Zimbabwe’s horticultural industry on track as Wiserow targets to triple blueberry production

ZIMBABWE’S horticultural industry is positioning itself for major export growth, with blueberry producer Wiserow (Pvt) Ltd forecasting future output of 2,500 tonnes as the country capitalizes on a global supply gap for the superfruit.

The company, located 20km outside Marondera is projecting 900 tonnes for the current season, up from 597 tonnes last year.

Managing Director Bruce Meikle confirmed the figures during a media tour organised by the Information, Publicity and Broadcasting Services ministry.

Wiserow, a subsidiary of PHI Commodities, harvested about 700 metric tonnes from its 44-hectare orchards in 2025 and is targeting 960 tonnes in 2026. The harvest runs from March to October, with peak exports between June and September — a window Meikle said gives Zimbabwe a strategic advantage.

“Zimbabwe is able to produce blueberries from June to the end of September, which is when there’s low production elsewhere. That gives us an ideal opportunity, particularly in the European market,” Meikle said.

Europe remains the principal destination for Zimbabwean blueberries, but Wiserow is also pursuing entry into China. The company plans to expand planted area from 72 hectares to 125 hectares in the coming years. Once the new blocks mature, annual production is forecast to reach 2,500 tonnes.

Zimbabwean berries have built a reputation for quality and flavour, allowing exporters to command premium prices.

“Our berries have developed a very good name in terms of quality and flavour. That reputation is giving us a strong competitive advantage in the export market,” Meikle added.

Wiserow earned about US$2 million last year despite a late start to the season. This year it is targeting US$5 million in export earnings. Current markets include the United Arab Emirates, South Africa, the Netherlands, the United Kingdom and Thailand. Only 5% of output is sold locally.

“We quickly saturate the local market because demand is relatively small. The bulk of our blueberries therefore go to export markets where we receive better prices,” Meikle said.

The company employs 344 permanent staff, rising to 500 at peak harvest, with women making up 80% of the workforce.

Projects Manager Mike Madzeka said Wiserow is also investing in community welfare, including healthcare and plans to build an estimated 500 houses for workers.

Challenges remain, including poor access roads, labour shortages, rising wages, and high freight costs.

With a favourable export calendar and growing global demand, blueberry production is expected to boost Zimbabwe’s horticultural exports and support the country’s Vision 2030 drive for value-added agriculture and increased foreign currency inflows.

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