Zimbabwe is setting ambitious goals for the upcoming Fruit Logistica fair in Berlin, Germany, targeting over US$20 million in business deals during the global horticultural event.
The national trade and promotion agency, ZimTrade, is leading a delegation of 30 local companies to the exhibition, which will take place from February 5 to 7, 2025.
ZimTrade’s Director of Operations, Mr. Similo Nkala, highlighted the importance of this event for Zimbabwe’s horticultural export strategy. “We are facilitating the participation of 10 Zimbabwean companies in Fruit Logistica 2025, alongside another 20 companies attending as visitors to engage with existing and potential buyers,” he said.
The exhibition will showcase a broad spectrum of Zimbabwean products, including manchur peas, sugar snaps, citrus, blueberries, strawberries, and more. Nkala emphasized that the participation in 2024 resulted in business worth approximately US$17 million, with expectations for 2025 to surpass US$20 million.
Beyond product promotion, Zimbabwe aims to tap into industry innovations, particularly around extending the shelf life of produce and adopting new harvesting and preservation technologies. The fair is also a key platform for networking and fostering strategic business synergies in the global horticultural market.
With close to 3,000 exhibitors from 145 countries and over 60,000 visitors annually, Fruit Logistica provides Zimbabwe with a unique opportunity to strengthen partnerships and explore new markets, especially for products like blueberries, which are gaining popularity in Europe.
As part of its export push, ZimTrade continues to offer local businesses the chance to engage in the international marketplace, a critical step in expanding Zimbabwe’s global horticultural footprint.
