Tanzanian Participants at Fruitlogistica 2025 Exhibition in Berlin Listening to the Tanzanian Ambassador, Mr. Hassan Mwamweta
Tanzania's CEO of TAHA, Dr. Jacqueline Mkindi, Greets Tanzanian Ambassador to Germany, Mr. Hassan Mwamweta, at Fruitlogistica 2025SPC-BLOG-Berlin-Germany
Tanzania has received widespread recognition at the Fruit Logistica 2025 international exhibition, a renowned global trade fair for fruits and vegetables held in Berlin, Germany. The country showcased its excellence in the horticulture industry, leading to the signing of multi-million-dollar export contracts with major international companies.
The exhibition, which concluded last week, has elevated Tanzania’s status as a key player in the global horticulture market. The high quality of Tanzanian produce impressed investors, bringing new hope to farmers and increasing opportunities for youth and women employment. Additionally, it is expected to boost foreign exchange earnings for the country.
This achievement reflects Tanzania’s ongoing efforts to promote commercial agriculture, which continues to attract international markets due to its high-quality produce and commitment to sustainable farming practices.
According to a report from the Tanzania Horticultural Association (TAHA), which participated in the prestigious global Fruit Logistica 2025 exhibition, Tanzanian exporters signed multiple contracts worth a total of $12.6 million (TZS 33.3 billion) for horticultural produce.
One Tanzanian horticulture company secured a major contract with a leading UK-based company to supply 500 metric tons of red sugar beans over ten months, valued at $4.4 million (TZS 11.61 billion).
Additionally, the same company signed a deal to supply 125 metric tons of common beans to a global agricultural trading company, in a contract worth $1.1 million (TZS 2.9 billion) over ten months.
These agreements highlight Tanzania’s growing influence in the global horticulture sector, reinforcing its position as a key exporter of high-quality agricultural products.
In addition to the previous contracts, a UK company has confirmed its order for six 40-foot containers of avocados produced in Tanzania every week. This agreement is valued at $7.1 million (TZS 18.74 billion) over the next ten months.
Furthermore, Tanzania has attracted the interest of eight organizations from the UK looking to purchase various horticultural products, including ginger, passion fruit, beans, and medicinal root plants, significantly expanding business opportunities and strengthening Tanzania's position in the global market.
TAHA's Trade Specialist in the UK, Mr. Maarten Boeye, mentioned that discussions regarding the quantities and pricing of these products are ongoing, and contracts are expected to be signed soon.
The participation and agreements reached at Fruit Logistica 2025 are expected to create new employment opportunities and increase foreign exchange earnings for Tanzania. This reflects the growing importance of the horticulture sector in driving the country's economic growth and development.
Some of these agreements will be implemented through the new TAHA program, aimed at enhancing the efficiency of horticultural product sales.
Some of the agreements reached at Fruit Logistica 2025 will be implemented through the new TAHA program called the Horticultural Exports Advancement Program (HEAP), which aims to enhance the effectiveness of horticultural exports from Tanzania.
At the end of last year, TAHA launched HEAP as part of its new strategy to strengthen the export of horticultural products to the UK and European markets.
Currently, 20 Tanzanian companies involved in horticulture exports have been selected to receive support through HEAP to improve their access to the UK and European markets.
The HEAP project, supported by the UK government and strategic partners such as Palladium Impact, is designed to increase Tanzanian horticultural exports in the global market.
The program is working toward a target of achieving $2 billion in horticultural exports by 2030, by providing training and support to Tanzanian producers to meet international market standards.
"I extend my sincere gratitude to all the traders involved in the Fruit Logistica 2025 exhibition in Berlin. This participation has brought great success in expanding our market reach and strengthening our horticultural exports for many years," said Ambassador Hassan Idd Mwamweta, Tanzania’s Ambassador to Germany.
Ambassador Mwamweta has been praised for his outstanding efforts in connecting Tanzanian traders with European buyers, aligning with his diplomatic efforts to implement economic diplomacy policies.
The Tanzanian delegation at the prestigious exhibition included 24 horticulture exporters, officials from COPRA, TAHA, the Ministry of Agriculture, the Tanzania Agricultural Development Bank (TADB), and representatives from the Tanzania Avocado Growers Association (ASTA).
Cucumber producer, Pastor Clement Manyatta, also the CEO of Fresh Field Manyatta, expressed his heartfelt thanks to Ambassador Mwamweta and TAHA for their exceptional cooperation in strategically coordinating and supporting Tanzania’s trade mission to meet major global buyers.
"Their combined efforts have played a significant role in our success in securing markets for our produce and opening up new international market opportunities for the future," said Pastor Manyatta.
For over a decade, TAHA has successfully coordinated Tanzanian business delegations to these international exhibitions, enhancing Tanzania's reputation in global markets.
Horticultural exports have shown steady growth from 2020 to 2024, reflecting positive changes in the sector and market reforms.
According to Tanzania's Central Bank Economic Review, in 2020, the horticultural sector generated $290.7 million, marking the beginning of a growth trend in export value.
In 2021, earnings increased to $378.6 million, a rise of $87.9 million from the previous year.
However, in 2022, earnings slightly dropped to $289.6 million due to challenges such as disruptions in shipping caused by the Red Sea crisis.
Despite this, in 2023, the sector experienced a return to steady growth, with sales reaching $417.2 million. This growth continued into 2024, with earnings reaching $569.3 million by the end of November, according to BoT statistics.
This consistent four-year growth can be attributed to the joint efforts of the government and private sector in opening new markets, including China, India, the UK, the Middle East, and European Union countries.
These efforts also involved enhancing production capabilities, quality standards, and marketing strategies to meet the demands of international markets.
These statistics show not only the expanding global reach of Tanzania’s horticultural products but also the resilience of this sector and its key economic contributions.
As the horticulture industry continues to grow, it could play a major role in driving economic transformation and increasing foreign exchange earnings for the country.
This year’s collaboration between the Ministry of Agriculture and Tanzania Agricultural Development Bank (TADB) in supporting Tanzanian exporters at the Fruit Logistica 2025 exhibition has further enhanced Tanzania's standing.
"We are sincerely grateful to our development partner Trademark Africa (TMA), the Ministry of Agriculture, COPRA, and TADB for their support this year," said Dr. Jacqueline Mkindi, TAHA Executive Director.
Dr. Mkindi also congratulated all the traders who participated in the international exhibitions and took advantage of the available opportunities.
"These successes are a testament to our commitment and strong cooperation in promoting Tanzania’s horticultural trade and the agricultural sector as a whole," Dr. Mkindi concluded.
