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Trade Focus
Allan Majuru
The current growth in Zimbabwe’s agriculture sector is a result of deliberate efforts, led by President Mnangagwa, to integrate smallholder and rural farmers into mainstream agricultural production.
Under the Second Republic, there is a strong focus on boosting the export potential of horticultural products and enabling local farmers to access regional and international markets.
Historically, Zimbabwe’s large-scale, well-established white farmers dominated high-value production.
However, recent policies aimed at supporting the inclusion of smallholder and rural farmers have allowed these groups to access markets that were previously out of reach.
This inclusive approach has addressed longstanding imbalances and fostered economic growth through diversified agricultural development.
Among all sectors, horticulture has seen the most remarkable transformation.
The Government has introduced numerous village-focused programmes aligned with the National Development Strategy 1 (NDS1) to stimulate rural economies and alleviate poverty by providing sustainable agricultural opportunities.
These initiatives, implemented in collaboration with organisations such as ZimTrade, the Agricultural Marketing Authority (AMA) and the Ministry of Foreign Affairs and International Trade, are designed to ensure that production remains both market-led and export-oriented.
One of the most significant successes of these interventions has been the blooming flower industry.
Smallholder and rural farmers have become key players in floriculture, with districts like Marondera and Goromonzi, located near Harare, capitalising on their proximity to the city to export flowers internationally.
By focusing on high-end flower varieties suited to Zimbabwe’s climate, local farmers are now competing with established exporters from countries like Kenya, transforming the floriculture sub-sector, which was once dominated by larger farms.
This growth coincides with a thriving global market for flowers, which was valued at over US$49,8 billion in 2023, according to Future Market Insights, providing further opportunities for farmers who are considering joining the sub-sector.
Market size and demand
The global demand for cut flowers has steadily increased, from US$8,6 billion in 2019 to US$9,9 billion in 2023, according to Trade Map, with major importers such as the United States, Germany and Netherlands sourcing billions of dollars’ worth of flowers annually.
The top importer in 2023 was the US, which sourced flowers valued at US$2,6 billion from across the world.
Significant importers that are already sourcing other horticultural products from Zimbabwe are Germany and Netherlands.
Other leading importers are the United Kingdom, France, Japan and Russia.
Apart from targeting existing markets, there is room to leverage experience of leading exporting countries from the continent.
Figures available from Trade Map show that Kenya is the leading exporter in Africa, recording exports valued at US$667,5 million last year, followed by Ethiopia and Nigeria with US$231,1 million and US$146,1 million worth of exports, respectively.
Floriculture markets
For over 200 years, the heart of the global cut flower trade has been Netherlands.
The Royal Flora Holland auction house in Aalsmeer, near Amsterdam, presents a dynamic and highly organised marketplace. The auction house is the leading international cooperative and marketplace for floriculture.
Royal Flora connects players in floriculture, and imports and re-exports almost 40 percent of flowers from around the world.
However, newer players are providing alternative markets, with some buyers now purchasing from the internet as the auction has evolved.
Producers in regions like Africa are also shifting the dynamics of production, with some targeting direct market access instead of intermediary auction floors.
Supply chain
Meeting the world’s demand for flowers entails an intricate supply chain involving workers, farmers, wholesalers, airlines, cargo ships, traders, florists and supermarkets. Flowers must be transported swiftly using a cold-chain system, which is a series of refrigerated facilities on farms, lorries, planes and boats.
This keeps the flowers in a dormant state, ensuring freshness.
Time is very critical in transporting flowers as every extra day spent travelling results in 15 percent loss of their value.
Airline transport is usually faster and most preferred, compared to the sea mode and other alternatives.
Market requirements
Phytosanitary certificates must accompany imports of flowers.
The certificates are issued by the responsible authority in the exporting country and provide confirmation that the flowers being exported conform to regulatory health/hygiene standards.
Depending on the destination, flowers fall into different export regulation categories.
Some of the flowers fall under the prohibited category, where one cannot export unless they obtain a scientific research licence or an exception (derogation).
Others are prohibited (pending risk assessment), which means they require risk assessment by the regulatory authority.
On the other hand, some flowers fall under the regulated and notifiable, and regulated and unregulated categories, which means they either need a phytosanitary certificate and advance notification of landing; require a phytosanitary certificate but may not need advanced notification; or are materials that can be exported without conditions.
There are also standards that apply to fresh cut flowers and flower buds, foliage, leaves, branches and other parts of plants suitable for bouquets or for ornamental purposes.
Producers are urged to comply with internationally recognised standards, such as GLOBAL G.A.P.; MPS-ABC environmental certificates; and Fair Trade International, to improve pricing.
Packaging and presentation are also issues to consider. Each unit of presentation must contain flowers of the same genus, species or variety and of the same quality class and which have reached the same stage of development.
However, mixtures of flowers and mixtures of flowers with foliage of the same quality class but of different genus, species or variety are permitted provided they are marked.
In terms of labelling requirements, every stacking cart must be accompanied by a fully and correctly completed consignment note containing all the required information about the stacking cart.
In addition, every packaging unit needs to be labelled with product and supplier information, namely supplier number, variety name, packaging unit, grading marks and supplier name, among others.
Allan Majuru is the chief executive officer of ZimTrade.
Online Reporter