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EXPORT PROMOTION
Zimbabwe aims to seize emerging European coffee export opportunity
By our African Marketing Confederation News Team | 2025
Rising demand in key European markets for specialty grade beans that are ethically sourced could boost Zim’s coffee industry.
ZimTrade, Zimbabwe’s export promotion agency, believes there is a window of opportunity in Europe that could enable the country’s coffee industry to scale and revive.
Photo: Toni Cuenca from Pexels
Most of Zimbabwe’s coffee is currently produced by smallholder farmers, but rising demand in Europe for specialty grade beans that are ethically sourced may give the local industry a significant boost.
According to a report published in NewsDay newspaper, recent collaboration among government entities, development partners and private sector stakeholders has sparked a revival in Zimbabwe’s coffee sector, which has been underutilised.
The report quotes ZimTrade’s most recent newsletter, which says European coffee drinkers are increasingly prioritising quality, transparency and sustainability, with a notable transition from mass-market blends to ethically sourced, specialty grade beans.
Germany is the leading influencer, followed by Italy and Belgium. Consumption patterns in these countries influence broader European trends.
Notable transition from mass-market blends
“Coffee drinkers across the continent [of Europe] are increasingly prioritising quality, transparency and sustainability, with a notable transition from mass-market blends to ethically sourced, specialty grade beans,” the April 2025 newsletter is quoted as saying by NewsDay.
“For Zimbabwean coffee producers, this shift represents a unique window to scale and revive what was once one of the country’s most promising agricultural exports.
“As the global leader in green coffee imports, Europe accounted for 31% of global coffee consumption in 2022, equivalent to approximately 55-million bags.”
Notes ZimTrade Client Manager, Vivinah Matswetu, in the newsletter: “This demand is particularly pronounced in Western European countries, where consumers are increasingly willing to pay premium prices for ethically produced, high-quality coffee with a compelling story of origin.
“Zimbabwean coffee, which has long been regarded for its quality and distinctive flavour, is well positioned to meet this demand.”
According to Trendtype, the emerging markets consultancy, the Zimbabwe Coffee Sector Road Map 2030 aims to boost production to 5,000 tonnes annually.
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