pistachio industry has seen significant growth, with exports reaching nearly US$3 billion. The resilience of pistachios to drought and their suitability to California’s climate have contributed to this boom.
Australia: Australian almond producers have successfully expanded into markets like China and India, leveraging health trends and free trade agreements.
Appointing celebrity chefs as ambassadors has also boosted their global marketing efforts.
The rising global demand for tree nuts presents a golden opportunity for Zimbabwe to bolster its economy through macadamia and pecan nut exports.
By addressing challenges such as price volatility and limited value addition and by implementing strategic initiatives like farmer training and market expansion, Zimbabwe can position itself as a key player in the global tree nut market.
Word From The Market is a column produced by AMA to promote market-driven production. For feedback, contact [email protected]
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