Market potential survey fresh and processed fruits and vegetables from Malawi

Globally Cool contributed to a market potential study as part of the program: 'Malawi strengthening inclusive markets for agriculture' (MSIKA), which is supported by Land O'lakes International Development.

Part of the program included research to identify market potential at international and regional levels for the following products:

  • Mango puree/concentrate
  • Dried mango
  • (Organic) Fresh mango
  • Guava puree/concentrate
  • Dried tomato
  • (Organic) Fresh tomato
  • (Sun) Dried chillies
  • Mashed chillies in brine
  • Fresh chillies
  • Sliced jalapeño
  • Paprika

The study focused on the European opportunities and answered the following questions:

  • What are the most attractive markets?
  • Where are the opportunities?
  • What are the most appropriate market entry and distribution channels?
  • What are the market characteristics, buyer requirements and trends?
  • What competition is there?
  • What willingness is there from actors to buy Malawian produce?


Fresh, dried and / or processed mangoes, guavas, tomatoes, chillies and paprikas




EU (general), Malawi

Type of activity

  • Consulting
  • Market Intelligence


  1. Identifying the three largest markets in Europe for all the products through trade flow analyses.
  2. Identifying suitable buyers and experts knowledgable of the sector.
  3. Interviewing experts and buyers to discuss market trends, market access requirements, competition and opportunities for Malawi for all the different products.


  • A quantitative trend analysis of European trade flows of the respective products.
  • A qualitative analysis of the perception of international buyers on the Malawian value chains.
  • A qualitative analysis of market trends, standards, access requirements, competition and opportunities.