Source: Tobacco firms seek global markets following record crop – herald
Martin Kadzere
Senior Business Reporter
Tobacco firms, led by the Tobacco Industry and Marketing Board, are showcasing their “golden leaf” at the eighth annual China International Import Expo, which began on November 5 and ends today in Shanghai.
China is already Zimbabwe’s largest single consumer of tobacco, importing roughly one-third of the annual crop, and the expo offers a platform to deepen the relationship.
The focus then shifts to the Middle East, a crucial emerging market, where Zimbabwean companies will exhibit at the World Tobacco Middle East (WTME) from November 10 to 11 in Dubai.
TIMB chief executive, Mr Emmanuel Matsvaire, highlighted the significance of these expos in light of the growing output.
“These expos provide the opportunity for local companies to seek markets in light of growing production,” Mr Matsvaire said, emphasising the strategy to diversify markets and attract investment for local processing.
The dual participation underscores Zimbabwe’s long-term strategy to leverage its agricultural success into sustained export revenue, solidifying its position as a dominant force in the global tobacco trade.
Last month, a China-Zimbabwe Tobacco Expo was held in Harare with the primary aim of securing increased off-take from Chinese firms and ensuring long-term market stability for Zimbabwe’s rapidly expanding tobacco output.
The proactive market drive is being necessitated by a record-breaking performance in the last agricultural season, where tobacco production soared to 354 million kilogrammes, significantly surpassing the Government’s initial target of 300 million kg.
Building on this milestone, the Government has set an even more ambitious new target of 400 million kg, requiring immediate and proactive market development.
This year, the TIMB successfully navigated a potential market crisis. When production exceeded the 300 million kg target, it quickly depleted merchant purchasing budgets.
To ensure farmers could sell their surplus, the TIMB had to urgently engage merchants to mobilise additional capital.
Based on last season’s average price of US$3,36 per kg, the surplus required an extra US$181 million in funding to purchase the entire crop.
“Our goal is to increase tobacco sales by actively expanding into new markets,” said Mr Matsvaire.
The Dubai World Trade Centre, the venue for the WTME, is widely acknowledged as the largest business-to-business tobacco show outside of Western Europe.
The WTME 2025 serves as a crucial platform connecting global suppliers with one of the world’s most rapidly expanding markets.
The exhibition floor will feature over 250 international companies showcasing the entire value chain, from raw materials and leaf suppliers to cutting-edge tobacco processing and manufacturing machinery and advanced packaging and printing solutions.
Visitors will also explore the latest innovations in flavourings, additives, and next-generation nicotine products like e-cigarettes and vaping devices.
The two-day event is expected to draw over 5 700 tobacco professionals from more than 60 countries, including key decision-makers, manufacturers, equipment buyers, and distributors.
A major highlight is the free-to-attend conference, which will feature expert-led panel discussions addressing the industry’s most pressing topics.
Sessions are slated to cover global market trends and expansion opportunities, navigate complex regulatory changes and challenges, and focus on the push toward sustainable practices within the tobacco supply chain.
Adding to the strategic importance, the 2025 edition will be co-located with the inaugural World Cigar Show, offering a dedicated segment for the premium and luxury cigar market and further cementing the event’s role as a comprehensive industry hub.
Dubai’s strategic position as a global trade gateway makes WTME 2025 an essential meeting point for businesses seeking to launch new products and establish significant strategic partnerships across the Middle East region.
On the other hand, the eighth CIIE, the world’s premier national-level exposition dedicated solely to imports, demonstrates China’s steadfast commitment to global cooperation, providing essential stability and certainty to the worldwide economy.
This six-day expo has reached unprecedented scale, hosting participants from 155 countries, regions, and international organisations.
It features 4 108 overseas exhibitors and covers an expansive exhibition area of over 430 000 square metres.
As the world’s second-largest import market for 16 consecutive years, China is a massive engine for global trade. Its goods and service imports are projected to exceed US$15 trillion.
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