Arusha. Tanzania has set its sights on Asia’s growing middle class as a lucrative market for six high-value crops: sweet melon, chillies, avocados, macadamia nuts, berries and assorted vegetables.
According to the Tanzania Horticultural Association (Taha), these crops are gaining strong traction in Asia, where demand for fresh produce is expanding rapidly.
Taha chief executive officer Jacqueline Mkindi led a delegation of exporters to the 2025 Asia Fruit Logistica in Hong Kong, a premier global fresh produce trade fair.
“This unprecedented demand is pushing Tanzanian crops to new heights,” Ms Mkindi said.
“The time is ripe for farmers and investors to scale up production and capitalise on the immense opportunities in Asia’s burgeoning middle class.”
Avocados have emerged as one of the standout products, transforming from a niche item into a staple in Asia’s imported fruit market.
The shift reflects a broader trend among health-conscious consumers, many of whom are increasingly opting for premium produce.
Asia’s middle class, numbering 2 billion in 2020, is projected by the World Economic Forum to reach 3.5 billion by 2030—nearly two-thirds of the global total.
“This group’s rising purchasing power and appetite for a better quality of life are reshaping consumption patterns, with Tanzania well positioned to supply,” Ms Mkindi said.
Taha was the only African private sector body represented at the 2025 trade fair, a move Ms Mkindi described as “strategic involvement” designed to secure new markets.
The initiative was supported by TradeMark Africa (TMA), Sweden’s SIDA and the World Food Programme (WFP).
Asian buyers were reportedly drawn to the quality and uniqueness of Tanzanian produce, while the Tanzanian delegation also benefited from exposure to advanced processing and packaging technologies from countries including China, Japan, the US and Italy.
“These tributes affirm Tanzania's prowess in horticulture, bolstered by global recognition of our efforts,” Ms Mkindi noted, adding that sustained partnerships would be crucial for growth in international markets.
The event also showcased the unity of Tanzanian exporters under Taha’s banner, reinforcing efforts to build sustainable value chains.
Organisers of the Berlin and Asia Fruit Logistica exhibitions praised Tanzania’s participation as a significant contribution to the global industry.
Taha now sees its role not just in promoting exports but also in positioning Tanzania as a formidable player in global horticulture.
As Ms Mkindi put it: “We are cultivating not just crops but a sustainable future for Tanzanian horticulture.”
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