TITY Nutry used its presence at the Zimbabwe Agricultural Show (ZAS) to exhibit how locally sourced baobab and other indigenous products can be transformed into value-added foods and beverages while promoting healthier lifestyles.
The Harare-based company attracted visitors to its stand with a range of products made largely from Zimbabwean natural ingredients, including baobab juice, snacks, coffee and powder, as well as pumpkin seeds and traditional plant-based products.
Founded in 2017, Tity Nutry has built its business around baobab, producing drinks made from 100 percent baobab pulp alongside other products targeting consumers increasingly looking for natural alternatives.
Beyond the finished products on display, the company’s model also provides an income stream for rural communities, particularly women, from whom it sources some of its raw materials.
The arrangement allows women harvesting baobab fruit in rural areas to earn income while supplying the raw material that is subsequently processed and packaged in Harare.
At the ZAS, Tity Nutry promoted baobab as a traditional wild fruit, highlighting its potential for commercial value addition and its nutritional profile.
Among the products on show was caffeine-free baobab coffee, which the company markets as an alternative for consumers seeking to reduce their caffeine intake.
It also produces baobab powder, promoted for its nutritional benefits and traditional use for digestive wellness, while its baobab pulp juice is made without additives.
Baobab fruit is naturally rich in vitamin C, fibre and several minerals, making it increasingly attractive to consumers interested in nutrient-dense foods.
Tity Nutry also showcased pumpkin seeds, which are a source of zinc, magnesium and other nutrients.
The company’s range extends beyond baobab to indigenous products such as Kigelia, locally known as mubvee, which has traditionally been associated with sexual wellness, as well as muramanyama, a traditional herbal product used for digestive complaints.
While some of the products have long-standing uses in traditional wellness practices.
The company’s participation at the agricultural show highlighted the growing commercial potential of Zimbabwe’s indigenous fruits and plants, particularly when producers move beyond selling raw materials and invest in processing, packaging and branding.
For Tity Nutry, that value chain begins with locally available resources and extends to creating products that can generate income for rural suppliers while providing consumers with locally produced alternatives.
The company operates from 345 Affirmative Way in Willowvale, Harare.
