The sixth edition of the Good Life Show, Africa’s premier wellness and conscious living showcase, is taking regional producers of organic food, plant-based food and beverages, sustainability-focused apparel and clean-beauty and home and lifestyle products to the world by connecting them with tier-one distributors across Africa, the United Arab Emirates, Europe, Japan, Canada, and the US.

This year’s show, to be hosted by the City of Cape Town in May and Johannesburg’s Sandton Convention Centre in September, will welcome retail and foodservice buyers, alongside international trade experts and distributors, who will engage more than 250 exhibitors, sponsors and strategic partners at each venue in informal networking and a series of one-on-one private sessions to forge potential business deals that could expand to global markets.

The intervention — a first for the Good Life Show — positions brands at the forefront of South Africa’s health, sustainable lifestyle, and wellness market, which is projected to reach US$42.01 billion (R702 billion) by 2033.

The three-day event is expected to draw more than 15 000 visitors across both cities.

Says Heidi Warricker, Chief Events Officer at Live Events, the Show organisers: “As the only event of its kind on the continent, the Good Life Show serves as a vital platform for businesses in the booming wellness market, connecting them with influential buyers, investors, and conscious consumers.

“It also gives visitors the opportunity to see first-hand how Africa’s wellness producers are revolutionising the better-living space and to taste, touch, smell, see, and take home all this innovation from a curated marketplace.”

The enhanced focus on connecting wellness and sustainable living traders with both local and international buyers is encapsulated by Live Events partnering with Ndarama Works, a Pan-African economic advisory consultancy that has specifically come on board to further facilitate this process.

Known as the 2026 B2B Global Trade Engine, this landmark partnership has also ensured the Show’s professional infrastructure has been upgraded for high-stakes market entry and accelerated export growth.

Ndarama Works founder and CEO Dr Golden Mahove believes the Good Life Show is poised to be a critical meeting place for industry leaders shaping Africa’s sustainable food and wellness markets, as well as international buyers seeking authentic and unique flavour and product profiles.

“We see this as a vault from which many good things will spring in 2026 and into the future – a centre for thinking, for opinion forming, and for creating new opportunities for market ecosystem participants. It’s a definitive and authoritative marketplace for all stakeholders," he says.

To date, Ndarama Works has positively impacted more than 2 000 businesses across multiple sectors in African and Caribbean countries, closing trade and investment deals valued at $2.2 billion (R37.8 billion) and $800 million (R13.7 billion), respectively.

The partnership builds on a solid foundation laid by the Good Life Show for boosting trade opportunities.

Michael Marmon-Halm, managing director of Ghanaian chocolate company fairafric Ghana, describes his participation in the event as the “true turning point” for his business.

“It provided the ultimate platform to showcase our 'made in Africa' organic chocolate and connect directly with a conscious South African audience that values sustainability as much as we do. Through the support of the International Trade Centre, the show opened doors to critical partnerships and proved that there is a massive demand for ethical, high-quality African-origin products, helping us turn our vision of a localised value chain into a reality," he explains.

Further international support for the Show has come from the Atlanta Black Chambers Global Opportunities Committee (GOC) and The Black Beauty Industry Initiative (BBII), powered by the Atlanta Black Chambers, an organisation connecting members to global trade, partnerships, and investment opportunities through webinars, workshops, delegations, and conferences.

To date, the GOC has positively impacted more than 1 000 businesses across 40 countries, facilitating opportunities valued at more than $100 million (R1.6 billion).

GOC chairperson Ricardo Berris says the Good Life Show offers an opportunity for those in the targeted sector to participate and do business with each other. “We are excited about this event, and we hope our members will take advantage of the opportunity to grow through this channel. The trade corridor between South Africa and Atlanta is strong and healthy, and we need to continue to make it so for years to come.”

Another US trade organisation, the Plant Based Foods Association (PBFA), which represents hundreds of plant-based food companies and industry partners through policy advocacy, marketplace growth strategies, and consumer education, is also a collaborative partner at the Show at the Cape Town International Convention Centre from May 29-31 and the Sandton Convention Centre from September 18-20.

James Vos, the City of Cape Town’s mayoral committee member for economic growth, is delighted to welcome The Good Life Show to the metro’s shores. “Food and lifestyle are one of the biggest markets within our travel industry and a major driver of jobs and investment, so we are excited for the City of Cape Town to come on board as the official Host City. I look forward to seeing the outcomes of this event, which has become a key driver of economic opportunity.”

The Good Life Show has also formed strategic and supporting local partnerships with the Small Enterprise Development and Finance Agency, global organisation The Chef’s Manifesto, Culinary & Service Professionals of SA (CSP-SA), FEDHASA, Restaurant Association of SA, South African Organic Sector Organisation, Heart & Stroke Foundation SA, Diabetes SA, Beauty Without Cruelty SA, Physicians Association for Nutrition SA, ECOCERT SA, Knowledge Hub for Organic Agriculture, Participatory Guarantee Systems SA, Waste-ED, Atlanta Black Chambers, and Black Beauty Industry Initiative.

Buyer registration for both legs of the Good Life Show can be completed here (this is for Hosted Buyers), trade visitor registration here and exhibitor applications can be completed here.

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