TAHA eyes 57.5tri/- China fruit market

ARUSHA: THE Tanzania Horticultural Association (TAHA) is set to showcase the country’s fresh produce to global buyers as it leads a delegation of exporters to Asia Fruit Logistica 2025, the continent’s premier fresh produce trade fair, opening tomorrow in Hong Kong.

The three-day event, running until Friday, is recognised as Asia’s most significant fresh produce marketplace, attracting over 760 exhibitors from 43 countries and regions.

Organisers say the 2025 edition will be the most international yet, featuring product innovations, expert insights and major business opportunities.

TAHA’s participation is part of a broader strategy to tap into China’s 19.4 billion US dollars (about 47.5tri/-) fruit import market, one of the fastest-growing in the world.

Speaking ahead of the mission, TAHA Chief Executive Officer Dr Jacqueline Mkindi said the goal is to link Tanzanian exporters with Asia’s leading distributors, retailers and supply chain operators.

“We are going to unlock new trade and collaboration opportunities,” Dr Mkindi said.

“Our strategy is to connect our exporters with top-tier buyers, while exposing them to cuttingedge innovations in the fresh produce sector.”

She acknowledged TradeMark Africa (TMA) and the World Food Programme (WFP) for their financial support in facilitating Tanzania’s participation in the exhibition.

Dr Mkindi emphasised that China is a strategic focus, citing surging demand for imported fruits among its growing middle class.

“This is more than just an exhibition, it’s a stepping stone to solidify Tanzania’s position in the global horticulture value chain,” she said.

ALSO READ: Why farmers should be turning to fruit exports

TAHA delegates will engage in high-level business-to-business (B2B) meetings, attend expert-led forums and exhibit Tanzania’s premium fruits to influential buyers across Asia.

TAHA has already proven its international market potential. Earlier this year, Tanzanian exporters secured 12.6 million US dollars (about 31.5bn/-) in deals at Fruit Logistica in Germany, a major win that further boosted the country’s profile in global horticulture. “Asia is the next growth frontier for us,” Dr Mkindi said.

“Following the opening of markets in China, India and the Middle East, our long-term strategy is to capture a substantial share of China’s 19.4 billion US dollars fruit import market.”

According to official data, in 2024, China imported 8.68 million metric tonnes of fruit and fruit products, valued at nearly 19.5 billion US dollars (about 47.5tri/-), marking continued year-on-year growth.

The majority of imports came from Thailand, Chile, Vietnam, New Zealand and Peru, with five key fruit categories, durians, cherries, bananas, mangosteens and kiwifruit accounting for more than 70 per cent of the market by value.

Durians alone accounted for nearly 7 billion US dollar (about 17.5tri/-), followed by cherries at 3.7 billion US dollars (about 9.2tri/-).

Although Tanzania is not a major supplier to the Chinese market, Dr Mkindi said she believes that the current momentum offers a “golden opportunity” to diversify trade flows, create jobs and boost the country’s foreign exchange earnings.

“China’s robust fruit demand presents a unique chance to balance our trade deficits while creating opportunities for farmers and agribusinesses at home,” she said.