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Zimbabwean Entrepreneur Transforms Her Agribusiness Through WIPO's IP Initiatives

Peserverance Muzeya, an entrepreneur from Harare, Zimbabwe, is reshaping the agro-processing and agribusiness landscape. Her Small and Medium-sized Enterprise (SME) symbolizes more than just business – it embodies a commitment to combating poverty, eradicating hunger, and creating employment opportunities.

(Photo: Peserverance Muzeya/Alzanael Delights)

Starting as a horticultural farmer, Peserverance adeptly turned adversity into innovation when she faced challenges securing a market for her fresh produce and safety concerns as a woman in transport. She turned to agro-processing to preserve her harvest. This transformative solution led to Peserverance collaborating with fellow female farmers to address market access issues – and foster positive social impact. Her business now facilitates market access for women in her community and empowers them to own pivotal factors of production, including land and agricultural machinery. This shift in ownership underscores Peserverance’s commitment to encouraging sustainable change and leaving an enduring impact on the lives of these women.

Peserverance recalls her journey taking a significant turn when she participated in WIPO's regional IP conference in Kigali, Rwanda, from May 15 to 17, 2023. It was there that she recognized the potential of intellectual property (IP) to enhance the value of her products and drive business growth. Following three days of immersive practical sessions on IP, Peserverance, among 30 women selected chosen from 120 participants, embarked on a follow-up coaching and mentoring project by WIPO. The project aimed to support them in optimizing the performance of their agribusiness SMEs and achieve business goals using the IP system. In a short span, Peserverance witnessed transformative progress, particularly in branding, product development, and utilizing IP for effective marketing.

(Photo: Peserverance Muzeya/Alzanael Delights)

"When I started the mentorship and coaching program, I did not have a logo for all my products,” says Peserverance. “It was through the program that I learned about having a logo and registering for a trademark. I managed to have a logo in November 2023 and registered for a trademark in December 2023 through the program."

Peserverance emphasizes the importance of WIPO's insights into the African Continental Free Trade Area (AfCFTA), saying: "Initiatives are underway to meet international standards, including packaging, branding, and regulatory compliance for export. I am reviewing contracts with employees and other partners so that we include the IP clauses, as learned during the program."

(Photo: Peserverance Muzeya/Alzanael Delights)
(Photo: Peserverance Muzeya/Alzanael Delights)

Beyond these advancements, she shares: "We have changed our packaging as part of implementing what I have been learning. The program is still ongoing and we are only halfway through but I am already seeing growth in sales which have been a direct result of having properly labeled products."

Peserverance's agribusiness now offers a diverse range of branded products and services called ‘Alzanael Delights’, from dehydrated fruits and vegetables to further processed items like biltong, gluten-free and nut-free fruity seed bars, and various flours. Her company not only fights food waste but also contributes to reducing post-harvest losses and fostering income growth. Her journey exemplifies the transformative power of IP awareness, capacity building and support, as well as the ripple effect of positive change within small businesses and the wider community.

“We are not just expanding our product offerings but also deepening our roots in the communities we serve,” says Peserverance. “As we look ahead, we are confident that our continued dedication to excellence will propel us to new heights, creating a lasting legacy in the realm of agribusiness and sustainable food solutions.”

(Photo: Peserverance Muzeya/Alzanael Delights)
(Photo: Peserverance Muzeya/Alzanael Delights)

Bridging Theory and Practice

This initiative by WIPO and partially financed by the Japan Patent Office (JPO) via the Funds-In-Trust Japan Industrial Property Global represents a strategic effort to bridge the gap between theoretical understanding and practical application of IP. Recognizing the need to go beyond theoretical frameworks, WIPO's follow-up activities aim to make IP more tangible and accessible for entrepreneurs like Ms. Peserverance Muzeya. By delivering tailored IP knowledge, tools, and resources through coaching and mentoring, WIPO ensures that SMEs can effectively engage their capacities using IP strategies. This hands-on approach not only demystifies the complexities of IP but also empowers entrepreneurs to navigate and leverage the system for sustainable business growth. WIPO's commitment to practical education underscores its dedication to fostering real-world impact and success for SMEs in various industries.


The regional IP conference in Kigali, Rwanda, from May 15 to 17, 2023, highlighted the crucial role women play in agriculture and agribusiness value chains, emphasizing their potential contribution to a robust sector. In follow-up, the Division for Africa team initiated a project focusing on mentoring and coaching 30 women in agribusiness to leverage the IP system for commercial success. The tailored coaching program by IP experts is equipping these selected women with leadership, financial, marketing, and technical skills, fostering value addition and enabling them to compete in regional markets empowered with IP strategies. This project was partially financed by the Japan Patent Office (JPO) via the Funds-In-Trust Japan Industrial Property Global.