Opportunity for Ugandan “Masaka” Passion Fruit

The Ugandan fresh fruit export market is expanding rapidly: between 2014 and 2018, the country’s fruit exports increased by almost 250% from 2.5 million USD to 8.6 million USD. Uganda has the potential to become a key exporter of fresh fruits, as it is one of the most fertile areas in Africa. Lake Victoria and the Nile River cutting through the heart of the country provide the area with ample water. Uganda is also located on the East African plateau and the high altitude helps moderate the tropical heat. These factors make Uganda a perfect environment for passion fruits.

There are two main varieties of passion fruit grown in Uganda: local and hybrid varieties. The local variety, typically known as ‘Masaka’, is the sweeter variety of the two, and on average weighs about half of the hybrid. Masaka passion fruit is great to eat on its own but is not ideal for processing due to its small size. The internal BRIX testing by Zahra Food Industries Ltd, a Ugandan fruit and vegetable exporter, has shown that the Masaka passion fruit has a BRIX level as high as 16. The hybrid passion fruit is also very sweet, but not as sweet as the local variety, as its BRIX level ranges between 10 to 15. Despite the lower BRIX level, the hybrid passion fruit has a more appealing look with its crimson red skin and an orange-yellowish pulp.

The target markets for Ugandan passion fruit exporters are Europe and the Middle East. The main competitors are the neighboring countries Kenya and Rwanda. Although the Kenyan and Rwandan passion fruits have lower BRIX levels than the Ugandan passion fruit, the competitors have a price advantage due to their economies of scale, as the horticultural industry in Kenya and Rwanda is much more advanced than Uganda’s.

Although the Ugandan fruit export market is expanding rapidly, not every exporter is able to benefit from this opportunity. Around 70% to 80% of the fruit produced never makes it to the market and goes to waste. The main reason why these fruits go to waste is that Ugandan fruits often do not meet the high standards set by the international market. The closest port from Uganda, Mombasa port in Kenya, is 1,200 km away which makes a good cold-chain infrastructure vital. However, Uganda is still lacking this infrastructure, as well as a standardized ground testing methodology. This makes it hard for the country to enter key markets such as Europe.

Exporters like Zahra Food Industries Ltd have taken measures to ensure that their fruits do not go to waste. For example, ZFI operates out of a modern processing facility that complies with food safety and phytosanitary standards. In addition, the company is on its path to becoming the first Ugandan agro-processor focussed on fruits and vegetables to become ISO certified for Food Safety Management System. Based on global trends, the demand for tropical fruits is increasing. To take advantage of this opportunity, the founder of Zahra Food Industries Ltd, Quresh Fidahusein, believes that the Ugandan government and the private sector need to combine their efforts to better market Ugandan products and to make more investments in the horticultural industry.