Wiserow Enterprises is targeting 900 tonnes of premium-quality blueberry exports this year as the agro-processing company expands production to meet growing international demand and strengthen Zimbabwe’s export earnings.
The Marondera-based company, which specialises in the production, processing and packaging of blueberries for both export and local markets, exported 597 tonnes of blueberries to European and Middle Eastern markets last year, generating approximately US$2 million in revenue.
Speaking during a tour of the company’s operations, yesterday, Wiserow Enterprises General Manager, Mr Bruce James Meikle, said Europe remains the company’s principal export destination, although efforts are underway to penetrate the Chinese market as part of its diversification strategy.
“Last year, we exported 597 tonnes of premium-quality blueberries to Europe and the Middle East, generating approximately US$2 million in revenue. This year, we are targeting 900 tonnes of exports as we continue to expand our production capacity and access new international markets.
The company has positioned itself as an important player in Zimbabwe’s horticultural export sector through sustained investment in value addition and modern agro-processing techniques,” he added.
Mr Meikle said the company’s expansion programme will substantially increase production capacity over the coming years.
“We are expanding our blueberry production area from 72 hectares to 125 hectares. Once the project is fully developed, we expect annual production to reach approximately 2,500 tonnes,” he said.
Mr Meikle noted that while the company remains export-oriented due to strong international demand, it continues to supply the domestic market.
“About five percent of our production is supplied locally, while the remainder is exported. International markets continue to present significant opportunities for growth, particularly in Europe, and we are now exploring opportunities in China,” he said.
Wiserow Enterprises has become an example of Zimbabwe’s growing agro-processing sector, demonstrating the potential of value-added agricultural exports to drive economic growth and employment creation.
The company’s expansion plans are expected to enhance Zimbabwe’s competitiveness in global horticultural markets while contributing to increased export earnings and rural industrialisation.
