South Africa’s leading conscious living event, the Good Life Show, returns in 2026 with a sharpened focus on market access, sustainability and global trade. The event will take place at the Cape Town International Convention Centre from 29–31 May, followed by a second edition at the Sandton Convention Centre in Johannesburg from 18–20 September.
Now in its sixth year, the Good Life Show has evolved beyond a consumer exhibition into a business-facing platform attracting thousands of visitors, including distributors, investors and procurement specialists from across the globe.
Expanding opportunities for value-added agriculture
With increasing global demand for organic, plant-based and sustainably produced goods, the show provides a showcase for producers looking to diversify and move up the value chain. Exhibitors span categories such as functional foods, plant-based beverages, clean-label products and eco-conscious home and lifestyle goods.
This reflects a broader shift within agriculture toward value-added production, where branding, processing and sustainability credentials play a growing role in market competitiveness.
International buyers in focus
More than 250 regional producers are expected to exhibit, with buyers from countries including Japan, the United States, Germany and the United Arab Emirates attending the event. These interactions are designed to move beyond traditional trade shows, offering structured opportunities for business engagement.
A key development for 2026 is the introduction of the B2B Global Trade Engine, which facilitates pre-scheduled, one-on-one meetings between exhibitors and international procurement heads. The initiative aims to accelerate export readiness and open pathways into new markets.
Linking production to demand trends
While the event retains its strong consumer appeal, its programming increasingly reflects global consumption trends that directly impact producers. Growing interest in plant-forward diets, clean-label foods and environmentally responsible sourcing continues to shape demand, influencing what farmers produce and how products are positioned.
Interactive elements such as masterclasses and product demonstrations serve not only as visitor attractions but also as platforms to showcase innovation in ingredients and production methods.
Culinary influence drives demand
A line-up of leading chefs, including Tolani Tayo-Osikoya and Jenny Morris, will highlight the use of locally sourced, health-conscious ingredients. Their involvement underscores the role of the food service sector in driving demand for premium agricultural products and shaping consumer preferences.
Strengthening export ecosystems
The event’s expanded trade focus is supported through collaboration between Live Events and Ndarama Works, aimed at strengthening the infrastructure required for international market entry.
By facilitating direct engagement between producers and global buyers, the Good Life Show contributes to building a more competitive, export-oriented agricultural sector. The initiative aligns with broader efforts to position South Africa as a supplier of high-quality, sustainably produced goods in the global wellness economy.
A platform for future growth
With the global wellness market continuing to expand, the Good Life Show provides a timely opportunity for agricultural producers to align with emerging trends and secure new routes to market. As the sector increasingly intersects with health, sustainability and lifestyle, platforms such as this are expected to play a critical role in shaping the future of South African agriculture.