Zim eyes export surge as Fruit Logistica takes off in Berlin

Zimbabwe is making a strategic push to grow its horticultural exports, pinning its ambitions on securing new contracts and market intelligence at the world’s premier fresh produce trade fair, Fruit Logistica, which opened here today. The fair is expected to draw more than 50 000 visitors from across the globe. “Our participation here is for our companies and also for those who are new to exporting to get new contacts,” said Mr Similo Nkala, ZimTrade’s director of operations, in an interview at the Zimbabwe Pavilion.

“We are expecting that it will assist us in terms of the growth of our exports.” This bullish outlook follows a strong performance in 2025, where Zimbabwe’s horticulture sector demonstrated robust growth. According to TradeMap, the country’s total horticultural exports reached US$181, 7 million. The star performer has been blueberries, whose production reached 12 000 tonnes, up from 8 000 tonnes the previous year, spurred by a strategic harvest window that supplies European supermarkets ahead of major Southern Hemisphere competitors.

Mr Nkala confirmed a target of 10 percent export growth for the sector, building on a recent trajectory that saw fruit and vegetable exports climb from US$136 million in 2020 to US$167 million in 2024. “We’ve received quite a number of enquiries on blueberries, on citrus, avocados, macadamia nuts, and also we’ve got other new exciting products like the dragon fruit that we’re exhibiting in this year’s trade show,” Mr Nkala said, highlighting the delegation’s diverse offering. “Last year, in terms of the business that we generated, it was above US$20 million, and it is our hope that at the end of the fair on the 6th of February, we’ll generate more business for Zimbabwean companies.” The drive at Fruit Logistica is backed by high-level diplomatic support.

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Mrs Alice Mashingaidze, Zimbabwe’s Ambassador to Germany and several other European nations, described the country’s ongoing participation as “really quite significant with regards to our economic trajectory.” While noting “great growth” in existing EU trade, Ambassador Mashingaidze emphasised the event’s broader potential. “There is an opportunity to have strategic business partners and also to gather market intelligence for Zimbabwean products to have access to the European market, not just Germany, but other European countries,” she stated. She also expressed hope that the fair would attract foreign direct investment into Zimbabwe’s agricultural processing and industrial sectors. The optimism is grounded in a sector actively diversifying beyond its traditional strongholds.

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