Story by Bruce Chahwanda
All is set for the 2025 Fruit Logistica in Berlin, Germany, with Zimbabwean companies expecting to expand their market share for horticultural produce.
The premier horticultural exhibition kicks off this Wednesday.
Zimbabwe’s Ambassador to Germany, Her Excellency Alice Mashingaidze believes such platforms are critical towards unlocking business potential for a global market.
She said, “Events like Fruit Logistica are essential to Zimbabwe’s broader trade strategy. It will allow us to directly connect with global markets and engage with industry leaders. More than just a fair, Fruit Logistica is also about positioning Zimbabwe as a strategic player in the global supply chain. Such events allow us to tell our story, meet with potential partners and discuss new opportunities. By attending, we are demonstrating that Zimbabwe is open for business, eager to engage in international partnerships and ready to contribute to global trade.”
Ambassador Mashingaidze commended ZimTrade for facilitating the presence of local firms, saying a lot of business is being generated through direct engagement with buyers and suppliers of cutting-edge technology in the sector.
“Germany and the wider European market present immense opportunities for Zimbabwe. As Europe’s largest economy, Germany is a key trade partner, and there is a growing recognition of Zimbabwe’s potential. We believe that by our participation here at Fruit Logistica, we can position Zimbabwe as a reliable supplier of high-quality produce. This is not just about increasing exports, but also about attracting sustainable investment and technology transfer.
“The immediate goal is to establish meaningful business connections that will lead to concrete deals. I hope that the Zimbabwe pavilion attracts the attention of potential buyers and, that the B2B meetings result in partnerships that will bring tangible benefits to both sides. In the longer term, we aim to see increased exports, better market access for Zimbabwean products, and the establishment of long-term trade relationships with Germany and Europe. Furthermore, this is an opportunity to build the Zimbabwean brand on the international stage, and I am confident it will pay dividends,” said the Ambassador.
ZimTrade has facilitated the participation of 30 Zimbabwean companies, with some exhibiting their produce while others are following up on previous engagements to concretise partnerships.
In 2024, companies generated business worth US$17 million and this year, Zimbabwean firms are targeting to go beyond US$20 million when the exhibition comes to an end this Friday.
Annually, Fruit Logistica attracts more than 60 000 visitors as it offers a platform for industry stakeholders to explore new markets and strengthen existing partnerships.
Fruit Logistica 2025 runs from the 5th to the 7th of this month with 3000 exhibitors from 145 nations.
Zimbabwe’s blueberries are dominating the world over and the exhibition will further cement the country’s position in the production of the fruit.
