ZIMTRADE, the national development and promotion agency, is eyeing rock melon exports in a bid to diversify the country's exports base, NewsDay Business can report.
To boost production of the fruit, the agency has established a rock melon export cluster, working closely with local universities, vocational training centres, smallholder and rural farmers, and a local consolidator, Eden Chase.
The collaboration aims to unlock Education 5.0 potential in local higher and tertiary education, which have since been identified as key partners for research, innovation, and technical expertise essential for improving agricultural yield.
The collaboration is also directed at tapping the growing rock melon market in the United Arab Emirates (UAE), and the rest of the Middle East region, where the market has demonstrated a growing appetite for Zimbabwe-grown horticultural produce.
The global market for rock melons presents an unrealised export potential of approximately US$1,1 billion, according to Trade Map. Notably, the UAE has been identified as a prime market for Zimbabwean rock melons, given the country's reliance on imported fruits to meet consumer demand.
ZimTrade chief executive officer, Allan Majuru, said local farmers have the potential to secure emerging markets of rock melons, emphasising the need to consider global quality standards. “Our local farmers and exports have a unique opportunity to carve out a niche within this lucrative market, and there is room to leverage on other crops that are already doing well in the market and existing supply routes,” he said.
“To achieve successful entry into these markets, we are working with local farmers to ensure they comply with production standards and other requirements in these markets.
“The implementation of sustainable agricultural practices, including integrated pest management, water conservation, and organic farming methods, will ensure compliance and will also enhance the reputation of Zimbabwean produce in the targeted markets.”
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Majuru also revealed rock melon is one of the local products earmarked for unlocking market access to Malaysia, with ZimTrade exhibiting rock melons at the Malaysia’s leading Halal showcase. “We deliberately placed a spotlight on rock melons and other horticultural produce such as blueberries at the Malaysia International Halal Showcase, which ran from September 17 to 20. “The event presented local producers provided a unique platform for local farmers to connect directly with leading buyers in the growing Halal market, and the networking sessions, exhibitions, and business matching services, allowed local exhibitors to gain access to a diverse pool of international buyers interested in high-quality Zimbabwe-grown rock melons,” Majuru said.
He also highlighted that the production of rock melon is growing, with farmers across the country expressing interest to grow the fruit.
“The expanded planting area is a direct reflection of the concerted efforts with local partners including Eden Chase, and local institutions of higher and tertiary education, and we are seeing more farmers interested in joining production of the fruit, driving the prospects of both local and international demand,” he noted.
“We have also seen enhanced cultivation techniques, driven by the research and training initiatives provided by learning institutions; promise to yield a higher quality product capable of competing in a competitive market.
“Already, Chinhoyi University of Technology has successfully exported rock melons to Dubai, and has emerged as a leader in the production and export of rock melons.”
Rock melon, a sweet melon from the Cucurbitaceae family (which includes squash, zucchini, and watermelon), has a rough, netted rind in shades of white, tan, or yellow, with orange flesh. It is touted to be packed with essential nutrients like vitamins A and C, as well as dietary fibre, making it a favourite among health-conscious consumers.
Popular worldwide, rock melon is a common sight in hotels and restaurants, often used in salads or as a side dish, presenting significant opportunities for market expansion. Its versatility in culinary applications—from fruit salads and snacks to smoothies—makes it appealing to a wide audience, including children and the elderly. In Zimbabwe, rock melons are currently grown on a small scale, but there’s substantial potential to scale production for export.
The fruit thrives in warm, dry summers and mild winters, allowing for cultivation across various regions, reducing dependency on specific areas, and enhancing market potential.
