ZimTrade targets rock melon exports to diversify Zimbabwe’s export base

ZIMBABWE – ZimTrade is launching an initiative focused on exporting rock melons to diversify Zimbabwe’s agricultural export base.

This new export cluster brings together local universities, vocational training centers, smallholder farmers, and a consolidator named Eden Chase to enhance agricultural production through collaboration and education.

The initiative aims to tap into the increasing demand for rock melons in the United Arab Emirates (UAE) and the wider Middle East.

This region has shown significant interest in Zimbabwean horticultural products, which positions the country well in the global market.

The market for rock melons has an estimated unrealized export potential of about USD 1.1 billion, making the UAE a particularly attractive target due to its heavy reliance on imported fruits.

Allan Majuru, CEO of ZimTrade, noted, “This initiative offers local farmers and exporters a chance to enter new markets by adhering to global quality standards.”

He emphasized the need for sustainable agricultural practices, such as integrated pest management and organic farming, to meet these standards and boost the reputation of Zimbabwean produce.

ZimTrade is also looking beyond the UAE. Majuru highlighted efforts to introduce rock melons to the Malaysian market, showcasing the fruit at the International Halal Showcase in Malaysia.

This event allowed Zimbabwean producers to connect with international buyers in the growing Halal market. Majuru stated, “The interest among local farmers to cultivate rock melons is on the rise, thanks to improved planting techniques and research initiatives from our educational institutions.”

Rock melons, celebrated for their nutritional benefits and versatility in cooking, are currently grown on a small scale in Zimbabwe.

The fruit thrives in warm, dry summers and mild winters, providing an opportunity for the country to increase production to meet both local and international demand.

ZimTrade’s initiative aligns with a broader trend in Zimbabwe’s agricultural sector. The country produces approximately 300,000 metric tons of tomatoes and around 1.2 million metric tons of various vegetables annually.

In 2023, Zimbabwe exported horticultural products worth approximately USD 112 million, with key markets including the European Union, the United Kingdom, and South Africa.

Local demand for fresh produce is also growing, with consumers increasingly seeking organic and sustainably farmed products.

The domestic market for fresh fruits and vegetables is valued at about $150 million annually, indicating significant potential for local producers.

Currently, around 40% of farms in Zimbabwe have begun adopting sustainable farming practices, including organic methods and integrated pest management.

As ZimTrade continues to support these initiatives, the country is poised to expand its role in the global fresh produce market.

In conclusion, ZimTrade’s focus on rock melon exports represents a strategic move to diversify Zimbabwe’s export base while supporting local farmers and promoting sustainable agricultural practices.

With the right investments and training, Zimbabwe could significantly enhance its position in international markets.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.