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Ecstasy as Zimbabwe’s smallholder farmers secure European pineapple market

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BY TONDERAYI MUKEREDZI

In her wildest dreams, smallholder farmer Sarudzai Sithole never imagined that her pineapples could someday stock the produce section of Europe’s finest supermarkets.

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Now, the 34-year-old mother of five is part of a group of 45 farmers in Rusitu Valley in Chipinge, a district in Zimbabwean eastern province of Manicaland, who from December 2021 would be exporting nearly 50 tonnes of their pineapples to the Netherlands.

“This is the best experience I have heard in the 14  years that I have been growing pineapples.

“I have been selling my pineapples locally to buyers from Mutare, Harare and Bulawayo during this period, but it has been for a small profit.

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“I will be selling two tonnes, and at the price of 70 cents that we have been promised, the exported crop will greatly improve my life and that of my family,” an excited Sithole told IPS.

She says pineapple farming has enabled her to build a house, buy various household goods and send children to school.

She is increasing her crop hectarage, hoping that the rewards from the exported crop will empower her to electrify the family home, among other major home improvements.

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When growing the pineapples, Sithole says they do not apply fertilisers or chemicals but manure only.

Dudzai Ndiadzo, the Rusitu Fruit Growers and Marketing Trust administrator, said the farmers’ dream to export their produce to Europe became a reality in August (2021).

Their pineapples got organic certification from Ecocert Organic Standard, a French quality control body whose certification allows the farmers to send their organic products to international markets.

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The 45 villagers belong to the trust.

Farmers in Chipinge and most of Zimbabwe’s prime farming areas incur heavy post-harvest losses because their produce often rots by the roadside as they struggle to secure markets or transport their produce to the markets.

Chipinge farmers formed Rusitu Fruit Growers and Marketing Trust to market their crops. It represents over 1 300 farmers.

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The farmers were victims of Cyclone Idai. This tropical cyclone hit their home area of Chipinge and Chimanimani in 2019, killing over 180 people, destroying 7,000 households and infrastructure and leaving 4,000 people food insecure, but their pineapple crop was not destroyed.

Ndiadzo said most farmers have been growing pineapples but not on a commercial scale because the market for pineapples wasn’t that good.

“We are excited to be exporting because the local market for pineapples is poor. The money from the export market is better – it is double or more what we would have gotten here,” he told IPS.

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Confronted with market access challenges, Rusitu Fruit Growers and Marketing Trust engaged the country’s export promotion body, Zimtrade, which offered training and technical expertise to the farmers on how to grow pineapples organically.

In 2017, the farmers started working with Zimtrade to get organic certification and have been supported in the certification and export quest by organisations such as COLEACP, Embassy of Netherlands in Zimbabwe, and Netherlands based PUM and RVO International.

Zimtrade has a long-standing partnership with PUM, where experts offer technical interventions to Zimbabwean exporters in different sectors to improve their quality and production processes for export.

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Through the collaboration with PUM, Zimtrade developed links with food companies in the Netherlands that have made it possible for smallholders to export their crops.

Admire Jongwe, Zimtrade’s manager for eastern region, says the organic certification is a critical milestone in reaching the lucrative organic fruit market, especially in the United States of America, Netherlands, United Kingdom, Germany and other emerging markets such as the United Arab Emirates.

“The organic certification will enable the farmers to fetch as much as 30 percent premium on their produce in most supermarkets in Europe.

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This will improve their returns as well as boost their livelihoods from producing the pineapple,” he tells IPS.

Jongwe says with organic standards, the smallholder pineapple farmers will access the global pineapple market, which has grown from US$2,3 billion in 2011 to US$2,5 billion in 2020, according to Trade Map.

Zimbabwe averages US$18 million per year in the total trade value of fruit and vegetable exports.

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Figures from Zimtrade shows that during the first half of 2021, Zimbabwe’s horticulture exports topped US$30 million with tea, macadamia nuts, fresh flowers, leguminous vegetables, largely contributing to the revenue.

The country used to be one of Africa’s biggest exporters of horticulture, but horticulture exports have been tumbling over the years.

Europe is currently the largest export market for the Zimbabwean horticulture sector, with the Netherlands and the United Kingdom leading the pack. – IPS

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1 Comment

1 Comment

  1. Miss Marvellous Gondongwe

    January 19, 2023 at 10:29 am

    Can we have a farm visit as a new pineapple farm .

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Hwange

Teacher sentenced to 15 months for assaulting student with wooden stick

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BY NOKUTHABA DLAMINI 

A Hwange Magistrates’ Court has convicted and sentenced a 27-year-old teacher, Shyleen Nenduva, to 15 months imprisonment for brutally assaulting a 15-year-old grade 7 student.

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According to court records, on July 9, Nenduva from Gwai, struck the student several times on the back with a wooden stick, punched him once in the chest, and violently pushed him onto a desk. The assault resulted in the student sustaining a swollen and painful right elbow.

The court heard that the incident occurred after the student misbehaved outside the classroom, prompting Nenduva to caution him. However, a misunderstanding ensued, leading to the physical altercation.

In sentencing Nenduva, the court suspended 6 months of the imprisonment term for 5 years. The remaining 9 months were suspended on condition that Nenduva performs 315 hours of community service.

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Hwange

Hwange driver remanded in custody for alleged beer theft

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BY STAFF REPORTER 

A 38-year-old driver, Munyaradzi Gotora, has been remanded in custody by the Hwange Magistrates’ Court on three counts of theft involving large consignments of alcoholic beverages.

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Gotora, employed at Delta Beverages’ Hwange Depot, allegedly diverted multiple loads of Chibuku Super beer destined for Binga and surrounding areas between June 25 and July 9, 2025.

According to the State, on June 26, 2025, Gotora sold 1,189 cases of beer valued at USD4,451.62 and failed to deposit the funds. He allegedly falsified delivery invoices, presenting them as credit transactions with Gain Cash and Carry, which were not signed.

Similar incidents allegedly occurred on June 30, 2025, involving 866 cases valued at USD3,242.30, and on July 5, 2025, involving 1,933 cases worth USD8,779. In the latter incident, Gotora allegedly deposited only USD2,110, converting the balance to his own use.

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An investigation into the anomalies in stock records uncovered irregularities across the three transactions. Police recovered receipts at Gotora’s place of residence, linking him to the crime.

Gotora is scheduled to appear in court again on August 14. In the meantime, he will remain in custody.

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In the community

Domestic violence takes a deadly turn: Hwange woman’s violent outburst lands her in jail

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BY STAFF REPORTER

A 19-year-old woman from Makwika Village has been sentenced by the Hwange Magistrate’s Court for domestic violence and assault after a violent incident occurred on June 2, 2025.

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The court heard that the woman assaulted her husband after he confronted her over messages on her phone. She slapped him, grabbed his private parts, dragged him into the kitchen, and poured boiling water on his lower body, causing serious injuries.

A concerned neighbor who attempted to intervene was also burnt with boiling water on her chest and hospitalized.

The woman was sentenced to 12 months imprisonment for domestic violence and 24 months imprisonment for assault. However, 12 months of the assault sentence were suspended for 5 years on condition of good behavior, and the remaining 24 months were suspended on condition of performing 630 hours of community service.

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The National Prosecuting Authority of Zimbabwe (NPAZ) has condemned the violent act, emphasizing that violence, whether in the home or community, is unacceptable.

“The law applies equally to all, and offenders will be held accountable,” said the NPAZ. “We encourage citizens to resolve disputes peacefully and report abuse immediately.”

 

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