Tanzania’s Horticulture Shines at Asia Fruit Logistica 2025: Six Crops Stir Frenzy in Asia

By Adonis Byemelwa

Tanzania has made a bold statement on the global horticultural stage, with TAHA turning heads at Asia Fruit Logistica 2025—the continent’s leading fresh produce trade fair. The spotlight was firmly on six crops: sweet melon, chillies, avocado, macadamia nuts, berries, and assorted vegetables.

Leading the charge, on September 5, 2025, TAHA CEO Dr. Jacqueline Mkindi rallied a 19-member delegation of Tanzanian exporters to Hong Kong, where Asia’s booming middle class showed keen interest in Tanzania’s fresh produce.

 “These six crops from Tanzania are driving Asian consumers crazy,” she told buyers, urging farmers and investors back home to scale up production and seize the moment.

Avocado, in particular, stole the show. Once unfamiliar to most Asian households, it has now become a favorite among health-conscious consumers. “The butter fruit has gone from obscurity to stardom,” Dr. Mkindi said, describing how it now dominates imported fruit markets across the region.

Asia’s appetite is no passing trend. The continent is home to 54 percent of the world’s middle class, with 2 billion people already in that bracket as of 2020. By 2030, that figure is expected to soar to 3.5 billion, reshaping consumption habits and fueling demand for high-quality produce like Tanzania’s.

TAHA’s presence in Hong Kong was more than symbolic. As the only African private-sector representative at the fair, Tanzania’s horticulture industry carved out a distinctive space, showcasing resilience, quality, and vision.

“Our participation proves Tanzania is ready to compete and dominate new markets,” Dr. Mkindi noted, crediting Trade Mark Africa, SIDA, and the World Food Programme for backing the initiative.

Buyers across Asia were struck not only by Tanzania’s produce but also by its story—of farmers and exporters working together to meet rising global demand. The six highlighted crops, prized for their quality and uniqueness, stood out in a market crowded with options.

Beyond pitching products, the delegation also absorbed insights from industry giants in China, the USA, Japan, and Italy. Exposure to advanced processing and packaging technologies, Dr. Mkindi explained, will help Tanzanian exporters sharpen their competitiveness and negotiate from a stronger position in global supply chains.

The sense of unity under TAHA’s pavilion was hard to miss. Companies stood shoulder to shoulder, projecting a collaborative spirit that amplified Tanzania’s profile abroad and strengthened the association’s vision of transforming horticulture into a global force.

Organizers of Fruit Logistica in both Berlin and Asia praised Tanzania’s remarkable participation, calling it a sign of the country’s growing weight in international horticulture.

 For Dr. Mkindi, the accolades are not just symbolic. “They affirm Tanzania’s horticultural prowess, and the recognition motivates us to aim even higher,” she reflected.

In the end, TAHA’s mission in Asia went far beyond trade. It was about planting seeds for the future—building sustainable value chains, attracting investors, and ensuring farmers back home reap the benefits of global demand.

As Dr. Mkindi put it, “We are cultivating not just crops, but a sustainable future for Tanzanian horticulture on the world stage.”