ZIMTRADE says Zimbabwe can ride on the export of superfoods amid increased global demand as customers look for highly nutritious products.
Zimbabwe has vast wild fruits ranging from umkhomo (Baobab), masau (Ziziphus Mauritiana), matohwe (Azanza garckeana), and natural herbs including umsuzwane (Lippia Javanica), Muhacha (Hissing tree) and moringa.
In its latest report, the country’s export promotion agency said every country had a unique culture, tastes, products and practices, which could contribute towards growth of its exports if fully taken advantage of.
“For Zimbabwe, one of the areas with greatest potential is superfoods, whose demand has been growing in international markets across the world as consumers seek highly nutritious products,” it said.
“Demand for natural foods is gaining momentum due to the high health benefits associated with them. Zimbabwe is home to a diversified range of natural and organic superfoods, thanks to the good climatic conditions.
“With enough value addition — taking into consideration some key food standards and practices in different markets — these products, that grow naturally in the wild, can be presented to the international consumers.”
ZimTrade said the wild fruits and herbs could go through value addition, packaging and branding making it simpler for exporters to earn more.
“Regarding natural herbs, products that can fare very well in export markets include aloe vera, apple mint, borage, penny royal, calendula, and basil,” it said.
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To ensure local producers are export ready, ZimTrade said this year it would expand its export development initiatives and take advantage of the growing demand of natural nutritious products, by educating various communities on the export potential of wild fruits that had been part of the country’s heritage for years.
“Already some small businesses are taking on the value addition of our wild fruits and herbs to create cordials, snack and beauty products,” the organisation said.
ZimTrade said small businesses, including those in rural communities, could capitalise on the new wave by tapping into non-traditional markets and exporting indigenous goods rooted in their culture and heritage.
It said the many conflicts currently taking place in the world were a clear indication that the country needed to move from the ordinary and diversify its export markets.
Diversifying export markets not only spreads the business’ economic risk, but also works to further solidify the country’s presence in markets across the world.
“Indications are that Zimbabwe’s non-traditional markets are opening up to local products, and these could provide solutions to existing and potential markets,” ZimTrade said.
Figures show that the growth of Zimbabwe’s exports has been anchored by local products finding new markets in countries such as the United Arab Emirates (UAE), China, Belgium and Italy.
To penetrate these new markets, ZimTrade said local companies should take full advantage of the programmes it offers, including capacity building and market linkages.
This year, the organisation will explore various non-traditional markets to see what opportunities lie for Zimbabwean products across the world.
ZimTrade said countries like the UAE, Belgium and China had a great reception to Zimbabwean products, even becoming some of the top destinations for local products.
As such, it will continue to explore new markets for Zimbabwean goods, by conducting strategic market surveys taking into consideration the various trade agreements and world opportunities that may arise.
Some of the activities planned by ZimTrade include market surveys and scans in Indonesia, Saudi Arabia and Ethiopia, all of which hold immense potential for Zimbabwean goods.
With the coming of the African Continental Free Trade Area, a trade agreement with a vision for seamless trade across Africa, ZimTrade said it would pursue African markets that had an appetite for local products, such as Angola, Botswana and Rwanda.
Export promotion activities like outward trade missions and business forums will assist in getting local businesses to actively interact with buyers on these markets and successfully trade their products, the report said.
