Staff Reporter
All is set for the 2025 Fruit Logistica exhibition in Berlin, Germany, where Zimbabwean companies are gearing up to expand their market share in the global horticultural sector. The premier event, which kicked off yesterday, is expected to open new opportunities for local exporters, solidifying Zimbabwe’s presence on the international stage.
In an interview with the media, Zimbabwe’s Ambassador to Germany, Alice Mashingaidze, emphasised the significance of Fruit Logistica in unlocking the country’s business potential. The event serves as a strategic platform for Zimbabwe to showcase its high-quality produce, attract investment, and establish long-term trade relationships.
“Events like Fruit Logistica are crucial to Zimbabwe’s broader trade strategy. This is more than just an exhibition; it is an opportunity to position Zimbabwe as a key player in the global supply chain. It allows us to tell our story, meet potential partners, and explore new business avenues,” Ambassador Mashingaidze stated.
She also commended ZimTrade for facilitating the participation of local firms, highlighting how direct engagement with buyers and suppliers of cutting-edge agricultural technology is enhancing Zimbabwe’s competitive edge in the global market.
Germany, as Europe’s largest economy, presents vast opportunities for Zimbabwean exporters.
According to Ambassador Mashingaidze, Zimbabwe’s horticultural sector is gaining recognition for its premium quality produce, particularly blueberries, which have been in high demand globally.
“Our participation here at Fruit Logistica strengthens Zimbabwe’s position as a reliable supplier of high-quality fruits and vegetables. Beyond just exports, we are also looking to attract sustainable investment and technology transfer that will enhance our agricultural sector,” she said.
Ambassador Mashingaidze added that the ultimate goal is to establish long-term business connections that translate into concrete trade deals.
“We are confident that the Zimbabwe pavilion will attract buyers and lead to meaningful partnerships that will benefit both Zimbabwean exporters and European markets,” she noted.
With 30 Zimbabwean companies participating, the country is looking to surpass the US$20 million business mark this year, after generating US$17 million in deals at the 2024 event. Some firms are exhibiting their produce, while others are following up on previous engagements to finalise trade agreements.
Fruit Logistica attracts more than 60,000 visitors annually, providing a platform for industry players to explore new markets and strengthen existing partnerships. This year’s event, running from February 5 to 7, will feature 3,000 exhibitors from 145 countries.
Zimbabwe’s presence at Fruit Logistica 2025 is expected to further cement the country’s reputation as a top exporter of premium horticultural produce, particularly blueberries, which continue to dominate international markets. With a growing footprint in Europe, Zimbabwe is proving that it is ready to compete on the global stage.
