Online Reporter
Trade Focus
Allan Majuru
Zimbabwe’s export growth strategy is entering a phase where competitiveness will increasingly depend on how well the country leverages what it already possesses.
Across global markets, demand for natural health products, herbal remedies and plant-based supplements is steadily rising.
For a country endowed with rich biodiversity and a strong tradition of indigenous healing, medicinal plants present a practical and commercially viable frontier for export diversification.
The global market for medicinal plants and herbal supplements is projected to reach US$201,9 billion by 2030, according to Strategic Market Research (SMR), with sustained growth in Europe, North America, Asia and within Africa itself.
SMR notes that herbal supplements, once viewed as niche alternatives, have evolved into widely accepted health products used by hundreds of millions of people worldwide.
These products, made from plant extracts, roots, leaves and other natural compounds, are increasingly used either in place of or alongside conventional pharmaceuticals for wellness, immune support and preventive care.
According to the International Trade Centre, shifting consumer preferences towards natural remedies and preventive health solutions are creating new export opportunities for developing countries.
Industrial demand is also increasing, driven by expanded production of herbal healthcare formulations, plant-based cosmetics and nutritional supplements.
But what does this mean for Zimbabwe’s industrialisation thrust?
President Mnangagwa has consistently emphasised that Zimbabwe’s industrialisation drive must be anchored in domestic resources and local capabilities.
The mantra “Nyika inovakwa nevene vayo” provides a clear economic direction: National development should be built on what Zimbabweans own, know and can sustainably produce.
Within that framework, biodiversity and indigenous knowledge are not peripheral issues; they are economic assets capable of generating employment, value addition and foreign currency.
This approach speaks directly to the concept of a heritage-based economy.
Such an economy recognises culture, natural endowments and traditional knowledge systems as productive resources.
Clear benefits
Developing a competitive traditional medicines export sector has broader economic implications.
Many medicinal plants grow naturally, lowering production costs and enabling participation by rural communities, women and the youth.
Organised harvesting and cultivation can create structured upstream economic activity.
Downstream processing, packaging, logistics and export management generate additional employment opportunities.
Synergies between businesses and communities are essential to ensure inclusive value distribution.
Strong coordination across research institutions, regulators, producers and exporters will determine the pace of sector development.
Global demand trends indicate that the window of opportunity remains open, but competition is increasing.
Early positioning will allow Zimbabwean firms to establish brand recognition and secure niche markets before saturation occurs.
Integrating indigenous knowledge with scientific validation and international standards provides a commercially sound pathway to transform biodiversity into export revenue.
Anchored in the policy direction articulated under the Second Republic, medicinal plants and traditional herbs can evolve from informal trade products into structured, value-added export commodities.
The pathway
Rather than exporting raw materials and importing finished goods, the objective is to process, standardise and commercialise heritage-linked products in ways that meet global standards.
Traditional medicines and herbs provide one of the clearest illustrations of how this model can be implemented. These issues featured prominently at the recent ZimTrade Annual Exporters Conference held in Bulawayo, where exporters were encouraged to explore new sectors aligned with global demand trends.
One of the key presentations was delivered by Dr Mitslal Kifleyesus-Matschie, founder of Ecopia Group, who shared Ethiopia’s experience in developing value-added exports in medicinal plants and herbal supplements.
Dr Kifleyesus-Matschie noted that, while Africa supplies significant volumes of raw medicinal plants, much of the value is captured elsewhere.
European and Asian companies standardise, certify and package these plants into high-value supplements and pharmaceutical ingredients.
The result is a structural imbalance in which Africa exports bulk raw materials while importing finished products at significantly higher prices.
Ethiopia is beginning to change that trajectory.
Companies there are forming partnerships with European contractual manufacturers, enabling them to process selected botanicals into capsules registered as supplements in European online markets.
This arrangement allows Ethiopian firms to access established value chains and customer bases without committing to prohibitive upfront investments in overseas facilities.
The significance of this model lies in its practicality.
It demonstrates that African plants can meet international regulatory standards.
It also shows that ownership and branding can remain African, even when certain aspects of manufacturing are strategically outsourced.
For Zimbabwe, this offers a workable template rather than an abstract ambition.
Zimbabwe’s own botanical base provides a solid starting point.
Zumbani or umsuzwane (Lippia javanica) is widely recognised for its immune-supporting properties and is already used locally in teas and infusions. Other traditional plants such as mupfuti and mufandichimuka remain key products used as traditional medicine in many communities across the country.
These plants, alongside many others, represent commercial opportunities that extend beyond informal trade.
However, exporting dried leaves in raw form will not generate the scale of economic benefit required to transform livelihoods.
The central issue is value addition and unlocking this potential requires deliberate investment across several pillars.
Research and development
Scientific validation is a prerequisite for participation in regulated export markets.
Indigenous knowledge provides a strong foundation, but international buyers and regulators require documented evidence of efficacy, safety profiles, dosage standards and active compounds.
A statement that “a herb has been used traditionally for generations” is insufficient to secure shelf space in markets such as Italy, Germany or Canada.
Investment in laboratory testing, phytochemical analysis and clinical documentation is essential.
Collaboration between universities, research institutes, traditional practitioners and private companies can strengthen the credibility of Zimbabwean products.
Clear scientific data allows producers to communicate value propositions in language that resonates with global consumers and regulators.
Research also plays a protective role.
Proper documentation and intellectual property management reduce the risk of external appropriation of indigenous knowledge.
Protecting ownership ensures that long-term commercial benefits accrue locally.
Certification and standardisation
Consistency is critical in international trade.
Medicinal products must meet defined quality benchmarks, from harvesting to final packaging.
Variability in active ingredient concentrations or inconsistent processing methods can result in regulatory rejection and reputational damage. Standardisation requires clearly defined protocols for cultivation, wild harvesting, drying, storage and processing.
Compliance with certifications such as Good Manufacturing Practices (GMP), organic standards and other relevant regulatory frameworks enhances market credibility.
A product originating from Zimbabwe must meet the same quality expectations as one produced in established markets.
Trust in quality opens access to premium buyers and long-term supply agreements.
Value-addition and consumer-centric packaging
Exporting raw herbs captures only a fraction of potential value.
Converting medicinal plants into capsules, powders, extracts, tinctures and ready-to-use teas significantly increases export earnings.
Processed products are easier to transport, have longer shelf lives and align with global consumption patterns.
Packaging plays an equally important role.
International wellness consumers expect professional branding, clear labelling and contemporary design.
Heritage can be communicated effectively without compromising on modern aesthetics.
Competitive packaging signals quality and reliability.
Value addition also stimulates domestic industrial activity.
Processing facilities create jobs, while upstream supply chains generate income for rural communities involved in cultivation and sustainable harvesting.
Cross-border partnerships
Strategic alliances can accelerate entry into global markets.
Zimbabwean firms can leverage partnerships with established players in Europe, Asia or within Africa to access technology, distribution channels and regulatory expertise.
Contractual manufacturing arrangements, similar to those adopted in Ethiopia, offer one pathway to reduce capital constraints while maintaining ownership of raw materials and branding.
Such partnerships must be structured carefully to ensure that Zimbabwean enterprises retain control over intellectual property and brand positioning.
Leveraging areas of comparative advantage while integrating into existing value chains can shorten time to market and reduce risk.
Allan Mujuru is the ZimTrade chief executive officer
