The Good Life Show 2026 connected African food, wellness and conscious living brands with consumers, buyers and commercial partners, demonstrating that better living choices are gaining widespread market adoption, and dispelling the perception that they belong to a niche, ‘nice-to-have’ lifestyle sector. As Heidi Warricker, director of the shows says: “We had buyers coming from all over Africa, Europe and the US to see what we have to offer them. They are looking for authentic products with great pedigree, and The Good Life Show is where they can not only find these products but also engage in talks about how to market them in their countries. We have shifted from playing in a specialised market to being in a core consumer category – people want to live better lives through the lifestyle choices they make, and the Good Life Show helps them – and the buyers seeking to please them – give them what they want.”
Held at the Cape Town International Convention Centre (CTICC) from 29 to 31 May and Sandton Convention Centre from 18 to 20 September, the shows combined hands-on experiences with trade engagement, helping businesses test products, gather feedback and explore new markets. Cape Town welcomed buyers from Europe, Africa, the Middle East and North America, while Johannesburg’s Hosted Buyer Programme and business matchmaking connected exhibitors directly with prospective commercial partners.
In Johannesburg, the matchmaking programme brought together 11 hosted buyers, buyers from three African countries, exhibitors from nine countries and official foreign missions representing 17 countries. A sauces business secured an export deal to Botswana, with products also set to reach Namibia and Zambia. Further opportunities included ongoing discussions between U.S. and Tanzanian buyers and African suppliers, while a Gauteng health products retailer requested trial products from a Zimbabwean beverages firm. Some foreign entities have already begun discussions through their missions in South Africa about their countries’ participation in 2027.
Registered trade visitors spanned retail, e-commerce, food service and hospitality, alongside trade promotion organisations, diplomatic representatives and industry bodies. Registrations also included corporate businesses, government departments and economic development agencies, reflecting the range of sectors interested in the show. Together, these registrations highlighted the growing relevance of The Good Life Show as a platform for business networking and market development.
Adding to the trade aspect of the show, the Africa Food, Wellness & Lifestyle Trade Summit programme covered talks around topics such as retailer requirements, funding, organic agriculture, resilient food systems and scaling a brand, with contributions from GGDA, AgriCulture Gauteng, SAOSO, Proudly South African and the U.S.-Africa Trade Desk and FoodBev SETA.
Alongside its trade focus, The Good Life Show supported consumer awareness of sustainable food, wellness and conscious living, giving emerging and established brands valuable exposure and direct feedback. Visitors enjoyed tastings, chef demonstrations and hands-on experiences, with the IMBO Theatre of Taste bringing African ingredients to life through Cape Town’s immersive 360-degree format and Johannesburg’s heritage recipes, healthy family cooking and mystery-box showdown. The Wild & Stirred Foraging Bar took visitors on a sensory journey through South Africa’s remarkable botanical landscape, and the Golden Hour Mixology Masterclass offered cocktail discoveries, while Lisa Raleigh’s bounceCHELLA Experience and talks on healthy living, food choices and skincare rounded off a programme of fun, interactive and engaging consumer experiences.
The culinary programme gave visitors the opportunity to cook, learn and engage directly with some of Africa’s most celebrated culinary innovators, discovering new ingredients, practical techniques and fresh ideas for everyday meals. Dishes ranged from vegetable egusi with oat swallow and coconut vegetable rice with tofu to nori tempura, plantain burgers, poached guava with tapioca coconut porridge and Xigugu samp risotto, white bean and Danawa espuma, showcasing the creativity and diversity shaping the future of food.
B Kynd, a plant-based seafood brand that participated in both editions, shared: “The best part of the Good Life Show was watching people try our plant-based sashimi options and do a double take. Many couldn’t believe it wasn’t fish.”
Reflecting on the culinary partnership, Sharu Sobie, Marketing Manager at PepsiCo South Africa, says: “IMBO as a brand is all about giving people the edge through Every Day Good Eating. 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.”
For Ms. Thuto Morudu, Acting Senior Manager of Trade & Export Development at the GGDA, the focus is on turning African innovation into market opportunity: “African producers have products and ideas with the potential to compete internationally. Taking that next step requires an understanding of buyer expectations, distribution channels and the demands of each market. The Good Life Show brought these considerations into direct conversations with buyers, giving participating businesses a clearer view of what it takes to take on the world.”
Monique Chinnah, Senior Manager – Beyond Banking at SimplyBiz, powered by Nedbank, commented: “SimplyBiz, powered by Nedbank, is a free business-growth platform open to all small business owners, regardless of who they bank with. We help entrepreneurs access the tools, networks and opportunities they need to build sustainable businesses. Through The Good Life Show, we sponsored 25 vendor exhibition stalls, including 13 in Cape Town and 12 in Johannesburg, helping small businesses gain exposure and connect directly with potential customers. Our SimplyBiz Networking Business Lounges at both events also created spaces for entrepreneurs to connect, collaborate and build relationships that support business growth.”
Looking towards the next edition, Heidi Warricker says: “The strength of The Good Life Show lies in bringing people together around sustainable living, wellness, food, and the opportunities they all create. As we look towards 2027, we want to build on those connections, celebrate Africa’s rich food and natural heritage and help more homegrown businesses across the lifestyle and wellness sectors reach new audiences and markets.”
The Good Life Show thanks its sponsors, exhibitors, strategic and media partners, chefs, mixologists, speakers, buyers, trade visitors and public visitors for their contribution to the 2026 programme.
Buyers and consumers can look forward to the next edition of The Good Life Show in Cape Town 2027, taking place from 27 to 30 May at the Cape Town International Convention Centre (CTICC).
Beyond the Horizon
The Good Life Show is preparing for its next major milestone, with organisers set to reveal a significant announcement before the end of the year. The next chapter promises stronger connections with local buyers and new international opportunities for African conscious living brands.
FEEDBACK FROM BUYERS, EXHIBITORS AND TRADE PARTNERS
Major UAE buyers discover Africa’s premium agricultural potential at the Good Life Show Africa. In this interview we spoke with Abu Amir, CEO and founder of Missan Group of Companies (Bisan Group) from Dubai, UAE.
Link: https://youtube.com/shorts/DYTz0CfD1Do
Abu Amir, CEO, Missan Group of Companies, UAE: “Attending the Good Life Show as a hosted buyer was a valuable experience that opened my eyes to Africa’s potential as a source of quality food products. Meeting manufacturers directly gave us insight into their products, pricing and capabilities, and I was particularly impressed by the quality and commitment of the businesses we met. Following our meetings in Sandton, Missan Group is actively exploring opportunities in direct purchasing, contract manufacturing and joint ventures. For suppliers looking to enter international markets, consistent quality, prompt communication and the necessary certifications and documentation are essential.”
How Pan-African trade networks connect local SMMEs with global buyers | Dr Golden Mahove. In this insight-packed interview we speak with Dr Golden Mahove, CEO of Ndarama Works, a leading Pan-African economic development consulting firm.
Link: https://youtu.be/U3-mUJhxH6o?si=OIsxVkA1KI9oE5e3
Dr Golden Mahove, CEO, Ndarama Works: “Our partnership with The Good Life Show reflects our belief in the power of small businesses to create jobs and drive trade and investment. We brought together delegations from Namibia, Eswatini, Lesotho, Mozambique, Zambia and Angola, among other countries, alongside buyers from the UAE, Qatar, India, the USA, Tanzania, Botswana and South Africa. Buyers responded positively to the distinctive African flavours and natural products they discovered. Collaboration with development agencies and industry partners helped more small businesses participate. Next year, we aim to build on this by expanding buyer participation and bringing in more expertise in trade finance, logistics, certification and quality assurance.”
How to export African food and wellness products to the US market | Frances Fraser, Director of Continental Services at the US Africa Trade Desk (USATD).
Link: https://youtube.com/shorts/QHevxCdRzlY
Frances Fraser, Director of Continental Services, U.S.-Africa Trade Desk: “The Good Life Show connected us with suppliers equipped to meet the requirements of the U.S. market, including food safety standards and social compliance audits. I was particularly impressed by those who had their pricing, pallet configurations and pack sizes readily available, giving us the information needed to introduce their products to U.S. buyers. The interactive cooking demonstrations, workshops and masterclasses added to the experience, while Ndarama Works played a valuable role in facilitating our supplier meetings.”
Earthshine discovers powerful long-term business connections at the Good Life Show Africa. In this quick highlight from the Good Life Show Africa, we chatted with Noel Marten from Earthshine. Specialising in premium, mostly organic African cacao and activated seeds and nuts, Earthshine focuses on single-origin African sourcing.
Link: https://youtube.com/shorts/QOyEw3ZRBX8
Discover how an emerging organic wellness brand is expanding its footprint across the African continent. In this exclusive highlight from the Good Life Show Africa, we chat with Itumeleng Baepane, founder of Olu Skin Collective, a cutting-edge wellness and skincare business.
Link: https://youtube.com/shorts/BOtmLC2Iy9M?si=1e6npABOfEcxee8A
Itumeleng Baepane, Founder, Olu Skin Collective: “The Good Life Show was an incredible experience for our business. We connected with traders from other countries, exchanged contacts and explored relationships that could open doors to markets across Africa. We also met like-minded businesses focused on organic products and healthier lifestyles. The show introduced us to people and opportunities that we look forward to exploring further.”
Hosted buyer representative, Qatar National Import & Export Co. (QNIE): “We arrived expecting to find South African products and were delighted to discover a diverse range of export-ready brands from across Africa, all in one place. The Good Life Show provided an exceptional opportunity to connect directly with innovative producers and suppliers, and our team is already following up with several brand owners we met. The experience opened up valuable possibilities for new partnerships and regional trade.”
Andrew Bulter, Foreign Trade Promotion Manager, Mpumalanga Economic Growth Agency (MEGA): “The Good Life Show is a valuable platform for businesses to showcase their products, explore new markets and engage directly with consumers and industry. For MEGA and our Mpumalanga exhibitors, it provided excellent exposure and opportunities to build relationships while promoting the province’s growing range of quality products. We were proud to participate in such a dynamic, well-organised event and look forward to bringing even more Mpumalanga businesses to future editions.”
Katia Pinto, Managing Director, KAPEX Inclusive Trade Consultant: “Africa, particularly Southern Africa, has a wealth of natural and organic products that deserve greater recognition. The Good Life Show provides a valuable marketplace for these businesses to gain visibility, connect with potential customers and create opportunities for growth.”
FoodBev Manufacturing SETA: “The product range at The Good Life Show was impressive, and it was encouraging to see such a strong emphasis on quality and product standards.”
Lesotho enterprises showcase local innovations at the Good Life Show Africa. In this interview we catch up with Tšepo Shava, Enterprise Development Officer at The Basotho Enterprise Development Corporation (BEDCO).
Link: https://youtu.be/2jBHnaWui4Y?si=i7Ov3a5p-QPoEz6W
Tšepo Shava, Enterprise Development Officer, Basotho Enterprise Development Corporation (BEDCO): “We participated in The Good Life Show with eight exhibitors from Lesotho, showcasing haircare products, herbs and cosmetics. It was a rewarding experience that enabled our businesses to connect with new customers, engage with South African manufacturers and explore opportunities for collaboration. We were proud to showcase Lesotho’s products and would welcome more opportunities to participate in exhibitions of this kind.”
Tuli Kaapanda, CEO, Tuliline, Namibia: “The Good Life Show gave Namibian businesses an opportunity to showcase their products, learn from exhibitors from other countries and gain insights through the show’s information sessions. We also connected with potential suppliers of production inputs, packaging and technical support, creating valuable contacts to support future product development.”
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