Organics expo links small brands with retail and hospitality buyers

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Sponsored by Standard Bank Business & Commercial, the expo returns to Cape Town for its third year as a key platform for Africa’s organic and natural products sector.

Expo co-founder Warren Hickinbotham said the event also features the Sustainable Hospitality Expo, launched in 2025, giving exhibitors a chance to meet buyers from the retail, wellness, and hospitality sectors.

This co-located show aims to turn South Africa’s ‘green shift’ into measurable commercial growth for participating businesses, he added.

A high-growth marketplace

Hickinbotham noted that South Africa’s organic food and beverage sector is now a multibillion-rand market, while dietary supplements and wellness products are growing at nearly double-digit rates.

At the same time, he noted that the country’s R220 billion hospitality industry is increasingly under pressure to source greener guest amenities, sustainable textiles, natural personal care products, and more efficient energy and water solutions.

He added that the Cape Town expo brings these sectors together by giving exhibitors direct access to key buyers and decision-makers, including retail category managers, independent store owners, online retailers, distributors, export agents, and procurement heads from hotels, resorts, lodges, and short-term accommodation providers.

Supporting SMEs and emerging brands

Hickinbotham said many exhibitors use the expo to launch new products, test their ranges with consumers and trade buyers, and build relationships that could lead to supply agreements and export opportunities.

“The Organic & Natural Products Expo Africa is a commercial catalyst for the entire African natural products value chain,” he said.

“The majority of exhibitors are small and emerging businesses, from startup skincare and haircare brands to family‑run food producers and innovators in household and agricultural products.

“Recognising that these enterprises often struggle to reach buyers on their own, the expo was created to lower barriers to entry and amplify their reach.”

Organisations such as the Small Enterprise Development and Finance Agency; the Department of Trade, Industry and Competition; and provincial economic development departments support qualifying small businesses with sponsored or subsidised exhibition stands.

Hickinbotham said this gives smaller brands a professional presence on the show floor with exhibition infrastructure and support services.

“For many businesses, the expo becomes the point where a kitchen-table operation turns into a fully-fledged commercial brand,” he added.

Hickinbotham also said every exhibitor is profiled on the Organic & Natural Products Portal for 12 months after the event at no additional cost.

“This digital listing allows buyers who met a brand at the show, or heard about it afterwards, to locate, contact, and trade with them long after the doors [to the expo have] closed, turning a single exhibition into a year‑long sales and lead‑generation opportunity,” he explained.

Exhibitors who take part in both the Cape Town and Johannesburg editions also benefit from a dual-city discount to help build a national presence.

From conversations to contracts

Hickinbotham said the expo’s programme is designed to help exhibitors turn conversations into business deals.

Conference sessions and workshops cover practical topics such as certification, export readiness, branding, retail engagement, and the hospitality sector’s requirements. Exhibitors can also host demonstrations at their stands and invite existing customers to attend.

He added that exhibitor applications for the 2026 Cape Town event are open and demand has already been strong, especially for subsidised SME exhibition units and prime hospitality-focused locations.

Hickinbotham encouraged prospective exhibitors to secure their space early to take full advantage of the opportunities available at the expo in April.

For more information visit organicandnaturalportal.com/expo.