The Good Life Show Africa has announced a major strategic alliance with Ndarama Works, a move expected to accelerate growth, strengthen market access, and deepen cross-continental collaboration within Africa’s rapidly expanding sustainable food and wellness industries. The partnership arrives at a time when global demand for healthier living, plant-based food, and environmentally conscious consumer products is rising sharply.
South Africa alone represents a powerful demonstration of this upward trend. The country’s sustainable food and wellness market, valued at US$26.64 billion in 2024, is projected to surge to US$42.01 billion by 2033, reflecting both shifting consumer behaviour and the growing maturity of the sector. Against this backdrop, the collaboration between The Good Life Show Africa and Ndarama Works is positioned to unlock new business pathways for entrepreneurs, investors, and innovators across the continent.
Hosted annually in South Africa, The Good Life Show is regarded as one of Africa’s most influential platforms for sustainable living. It serves as a dynamic hub where businesses and consumers converge for product discovery, sampling, demonstrations, networking, and high-value trade interactions. With Ndarama Works now embedded in the event’s ecosystem, exhibitors and partners will benefit from expanded agribusiness networks, improved market exposure, and strengthened access to global buyers.
Dr. Golden Mahove, CEO of Ndarama Works, described the partnership as timely and transformative. He noted that The Good Life Show is increasingly becoming a key meeting point for individuals and organisations shaping the future of Africa’s sustainable food and wellness sectors. According to him, the collaboration will act as a “launchpad for new ideas, new connections, and long-term opportunities across Africa and internationally.”
Good Life Show Director, Heidi Warricker, echoed this enthusiasm, stating that the partnership significantly enhances the show’s reach into both African and overseas markets. She emphasised that the event’s mission—to champion the evolution of food, drink, wellness and sustainable living—will be greatly strengthened by Ndarama’s expertise and continental networks.
The impact of this partnership will be felt across multiple stakeholder groups. For consumers, the Good Life Show will deliver richer, more diverse experiences. For businesses, the collaboration creates avenues for greater visibility, strategic networking, and participation in a fast-growing marketplace driven by conscious, health-focused living.
Key Benefits of the Partnership
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Expanded market reach powered by Ndarama Works’ Africa-wide and international networks.
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Improved trade linkages through curated engagements with targeted buyers and sector influencers.
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Expert-driven knowledge sessions, including the new Sustainable Food & Better Living Conference & Awards.
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Enhanced brand exposure at one of Africa’s most vibrant venues for eco-friendly and wellness-focused products.
2026 Good Life Show Dates
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Cape Town: 29–31 May 2026, CTICC
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Johannesburg: 18–20 September 2026, Sandton Convention Centre
With this partnership, the Good Life Show Africa is solidifying its reputation as the continent’s leading conscious-living event, while Ndarama Works brings the strategic reach necessary to unlock broader African and global opportunities. Together, they aim to accelerate innovation, support sustainable enterprise, and shape the future of Africa’s wellness and eco-friendly markets.
