ITC-ISO REGIONAL WORKSHOP ON LINKING TRADE PROMOTION ORGANIZATIONS AND NATIONAL STANDARDS BODIES FOR EXPORT SUCCESS 21 -23 June 2011, Dar-es-Salaam, Tanzania Introduction ZimTrade is the national trade development and promotion organization. It is a joint venture partnership between the private sector and the Government of Zimbabwe. The organization was established in 1991. The objectives for which ZimTrade was established are:  To promote existing Zimbabwe trade  To develop new exports, by market and product, for Zimbabwe  To promote export-related investment  To advise Government on matters related to trade, exports and investment The organization aspires to build a nation of exporters and grow export earnings to achieve a sustainable positive balance of payments position. ZimTrade’s customers are exporters, potential exporters, importers, trade support institutions and the public sector. ZimTrade is proudly ISO certified 9001:2008 and is committed to continually improve its services and service delivery channels. As a trade promotion organization ZimTrade cannot afford to ignore the culture of standards. And the best way is to lead by example; that is, by being certified to internationally accepted standards. ZimTrade has to take a leading role if it is to be true ambassador of quality. Services Provided By ZimTrade To The Business Community i) Trade information ZimTrade provides a wealth of information through a host of channels including:  Trade information library  Trade databases e.g. Zimbabwe company database, which contain profiles of exporters and importers, and the international trade statistics databases. 1

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ZimTrade publications (Zimbabwe Export and Services Directories, Weekly bulletins, Monthly newsletters and Trade user guides). These are produced for local and international distribution. ZimTrade website: www.zimtrade.co.zw

ii) Capacity Building ZimTrade offers export training programmes that groom companies so that they develop the necessary skills to exploit market opportunities. The ZimTrade Export Marketing Training Programme (EMTP) has eight modules namely:  Export business plan.  Export market research.  Export costing and terms of payment.  Export promotion strategies, negotiation skills and closing sales technique.  Export product development and packaging.  Information technology (E-commerce)  Standards and good housekeeping skills.  Export documentation, Incorterms and trade agreements. iii) Export Development The development of an export culture and the increase in the number of exporters and volume of exports is paramount to ZimTrade. Hence, ZimTrade nurtures new exporters and updates existing exporters on trade developments and opportunities in the international markets. ZimTrade is currently working on the following sectors: Building and construction materials, furniture, processed foods and beverages, clothing and textiles, horticulture, household electrical goods, leather and footwear, agricultural inputs and implements, pharmaceuticals, jewellery, packaging, motor vehicle componentry, arts and crafts, Women and Youth in Business. These sectors are in line with the government priority areas as outlined in the Industrial Development Policy that emphasizes value-addition. ZimTrade is currently working on a pilot project to certify a group of small-scale farmers under GlobalGap. v) Export Promotion ZimTrade facilitates the participation of Zimbabwean exporters at:  International Trade Fairs  Trade Missions  Solo Exhibitions 2

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Selling Missions

National Objectives As the national trade development organisation, ZimTrade’s vision is to be the leading trade development and promotion organization in Zimbabwe and the region with the ultimate objective of increasing exports. ZimTrade is obliged to play its role in the country’s development. The sectors as indicated above are in harmony with those identified in the country’s national industrial policy whose vision is “to transform Zimbabwe from a producer of primary goods into a producer of processed value-added goods for both the domestic and export market”. The Government’s Medium Term Plan (2011 to 2015) has one of its major goals as orienting the Zimbabwe economy to export-led growth. Relevant strategies include inculcating an export culture among Zimbabweans, nurturing of business competitiveness and supporting the productive sectors of the economy with the ultimate objective of maximizing the attractiveness of Zimbabwean products in the region and globally. ZimTrade services are geared towards the needs of the SMEs who in most cases lack resources to access up-to-date information on foreign market access requirements. They also lack the capacity to analyse and interpret trade regulations. It is therefore important that the services of ZimTrade and other national institutions/organisations should be easily accessible and available to SMEs. Also these institutions should be adequately capacitated to deliver their mandates. Relationship with Standards Association of Zimbabwe (SAZ) and other Institutions The NSB in Zimbabwe is the Standards Association of Zimbabwe (SAZ). Like ZimTrade, SAZ also falls under the Ministry of Industry and Commerce. SAZ services and certification schemes that are meant to enhance the competitiveness of Zimbabwe’s products and to help enterprises gain and maintain market access are generally understood within ZimTrade (though this cannot be said of all employees). Whilst there are a number of Zimbabwean companies that have achieved product mark and ISO certification through SAZ, most of the smaller and new enterprises do not fully appreciate the role of SAZ. Even the existing exporters are not familiar with the work that SAZ is doing with regards to developing standards at regional and international level. It therefore remains a challenge for ZimTrade and other institutions to educate businesses/exporters on where they can get assistance /information on standards or how they should respond to changing market demands in order to get or maintain market share. It is important that ZimTrade works closely with SAZ on matters such as product standards and technical barriers to trade. Accordingly it is pleasing to note that:

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ZimTrade is ISO certified by SAZ ZimTrade is a member of the SAZ General Council ZimTrade usually engages SAZ to deliver the EMTP module on Standards and good housekeeping. (This is one way of creating and spreading a culture of quality among business sector). SAZ and ZimTrade are in the National Technical Barriers to Trade (TBT) Committee Current ZimTrade Chief Executive Officer sits on the SAZ Executive Committee

Whilst there exists a good relationship between the two institutions there is room for improvement and forging stronger relationship. For example, there are no joint programmes/activities that the two organisations undertake. It is also important that there is cooperation of other business institutions such as chambers of industry and commerce in mobilising enterprises and establishing their common views on matters of market access. ZimTrade is a member of the following; the Confederation of Zimbabwe Industries and the Zimbabwe national Chamber of Commerce and sits on the Trade development committees of both organisations. Further, ZimTrade works closely with/participates in activities of other specialised bodies such as the Horticulture Promotion Council which is interested in issues such as SPS, HACCP and GlobalGap. Such cooperation fosters unity in mobilising resources to achieve goals. Areas Of Closer Cooperation Include:  Sharing mailing lists so that information dissemination is widespread  Website linkages (ZimTrade’s website has a link to SAZ’s website)  Promoting culture of quality in Zimbabwe at all stages of production or service delivery  Staff secondments/attachments for in depth understanding of function/role of the other organization.  Providing each other with the opportunity to enhance visibility through presentations at workshops, offering advertising space in publications, etc  Organising joint workshops on market access issues  Identification and referring of companies/exporters that require certification services.  Sourcing donor support to facilitate SMEs to achieve certification  Quick notification on current and future developments (e.g. on standards, TBTs, targeted new markets or export products)  Publicising each other’s programmes e.g. training programmes and workshops  Joint GlobalGap training for farmers (this avoids duplication of activities, unnecessary competition and optimises resource use). Ideally it would auger well to also have a SAZ representative on the ZimTrade Board. This might require amendments to the statutes/constitutions that govern both organizations. Achieving 4

this should not be very difficult since both SAZ and ZimTrade fall under one ministry. Alternatively, cooperation can be strengthened and formalised through a Memorandum of Understanding. Conclusion Today’s global markets are demanding quality goods and services that are produced and delivered according to acceptable standards. Without these attributes a product or service has little chance of retaining market share let alone penetrating the export market. The export market is very competitive as producers meet players from all over the world. Therefore, it is important that national institutions must work together in order to achieve, maintain and improve the quality and competitiveness of the country’s products and services.

C M Tsimba Marketing Manager ZIMTRADE

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