International sourcing demand creates new export opportunities for African producers
The Good Life Show’s Hosted Buyer Programme brings qualified buyers from India, Pakistan, the UAE, Greece, Ghana, China and Botswana, representing retail, distribution, manufacturing and import businesses, connecting international sourcing demand directly with African producers and brands.
At the heart of the programme is a targeted matchmaking process. Buyers’ sourcing requirements are assessed in advance and matched with exhibitors whose products and capabilities align with their needs, creating focused opportunities for conversations around product specifications, volumes, distribution opportunities and potential new markets.
For exhibitors, the value of the Hosted Buyer Programme goes beyond simply meeting an international buyer. It provides an opportunity to understand what buyers are looking for, present products directly against those requirements and see whether there is a commercial fit. For buyers, the initiative offers an efficient way to discover relevant African products and suppliers across multiple categories in one location.
Opportunities for African producers exist around distinctive indigenous ingredients, specialty beverages, natural beauty ingredients 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.
This is a snapshot of what the Netherlands research organisation CBI (Centre for the Promotion of Imports from Developing Countries) has identified in recent years, with four distinct African products having international appeal:
Baobab – Africa: A distinctive African functional ingredient with applications across food, beverages and wellness products, with growing opportunities in international markets.
Fonio – West Africa: A traditional West African grain gaining international attention as a nutritious, gluten-free specialty grain, with CBI research highlighting opportunities to develop European market demand and increase access for African exporters.
Nilotica shea butter – East Africa: Nilotica offers an emerging ingredient opportunity for premium natural skincare and personal care, particularly where buyers are seeking traceable and naturally derived ingredients. 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 South African rooibos and honeybush bring distinctive African provenance to premium tea and botanical beverage markets. Rooibos is naturally caffeine-free, adding to its appeal as an alternative to traditional tea.
These examples give a hint to the type of products and emerging trends that the Hosted Buyer Programme is designed to unlock, by connecting African products with identified international demand and helping businesses move from product discovery to meaningful commercial conversations.
There are also opportunities in more established African export categories. Recent European market research identifies processed fruit, vegetables and edible nuts as categories offering opportunities for developing-country suppliers.
Heidi Warricker from Live Events says: “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 who have a genuine interest in what they are producing and giving both sides the opportunity to explore relationships that could open new markets.”
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 when developing new supplier relationships.
The Hosted Buyer initiative forms part of The Good Life Show’s expanded B2B trade focus, delivered in partnership with Ndarama Works, the show’s official B2B Global Trade Engine responsible for facilitating international buyer engagement, business matchmaking and trade opportunities between exhibitors and global markets.
Precious Mahove, COO of Ndarama Works, says: “We are seeing increasing interest in African-origin products that combine sustainability, authenticity and strong supply potential.”
By connecting qualified international buyers with African producers, the Hosted Buyer Programme aims to accelerate export opportunities, strengthen market access and support the growth of African brands in global markets.
The Good Life Show Johannesburg takes place from 18–20 September 2026 at the Sandton Convention Centre.
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