19 Aug 2026 From Baobab to Rooibos: African products are in demand
Wonderful export opportunities await African producers at the Good Life Show….
The upcoming Good Life Show’s Hosted Buyer Programme will bring a host of qualified buyers from India, Pakistan, the UAE, Greece, Ghana, China and Botswana to SA, connecting their international sourcing demand directly with African producers and brands.
The programme forms part of The Good Life Show’s expanded B2B trade focus, in partnership with Ndarama Works, the show’s official B2B Global Trade Engine responsible for facilitating the matchmaking.
Precious Mahove, COO of Ndarama Works, says: “We are seeing increasing interest in African-origin products that combine sustainability, authenticity and strong supply potential.”
For exhibitors, the value of the Hosted Buyer Programme goes beyond simply meeting an international buyer, asserts Heidi Warricker of organiser, Live Events.
“It provides an opportunity to understand what buyers are looking for, and to present products directly against those requirements and see whether there is a commercial fit,” she says.
“For buyers, the initiative offers an efficient way to discover relevant African products and suppliers across multiple categories in one location.”
The opportunities for SA producers
These, Warriker notes, are indigenous food and beauty ingredients, specialty beverages, and value-added agricultural products that offer points of differentiation in international markets.
“These products are increasingly relevant to international markets as demand grows for natural and clean-label ingredients, functional beverages, plant-based and gluten-free foods, and premium skincare,” she says.
This is a backed up by Netherlands research organisation CBI (Centre for the Promotion of Imports from Developing Countries), which has identified four distinct African products having international appeal:
Baobab – Africa: With applications across food, beverages and wellness products.
Fonio – West Africa: A traditional, nutritious, gluten-free specialty grain.
Nilotica shea butter – East Africa: Produced primarily in Uganda, with smaller amounts produced in South Sudan and Kenya, Nilotica offers an alternative to conventional West African shea.
Hibiscus, rooibos and honeybush — African botanical beverages: Hibiscus offers versatility across beverages, food and natural colourants, while rooibos and honeybush bring distinctive African provenance to premium tea and botanical beverages.
There are also opportunities in more established African export categories, with recent European market research identifying processed fruit, vegetables and edible nuts.
Warricker adds: “There is no shortage of exciting products being developed across Africa, but having a great product is only part of the journey.
“You need access to the right markets and the right people to turn that product into a commercial opportunity. The Hosted Buyer Programme is about creating those connections and putting African businesses in front of buyers.
“Importantly, international buyers are looking for more than a compelling product story. Consistent quality, reliable supply, traceability, food safety, appropriate certification, sufficient shelf life, export-ready packaging and the ability to meet volume requirements are all important considerations.”
Trade visitor registrations and exhibitor enquiries are now open via the Good Life Show Africa website.
- Trade visitor registration for Free Entry on Friday
- Enquire about exhibiting at the Good Life Show
The Good Life Show takes place from 18 to 20 September 2026 at the Sandton Convention Centre, Jo‘burg.