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).
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.
