As the global demand for traceable and sustainable produce surges, the Western Cape is preparing to cement its status as Africa’s premier agribusiness hub. From 3 to 4 March 2026, the Cape Town International Convention Centre (CTICC) will host “Made in the Cape,” Wesgro’s flagship trade programme designed to bridge the gap between local primary production and international retail.
The Western Cape currently punches far above its weight, contributing 55% of South Africa’s total agricultural exports despite making up only 10% of the country’s landmass. This event aims to leverage that momentum by connecting local producers directly with 36 high-impact “hosted buyers” from the UK, USA, Europe, and Asia.
Sector Focus: The Export Powerhouses
Wesgro has highlighted specific agricultural and agri-processing sectors as the core focus for this year’s showcase. These are the industries where the “Cape Brand” carries the most weight in global markets:
Premium Wine & Spirits: As the world’s 7th largest wine producer, the Western Cape dominates this sector. Buyers are specifically seeking sustainability-certified wines and boutique spirits, including the region’s globally acclaimed gins.
Horticultural Excellence: The showcase features the province’s “big hitters”—citrus, pome fruit (apples and pears), and table grapes. With Western Cape agricultural exports reaching a record R73.8 billion in 2024, these fresh produce lines remain the bedrock of the trade mission.
High-Value Niche Crops: There is a growing international appetite for the Western Cape’s unique offerings, specifically Rooibos tea, blueberries, and olives (of which the province produces 95% of the national output).
Processed Foods & Seafood: The event will feature value-added products including canned fruits, spices, and sauces, alongside the Western Cape’s premium aquaculture and fisheries exports.
The “Origin” Advantage
For the 250 exporters participating, the event is built on the concept of “Trusted Origin.” Wesgro CEO Wrenelle Stander emphasizes that international buyers are no longer just looking for commodities; they are looking for “the soul behind the product”—products that tell a story of unique soil, Mediterranean climate, and ethical labor practices.
To support this, the Cape Trade Portal will serve as the digital backbone of the event, allowing the 700+ scheduled B2B meetings to be backed by verifiable data and seamless digital matchmaking.
Logistics and Growth
Agriculture Minister Dr. Ivan Meyer noted that an export-led strategy is the most effective tool for rural job creation. However, the “last mile” remains the greatest challenge for local farmers. Through partnerships with Standard Bank and DHL Express, the programme provides exporters with the financial tools and cold-chain logistical muscle required to ensure perishable agricultural goods reach London or New York in peak condition.
“Made in the Cape 2026” is a clear signal that the Western Cape is moving away from being a mere exporter of raw materials toward becoming a sophisticated global source of premium, branded agri-products. For the local farmer, a successful contract signed at the CTICC this March isn’t just a sale—it is a long-term investment in the sustainability of the Cape’s rural economy.