TAHA showcases crops at Asia Fruit Logistica 2025
HONG KONG: THE Tanzania Horticultural Association (TAHA) has taken the country’s fresh produce to the global spotlight at Asia Fruit Logistica 2025, showcasing six high-demand crops to tap into the rapidly expanding Asian middleclass market.
Leading a delegation of 19 exporters, TAHA Chief Executive Officer, Dr Jacqueline Mkindi, said Asian markets have shown strong preference for Tanzanian sweet melon, chillies, avocados, macadamia nuts, berries, and assorted vegetables.
“These six crops are winning the hearts of Asian consumers,” she said. “This is the moment for farmers and investors to expand production and ride the wave of opportunities created by Asia’s fast-growing middle class.”
She cited avocados as a key success story, noting how the fruit once little known in many Asian countries has now become a staple among health-conscious buyers, pushing Tanzania further into the global avocado trade.
According to the World Economic Forum, Asia accounted for over two billion middle-class consumers in 2020, with projections showing the number will rise to 3.5 billion by 2030 nearly two-thirds of the global total.
This demographic shift, Dr Mkindi said, is driving new consumption patterns that Tanzania is well placed to serve.
TAHA stood out as the only African private-sector organisation exhibiting at the trade fair, a milestone Dr Mkindi described as proof of Tanzania’s determination to secure a firm global horticultural footprint.
She acknowledged support from TradeMark Africa (TMA), the Swedish International Development Cooperation Agency (SIDA) and the World Food Programme (WFP), who cofinanced the initiative.
Buyers from across the region were impressed by the quality and uniqueness of Tanzanian produce, with the six flagship crops attracting the greatest attention.
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Beyond marketing opportunities, the Tanzanian delegation also gained exposure to cuttingedge processing and packaging innovations from China, Japan, Italy and the United States— technologies that could enhance value addition and competitiveness back home.
High-profile organisers of the Asia and Berlin editions of Fruit Logistica commended Tanzania’s exporters for their contribution to the international horticultural arena.
“These accolades reaffirm Tanzania’s growing strength in horticulture,” Dr Mkindi said. “We are cultivating not just crops, but a sustainable and competitive future for Tanzania’s horticulture on the global stage.”
