ZimTrade targets new export markets ZimTrade said the measures are aimed at meeting the requirements of the National Export Strategy launched in 2019 which calls for provision of access to the non-traditional markets as well as growing exports on traditional markets.

Jennifer Mufamba-Business Reporter

National trade development and promotion body, ZimTrade s focussing on strategies to facilitate entry by local companies into non-traditional export markets.

This, ZimTrade said, will enable local firms to meet with prospective buyers, generate business contacts, engage in business to business meetings and to learn market trends.

The exposure is critical for the development of competitive products and services, which may lead to an increase in exports to the non-traditional markets.

ZimTrade said the measures are aimed at meeting the requirements of the National Export Strategy launched in 2019 which calls for provision of access to the non-traditional markets as well as growing exports on traditional markets.

 ZimTrade export promotion officer, Alex Mutadi, said; “In meeting the requirements of the National Export Strategy, launched in 2019, ZimTrade is currently focusing on unlocking access to non-traditional markets for Zimbabwean exporters, whilst at the same time increasing exports to traditional markets.”

He also said trade exhibitions were organised events that allow companies to showcase their products and services, meet with industry partners and customers, study activities of competition, and examine recent market trends and opportunities.

ZimTrade recently facilitated for local firms to participate at the Asia Pacific Leather Fair and Fruit Logistica facilitating local companies to participate and engage with many buyers as well as other producers across the world.

Mr Mutadi further stated that because Fruit Logistica is the world’s largest horticulture trade show, with exhibitors from over 88 countries, the platform allows local businesses to meet and engage with buyers from all over the world.

Furthermore, he said buyers from Asia, which is a significant market for Zimbabwean produce, attend the trade fairs, which can be exclusive to an industry, sector, product, or trade, or multisectoral, including all sectors of the economy.

He noted that participating in trade fairs in foreign markets provides an opportunity to acquire new leads, which can transform to improved export sales.

Mr Mutadi said 10 companies are currently exhibiting at the fair and 15 more were just attending for business-to-business engagements.

“The 10 that are exhibiting are Preston farm Talana (Southern Fresh), Zambezi Fruit, Ansellia, Broomrigg, Horticultural Development Council, Fairmark, Probest, Scope4IVC, Procitru, Greenstone foods,” he said.

Mr Mutadi said customers were generally excited about all of the products being showcased at the global market, but said Zimbabwean products were also being recognised as being of high quality.

“From comments so far, it is clear that Zimbabwean horticultural products such as blueberries, avocados, pineapples, and peas have carved a strong reputation as top quality and tasty when compared with competition in the region and beyond.

“There has also been a huge interest in organic products which buyers are identifying as growing in demand,” he noted.

He went on to say that Zimbabwean products are generally competitive on the global markets because quality production was at the core of local processes.

“Zimbabwean horticultural products are already performing well in the United Kingdom, Netherlands and the rest of Europe therefore, Zimbabwe has potential and capacity to penetrate global markets,” said Mr Mutadi.

ZimTrade, he said, engages firms on new global trends that shape consumer behaviours on a regular basis and as a result, the country’s products are competitive in targeted markets.

The trade promotion body also noted that Zimbabwean leather impressed the visitors and they are looking forward to importing it from Zimbabwe thereby providing a great opportunity for the leather and leather products sector to contribute to the Zimbabwean economy through employment creation and income generation.

Mr Mutadi said ZimTrade selects markets based on the competitiveness and capacity as a country.

He also highlighted that companies are invited to attend the exhibitions based on their export readiness and ZimTrade target businesses that have export ready products and services, drawn from the sector that the exhibition will be focusing on. 

As the demand in Zimbabwean products grows, ZimTrade is now working on creating new horticulture clusters in Manicaland and Masvingo provinces to enhance the growth of export markets.

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