Zimbabwe’s baobabs, with their immense trunks and ancient, towering presence, are iconic trees that play a vital role in both the environment and the economy. Beyond their natural allure and deep roots in Zimbabwean culture, baobabs are proving to be an invaluable resource for entrepreneurship in the region.
This unique tree contributes to local livelihoods through various industries, especially in sectors like health, wellness, and food products, helping fuel small businesses and foster innovation.
In Africa baobabs survive for over 2,500 years old and they have endured harsh droughts and shifting climates, yet they remain remarkably stable with low mortality. Contrary to popular belief, these resilient giants are not succumbing to climate change, rather, they thrive in arid conditions, with excessive water posing a far greater threat to their survival than drought.
The Economic Impact of Baobabs in Zimbabwe
Zimbabwe is home to an abundance of baobab trees, particularly in the southern and western regions. Often called the “Tree of Life,” the baobab yields a variety of products that are economically viable and valuable on both local and global markets. With over 300 medicinal uses the tree’s fruit pulp, seeds and leaves are harvested sustainably and transformed into diverse products, from dietary supplements to skincare products and superfoods, each possessing high nutritional and health benefits.
In recent years, the global demand for baobab products has surged, with health-conscious consumers turning to it for its rich vitamin C, fiber, and antioxidant content. This demand has opened doors for local entrepreneurs, who have begun to package, market and export these products. For rural communities where economic opportunities are limited, baobab-based enterprises offer a source of income that aligns with sustainable practices and environmental conservation, a priority for many Zimbabwean entrepreneurs seeking long-term impact.
The baobab industry has significant potential to shape Zimbabwe’s economic future by fostering entrepreneurship that values both profitability and environmental stewardship. Small and medium-sized enterprises in the baobab sector exemplify how local resources can lead to innovation, create jobs, and improve community welfare. Furthermore, with growing interest in sustainable and natural products, Zimbabwean entrepreneurs have the opportunity to expand into regional and international markets, bringing Zimbabwe’s baobab products to new audiences. In international markets a kg of baobab powder costs between $20 to $40 while locally unprocessed baobabs ranges between $1 and $5.
Baobabs are more than just trees, they are catalysts for economic empowerment and environmental consciousness. As Zimbabwe’s baobab industry continues to grow rapidly, it provides a model for sustainable development where businesses can thrive without compromising the ecological treasures of the land.
B’Ayoba—Pioneering Zimbabwe’s Baobab Industry

One notable example of a successful baobab business in Zimbabwe is B’Ayoba, a company established by Gus Le Breton a biodiversity enthusiast. The company has positioned itself as a leading player in the baobab industry. Founded with a mission to create sustainable livelihoods in rural Zimbabwe, B’Ayoba works directly with rural communities to source baobab fruit ethically. By establishing partnerships with thousands of small-scale harvesters, they have created a fair-trade model that ensures a steady income for locals while maintaining the health of baobab populations.
“When I started in 1995, there was a lot of traditional use of baobab powder. The traditional use generally involved cracking open the fruit, taking out the dry pulp and seed, and then separating them using a pestle and mortar, which is, yeah, pretty much the same all across Africa.” He explains.
Gus commonly know as The African Plant Hunter has over 25 years of experience in ethical and biodiversity-friendly natural products businesses across Southern Africa. Currently, he serves as Board Chair of the African Baobab Alliance and was the founding CEO of PhytoTrade Africa, where he supported African SMEs in developing sustainable business opportunities around native biodiversity for the food, cosmetics, and pharmaceutical sectors. Gus also played a key role in establishing the Union for Ethical BioTrade (UEBT), where he served as Board President for four years. UEBT promotes ethical sourcing practices in the global cosmetics and food industries.
“I think when I started on this journey of trying to develop commercial opportunities around indigenous plants that would benefit small-scale rural harvesters across Africa, the baobab tree was one of the proverbial low-hanging fruit. It already has a story. It already has a long history of traditional use. You could see that it would be one that would be relatively easily marketed to an outside world that had never heard of it.” He says.
He is internationally recognized as a leading expert in Access and Benefit-Sharing mechanisms for biodiversity. His other ventures include Katavi Botanicals, a natural skincare line based on the Kigelia tree and Kaza Natural Oils, producing cosmetic oils from indigenous African plants. Additionally, he runs Bio-Innovation Zimbabwe, an innovation hub fostering new businesses around underutilized species.
B’Ayoba has not only carved out a niche in the Zimbabwean economy but also on the international stage, exporting baobab powder, oils, and other products to various countries. The company follows rigorous quality standards and organic certification processes, increasing the appeal of their products to global markets. In addition to offering training and resources to local harvesters, B’Ayoba invests in community development projects that focus on healthcare, education and conservation, reinforcing their commitment to positive social impact.
The Growing Global Market for Baobab Powder
The baobab powder market, valued at approximately $8.6 billion in 2023, is forecasted to reach $12.1 billion by 2030, growing at a steady CAGR of 5.0%. Known for its exceptional nutritional benefits, baobab powder has found a significant foothold in the health and wellness industry. Rich in vitamin C, fibre, antioxidants, and essential minerals, baobab powder has become a favoured super food, appealing to health-conscious consumers seeking natural ways to support immunity, digestion and overall wellness. Its versatility allows easy incorporation into various foods, beverages and supplements.
Consumer interest in natural, clean-label products has propelled baobab powder’s popularity. As consumers gravitate towards plant-based, minimally processed foods, baobab powder aligns perfectly with these preferences, especially given its organic certifications and sustainable sourcing. This trend is expected to continue driving demand, with the organic baobab powder segment projected to grow steadily.
Beyond food and beverages, baobab powder is increasingly utilized in the cosmetics and personal care industries. Its natural antioxidants and moisturizing properties have made it a popular choice in skincare products, while its nutritional richness adds value in dietary supplements. With clean beauty and natural wellness on the rise, baobab powder’s multi-industry appeal supports sustained growth.
Geographically, the U.S. and China are key markets for baobab powder. The U.S. market alone was estimated at $2.3 billion in 2023, while China is expected to experience a robust CAGR of 7.7%, reaching $2.7 billion by 2030. This growth trajectory suggests that consumer awareness and the demand for nutrient-dense, eco-friendly products will continue to bolster the baobab powder market globally.
The growth of the baobab powder market fuelled by health trends, clean-label demands, and diversified applications will propel many African entrepreneurs to the esteemed global markets, making baobab powder an ingredient to watch across industries.