Agricultural shows in Zimbabwe are undergoing a strategic shift from traditional exhibition platforms to business-driven hubs, following a renewed push by the National Association of Agricultural Show Societies of Zimbabwe (NAASSZ) to position the events as catalysts for provincial economic transformation.
The move signals a broader effort to reposition agricultural shows as platforms for investment promotion, trade facilitation and business networking, rather than merely showcasing farm produce and machinery.
This follows the organisation’s annual general meeting (AGM) held recently on the sidelines of the Zimbabwe International Trade Fair 2026 in Bulawayo.
The AGM elected a new executive committee and adopted a raft of resolutions aimed at repositioning show societies within the country’s development agenda.
NAASSZ, the apex body representing provincial and district agricultural show societies, said the future of agricultural shows lied in their ability to attract investment, facilitate trade and create sustainable business linkages.
Re-elected president Godfrey Mavankeni said the organisation was working to ensure that agricultural shows deliver tangible economic value to exhibitors and stakeholders.
“Businesses exhibit where they see value. Shows must go beyond displays and become platforms for doing business, creating networks and unlocking opportunities,” he said.
Mavankeni added that show societies were expected to play a more active role in linking businesspeople with agricultural producers while working closely with provincial leadership to drive local economic growth.
“The show societies are a conduit for bringing business for provincial governments,” he said.
“They play a crucial role in bringing business and agriculture together.
“We need to strengthen that role and ensure stakeholders see the benefits of participating.”
The shift also puts pressure on show societies to improve their competitiveness and relevance in a changing economic environment, with calls for enhanced planning, infrastructure development and stakeholder engagement.
During the meeting, affiliates were urged to develop long-term master plans for their showgrounds and invest in upgrading facilities to attract exhibitors and investors.
There were also calls for local shows to benchmark against established platforms such as the Zimbabwe Agricultural Show and the Bulawayo Agricultural Society, as well as participate in regional and international exhibitions to keep abreast of global trends.
Mavankeni said the new executive would prioritise institutional development and alignment with national development goals.
“We want to take NAASSZ to the next level. That includes developing showgrounds, improving structures and working with relevant stakeholders to contribute meaningfully to the development of provinces and the country,” he said.
The meeting set the tone for upcoming provincial shows, with the Matabeleland North Show Society scheduled to host its annual agricultural show from August 5 to 8.
Other members of the NAASSZ executive committee include vice-president Augustine Mupakurirwa, secretary Thabani Mkwananzi, deputy secretary Tonderayi Choga, and treasurer Pedzisai Rusero.
Also part of the executive are marketing executive Moline Matina and committee members Brian Vengai, Josphat Mukwena and Against Chiteme.-newsday
