Thousands of conscious consumers, food lovers, wellness enthusiasts and entrepreneurs joined international buyers from across Africa, Europe, the Middle East and North America at the Cape Town International Convention Centre from 29 – 31 May as The Good Life Show once again demonstrated why Africa’s wellness, food and sustainable living sectors are attracting growing global attention.
While visitors flocked to discover exciting new products, attend culinary masterclasses and explore the latest trends in conscious living, international retailers, distributors and hospitality operators arrived with a different mission: to find the next generation of African brands capable of succeeding on the global stage.
The result was a dynamic three-day celebration of innovation, flavour, sustainability and entrepreneurship that showcased the very best of Africa’s rapidly growing wellness economy.
Now in its sixth year, The Good Life Show has become Africa’s leading event for sustainable food, beverage, and lifestyle products, bringing together more than 250 exhibitors, sponsors, and partners, alongside world-class chefs, wellness experts, producers, and changemakers.
Visitors were treated to a sensory journey through plant-based foods, functional beverages, organic products, clean beauty innovations, sustainable lifestyle brands and artisanal products, while enjoying immersive experiences designed to inspire healthier, more conscious living.
Officially opening the event, City of Cape Town Mayoral Committee Member for Economic Growth, Alderman James Vos, said that The Good Life Show reflected Cape Town’s commitment to building an economy of well-being.
“It is a privilege to officially open The Good Life Show, an event that brings together innovators, entrepreneurs, producers and consumers who are helping shape the future of wellness, sustainability and conscious living. As the Proud Host City, Cape Town supports industries linked to wellness, healthy living, organic products, sustainability, fitness and conscious consumerism, all of which create jobs, stimulate investment and create business opportunities across multiple sectors,” said Vos.
One of the Show’s standout attractions was the new IMBO Theatre of Taste, a 360-degree culinary experience that transformed visitors from spectators into participants. Across three days of demonstrations, tastings and hands-on masterclasses, guests cooked, learned and engaged directly with some of Africa’s most celebrated culinary innovators, discovering new ingredients, practical techniques and healthier approaches to everyday eating. The immersive format brought audiences closer than ever to the chefs, stories and ideas shaping the future of food.
The programme featured an impressive line-up including Nigerian food sensation Chef T, Food Network star Jenny Morris, Peter Goffe-Wood, Chris Erasmus, Roushanna Gray, Gregory Henderson, Solina Moodley, Black Garlic Chef Clara and Constantijn Hahndiek. Signature dishes ranged from vegetable egusi with oat swallow and coconut vegetable rice with tofu to nori tempura, plantain burgers and Kalahari truffle samp risotto, highlighting both innovation and Africa’s rich culinary heritage.
The Wild & Stirred Foraging Bar proved equally popular, inviting visitors on a sensory journey through South Africa’s remarkable botanical landscape. Guests selected from an array of locally inspired botanicals, wild flavours and indigenous ingredients before partnering with expert mixologists to craft bespoke cocktails tailored to their tastes. The experience blended storytelling, sustainability and creativity, offering a fresh perspective on the country’s rich natural heritage and the growing movement towards mindful, flavour-led drinking.
For Theatre of Taste sponsor IMBO, the event demonstrated the growing appetite for healthier, more mindful food choices.
“IMBO as a brand is all about giving people the edge through Every Day Good Eating,” says Sharu Sobie, Marketing Manager at PepsiCo South Africa. “It has been wonderful partnering with The Good Life Show to bring education and inspiration to people in a really engaging way. We have received such wonderful feedback about the versatility of our range and the types of meals that can be created and elevated, as demonstrated by the incredible chefs over the three-day show. We can’t wait to bring more of this amazing content to the next audience in Johannesburg,”
Beyond the bustling exhibition halls and culinary experiences, another story was unfolding.
The Good Life Show‘s hosted buyer programme attracted senior decision-makers from countries including Sweden, Poland, Finland, Morocco, Kenya, Mauritius, the United Arab Emirates and the United States, all actively seeking innovative products aligned with growing global demand for healthier, more sustainable and purpose-driven consumer choices.
Johan Adelstal of Swedish retailer North Parade, which supplies more than 200 speciality stores, said African producers were offering exactly the kind of authenticity consumers increasingly seek.
“We are looking for products with great taste, good stories behind them and passionate people. Over the past two days, I’ve met so many incredible producers with energy and passion. We’ve seen flavours and concepts from Africa that are really interesting and unlike anything else,” he said.
Marek Schejbal of Green Seed Poland was equally impressed, saying,
“We saw things here that we had never seen before. The level of innovation was incredible. There are definitely companies that can grow beyond their local markets and appeal to consumers internationally.”
The strong interest from international buyers translated into meaningful business engagement throughout the three-day event.
The hosted buyer programme was facilitated by Ndarama Works, the Pan-African economic advisory consultancy that partnered with The Good Life Show as its official B2B Global Trade Engine, helping connect African producers with international buyers and market opportunities.
“We are incredibly encouraged by the outcomes of the hosted buyer programme,” said Precious Mahove, COO of Ndarama Works.
“The programme demonstrated the value of bringing the right buyers and suppliers together in a structured environment. We saw meaningful conversations, strong connections and clear opportunities emerging for future partnerships and growth.”
Beyond showcasing products and creating new commercial opportunities, The Good Life Show also served as a platform for learning, leadership development and sector growth.
Beyond showcasing products and creating new commercial opportunities, The Good Life Show also served as a platform for learning, leadership development and sector growth.
On Friday, 29 May, participants in the South African Organic Sector Organisation (SAOSO) and IFOAM Organics International’s Agroecology and Organic Agriculture Leadership Course (AOLC) celebrated their graduation during a special ceremony at the Show, highlighting the continued growth and professionalisation of South Africa’s organic and agroecological sectors.
“The future of the agroecology and organic sector is in good hands. Through their personal development plans, participants demonstrated the vision, commitment and leadership required to help transform South Africa’s agricultural sector and drive more sustainable food systems into the future,” said Matthew Purkis, Operational Director of the SAOSO Foundation.
For organiser Live Events, the success of the Cape Town edition demonstrated both the growing consumer appetite for conscious living and the increasing international interest in African innovation.
“What makes The Good Life Show so special is that it brings together every aspect of conscious living in one place,” said Heidi Warricker, Chief Events Officer at Live Events.
“Visitors can discover exciting new foods and beverages, meet the people behind innovative local brands, learn from some of Africa’s most inspiring culinary talent and explore practical ways to live more sustainably. At the same time, it creates meaningful opportunities for African producers to connect with buyers and partners from around the world.
“What has been particularly exciting this year is seeing international buyers recognise the quality, innovation and originality coming out of Africa.
“The conversations taking place here show that African brands are not simply participating in global wellness and sustainable living trends – in many cases, they are helping to shape them.”
As the final tastings were shared, new partnerships formed and visitors left inspired by fresh ideas, innovative products and healthier ways of living, one message emerged clearly from this year’s event: the future of conscious living is not something distant or aspirational; it is already taking shape here in Africa.
Following the success of the Cape Town event, The Good Life Show now heads to Johannesburg, where consumers, producers, innovators and buyers will once again come together to celebrate the ideas, flavours and innovations shaping a healthier, more sustainable future.
The Johannesburg edition takes place at the Sandton Convention Centre from 18 to 20 September 2026.
Tickets are available at https://qkt.io/GoodLifeShowAfrica-Johannesburg2026.
