Zimbabwe Eyes Blueberries as the Future Beyond Tobacco

From Tobacco to Blueberries

Zimbabwe is Africa’s biggest producer of tobacco, but some farmers believe the future lies in a healthier and more lucrative crop blueberries.

Last year, tobacco sales surged to a record $1.3 billion, thanks largely to growing demand from China. In comparison, blueberry exports stood at a modest $30 million. Yet farmers and industry experts say the berry has the potential to become Zimbabwe’s next major export.

Breakthrough with China

A recent trade deal with China, the world’s largest blueberry importer, is being described as a milestone for Zimbabwe’s horticulture sector. For the first time, China has agreed to import Zimbabwean blueberries — and crucially, exempted them from tariffs.

“This agreement is an unprecedented opportunity for local producers to access one of the world’s fastest-growing markets,” said Linda Nielsen, executive director of the Horticultural Development Council.

Farming the ‘Superfood’

At the forefront of this shift is Alistair Campbell, a former Zimbabwe cricket captain turned blueberry farmer. His 50-hectare farm near Harare is home to 240,000 plants grown in imported pots and watered up to eight times daily with treated water.

“Although blueberries are demanding to grow, the rewards are worth it,” Campbell said. “It’s all about hitting the market ahead of Peru.”

Peru, once a small player, is now the world’s largest exporter of blueberries, producing more than 2% of global supply within just 15 years. Zimbabwe hopes to replicate that success, with output expected to grow by 50% this year to 12,000 tonnes, and ambitions of reaching 30,000 tonnes by 2030.

Regional and Global Competition

Currently, Morocco leads African blueberry production with more than 80,000 tonnes annually, while South Africa produces around 25,000 tonnes. However, South African exports face U.S. tariffs, creating an opening for Zimbabwe to gain first-mover advantage in the Chinese market.

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“Zimbabwe has to strike while the iron is hot,” Campbell noted, adding that the country’s early harvesting season gives it a competitive edge.

Economic Hopes and Hurdles

Analysts caution that structural problems could slow progress. Investors remain wary due to Zimbabwe’s history of land seizures during the controversial land reform programme. Although a new law now provides resettled farmers with full title, doubts over land security persist.

Exporters also face challenges from government policy. Companies must surrender nearly a third of their foreign-currency earnings to the central bank in exchange for local currency, which many fear will lose value.

Still, the sector offers promise: the blueberry industry already employs about 6,000 people, mostly women. During peak harvest season, hundreds of women are employed for delicate picking tasks.

“It’s delicate hands that are needed for a delicate fruit,” said Rebecca Bonzo, a farm supervisor.

Small Farmers Join the Race

Horticulture entrepreneur Clarence Mwale, founder of Kuminda, is encouraging small- and medium-scale farmers to diversify into blueberries. He has already helped 5,000 farmers supply vegetables like mange touts and sugar snap peas to Europe.

“With China opening up, we now have vast new opportunities,” Mwale explained. “Where we were scrambling for limited European markets, we now have a chance to expand production and create jobs.”

From a Bad Habit to a Health Food

For decades, Zimbabwe’s agricultural identity has been tied to tobacco. Now, with global demand for “superfoods” like blueberries on the rise, the country hopes to replace cigarettes with fruit in Chinese markets.

“The future is food, not a bad habit,” Mwale said.

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