Zimbabwe’s blueberry export revenues surged 351% between 2020 and 2024, reaching $50.1 million as the country shifts toward high-value horticulture. Bolstered by a newly secured zero-tariff phytosanitary protocol with China, growers exported their inaugural consignment to the nation this week, targeting 12,000 metric tons of total exports this year.
Export Surge and the Shift to High-Value Horticulture
A once-modest agricultural landscape is undergoing a dramatic structural transformation. Just over a decade ago, blueberries were virtually absent from commercial farming in Zimbabwe. Today, the sector stands at the center of a national export boom, propelled by favorable growing conditions in higher-altitude regions, suitable temperatures, and proximity to lucrative European and Middle Eastern markets as detailed in industry reporting.
The financial scale of this expansion represents a 351% increase in four years. Berry export revenues climbed from approximately $11 million in 2020 to $50.1 million in 2024. Over that same timeframe, export volumes expanded from approximately 2,503 tons to 6,240 tons, before climbing further to roughly 9,500 tons produced across approximately 650 hectares.
Industry projections indicate that planted land will expand to around 850 hectares, driving export volumes to an estimated 12,000 tons. Operating primarily out of the Mashonaland East, Mashonaland West, and Mashonaland Central provinces, Zimbabwe now ranks as Africa’s third-largest blueberry producer, trailing only Morocco and South Africa.
Opening the Chinese Market and Scaling Production
The sector’s growth trajectory entered a new phase following the shipment of an inaugural consignment of blueberries to China under a zero-tariff policy for eligible products. The milestone follows a phytosanitary protocol signed between the two nations.
Linda Nielsen, CEO of the Horticultural Development Council, emphasized that the treaty grants growers access to a vast consumer base of over 1.4 billion people under broader trade arrangements with 53 African countries.
“China has opened the door. As Zimbabwe, we must now make sure we have enough product to walk through it.”
Linda Nielsen, CEO, Horticultural Development Council
Nielsen added that the domestic agricultural framework faces a distinct operational hurdle as demand scales up rapidly.
“The reality is Zimbabwe does not have a market problem. We have a production scaling challenge.”
Linda Nielsen, CEO, Horticultural Development Council
That sentiment is echoed by Alistair Campbell of the Zimbabwe Berry Growers Association, who noted that the fast-growing sector contributes significantly to the economy while generating rural employment.
Commercial Producers, Regional Advantages, and Worker Welfare
Individual agricultural enterprises are capturing the momentum by securing premium prices abroad. Wiserow Private Limited, an agro-processing subsidiary of PHI Commodities located near Marondera, expects to export 900 tonnes of blueberries this season, up from 597 tonnes last year. Bruce Meikle, managing director of the firm, explained that the company harvested roughly 700 metric tonnes from 44 hectares in 2025 and targets 960 tonnes this year.
Meikle pointed out that Zimbabwe enjoys a seasonal competitive advantage because its harvest window coincides with low production periods in major consumer markets.
“Zimbabwe is able to produce blueberries from June to the end of September, which is when there’s low production elsewhere. That gives us an ideal opportunity, particularly in the European market.”
Bruce Meikle, Managing Director, Wiserow Private Limited
The company also noted that its berries have earned an international reputation for flavour and quality, helping secure exports to the United Arab Emirates, South Africa, the Netherlands, the United Kingdom, and Thailand. Because local demand is comparatively small, the domestic market saturates quickly, leaving roughly five percent of production for local sale.
Financially, Wiserow earned approximately $2 million in export revenue last year following a delayed start, and is targeting $5 million this season while expanding planted land from 72 hectares to 125 hectares with a long-term output target of 2,500 tonnes. The enterprise employs 344 permanent workers—with staffing rising to around 500 during harvest—and women account for 80 percent of the workforce.
Production Manager Mike Madzeka outlined ongoing investments in employee housing and infrastructure aimed at supporting surrounding communities.
“We envisage constructing an estimated 500 houses for our workers. While we employ and prioritise locals, we are looking at constructing houses for our workforce.”
Mike Madzeka, Production Manager, Wiserow Private Limited
Industry stakeholders emphasize that maintaining this momentum requires overcoming high establishment costs for irrigation, fertigation systems, specialized plant material, and cold-chain logistics. As the Horticultural Development Council seeks patient capital and long-term financing incentives, the broader challenge remains integrating small-scale farmers through contract farming to ensure the horticultural economy broadens beyond capital-intensive commercial operations.
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