Sundaymail Editor
Word From The Market
Tina Nleya
IN today’s rapidly evolving agricultural landscape, knowledge, visibility and relationships are just as important as rainfall and inputs.
For Zimbabwean farmers and agribusinesses seeking to grow their markets, learn from global innovations and attract investment, agricultural trade fairs have become critical platforms.
Among the most notable of these are the Zimbabwe International Trade Fair (ZITF), held annually in Bulawayo, and Macfrut, a premier international horticultural exhibition hosted in Italy. These events do more than just exhibit items; they educate, connect and elevate businesspeople.
In this week’s instalment, we explore how such trade fairs can reshape the future of farming and agribusinesses in Zimbabwe.
Opening doors to markets
For any farmer or agribusiness, access to markets is vital. Trade fairs provide a rare opportunity to meet local and international buyers face-to-face.
These encounters allow producers to understand quality requirements, pricing expectations and packaging preferences directly from the source.
At ZITF, for instance, Zimbabwean farmers can pitch their products to retail chains, processors, development partners and export agents who attend the fair looking for local supply partners.
Exhibitors have the advantage of interacting with regional trade delegations from the Southern African Development Community (SADC) and Common Market for Eastern and Southern Africa (COMESA) regions, as well as investors interested in contract farming or aggregation models.
On the other hand, Macfrut, which is held in Rimini, Italy, offers exposure to over 40 000 visitors and 1 000 exhibitors from across Europe, Africa and Asia.
For Zimbabwean producers of sweet potatoes, avocados, blueberries, chillies and herbs, Macfrut is a gateway to the European Union (EU), one of the most lucrative but quality-sensitive markets.
Trade fair participation allows producers to pitch themselves as reliable and traceable sources of produce. Contracts can be initiated, samples shared and long-term supply negotiations started all in a few days.
Networking across the value chain
Agriculture is increasingly becoming integrated, requiring collaboration across multiple players — from seed suppliers and bankers to processors and logistics companies.
Trade fairs gather all these players under one roof.
At ZITF, for example, a smallholder sesame producer might meet a local processor looking for certified suppliers, while also engaging with financial institutions offering mechanisation loans or climate insurance.
Likewise, at Macfrut, Zimbabwean delegations can explore technology transfer opportunities, from precision agriculture to digital traceability systems.
Such networking is not only good for business; it builds the ecosystem around agriculture, enabling more inclusive and sustainable growth.
Learning from the best
Besides showcasing products, trade fairs feature conferences, panel discussions, demonstrations and expert-led workshops.
These knowledge-sharing sessions empower farmers and agribusinesses with insights into global trends, climate-smart agriculture, food safety standards and agri-fintech solutions.
For example, Macfrut offers sessions on EU phytosanitary standards, cold chain logistics and blockchain-enabled traceability, all key elements for exporters.
By attending these events, Zimbabwean farmers gain not only markets but also the know-how to meet them effectively.
A platform for policy dialogue
Trade fairs are also strategic platforms for discussing challenges and policy gaps in agriculture. With government representatives, donors and industry leaders present, stakeholders can openly debate issues such as:
Access to affordable inputs
Finance and insurance for farmers
Export readiness and certification
Infrastructure gaps in cold chain and transport
ZITF often features government-to-business roundtables, offering a chance for real dialogue and public-private coordination.
These discussions help shape future interventions and unlock support for priority sub-sectors like horticulture, oilseeds and livestock.
A homegrown showcase of agricultural potential
This year’s ZITF 2025, themed “Industrialisation: Crafting an Integrated Economic Landscape”, placed strong focus on agriculture. The Agricultural Marketing Authority (AMA) was present, showcasing the National Farmer Database Management System (NFDMS) — a platform that empowers farmers with digital registration, biometric identification and access to inputs, payments and training.
Farmers visiting AMA’s stand were able to:
Register on the database
Learn about the National Farmer card and its partners
Understand how to access markets and the different value chains.
Additionally, AMA is promoting compliance and traceability to ensure farmers can meet the requirements of both local and export markets.
Zimbabwe’s gateway to Europe
Zimbabwe has made strides in entering European markets with niche crops like organic produce, herbs and fruits.
Participation in Macfrut 2025 will allow Zimbabwe to strengthen its brand as a high-quality, low-residue source of produce.
AMA and private sector stakeholders are preparing export-oriented producers for this event. These steps are part of Zimbabwe’s broader goal of achieving a US$10 billion agriculture economy by 2030.
Conclusion
Zimbabwe’s agriculture is ready for transformation and trade fairs are key catalysts. They connect, educate and elevate businesspeople.
As AMA, we encourage all farmers, contractors, and agribusiness players to actively participate in ZITF and Macfrut not just as observers, but as stakeholders ready to drive change.
Let us use these platforms to open new markets, build strategic alliances and place Zimbabwean agriculture on the global stage.
Tina Nleya is AMA’s marketing and public relations manager. She can be contacted on email: [email protected]. Word From The Market is a column produced by AMA to promote market-driven production.
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