August2021

Ndiyadzo farmers get organic certificate

FORTY-FIVE smallholder pineapple The certification project for Ndiyadzo Ndiyadzo further revealed that the current
farmers in Rusitu Valley, Chipinge, the pineapple farmers, operating under the focus is to increase organic pineapple
majority of whom are victims of Cyclone Rusitu Fruit Growers and Marketing Trust production and to encourage other
Idai that killed hundreds and destroyed was developed as a pilot project by target- farmers to be involved in the project.
homes in 2019 have received a major ed at promoting a culture of production Speaking on impact of the organic
boost following the organic certification and management standards by rural and certificate, ZimTrade Chief Executive
of their pineapples by EcoCert. smallholder farmers. Officer, Allan Majuru said Rusitu small-
The Ecocert Organic Standard is an Other partners who supported the holder pineapple farmers will be contrib-
independent French body for organic Ndiyadzo pineapple certification project uting meaningfully towards national
inspection and certification, which include COLEACP, Greenstone, Embassy of export growth following penetration into
performs quality control by ensuring that Netherlands in Zimbabwe, and Nether- international markets.
all product specifications and production lands based PUM and RVO. “We are happy that after many years of
procedures are strictly adhered to. Ultimately, these rural farmers in capacity building, the farmers have now
This attainment of the organic certifica- Ndiyadzo will be integrated into integrat- been certified and they will be contribut-
tion is a critical milestone in reaching the ed into mainstream export business, ing towards growing national exports.
lucrative organic fruit market, especially in fulfilling commitments by President “This current success demonstrate demys-
the Netherlands, United Kingdom, Germa- Mnangagwa’s Second Republic that no tifies previous held misconceptions that
ny, and other emerging markets such as one should be left behind in the economic export business is only meant for large
United Arab Emirates. transformation of the country. and established farmers,” he said.
With the organic standard, smallholder The Rusitu Fruit Growers and Marketing As ZimTrade, we will continue with
pineapple farmers operating under Rusitu Trust Administrator, Dudzai Ndiadzo, said such products that are meant to inculcate
Valley Fruit Growers and Marketing Trust the farmers will see improved livelihoods international certification compliancy
(RVFGMT) will unlock access to the global through exports of pineapples. amongst the smallholder farmers so that
pineapple market, which has grown from “We are happy with the developments, they also tap into the high-end export
US$2.25 billion in 2011 to US$2.6 billion in and we are expecting to see improve- market.
2019, according to Trade Map. ments in the livelihoods of farmers as they Majuru further said the Ndiyadzo
With the organic standard, the rural will soon start exporting their produce. organic certificate project was a pilot
smallholder farmers will be able to fetch “We are projecting a good harvest this project that will be replicated across the
as much as 30 percent premium on their year, but we also understand the need to country, focusing on different produce.
produce in most supermarkets in Europe. improving production and quality so that “We will be working with other smallhold-
This will improve their returns as well as we meet expectations of buyers in er farmers across all provinces in line with
boost their livelihoods from producing international markets,” he said. the devolution agenda that the Govern-
this niche product. ment is spearheading.

1
Before After
“As ZimTrade, we are already working with The farmers were also implementing organic agri-food products in 2020,
rural smallholder farmers on garlic, ginger good agronomic practices to maintain compared to the 2.85 million tons
and turmeric production, which is expect- their fruit. imported in 2019.
ed to improve horticultural exports once ZimTrade undertook a wide range of According to the trade map, the EU
they start supplying regional and interna- capacity building initiatives which were consumes 42 percent of the world’s
tional markets. meant to train and educate farmers on the pineapples. Trade map shows that the EU
“The objective is to ensure that all organic certification process. consumed US$1.1 billion worth of pineap-
districts are exporting something, riding Since 2018 ZimTrade, the national trade ples in 2020. Netherlands was the biggest
on natural resources they are endowed development promotion organization, importer and imported 235,863 tons of
with,” said Majuru. worked with smallholder famers in Rusitu pineapples worth US$1.9 million
Valley on their organic pineapple project
How the journey started which has become a reality.
Furthermore, according to the European
The certification programme for Rusitu Union Agricultural market brief, in terms
ZimTrade, together with its partner of market destinations, the largest volume
Valley smallholder pineapple farmers
organisations assisted the smallholder of organic products still enters the EU
started in February 2018 when ZimTrade
farmers in various forms which ranged through the Netherlands, with 31 percent
facilitated a consultation between the
from funding, provision of protective of imports.
farmers and Netherlands-based PUM
clothing, technical assistance and training, Already, Netherlands is the largest
organic produce expert Coen ter Berg.
market linkages and infrastructure importer of Zimbabwean horticultural
Ter Berg, who has forty years organic
development. produce, which should make it easy for
farming experience, was impressed with
the potential in Ndiyadzo and advised on Global trade in organic produce local producers to use existing channels to
best practice methods to achieve organic According to the 2020 Organic Industry increase exports of organic produce.
certification. Survey released by the Organic Trade Netherlands is also the world’s largest
After the February visit, ZimTrade Association, the United States of America re-exporter of horticultural produce and
reengaged the smallholder farmers in (USA) is the largest market for organic local producers of organic produce can
June 2018 to pursue organic certification foods. use the country to supply the rest of
for their pineapples. Other top global markets for organic Europe, Asia, and the Middle East.
During the early years in the programme, foods are Germany, France, China, Italy, Following Netherlands on imports of
the ZimTrade team observed that the Canada, Netherlands. Switzerland, UK, organic products in 2020 were Germany,
pineapple crop that was grown under Sweden, and Spain. Belgium, and France, each taking 18
organic agriculture methods showed Data released by the European percent, 11 percent, and 10 percent,
strong vegetative growth and was in good Commission recently shows that the respectively
health. European Union bloc imported 2.79
million tons of

2
 August 2021

Eagles Nest
to air on
ZBC TV

THE ZIMTRADE Youth Export Incubation

project, dubbed Eagles Nest, is near
completion and set to launch a TV show
that will start airing on ZBC this
September
The TV show will be profiling the journey
of all the eagles nest contestants from the
first phase with the initial pitches to the
judges, also known as Eagles.
Eagles Nest is a youth incubation
project that aims to empower youth
owned companies through various
technical interventions, trainings and
mentorship.
The project, designed as a competition,
was launched in March last year with over
100 youth-owned businesses expressing
interest to take part.

Regarding implementation, the

programme was divided into three phases
where in the last phase 20 youth-led
businesses remained through elimination.
The remaining 20 are already participating
in various training and interventions to
capacitate them for the export markets.
After receiving support, the 20
youth-owned SMEs will contest in the
national final where the overall winner will
be selected.

The winner of Eagles Nest progamme will

get a chance to receive support from
ZimTrade to attend trade fairs in ideal
markets specific to their products and a
six-month expert intervention from PUM
and SES organisations to ensure their
businesses can scale up and improve the
product competitiveness on the export
markets.

Disclaimer:
However, ZimTrade does notaccept any responsibility for the accuracy of the information supplied, nor does it guarantee the status
or reliability of any third party included in the Newsletter.Similarly opinions expressed by third parties in abstracts and/or interviews
are not necessarily shared by ZimTrade. For more information about ZimTrade and its activities log on to
3
Trading Post July 2021

Arts and Crafts sector a hidden gem during the COVID 19 pandemic
ARTS AND CRAFTS sector in Zimbabwe Despite the arts and crafts being catego- The products offered by Zimbabwe
has a rich cultural heritage, which is rised as non-essential service provider include among others basket weaving,
known around the world for its unique under the Covid 19 restrictions, perfor- wood carvings, metal sculpting, music
products. mance has been exceptional with a 72 and performing arts.
In the international markets, some of percent increase over the period January - Exports destinations for these products
these products have been gaining May 2020 to 2021. include South Africa, Europe and America.
traction as evidenced by the growth in Figure 1 shows that the performance Improved performance comes on the
exports during this Covid pandemic reached a peak of US$1 million in Febru- backdrop of trade promotional activities
period. ary 2021 and thereafter cumulative carried out by ZimTrade.
Export performance over the first five marginal declines over the period to These included engagement meeting
months of 2021 revealed that the arts and US$0.7 million in May 2021. held between ZimTrade and sculptors in
crafts sector is a hidden gem which needs When compared with the same period February 2020, inward buyer mission
support from all the stakeholders. in 2020, exports reached a peak of US$0.7 done 13-20 March 2020, among other
During the period January – May 2021, the million in February before declining to activities. The products offered by Zimba-
arts and crafts sector exports earnings US$56 thousand in May. bwe include among others basket weav-
amounted to US$3.74 million with compa- Evidently, the performance over the two ing, wood carvings, metal sculpting, music
rable period January – May 2020 generat- periods was mainly driven by collection and performing arts.
ing US$2.17 million. and collector`s pieces. Exports destinations for these products
Thus, the arts and crafts sector represent include South Africa, Europe and America.
an untapped opportunity with potential Improved performance comes on the
to contribute more to exports growth. backdrop of trade promotional activities
carried out by ZimTrade.
These included engagement meeting
held between ZimTrade and sculptors in
February 2020, inward buyer mission
done 13-20 March 2020, among other
activities.
Various efforts and initiatives have been
done at national level to ensure that arts
and crafts contribute to the economy.
The country launched in 2020 and 2019
respectively the Cultural and Creative
Industries Strategy (2020 to 2030) and
National Arts, Culture and Heritage Policy.
Given that the national strategy is in place
combined with ZimTrade efforts,
undoubtedly result in synergistic benefits
accruing to the country.

Disclaimer:
” Disclaimer: ZimTrade strives to compile reliable, research-based information that is passed on to our readers in good faith.
However, ZimTrade does notaccept any responsibility for the accuracy of the information supplied, nor does it guarantee the status
or reliability of any third party included in the Newsletter.Similarly opinions expressed by third parties in abstracts and/or interviews
4 are not necessarily shared by ZimTrade. For more information about ZimTrade and its activities log on to www.tradezimbabwe.com
8 Essentials to Consider When Designing Food Packaging for Exports
CONSIDER the local supermarket and the
number of products that are available in
every aisle of the store.
1. Creating a brand identity :
One of the pivotal fundamentals of food
packaging is creating packaging that close-
When choosing a food packaging design,
designers must make sure that form,
beauty, but above all, function are accom-
The sheer volume of choice is overwhelm- ly aligns with the values of the business or plished as to not lose money if the product
ing right? creating a package that bolsters your brand arrives at the store damaged.
It makes it paramount that manufactur- identity. Many health food products illustrate this
ers must do whatever it takes to stand out For example, high-end foods like expen- idea of combining form, function, and
from the crowd. sive chocolates tend to be packaged in beauty.
Nowadays, food packaging design is one of lavish boxes featuring images that exude Beverage bottles are fortified enough to
the critical elements that makes or breaks luxury, whether the boxes containers have a transport the drink to any grocery store
success. satin veneer or are wrapped in fancy (function), and more significantly, they sit
Although traditional marketing, social ribbons. comfortably among other products on the
media campaigns, and digital marketing This packaging is designed to convey to shelf (form).
efforts will certainly help the visibility cause, its target market (those who love luxury) Because of this design, the product is
if the product is not packaged in a way that that they too have the same values. probably one of the more appealing ones
is appealing to the target market, it will Brand identity is about conveying your on the shelf, and one that customers would
struggle to succeed with any type of values to consumers to connect to them in a be willing to pay a little more to enjoy.
marketing campaign. way that makes them want to invest in your Think about it.
An appealing food packaging design will product, whether you are selling fancy You have a few seconds to snatch the
help you positively and memorably place chocolates, organic fruit juice or canned customers’ attention away from other
your product in the mind of the consumer. fruit in light syrup. products.
It will build culture around your products In developing a brand identity for your In those few seconds, you must grab their
and evoke feelings and emotions in your product, you should always aim to analyse attention, and clearly and concisely tell the
customer and best of all can help you the company and your market, establish key consumer the contents of the bottle.
increase sales. goals, identify customers, and create a Information related to nutritional
When customers are standing in front of personality for the product. contents must be readily seen and ALWAYS
the refrigerator in a grocery store, they are This process will require you to take keep in mind that you are competing with
faced with a plethora of choices. inventory of your business and then devel- other products advertising similar or better
Purchasing decisions like this one are made op reasonable goals and objectives that advantages.
quickly and almost instinctively. include finding your consumer market. By applying the elements of architecture,
The consumer’s eye will be drawn to the However, after much of the grunt work is you have created a product that at least
product whose packaging design is most finished, you get to have fun and talk up appeals to consumer taste.
appealing to them and tells them that that your brand by creating its personality 3. Marry the Packaging with the
product will solve their problem. through creative marketing campaigns and
Your food packaging design needs to lure
contents :
them in through the imagery, colours, fonts,
2. Use elements of architecture : This consideration may seem kind of simple
and information you present to them. The architecture of the packaging design in the context of this discussion, but yes, the
With so much of your potential success should fall in line with the three simple actual food contents are a big factor in
relying on the food packaging design you principles: Form, Function and Beauty. determining the food packaging materials.
select, let’s look at 8 fundamental things It’s important to remember that the Foods that have more preservatives and a
that every food producer must consider package’s function is to protect the longer shelf life might give you more
when designing appealing food packaging contents, keep its form in relation to the size flexibility than foods that spoil quickly and
for your products to ensure they fly off the and shape of the product, and the beauty in need to be refrigerated and packaged in
shelves and into the international market. terms of how aesthetically pleasing it is to plastic sealed packaging or aluminium.
consumers

5
However, safety concerns are not the only
considerations.
The contents should match up with the
food packaging design you choose.
Crisps do not come in containers that hold
crackers or other types of cookies because,
for one, they would get smashed, and you
would not see mahewu contained in a
pop-top soda can because mahewu is not
carbonated nor does it contain ingredients
that need to be contained in aluminium.
Food product designers must create
packaging that is appealing, and while it
might seem difficult, many have created
packaging that is original and engages the
consumer.
4. Simplicity is Key :
Depending on the food product, designers For manufacturers, making sure that your 8. Talk up the product’s benefits :
might want to adhere to graphics that make food packaging can be used in several ways One of the best ways to catch the attention
the consumer associate it with food that is accomplishes two major goals: (i) It must of consumers is to talk up the product’s
natural. allow you more chances to cater to the benefits on the packaging by mentioning
As opposed to using busy designs that various tastes in your target population. (ii) some of the product’s health advantages.
contain a lot of images or have many differ- Your packaging should allow customers to Today’s consumers are very aware of the
ent colours, some products are good at instantly recognize your product so that in types of ingredients in the products being
conveying this idea by relying on no more the long run, you save money on having to sold to them, and products that clearly and
than three colours and a simple script to re-invent a design for products that might concisely explain the contents quickly are
make this point to the consumer. be packaged differently. more likely to be chosen than others.
Often these products use a simple Whether the product contains a particu-
6. Be creative to avoid printing and
background (black, white or another neutral lar vitamin or lacks a dangerous ingredient,
colour) with very few graphics and script to production costs :
the words on the package just as much as
convey this idea. A major consideration, central to any food the package itself in many ways can be
The food product might contain a variety packaging design, is the cost. eye-catching, especially with today’s
of ingredients, but its packaging design says Common sense dictates that the cost to health-conscious, nutrition savvy public.
otherwise. print and produce the package should not For example, numerous products have
By reducing the amount of colour, designs, be more than the product itself. product descriptions that advertise their
and script on the package, consumers have Manufacturers on a budget might find products as not containing trans fats, or
a clear understanding of what is contained themselves in constant conflict in trying to even better yet, “gluten free”.
in the product. present an aesthetically appealing product
Going forward
There is no script advertising the product to the public inexpensively.
However, with the variety of materials ZimTrade has realised the importance of
is low in calories or low in preservatives, but
today, along with modern ingenuity, manu- packaging when entering the export
the consumer can get this same message by
facturers have come up with creative ways market, hence its ZimPackaging portal
looking at the design and flipping the prod-
to print and produce packages in which is a partnership between EU,
uct over to see its nutritional label to see if
expensively. COMESA, Federation of Master printers and
the design matches the content.
Tea biscuits come in a variety of flavours ZimTrade.
5. Create packaging for design including plain and chocolate coated. It is an online information centre that
versatility : Instead of packaging them in a bag or fancy offers packaging solutions and knowledge
Making sure your design can be used in package, manufacturers simply stacked sharing for the good of producers who
several ways is also a very important consid- them and packaged them in a plastic-pa- have packaging requirements.
eration. pery material that can be easily sealed after Check out the portal on
Often, food manufacturers create designs being opened. These products appeal to www.zimpackaging.co.zw or email
for packaging that contain standard sizes of millions both nationally and internationally [email protected].
products containing more than one serving, because of this simplicity. .
for example, a box of crackers. 7. Play with patterns and colour :
The design is appropriate for a box of
While keeping it simple is always good in
crackers.
terms of cost, don’t be afraid to use patterns
However, sometimes manufacturers will
and bright colours.
produce single servings or pair the product
Creating brand loyalty comes after
with other food pairings. For this reason, the
consumers become familiar with the brand.
design, including the logo, must fit comfort-
One way to attract customers to your brand
ably in several different types of packaging.
is to play around with colour and various
patterns.

6
 Trading

Lucrative markets for passion fruit, granadilla

AS THE interest in export business among Although there is a ready demand for which makes it easy for local producers to
local farmers grows, particularly smallhold- passion fruit in most international markets, export more passion fruit if they ride on
er and young people, there is need to diver- the competition among producers is also existing channels.
sify export product lines– focusing on increasing and those who secure markets Regional markets such as Democratic
high-value produce with ready demand. now will have a sustainable access to the Republic of Congo, Namibia and Angola are
By focusing on high-value produces, market.Hence, this is the right time to start also potential markets for locally-produced
local farmers are guaranteed to earn more production for local farmers who want to passion fruit or its value-added products.
from little pieces of land, which in turn will tap into the growing demand. The export product
make it easy for the country to achieve the Market performance Passion fruit and granadilla are a fast grow-
target of 10 percent export growth set by As Zimbabwe has a long history of passion ing, shallow rooted, perennial vines that
the National Export Strategy, launched by fruit production at small scale, this is the can grow as tall as six meters or more,
President Mnangagwa in 2019. produce that can offer quick wins depending on the supporting structure.
Passion fruit and granadilla are some of compared to granadilla. For most growers, individual plants can be
these horticultural produces that can offer According to a passion fruit market harvested three years and above if they are
lucrative returns for local farmers. forecast report by ReportLinker, the global well taken care of.
In most rural areas where the fruits are passion fruit concentrate market was There are two common varieties sought
common, they have been as a hedge plant valued at around US$465 million in 2019 after in the market, that is purple passion
or wind barrier for many years. and is projected to reach around US$669 fruit and yellow granadilla fruit.
By no doubt, this long history with the million by 2027. The purple passion fruit has been the most
fruits makes them some of the easy crops Expectations are that the compound grown in Zimbabwe.
to integrate smallholder farmers, young annual growth rate of passion fruit market In terms of characteristics, the purple
people and rural communities into export will be 4.7 percent between 2020-2027. variety performs well in most soils in the
business. Regarding market segmentation, the country and produces a fruit of five centi-
Grown as a fresh fruit or for juice report reveals that Europe held the largest meters diameter in average.
extraction, passion fruit and granadilla are share in the global passion fruit concen- This variety has a superior and aromatic
a high nutritious tropical fruit that are trate market in 2019, followed by the flavour compared to granadilla fruit; hence
considered a superfood due to their antiox- Americas. it is most preferred in export markets.
idants and other health benefits. Recent statistics released by Tridge Passion fruit is commonly used both as a
In most cases, production and export of shows that largest importers in 2020 were fruit and in juice extraction.
the fruit is preferred by small scale farmers America (US$707 million), China (US$387 Granadilla, on the other hand performs
due to its good returns and availability of million), Germany (US$298 million), France well in midland and lowland areas and is
markets, whose demand has been growing (US$175 million), Netherlands (US$164 known to have bigger fruits than purple
over the past few years. million), and Japan (US$157 million). variety.
The growing demand is currently driven Currently, potential markets for Zimba- Due to its higher acidic content, grana-
by diversified application of the produce bwe-grown passion fruits are European, dilla fruit is often used in juice extraction.
such as in fruit beverage, smoothies, and African countries, and other emerging For local growers, this variety can be used
other food manufacturing processes. markets for Zimbabwean produce such as as rootstock for purple passion fruit as it is
In addition, the growing demand for China, Japan, and United Arab Emirates. tolerant to phytophtora root rot, nema-
superfoods as consumers seek stronger In Europe, Zimbabwean farmers have a todes, brown spot, and is resistant to
immune systems against coronavirus shot at Netherlands, United Kingdom, fusarium wilt.
means local producers who venture into France, and Germany.The country is already In terms of production requirements,
passion fruit and granadilla farming are exporting huge quantities of horticultural around 1,600 plants can be accommodated
assured of easy access to international produces such as mange tout and sugar on a single hectare at 2mX3m spacing.
markets if they meet key standard and snap peas, fine beans, and flowers to these The Food and Agriculture Organization
statutory requirements. markets (FAO) estimate the plant population to
around 1111 seedlings per hectare at
3mX3m spacing.
Continue

7
Although the crop requires attention
especially at nursing and transplanting, it is
easy to grow compared to high demanding
produce like blueberries and flowers.
Both varieties perform well in deep and
well-drained loamy soils.
Considering the good soils and climate
conditions in the country, local farmers can
concentrate on organic farming, which will
make it easy for them to earn a premium
price on the domestic market.
In fact, FAO advises to use compost as
fertilisers for the crop.
The expected yield, according to FAO, is Zim-DRC Business Forum to be held on the sidelines of ZITF
12-18 tonnes/hectare in the first year, 20-25
tonnes/hectare in the second year, and ZIMTRADE is organising a Zimbabwe-DRC sustainable trade between the two coun-
10-12 tonnes/hectare in the third year. Business Forum, which will be held along- tries.
With good plant management and good side the Zimbabwe International Trade Fair, The event will be followed by B2B meet-
agricultural practices, farmers can surpass which is scheduled for 21-23 September ings and company visits to prospective
these harvest targets. 2021. suppliers of goods and services to the DRC.
From transplanting dates, most passion The objective of this Mission is to create Potential buyers from Lubumbashi who will
fruit varieties will start bearing in 7-8 business linkages between exporters in take part in the event have since been
months after transplanting, whilst harvest- Zimbabwe and buyers in Democratic identified and they are expected to meet
ing starts between 12-13 months after Republic of Congo (RC). and discuss their requirements with local
transplanting. . The ZIM – DRC Business forum will bring exporters who are looking to expand into
Consolidation, way to go together policy makers, investors, business DRC.
To unlock market access for smallholder enterprises and business support
farmers, there is need for them to come organisations to discuss ways to develop
together as common groups and find best
models that will turn their numbers into
sustainable businesses.
Here, farmers will reduce transaction and
overhead costs by purchasing inputs
together, reducing the cost of transport per
farmer and accessing discounts through
bulk purchasing.
Once organised, they can also make use
of Best Models Farms established by
ZimTrade – the national trade development
and promotion agency – and its partners to
onboard smallholder farmers.
Currently, there are three operational
Best Model Farmers in Midlands, Mashona-
land West, and Mashonaland East and
these can offer much needed support to
farmers who want to venture into passion
fruit export business.
There is also need to address some key
challenges impeding aggregation.
For example, TradeCom II findings
highlighted that the major challenges
impeding aggregation for export market of
the various products is issues of
compliancy.