Zimbabwe quality products attract export market

THE high-quality products from the country’s diverse exporters are a major driving force behind the sustained penetration rate of local goods and services in foreign markets, ZimTrade has said.

Official records show Zimbabwe’s exports are on a steady increase despite the adverse effects of Covid-19 and the prevailing geo-political complications, which have frustrated global value chains.

Riding on the Second Republic’s economic diplomacy-anchored re-engagement and engagement agenda, as well as enhanced outward seller missions to create seamless business synergies, Zimbabwean companies are taking advantage of these interventions to expand their market.

In an interview in Bulawayo, ZimTrade chief executive officer, Mr Allan Majuru, said the country’s exports were having a marked presence in Europe, Middle East and Africa. He, particularly, stated that the high-quality of local produce was making it easy for local products to compete in the market, which has grown accustomed to imports coming from across the world.

“The issue that has been consistent from our exporters is that of high quality of products,” said Mr Majuru.

Mr Allan Majuru

“It’s a good thing to run with in the market to say we are best known for our quality and the return on investments is good.

“In Birmingham, United Kingdom we clinched deals to supply arts and craft ware. We secured funding worth US$70 000 for one of our members in Manicaland who is supporting horticultural farmers to export macadamia nuts to the UK.

“In Dubai we managed to get five-year contracts for small-scale farmers to supply fresh produce. At the moment we are pushing essential oils from marula, baobab and moringa oil to access UAE markets.”

Of late, the Government has been on an offensive to promote growth and development of an export-led economy.

Zimbabwe has a diverse horticultural sub-sector and most of the producers are small-scale farmers. The growing global market for horticulture, in the form of fruits, nuts and vegetables, presents opportunities for Zimbabwean sector players to grow their exports.

Horticulture production – Image taken from Shutterstock

Mr Majuru added that youth exporters in the SMEs sector are already setting up distributorship in Zambia to distribute our goods.

In August, the national trade development and promotion organisation facilitated the participation of 15 local companies, including women-led enterprises at the Maputo International Trade Fair (FACIM). Mr Majuru said there were good returns on the leather sector too.

“When you look at Mozambique, the returns in the leather sector are also impressive and we managed to secure markets for their goods and services. The issue of quality in the export sector is not only about what you want but what the consumer wants,” he said.

“Consumers require a certain quality and we are meeting that quality and, in most cases, exceeding the requirements. In that way we remain relevant in the market and create a niche market for products and sell at a higher price.”

The major markets for Zimbabwe’s horticultural exports are Netherlands, United Kingdom, South Africa, Germany, Hong Kong, Portugal, France, China, Norway, Poland and Spain.

The United Kingdom is the second largest importer of Zimbabwean horticultural products.

The Government’s Horticulture Recovery and Growth Plan is expected to stimulate export growth and boost production to meet the growing demand for horticultural produce.

There is growing demand for organic foods among consumers, as more people are becoming health conscious and looking for products that are high in nutrients and low in calories.-ebusinessweekly