Tanzania Showcases Fresh Produce at Fruit Logistica 2025, SAGCOT Impressed

From February 5th to 7th, Berlin, Germany, hosted Fruit Logistica 2025, where Tanzania showcased its agricultural prowess with 26 companies participating in this prestigious global trade fair for the fresh produce industry. The event solidified its reputation as a premier platform for international trade in fresh produce, attracting visitors and buyers from over 145 countries. Tanzania’s avocado was a key highlight at the event.

Ms. Tullah Mloge, representing the Southern Agricultural Growth Corridor of Tanzania (SAGCOT), highlighted the remarkable rise of Tanzanian avocados, particularly the Hass variety, from Njombe in the SAGCOT Corridor to the world stage.

In 2015, the SAGCOT initiative, alongside its partners, actively promoted the Round Potato Value Chain in the Southern Highlands. During this effort, the region’s abundant high-quality avocados produced by local farmers came to light. A dedicated SAGCOT stakeholder, Mr. Eero Pissilä, introduced Tanzanian avocados (via Tanzanice Co. Ltd) to global markets, starting with Holland, thus opening the gateway to Europe and other markets for numerous firms exporting avocados. The rest is history, and Tanzania is on the way to becoming a key player in the international avocado market.

According to recent reports, the global avocado market reached USD 18.14 billion in 2024. North America dominates the international market with approximately 45% of the share. Kenya is Africa’s top avocado producer, contributing 345,000 tons annually, followed by South Africa and Tanzania. Other key producers on the continent include Ivory Coast (Côte d’Ivoire) and Ghana. Regarding export value, Morocco, South Africa, and Kenya are the leading countries, accounting for 88% of Africa’s total avocado exports in 2024. The export value of avocados from Tanzania has been increasing over recent years. In the 2022/2023 fiscal year, Tanzania’s avocado exports were valued at USD 77.3 million. For the first three quarters of 2023 alone, the export value was reported to be $7.647 million 4, while by the end of 2023, Tanzania earned USD 37 million from avocado exports, marking a 76% increase compared to the previous year. Tanzania’s avocado has two advantages: it ripens when other producers don’t have it, and secondly, they have been hailed as the best in the world. Former U.S. Ambassador Michael Battle last year said “The best avocados on the planet are grown in Tanzania,.” setting a bold tone that could elevate Tanzania’s standing in the lucrative global avocado market.

The Cereals and Other Produce Regulatory Authority (COPRA) and the Tanzania Horticultural Association (TAHA) led the Tanzanian delegation.

This marked the first time these organizations participated in Fruit Logistica, signifying a growing commitment from Tanzania to engage with the global fresh produce market and promote its horticultural exports. COPRA, a semi-autonomous government body under the Ministry of Agriculture, regulates the production, processing, and marketing of cereals and other produce in mainland Tanzania. TAHA is a private-sector organization advocating for the growth and competitiveness of the horticultural industry in Tanzania.

The Tanzania pavilion at Fruit Logistica 2025 showcased diverse stakeholders, including those involved in the avocado value chain, the Building a Better Tomorrow (BBT) youth program, and TAHA members from the spices, fruits, and vegetables sectors. This collaborative effort highlighted the commitment of various Tanzanian organizations to promote the country’s horticultural industry on a global stage.

Tanzania’s Horticultural Sector

Tanzania’s horticultural sector plays a significant role in the nation’s economy, producing 174,904.81 metric tonnes of horticultural crops and generating over $253.8 million in export value in the 2023/2024 financial year. Recognizing the sector’s potential, the Ministry of Agriculture, in partnership with various stakeholders, has set ambitious targets to further boost horticultural production and exports in the 2024/2025 financial year. These targets include increasing the production of key horticultural crops, improving produce quality, and expanding access to international markets.

Why Fruit Logistica Matters for Tanzania

Germany, the host country of Fruit Logistica, is important to agricultural exporters like Tanzania. As the biggest market in the European Union, Germany offers excellent opportunities for exporters of consumer-oriented agricultural products. In 2021, the United States alone exported $2.5 billion worth of agricultural and related products to Germany, highlighting the market’s potential for countries like Tanzania seeking to expand their agrarian exports.

Fruit Logistica 2025: A Global Stage for Innovation

Fruit Logistica 2025 provided a comprehensive overview of the latest innovations, products, and services across the fresh produce supply chain. With over 2,770 exhibitors and 66,000 trade visitors from over 145 countries in 2024, Fruit Logistica offered unparalleled networking and contact opportunities for key decision-makers in the industry. It was a crucial platform for international trade linkages, investment opportunities, and knowledge exchange in the fresh produce sector. Fruit Logistica is also a crucial platform for knowledge exchange and technology transfer, allowing Tanzanian delegates to learn about the latest advancements in sustainable agriculture, packaging, and logistics.

Logistics and Transportation at Fruit Logistica 2025

Logistics plays a vital role in the fresh produce industry, ensuring products reach consumers in optimal condition. At Fruit Logistica 2025, companies like MSC showcased their expertise in refrigerated shipping and transportation solutions. MSC, a leader in refrigerated shipping, highlighted their recent developments in global services, including new connections to Walvis Bay, a transhipment hub on the Southern Africa West Coast, and broader links across Mozambique, Tanzania, and Kenya. These improved connections aim to streamline the supply chain and ensure efficient delivery of fresh produce from African countries to global markets.

Technology and Innovation at Fruit Logistica 2025

Technology is transforming the agricultural landscape, and Fruit Logistica 2025 showcased the latest advancements in this field. BASF, a prominent player in agricultural solutions, highlighted their focus on digital solutions for agriculture. They emphasized the importance of a collaborative effort across the entire value chain to leverage digital tools effectively. BASF’s participation underscored the growing role of technology in modern agriculture and its potential to improve efficiency and sustainability in the fresh produce industry.

Key Highlights of Fruit Logistica 2025

• Expanded Startup World: This dedicated space allowed emerging companies to showcase their innovative solutions to industry leaders and potential investors, fostering collaboration and driving progress in the sector.
• Trend Report: Fruitnet’s Trend Report 2025 provided valuable insights into emerging supply chains, new sources of produce, and transformative market developments, helping industry professionals navigate the evolving fresh produce landscape.
• Informative Sessions: The event featured a packed program of talks and discussions on various stages, covering digital innovations, sustainable packaging, and efficient cold chain logistics, providing attendees with valuable knowledge and insights.
• Focus on Sustainability: Discussions on sustainable energy management, climate-resilient agriculture, and sustainable packaging were prominent throughout the event, reflecting the growing importance of sustainability in the fresh produce industry.
• Record-breaking Participation: Fruit Logistica 2025 saw record-breaking participation from several key markets, including China, Turkey, and Egypt, demonstrating the event’s growing global reach and influence.

Tanzania’s participation in Fruit Logistica 2025 demonstrated the country’s commitment to promoting its growing horticultural sector globally. The presence of COPRA and TAHA,SAGCOT along with a diverse range of stakeholders, highlighted the collaborative efforts within Tanzania to enhance the competitiveness of its fresh produce. Fruit Logistica provided an invaluable platform for Tanzanian companies to connect with international buyers, explore new markets, and learn about the latest innovations in the fresh produce industry.

Tanzania aims to attract international investment, forge new trade partnerships, and ultimately contribute to the growth of its horticultural sector and the national economy. The event serves as a stepping stone for Tanzanian companies to gain exposure, build valuable connections, and position themselves for success in the global fresh produce market.