Staff Reporter
Zimbabwe is set to capitalise on the global horticultural market, targeting at least US$20 million in business deals at Fruit Logistica 2025, one of the world’s largest horticultural trade fairs.
The event, scheduled for 5-7 February 2025 in Berlin, Germany, will see 30 Zimbabwean firms showcasing their products to international buyers.
The country’s national trade and export promotion agency, ZimTrade, is leading the charge as Zimbabwe strengthens its export offensive in the global fresh produce market.
ZimTrade’s Director for Operations, Similo Nkala, highlighted Zimbabwe’s growing influence at the event, revealing that local companies will be actively engaging potential buyers to expand their market reach.
“As Zimbabwe, we are facilitating the participation of 10 companies exhibiting at Fruit Logistica 2025 and an additional 20 companies attending as visitors. These firms will hold back-to-back meetings with existing and potential buyers to grow their market share,” he said.
The Zimbabwean delegation will showcase a diverse range of fresh produce, including mange tout peas, sugar snaps, citrus, blueberries, and strawberries, among other high-value crops.
Zimbabwe has reaped significant benefits from its participation at Fruit Logistica in previous years.
Nkala noted that in 2024, Zimbabwean businesses generated US$17 million in deals from the event, and the 2025 edition is expected to surpass US$20 million.
“Beyond fresh produce sales, we are also keen to explore new innovations in the horticultural sector, including technologies that extend the shelf life of produce and improve logistics. Additionally, side business forums will provide insights into the latest industry trends,” he added.
With close to 3,000 exhibitors from 145 countries and an annual attendance of over 60 000 visitors, Fruit Logistica provides a unique platform for Zimbabwean companies to expand into new markets and strengthen existing partnerships.
Blueberries, one of Zimbabwe’s top horticultural exports, will be a key focus as the country seeks to increase its market share in Europe, where demand remains strong.
ZimTrade continues to support local companies in their bid to break into international markets.
Last year, the Horticultural Development Council was among the key participants, helping to promote Zimbabwean produce to global buyers.
Zimbabwe’s participation at Fruit Logistica 2025 aligns with the country’s broader strategy to boost agricultural exports, attract investment, and introduce cutting-edge farming technologies.
With increasing global interest in high-quality fresh produce, the event presents a golden opportunity for local farmers and exporters to expand their footprint on the world stage.
