The Good Life Show Africa 2026 is positioning itself as a leading market-entry and trade platform connecting African producers to global retail and distribution opportunities.

As international demand accelerates for wellness, speciality food, and sustainable consumer products, the Show is attracting serious global buyers actively seeking new sourcing partnerships and commercially viable products.

Taking place in Cape Town from 29–31 May 2026 at the CTICC, and in Johannesburg from 18–20 September 2026 at the Sandton Convention Centre, the Show’s Hosted Buyer Programme is bringing together retailers, distributors, importers and foodservice operators from Africa, Europe, the Middle East, Asia and the United States.

And these buyers are not casually browsing. They are arriving with clear sourcing goals, seeking products that reflect fast-changing consumer demand for health, sustainability, authenticity, and conscious living.

Current interests span natural and organic products, plant-based innovation, health drinks, speciality foods, coffee, tea, superfoods, snacks, clean beauty, supplements, and sustainable lifestyle products.

For African producers and emerging brands, this creates a valuable opportunity to engage directly with decision-makers who are actively seeking retail-ready products.

Among the confirmed buyers Morocco’s Elvy Distribution that is expanding its retail footprint from 14 supermarkets to more than 30 stores by 2028. Alongside its supermarket network, the company has extensive reach into traditional retail channels across Morocco, creating significant market access opportunities for suppliers.

Interest from Europe is equally strong. Sweden’s North Parade AB is specifically seeking premium African products with clean ingredients, strong design, and authentic storytelling as it expands its “World Food” offering. The company is also exploring African-inspired lifestyle and braai products for the Scandinavian market.

Finland’s Puuilo, one of the country’s leading discount retail chains, reflects growing Nordic demand for practical, scalable and consumer-ready products suited to mass-market retail environments.

Poland-based Green Seed Group, which operates across more than 20 international markets, is attending to identify new food and beverage opportunities and strengthen distribution partnerships across Central and Eastern Europe. “Green Seed Poland & CEE is proud to support international food expertise”, says Marek Schejbal, Managing Director. “We’re eager to connect with African brands that are driving innovation and sustainability in the global food sector.”

The wellness category is another major drawcard. US-based Kuli Kuli Foods, the company that introduced moringa to the American market and now stocks products in 11,000 stores, is looking for innovative superfoods and sustainable wellness products aligned with conscious consumer trends. Lisa Curtis, Founder and CEO of Kuli Kuli Foods, says, “We’re excited to connect with innovative African brands and suppliers specialising in functional superfoods that deliver real benefits for grower communities and human health.”

Continental hospitality buyers are also well represented. Nairobi-based Java House, one of East Africa’s largest casual dining brands with more than 100 outlets across Kenya, Uganda and Rwanda, highlights the growing overlap between foodservice, wellness and retail innovation. “We’re thrilled to represent Java House at GLSA,” says Roselida Onyango, Head of Supply Chain at Java House. “It’s an exciting opportunity to discover new ideas, build strong supplier partnerships, and continue evolving our customer experience.”

Helping drive the Show’s stronger trade focus is its partnership with Ndarama Works, the Pan-African economic advisory consultancy appointed as the event’s official B2B Global Trade Engine. The organisation is supporting curated matchmaking, targeted networking, and structured buyer-supplier engagement, all designed to create real commercial outcomes.

Founded by Dr Golden Mahove, Ndarama Works has supported more than 2,000 businesses across African and Caribbean markets and facilitated trade and investment deals worth billions of rand.

As consumer demand continues to shift toward healthier, more sustainable, and purpose-driven products, The Good Life Show Africa is increasingly becoming a gateway connecting African innovation to international retail demand.

To learn more, register as a trade visitor, book to exhibit, apply for the Hosted Buyer Programme, or visit www.goodlifeshowafrica.com.

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