ZimTrade calls for promotion of Zimbabwean dried fruits

Judith Phiri

Business Reporter

ZIMTRADE has urged producers of dried fruits to seize the lucrative market opportunities and growing consumer demand for these products to enhance profitability.

The global demand for dried fruits has been on a steady rise driven by a convergence of consumer trends. With increasing health consciousness, consumers are actively seeking natural, nutrient-dense snacks that align with their values.

In its recent newsletter, ZimTrade highlighted that the shift towards plant-based diets has also fueled the demand for dried fruits, establishing them as a sweet and healthy alternative to traditional snacks.

“According to the Trade Map, global imports of dried fruits surged from US$2.1 billion in 2019 to US$2.8 billion in 2023. The main importers of dried fruits include the United States ($359 million), Germany ($261 million), China ($251 million), the United Kingdom ($155 million), and France ($116 million),” it reported.

The dried fruit market is projected to grow significantly in the coming years, with an emphasis on organic, non-GMO, and sustainably produced products. Key markets include North America, Europe, and parts of Asia, where there is a notable demand for healthy snacks.

ZimTrade asserts that Zimbabwean companies are well-positioned to meet this demand, thanks to the country’s rich agricultural diversity and favourable climate for fruit cultivation. However, it cautioned that entering these international niche markets for health-conscious consumers requires more than just high-quality products; it necessitates effective branding and strategic marketing.

“Zimbabwean exporters must comply with international market requirements, including food safety and traceability standards, as well as labelling and packaging regulations. While organic certification is not mandatory, it is highly valued in European markets,” added the country’s trade development and promotion agency.

The agency emphasized the need for Zimbabwean companies to create a unique and memorable brand identity that resonates with the evolving market to increase the country’s market share. Design plays a crucial role in branding; therefore, companies should invest in eye-catching, professional packaging that conveys their core values, such as sustainability, quality, and ethical production.

ZimTrade stated that packaging should not only focus on aesthetics but also serve to educate consumers through clear labelling that highlights the product’s origin, benefits, and certifications (such as organic or fair trade).

To remain competitive in global markets, particularly in Europe and North America, Zimbabwean companies must adhere to international standards for food quality and safety.

“Certifications can build credibility and trust with international buyers. Many international buyers are willing to pay a premium for organic or fair-trade-certified products. Companies must invest in achieving quality assurance certifications such as ISO 9001 and fair trade certification from FloCert,” ZimTrade emphasised.

The agency also noted that companies should highlight their commitment to promoting fair wages, supporting local communities, and ensuring ethical working conditions for their employees. These practices can resonate with socially conscious consumers and help differentiate their brand in a highly competitive market.

“With the increasing trend of online shopping among international consumers, having a robust online presence is essential to effectively access global markets. Companies must establish an interactive website and e-commerce platform that enables international consumers to purchase directly from them,” concluded ZimTrade.