Export potential for dried fruits, vegetables

ZIMBABWE’s development agenda is anchored in the premise that everyone has a role to play in realising the country’s target of attaining upper middle-income status by 2030.

Trade Focus

Allan Majuru

This is why the mantra “leaving no one and no place behind”, which is being spearheaded by President Mnangagwa, is crucial in unlocking economic value in all the corners of the country.

For all districts to unlock their economic value, there is need to identify areas they enjoy competitive and comparative advantages, including natural endowments.

If this approach is to be undertaken, all communities will have a lot to offer, especially from the agriculture sector.

Zimbabwe — endowed with diverse climatic conditions suitable for the cultivation of various fruits and vegetables — has a unique opportunity to leverage on its natural resources.

The country’s climate makes it ideal for growing various fruits and vegetables. Additionally, most farmers are producing organic fruits and vegetables with a global appeal.

In most rural communities, fruits, which are organic produce currently in demand across the world, grow in the wild.

It is, however, disturbing that tonnes of fresh produce go to waste each year as local production exceeds demand.

But what if communities are assisted to preserve produce, prolong shelf life, cut transport costs and supply lucrative markets?

This is where dried fruits and vegetables come in. Forget bulky shipments and perishable produce — dried fruits and vegetables are the “lean, mean” exporting machines of the food world. They are lighter, last longer and pack a nutritional punch that is hard to beat.

The global market for dried fruits and vegetables has witnessed significant growth in recent years, driven by changing consumer preferences, increased awareness of the health benefits associated with these products, as well as rising demand for convenient and shelf-stable food options. Dried fruits and vegetables have become essential components in the diet of health-conscious consumers, as they offer a nutritious alternative to fresh produce while maintaining an extended shelf life. In terms of health benefits, dried fruits and vegetables are rich in nutrients such as vitamins, minerals and antioxidants.

They are also a good source of dietary fibre, which aids in digestion and promotes overall gut health. Consuming dried fruits and vegetables as part of a balanced diet can contribute to better overall health and help prevent chronic ailments such as heart disease and diabetes. These are some of the reasons there is a growing shift towards them versus other types of foods.

Opportunities

Specific dried fruits with potential for Zimbabwe include mangoes, apples and bananas.

These fruits are popular choices in the international market due to their sweet taste and versatility in various recipes.

According to Trade Map, dried fruit and fruit mixtures worth around US$2,95 billion are being imported globally.

Of this figure, dried peaches and pears stand at US$1,17 billion, while dried prunes, apricots and apples make up the remainder.

In terms of vegetables, bell peppers, tomatoes and carrots are also in demand for their nutrient content and flavour when dried.

Global imports of dried vegetables were US$3,32 billion in 2022, up from US$3,24 billion in 2021. Leading importing markets include Japan, the United States, Germany and Israel.

According to the Netherlands-based Centre for the Promotion of Imports from developing countries (CBI), the countries in Europe with the highest import growth of edible nuts and dried fruits over the last five years include Romania, Bulgaria, Poland, Luxembourg and the Netherlands. In terms of the dried vegetables sector, CBI notes that countries such as Spain, China, Peru and Brazil are increasingly importing dried chillies, mushrooms, garlic and dried herbs.

Conversely, major suppliers of dried fruit and vegetables in the current market include countries like Turkey, China and the US.

These countries have well-established agricultural industries and access to advanced drying technologies, giving them a competitive edge in the global market.

Market entry

To enter this competitive market successfully, businesses need to navigate various regulatory requirements.

These may include compliance with quality standards, packaging, labelling regulations and adherence to specific hygiene and safety protocols. There have been notable shifts in supply chains within the dried fruit and vegetable market, with increasing focus on sustainability and ethical sourcing.

This trend is driven by consumer demand for transparent production practices and environmentally friendly products.

As a result, companies that can demonstrate responsible sourcing and production methods are likely to gain a competitive advantage in the market.  Zimbabwean exporters need to ensure they are alive to the topical issues in international trade to ensure they are always competitive. Establishing a robust supply chain and ensuring efficient logistics are also crucial aspects for market entry and sustained success. Meeting market/buyer requirements, upscaling production and acquiring necessary certification will make it possible for local communities to unlock access to lucrative export markets. Communities with existing agricultural infrastructure can benefit by expanding into the production and export of dried products. To capitalise on these opportunities, there is need for producers to modernise their agricultural practices, ensuring quality control and meeting international standards. Collaborating with established exporters will make it easy for small producers to penetrate the export markets, riding on existing distribution channels.

Further, distribution or importing companies are the best contact for placing dried fruit and vegetables in most markets across the world.  This is specifically relevant for new suppliers in the market, as supplying retail outlets directly is very demanding and requires a lot of quality and investment in logistics.

Wholesalers source large amounts of produce usually from different suppliers and break these bulk imports for the smaller end user.  Although many exporters from developing countries often strive to supply smaller end users directly to obtain higher margins, the bulk-breaking function can contribute to an increase in trade volumes and eventually higher profits.

So, in the event the exporter has bigger capacity, this is another channel to explore.

In addition, partnerships with global partners for technology transfer and knowledge exchange can further enhance the competitiveness of Zimbabwe-produced dried fruits and vegetables in the global market.

Moreover, building strong trade relationships and participating in international food exhibitions can provide a platform for local producers to showcase their products to potential buyers.

Engaging in sustainable practices, such as organic farming, can also be a valuable differentiator in the market, appealing to environmentally conscious consumers, especially in Europe.

 Allan Majuru is ZimTrade’s CEO.