Marondera– Zimbabwe’s blueberry sector is gearing up for a record-breaking export season, with one of the country’s largest producers forecasting a steep rise in overseas shipments as international appetite for the superfruit remains strong.

Wiserow Private Limited, an agro-processing firm based 20 kilometres outside Marondera along Igava Road, is projecting export volumes of 900 tonnes for the current season, up from 597 tonnes last year, with Europe retaining its position as the principal destination.

This was confirmed by the company’s managing director, Bruce Meikle during a media tour organised by the Ministry of Information, Publicity and Broadcasting Services.

The company, a subsidiary of PHI Commodities, harvested around 700 metric tonnes from its 44-hectare orchards in 2025 and is aiming for 960 tonnes in 2026. Its harvest season runs from March through October.

Meikle pointed out that Zimbabwe’s production window, from June to September, offers a strategic edge, as most major blueberry-growing regions experience low output during that period.

“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,” said Meikle.

Beyond Europe, the company is actively pursuing entry into China, while simultaneously scaling up its planted area from 72 hectares to 125 hectares in the coming years. Once the new blocks reach full maturity, annual production is forecast to hit 2,500 tonnes.

Zimbabwean blueberries have carved a reputation for outstanding flavour and texture, allowing exporters to command attractive premiums.

“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,” he added.

Wiserow Private Limited generated about US$2 million in revenue last year, although the export season started later than anticipated. This year, the firm is setting its sights on US$5 million in export earnings.

Current export markets include the United Arab Emirates, South Africa, the Netherlands, the United Kingdom, and Thailand, while a small fraction is sold to local walk-in customers. The domestic market, however, accounts for just five percent of total output.

“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 explained.

On the labour front, the company maintains a regular workforce of 344, which swells to 500 during peak harvest periods. Notably, women constitute 80 percent of the staff, underscoring the enterprise’s commitment to inclusive employment.

Productiob manager, Mike Madzeka told journalists that Wiserow Private Limited is also investing in community welfare, including healthcare infrastructure, and has ambitious plans for staff housing.

“We envisage constructing an estimated 500 houses for our workers. While we employ and prioritise locals, we are looking at constructing houses for our workforce,” Madzeka said.

Despite the upbeat outlook, the company grapples with persistent hurdles: dilapidated access roads, labour shortages, escalating wage bills, and rising freight and shipping costs.

Meikle offered practical advice to aspiring blueberry farmers, urging them to conduct thorough soil assessments before planting.

“Blueberries thrive in very sandy soils, particularly tobacco sands. They don’t perform well in heavy clay soils, unless they are grown in pots. The sandier the soil, the better,” he advised.

Beyond their commercial allure, blueberries are increasingly prized for their health benefits—packed with antioxidants and vitamins, they support cardiovascular health, regulate blood pressure, and aid in disease prevention.

The ongoing expansion of blueberry production is expected to make a tangible contribution to Zimbabwe’s agricultural export basket, reinforcing the national drive toward Vision 2030, the goal of becoming an upper-middle-income economy through value-added horticulture and sustained foreign currency inflows.

With a favourable export calendar, growing global recognition, and rising output, Zimbabwe’s blueberry industry is well on track to become a cornerstone of the country’s horticultural success story.