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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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In the community

Victoria Falls launches bill-payment incentive program to drive municipal growth

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BY NOKUTHABA DLAMINI

The City of Victoria Falls has launched a promotional campaign offering prizes ranging from solar power systems to helicopter rides to encourage residents to settle their utility bills and rates.

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The initiative, titled the “Pay and Stand a Chance to Win Promotion,” began on April 2, 2026, and is scheduled to run in three-month cycles through the end of the year. According to a notice issued by Town Clerk Ronnie Dube, the program aims to have residents work together to contribute to the continued growth and improvement of the city.

To qualify for the draws, domestic customers in high-density suburbs must pay at least 30% of their outstanding balance or a minimum of US$100. Residents in medium and low-density suburbs are required to pay at least 30% of their debt or a minimum of US$200.

The city is offering a tiered prize structure to incentivize different levels of payment. Four 3KVA solar systems are reserved as grand prizes for residents who achieve a zero-balance account. Other prizes in the pool include four refrigerators, four gas stoves, and 100 solar lights.

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Leveraging its status as a World Heritage Site, the city is also offering four “Flight of Angels” helicopter rides, four boat cruise tickets, and four complimentary dinner tickets for two. Consolation prizes such as city-branded T-shirts will also be available.

The first draw is scheduled for the second week of July, followed by a second draw in October. The final and grand draw will take place in the second week of January 2027. Residents can enter by making payments at Council Pay Points and dropping their receipts into designated entry boxes.

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In the community

Mat North athletes use stones, sticks as equipment shortages stall progress

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BY NOKUTHABA DLAMINI 

For many young athletes from Matabeleland North, the road to national competitions begins with makeshift tools—stones in place of shot puts and sticks standing in for hurdles.

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Despite a commendable showing at the just-ended National Association of Secondary School Heads (NASH) athletics championships in Kadoma, the province’s progress continues to be hampered by a critical shortage of proper equipment.

Speaking after the event, Matabeleland North NAPH vice secretary Edward Mudimba of Binga said the lack of standard implements at grassroots level is affecting athletes’ development and performance.

“In some cases, learners are using stones for throwing events and sticks for hurdles at school level. By the time they reach national competitions, they are not familiar with standard equipment,” said Mudimba.

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Matabeleland North sent a delegation of 121 participants drawn from all seven districts and showed encouraging improvement at the national meet. However, Mudimba said the province’s potential is being held back by resource constraints.

“We are improving and we are going somewhere, but we need proper support. From school level up to provincial level, we are largely using substandard implements,” he said.

The challenge is most evident in field events such as shot put, discus and javelin, where proper technique depends on consistent use of correct equipment.

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“You find that learners are improvising with stones or other objects. When they get to national level and are given standard equipment, it becomes difficult for them to adjust,” he added.

Other disciplines such as high jump are also affected, with many schools lacking basic equipment like landing mats, uprights and crossbars.

Despite these setbacks, Matabeleland North athletes still managed to compete against better-resourced provinces—highlighting the depth of raw talent in the region.

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“There is talent in our children, but without proper equipment and financial support, it becomes difficult to fully develop that potential,” said Mudimba.

He urged schools and stakeholders to prioritise investment in standard athletics equipment, acknowledging that while costs are high, they are necessary for long-term development.

 

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Binga

Binga MP proposes split of Binga district amid service strain

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BY NOKUTHABA DLAMINI

Member of Parliament Fanuel Cumanzala has formally challenged the government to explain why the Binga District, which now has a population exceeding 160 000 people, has not been divided into two separate administrative zones .

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In a series of questions submitted to the National Assembly on Tuesday, the legislator argued that the current geographical boundaries, established during the colonial era, are hindering modern governance.

Cumanzala stated that his inquiry “seeks to understand the rationale behind the decision, especially considering the need to enhance administration, improve governance, resource allocation, and service delivery by creating smaller, more manageable units,” particularly as the area sees an influx of migrants from Gokwe and Lupane.

The MP also raised alarms over the “dire” state of local healthcare infrastructure. He specifically pressed the Minister of Health and Child Care for concrete plans to “permanently resolve the challenges faced by Binga District, particularly regarding the mortuary, which has not been fully operational for a long time”.

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Further queries from Cumanzala addressed the economic transparency of the region, demanding to know “how much revenue is being generated from mining operations in Binga District”and how those funds are being reinvested into the Zambezi Valley.

He also sought updates on whether the government still intends to rehabilitate the district hospital to facilitate the establishment of a nursing school.

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