Zim blueberries shine at Malaysia International Halal Showcase

ZIMBABWE – Eden Chase, a blueberry producer based in Zimbabwe, is making waves at the Malaysia International Halal Showcase (MIHAS) with its premium blueberries.

As the global demand for the fruit grows, Zimbabwe’s blueberry exports are attracting international attention, positioning the country as a promising supplier.

Valerie Madziva, co-founder of Eden Chase, shared her optimism about their participation at MIHAS. “The first day was great,” she said. “We had a lot of interest, and we’ve already lined up several business meetings post-expo.”

Eden Chase’s blueberries stand out for their quality and flavor. “Many potential clients expressed disappointment with the taste of blueberries they’re currently importing from other countries,” Mrs. Madziva noted. “That gives us an edge, as our blueberries are organic and packed with flavor.”

Blueberries have become a global favorite due to their nutritional benefits and use in various products, including juices and pharmaceuticals. Zimbabwe, with its ideal growing conditions, has tapped into this market.

The country currently cultivates about 600 hectares of blueberries, producing 9,000 tons annually. Approximately 6,500 tons are exported, demonstrating the country’s export potential.

The global blueberry market is expanding, with a recent report by Blueberries Consulting projecting that worldwide production needs to double within five years to keep pace with demand. Regions such as Asia, Europe, and North America are driving this growth, with Malaysia showing particular interest.

Zimbabwe’s blueberry industry has grown rapidly, with an impressive 63% annual increase in exports over the past five years. In 2022, exports jumped by 85%, reaching over 5,000 metric tons.

The country has set its sights on increasing production to 30,000 metric tons by 2030, showing its commitment to meeting global demand.

Despite the growing interest, exporting from Zimbabwe poses challenges. Mrs. Madziva highlighted one of the main obstacles: “Freight costs out of Zimbabwe are very high, which can be discouraging for buyers looking to purchase in large volumes.”

However, she emphasized that collaboration among Zimbabwean exporters could help overcome this challenge. “We need to work together as a country. It’s not just about individual companies, but about collaboration to scale up and meet demand.”

ZimTrade, Zimbabwe’s national trade promotion organization, has been a key partner for Eden Chase. “ZimTrade has been invaluable, providing training and support to help us navigate the export market,” Mrs. Madziva acknowledged.

ZimTrade’s CEO, Allan Majuru, voiced his optimism about Zimbabwe’s participation at MIHAS, saying, “We will follow up on discussions from MIHAS to turn these engagements into lasting business relationships. We also plan to invite leading buyers from Malaysia to visit Zimbabwe and connect directly with local companies.”

While blueberries remain Eden Chase’s flagship product, the company is diversifying its offerings. “We also focus on melons, including seedless watermelons, honeydew, and rock melons,” Mrs. Madziva explained. The company is exploring the potential for value-added products, such as melon smoothies and juices, and considering expanding into gooseberries.

With Zimbabwe’s blueberry exports rising rapidly, the country is well-positioned to compete in the growing global market. By focusing on collaboration, quality, and value addition, Zimbabwean exporters like Eden Chase are setting the stage for a brighter future.

Zimbabwe exported 5,000 metric tonnes of blueberries in 2022 and is aiming to significantly boost production to 30,000 metric tonnes by 2030. As of 2023, 600 hectares of land are dedicated to blueberry cultivation, with 450 hectares in full production.

The country exports to markets including South Africa, the UK, the EU, and the Middle East, with plans to expand to China and India.

ZimTrade’s efforts to provide support, training, and direct buyer connections remain vital to maintaining and expanding Zimbabwe’s footprint in these markets.

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