African, US, Asian/Middle East, and European buyers are hungry for African products, and The Good Life Show proved this in Cape Town when it facilitated hundreds of meetings between exhibitors and buyers, resulting in new supplier relationships and active commercial opportunities.
The Johannesburg edition of the Good Life Show takes place at its new venue, the Sandton Convention Centre, 18-20 September 2026, when an impressive line-up of international buyers are flying in specially to discover new African products.
As Africa’s premier food, beverage, wellness and conscious living event, the Good Life Show in Johannesburg brings numerous and exclusive opportunities for local businesses to open local and global trade channels and to pursue new export markets through facilitated targeted networking sessions with potential buyers and strategic partners.
- These are all opportunities for businesses at different stages of growth, including those seeking access to local retail, food service, distribution and e-commerce channels.
The 2026 Cape Town Good Life Show in May this year attracted more than 6,000 visitors, brought together 282 exhibiting companies, sponsors and partners, welcomed 334 registered trade professionals and facilitated 781 curated, private matchmaking meetings with decision-makers. The show had participation from 18 nations and provided access to global distributors supplying more than 200 specialty stores. The Hosted Buyer Programme delivered more business outcomes, with 86% of buyers establishing new supplier relationships on-site and 71% of these interactions already progressing to active sample testing or product evaluation. These results highlight the importance of creating stronger international trade connections for African businesses. This growing interest in African products was reaffirmed when the Good Life Show recently hosted the ‘Poland as a Gateway to Europe’ webinar, which brought together African exporters and trade stakeholders to explore practical pathways into European markets.
Building on this momentum, a key feature of the Johannesburg show will be the Hosted Buyer Programme. Facilitated by Ndarama Works, The Good Life Show’s official B2B global trade engine, these sessions connect African producers with qualified buyers and trade partners travelling specially to visit the show from Africa, Europe, USA, Asia, the Middle East and North America. The SimplyBiz® Networking Lounge, powered by Nedbank, will provide yet more opportunities to engage with investors, buyers and industry leaders.
The show’s trade programme also includes a series of targeted panel discussions and workshops addressing export opportunities, international trade, market access and business growth, alongside dedicated product pavilions and expanded B2B networking opportunities.
Heidi Warricker, Chief Events Officer at Live Events, says: “Africa has the products, innovation and entrepreneurs to compete globally, but businesses need access to the right people and networks to turn that potential into real opportunities. The Good Life Show is the ecosystem where trade begins -because, once the connection happens, the orders fly.”
While trade and business development remain a major focus, The Good Life Show continues to offer an inspiring consumer experience, with groundbreaking food, beverage, wellness and lifestyle products, live chef demonstrations, tastings and masterclasses, dedicated country and product pavilions, an expanded Wellbeing Hub, and talks covering nutrition, entrepreneurship and even help with future-proofing personal financial security. These experiences reflect the changing priorities of conscious consumers and foodies who increasingly look for high-quality products that align with their values, lifestyles and interest in health, sustainability and responsible consumption.
By bringing trade and consumer audiences together, The Good Life Show is strengthening its role as a platform for African brands looking to grow their businesses while giving visitors access to the latest developments in healthy, conscious living.
If you would like to hear directly from exhibitors about their experiences at the Cape Town edition of The Good Life Show and how the event helped them connect with buyers, watch the video here.
The Good Life Show takes place from 18 to 20 September 2026 at the Sandton Convention Centre in Johannesburg.
Hosted Buyer applications, trade visitor registrations and exhibitor enquiries are now open via the Good Life Show Africa website. 🔗 Book Tickets | Joburg: https://www.quicket.co.za/events/362913-good-life-show-africa-2026-johannesburg/
