From farm to fortune: Rock melon export boom

THERE has been growing interest among Zimbabweans to venture into the export business in recent years.

Trade Focus

Allan Majuru

This is largely a result of the Second Republic’s efforts to create space for local products in regional and international markets.

While the export business has traditionally been thought to be a preserve of a select few established business giants, the new approach by the Government to empower communities through devolution has created opportunities for small and micro businesses.

Efforts have also been channelled towards facilitating access to foreign markets for institutions that ordinarily would not even consider export as a business venture.

The key strategy has been capacitating all businesses and communities interested in exporting, making sure they ride on their natural endowments, climatic conditions and specific skills, among other areas of competitive and comparative advantages.

Through this strategy, institutions such as the Chinhoyi University of Technology (CUT) have since started exporting competitively. Working closely with ZimTrade, the national trade development and promotion agency, CUT has identified local partners whom it can work with to grow and export fresh produce to the United Arab Emirates (UAE).

This is testimony to the success of capacity-building interventions and positive outcomes of the Education 5.0 agenda being pursued by the Government to ensure learning institutions contribute more towards the economy in a rapidly changing world.

Going forward, the success recorded by CUT points to the need to replicate its journey in learning institutions across the country and allow the institutions to onboard other potential exporters and communities.

One low-hanging fruit for export is the rock melon, which the university successfully completed trial production on before exporting about 20 tonnes to Dubai, UAE.

The initial exports were conducted successfully and the market was satisfied.

This was a ground-breaking initiative, which showed immense potential.

About rock melon

Rock melon is a type of sweet melon that is part of the Cucurbitaceae family, which also includes squash, zucchini and watermelon.

The fruit has a rough, netted rind that can be white, tan or yellow in colour, and its flesh is typically orange.

Rock melons are touted to be rich in essential nutrients such as vitamins A and C, as well as dietary fibre, making them a popular choice for health-conscious consumers.

The fruit is present worldwide and is usually seen in hotels and restaurants, where it is used in making salads or side dishes.

Rock melons are highly versatile; they are used in various culinary applications.

Therefore, they appeal to a wide consumer base, from children to the elderly.

Rock melons in Zimbabwe are currently being grown on a small scale, but there is scope to increase scalability, focusing on ready export markets.

Rock melons are grown in diverse climates, including regions with warm, dry summers and mild winters.

This adaptability allows for cultivation in various parts of the country.

The fact that rock melons can be grown in different climates increases their availability and reduces dependency on specific geographic regions for supply, enhancing their market potential.

Untapped export potential

The global market for rock melons is characterised by several key trends and dynamics that influence their production, trade and consumption.

One significant trend is the increasing consumer awareness of healthy eating habits and the growing demand for natural, unprocessed foods.

As a result, there is a rising preference for fresh fruits like rock melons, which are perceived as wholesome and nutritious.

The changing dietary preferences and culinary trends have contributed to the integration of rock melons into a wide range of dishes and food products.

According to Trade Map, the total unrealised global export potential of fresh rock melons currently stands at US$1,1 billion.

Markets with the greatest potential for exports, Zimbabwean exports in particular, are the UAE, France and Germany.

For the UAE alone, the market has untapped potential of over US$20 million.

The major source markets for rock melons, also known as cantaloupes in some regions, include Australia, Spain, Turkey and Guatemala.

These countries have established themselves as significant producers and exporters of this fruit.

Considering the good climate in Zimbabwe, there is potential for the country to be a leading supplier in the world.

Global prices for rock melons can vary based on factors such as seasons, production volumes, quality, transportation costs and market demand.

Prices are also influenced by trade dynamics, currency exchange rates and specific regional preferences.

On average, prices can range between US$2 and US$3,50 per kilogramme, but these can vary as prices fluctuate over time depending on the current market conditions and pricing trends.

The global market for rock melons is characterised by evolving consumer trends, production dynamics and trade opportunities. The market requirements of rock melons encompass a range of factors that are essential for meeting consumer demand, ensuring quality and facilitating international trade.

These requirements include considerations related to production standards, post-harvest handling, packaging, transportation and compliance with international regulations.

Producers need to engage in sustainable agricultural practices, good water management and good harvesting practices.

These play a pivotal role in influencing markets that the products can be sold to.

Understanding the market access requirements and trade agreements of target export markets is essential.

This requires staying informed about tariffs, quotas, sanitary and phytosanitary measures and other trade barriers that may impact the export of rock melons to specific countries or regions.

Local farmers looking to tap into the potential of rock melons are encouraged to work closely with ZimTrade to get an understanding of specific market requirements and entry strategies that will ensure success.

Allan Majuru is the chief executive officer of ZimTrade.