Rwanda’s horticultural exports shine at Fruit Logistica 2026 in Berlin

The event, held from February 4 to 6 at Messe Berlin, brought together 2,600 exhibitors from 90 countries and attracted trade visitors from more than 150 nations, reinforcing its status as one of the world’s most influential platforms for the fresh fruit and vegetable industry.

Among the Rwandan exhibitors was Zima Healthy Group, a company specialising in value-added, minimally processed agricultural products, including extra virgin avocado and pumpkin seed oils.

Representing the company, Marie-Ange Mukagahima told IGIHE that Fruit Logistica offered a rare opportunity to test new products directly with international buyers.

“This year, we brought our extra virgin oils, along with a new product, a blend of African herbs and oils designed for skin and hair care. People here love it, and we are truly grateful,” she said.

Gahima noted that discussions went beyond Germany, with potential partners expressing interest from markets such as Poland, Israel and Dubai.

“Through this event, we have met potential customers from all over the world. We’ve had very fruitful discussions about cooperation and representing Rwanda in their markets,” she added.

She emphasised that the benefits extend beyond individual firms. “If we manage to secure key clients here, it won’t benefit just Zima. It will benefit the entire value chain, the farmers, distributors and many others,” Gahima said, adding that professional packaging and international-standard labelling were helping position Rwanda as a source of premium, high-end products.

Evergreen Holding Limited, through its subsidiaries Pure Harvest Farms Limited and Agribloom Farms Limited, used the fair to showcase upcoming export capacity rather than current volumes.

Represented by Emnet Kejelcha, the company highlighted its large-scale avocado, strawberry and vegetable projects in Bugesera.

“This was an excellent opportunity to present our company, our current production, and what we will be exporting from Rwanda in the near future, within the next five months and beyond,” Kejelcha said.

He explained that strawberries planted in January 2026 are expected to reach export markets by April or May, while avocado orchards will follow after maturation.
Beyond buyers, the company connected with investors, packaging suppliers and agro-input providers.

“By participating in Fruit Logistica 2026, we benefited greatly in supply chain management, customer handling and building connections,” he said.

Kejelcha described Rwanda as a favourable investment destination. “Investing in Rwanda is very rewarding. We benefit from welcoming people, friendly policies, accessible water resources and strong investment incentives,” he noted.

Rwanda’s Ambassador to Germany, Igor Cesar, said the country’s presence at Fruit Logistica has grown significantly over the past decade.

“Rwanda has been participating for the last 10 years, and this event provides an excellent platform to present our produce internationally,” he said.

This year, more than 15 Rwandan companies were represented, alongside institutions such as NAEB, the Rwanda Development Board and the Rwandan Embassy in Germany.

“Rwanda’s presence is now much stronger. We have multiple stands, including a prominent main one that stands out across the African continent,” Cesar said, adding that Rwanda’s visibility often greets visitors as soon as they enter the exhibition halls.

According to the ambassador, meetings were held with potential investors across the entire fruit and vegetable value chain, signalling growing confidence in Rwanda’s export potential.

At the institutional level, Janet Basiima, Division Manager for Export Market Development and Innovation at NAEB, said Rwanda’s approach to the fair has become increasingly strategic.

“Before arriving, we review registrations, identify potential buyers, schedule appointments and plan targeted meetings in advance,” she said.

Basiima noted tangible outcomes from this year’s participation. “Our companies are pleased with the results. They received clients and secured deals at fair prices,” she said, praising the professionalism of the mainly youth-led delegations.

She added that NAEB remains committed to supporting exporters’ access to international markets.

From the organiser’s perspective, Hauke Plümbeck, Head of Marketing at Fruit Logistica, pointed to Rwanda’s participation as a standout example of coordinated growth.
“The development has been phenomenal. The sector has grown significantly, with an increasing number of exporters, stronger presence in global markets, and growing participation at this trade fair,” he said.

Plümbeck highlighted the collaboration between government institutions, private companies and development partners as a key driver.

“We greatly value the true spirit of cooperation between the government, private sector, and stakeholders in the fresh produce value chains, one of the key factors behind Rwanda’s success at this fair. It continues to evolve in the right direction,” he said.

Rwanda’s participation at Fruit Logistica 2026 comes amid sustained growth in horticultural exports. In late January alone, the country earned over USD 10.85 million from agricultural shipments, while full-year exports in 2025 surpassed USD 893 million.

Under the Second National Strategy for Transformation (NST2), Rwanda aims to raise annual foreign exchange earnings from agriculture and livestock to USD 1.5 billion by 2029, a target officials say events like Fruit Logistica help bring within reach.