“For once the colour associated with a boom in Zimbabwe is blue, not gold,” said The Economist. The country’s blueberry industry is booming; it is exporting 40 times more of the fruit than 10 years ago as part of a wider fresh produce drive across the continent.
“The success of Zimbabwean blueberries, Kenyan flowers and South African oranges” would suggest that there is “huge potential for African agriculture to play the sort of role long envisioned for manufacturing”, said The Economist. And if Africa can learn from such success stories, “there will be fruitful returns”.
‘Momentum is still building’
Just a few years ago, blueberries in Zimbabwe were seen as a “relatively small niche crop”, said Linda Nielsen, CEO of Horticultural Development Council, on Fresh Fruit Portal. Now, it is becoming “one of the country’s most exciting horticultural export success stories”. In 2025, 9,500 tonnes of blueberries were exported from the country, this year the total is expected to reach 12,000 tonnes. And “momentum is still building”.
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New production techniques promise “exciting development”, planting “improved blueberry genetics” from international “breeding houses”, with “encouraging” results. These newer varieties are showing “strong performance in yield, fruit quality, shelf life and production timing” and could “significantly speed up industry growth over the next few years”. And with “favourable growing conditions, competitive labour availability, improving technical expertise, and strong international demand for our premium blueberries”, the future is looking bright too.
One major reason for the African blueberry boom is improved trade with China, said Fruitnet.com. Zimbabwe has maintained strong export links to the EU, UK and Malaysia, but China offers a market “capable of absorbing considerably larger volumes”. Growing consumer interest in healthy eating has meant “premium fresh fruit” has become much more attractive to the Chinese.
New commercial agreements have also strengthened Zimbabwe’s position. At the start of May, China’s zero-tariff policy for 53 African nations, including Zimbabwe, took effect. The first arrival of blueberries into China represented “far more than a symbolic shipment”: it marked the “opening of a potentially significant new trade channel” for the industry.
However, compliance with China’s rigorous import protocols could add “another layer of cost and complexity”. Additional steps such as methyl bromide fumigation for airfreight needed to be approved by the Zimbabwean government, and fluctuations in seasons either in Zimbabwe, or competitors Morocco and Peru, could mean the African nation being squeezed out.
A ‘boon for Africa’
Beyond blueberries, a wider emphasis on fresh fruit could be a “boon for Africa” and “force a rethink of what is meant by farming and manufacturing”, said The Economist. “In recent years African agribusinesses have responded to rising global incomes – and demand for fresh produce.”
For example, Kenya and Ethiopia account for a combined 8% of global cut-flower exports and, last year, Europe consumed more than one million tonnes of avocados for the first time, and “much of its demand was met by Morocco and Kenya”. South Africa, whose biggest export has been citrus fruit since wine was overtaken in 2010, recently replaced Spain as the world’s largest citrus exporter.
This milestone in particular not only “marks a significant shift” in the fruit trade, but also “South Africa’s growing influence in international agribusiness”, said Business Insider Africa. Yet, while South Africa leads the export market by volume, China and Brazil dominate global production, though most is used domestically, said South Africa’s agriculture minister John Steenhuisen. Forecasts have been trimmed due to bad weather and war in the Middle East, but South Africa’s position in the industry is becoming more and more established.
