Zimbabwean startup pins high hope on CIIE

A startup from Zimbabwe is pinning high hopes on next week's China International Import Expo (CIIE), as it heads to Shanghai to promote the African country's products and learn about the latest tech innovations.

Procitru Investment was established at the beginning of the year as an exporter specializing in selling Zimbabwe's agricultural products to the world.

The company's customers mainly come from South Africa, Europe and the Middle East. It has already exported some 300 tons of fruits and vegetables to the Netherlands.

The firm is set to attend next week's CIIE so as to introduce agricultural products from Zimbabwe to potential customers in China and other parts of the world.

"We are targeting to do (export) plus (at least) 500 tons of fresh (agricultural) products. If you look at the population of China, and the volume that we can produce in Zimbabwe, this is a good opportunity for us to supply," said Tatenda Mukazi, the company's chief marketing officer.

Loveness Nleya (L), the marketing executive at Zimbabwean startup Procitru Investment, and Tatenda Mukazi, Procitru Investment's chief marketing officer. [Photo: China Plus]

Loveness Nleya, the marketing executive at the company, said they will be presenting more than just products to the visitors at the expo.

"Even at the expo, we are not just going to go there and mention our procedure. If you come to our stand, we will also have, we will talk about the rich culture that we have, we will talk about the tourism that you get to see and appreciate what Zimbabwe is all about, because it's not just about avocado, it's not just about orange, but if someone comes here, we're actually also able to have them look at these structures that we have, we've got the freezers, we've got the airlines, and things like that," said Nleya.

Tatenda Mukazi, Procitru Investment's chief marketing officer, stands with Zimbabwean cut flower products. [Photo: China Plus]

Nleya added that they will also try to learn some new technologies from the other participants at the expo.

"Because as Zimbabwe, we are still an emerging country in terms of technology and innovation, but we are very receptive in terms of ways to better improve the quality of the products that we can provide. We would want to see if we can integrate some of the technology, some of the innovation, into our own way of working," said Nleya.

A work with boxes of Zimbabwean agricultural products set to be exported to South Africa. [Photo: China Plus]

Thanks to its abundant sunshine, its waterfalls, and its fertile soil, Zimbabwe is now the second-largest exporter of horticultural products in Africa. 

Europe is currently the country's major export market for its fruits, vegetables, and cut flowers.