Good Life Show opens new buyer opportunities for South African fresh-produce growers

Held from 18 to 20 September, the show attracted 209 exhibitors, 46 sponsors and 11 media partners, alongside an expanded Hosted Buyer and Match-Making programme. For smaller growers in particular, the event highlighted both the opportunities and the obstacles involved in moving into larger formal markets.

Fresh-produce businesses use show to build demand

First-time exhibitor Vhegies used the event to promote both fresh and processed vegetables. The business, led by CEO Litshani Sophy Musabeni, began operating in 2020 and has since expanded from an initial 14-hectare property in Mapleton, Boksburg, to additional farms in Meyerton and Mutele Village in Limpopo. It produces crops including spinach, green beans, cabbage, broccoli and cauliflower for customers in South Africa and across the wider SADC region. According to Farmer’s Weekly, Musabeni said the show generated stronger-than-expected interest and sales, while also creating leads that could support further growth.

Certification remains a barrier

The accompanying Africa Food, Wellness and Lifestyle Trade Summit also focused on the difficulty many smaller producers face when trying to enter formal organic markets. South African Organic Sector Organisation chairperson Bakhusele Mathupha argued that conventional third-party organic certification can be too expensive and complex for subsistence and small-scale farmers.

As an alternative, he highlighted the Participatory Guarantee System, which uses local farmer networks, peer learning, self-regulation and peer review to help producers move towards recognised organic production standards. The approach is intended to reduce some of the cost barriers associated with formal third-party certification while still creating a structured pathway into the organic value chain.

Buyers also need to manage expectations

Another challenge is matching producer capacity with buyer demand. Sipho Marala of the Gauteng Growth and Development Agency said buyers should clearly communicate their product requirements and consider phased purchasing when working with smaller suppliers that are still scaling up. This can help avoid situations where growers secure a promising retail or hospitality opportunity but cannot immediately supply the required volumes consistently.

Why this matters for South African producers

For smaller and emerging growers, market access often remains as significant a challenge as production itself. Events such as the Good Life Show can help shorten the distance between producers and potential buyers, while business-matching programmes provide opportunities that growers may struggle to access independently.

However, securing a buyer is only the first step as growers still need to meet requirements around quality, volume, consistency, traceability and, in some markets, certification. The discussions around organic certification also highlight the need for systems that allow smaller producers to enter higher-value markets without making the cost of compliance an insurmountable barrier. For South African growers looking to expand beyond informal or local sales, the combination of buyer access, realistic supply agreements and more inclusive certification pathways could be critical to building sustainable market growth.