Story by Bruce Chahwanda, Political Editor
ZIMBABWE is targeting to generate at least US$20 million worth of business during the global horticultural fair, Fruit Logistica, which gets underway next week in Berlin, Germany.
The national trade and promotion agency, Zimtrade, is strengthening its export offensive for local horticultural products on the global market, as it leads 30 firms to this year’s premier horticultural exhibition.
“As Zimbabwe, we are facilitating the participation of 10 Zimbabwean companies at Fruit Logistica 2025 Usi zimtwe duwa facilitating the participation of 10 Zimbabwean companies at Fruit Logistica 2025 which is running from 5 to 7 February,” ZimTrade’s director for operations, Mr Similo Nkala.
“In addition to that, we have about 20 more companies that are also participating in this trade fair as visitors where they would be engaged in back-to-back meetings in terms of engaging their existing and potential buyers of their products. We will be exhibiting quite a wide range of products, which include manchur peas, sugar snaps, citrus, blueberries, strawberries, and other products that we are producing in Zimbabwe,” he said.
Mr Nkala disclosed that Zimbabwe is benefiting immensely from participating at the Fruit Logistica.
“I think the key thing for our participation at this trade fair in terms of business generated in 2024 was about US$17 million. For 2025, we are looking forward to generating business, which is plus US$20 million. I think the key focus for our participation at this trade fair, besides issues to do with fresh produce, we are also looking to learn in terms of the current innovations that are related to this industry.
“There will also be a number of side business forums that have to do with logistics and also other latest key issues in terms of the industry, like in terms of extending the shelf life of our products,” he said.
The Fruit Logistica is a platform for business executives to create viable synergies that can be translated into tangible business ventures.
New technologies for harvesting and preserving fresh produce will also be on exhibition.
Zimbabwe is targeting to leverage the platform to push blue-berries, one of the popular Horticultural products in Europe.
The premier horticultural exhibition will be held from the 5th to the 7th of February and features close to 3 000 exhibitors representing 145 countries across the globe.
More than 60 000 visitors are recorded annually as Fruit Logistica offers a unique platform for industry to explore new markets and strengthen existing partnerships.
ZimTrade facilitates the participation of local companies and last year, the Horticultural Development Council participated in the event among other companies.
