TRADE shows remain one of the most effective platforms for companies to generate business leads, build brand visibility and establish long-term partnerships, according to the national trade development and promotion body, ZimTrade.
ZimTrade said that for export-ready businesses, participation in regional and international trade fairs offers unmatched opportunities to meet buyers, distributors, and investors face-to-face.
The recent Global Expo Botswana 2025 provided an intense case study on how Zimbabwean companies can leverage such events to expand their footprint in regional markets.
ZimTrade said this year alone, it successfully coordinated Zimbabwe’s participation in significant events, such as the Zambia Agriculture and Commercial Show, the Malaysia International Halal Showcase (MIHAS), FACIM Mozambique, Fruit Logistica in Germany, and, most recently, the Global Expo Botswana.
“These platforms have helped Zimbabwean exporters secure valuable business deals, identify distributors, and gather crucial market intelligence,” according to ZimTrade in its October newsletter.
“Participation in trade fairs has allowed companies to directly interact with target markets, gain insights into consumer preferences, and assess competition. Companies recorded impressive sales and forged lasting relationships with distributors, councils, and investors interested in agriculture, agro-processing, and fast-moving consumer goods.”
Beyond immediate sales, ZimTrade said trade shows offer opportunities to showcase new or improved products, understand sector trends, identify potential distributors or agents, and strengthen brand recognition and credibility.
For successful participation in trade fairs, ZimTrade said companies should select a target market that aligns with the company’s products and growth strategy.
“Market intelligence gathered through desk research or client feedback should guide this process. Reliable sources of such information include Trade Map for trade statistics, ITC Market Access Map, UN Comtrade Database, ZimTrade market intelligence reports, and input from embassies or trade attachés,” said the trade development body.
“This data helps identify where a company’s products are in demand, who its competitors are, and what trade barriers may exist. Budgeting in advance is also critical to ensure smooth participation. Companies should plan early for exhibition fees, booth design, flights, accommodation, and transportation of display goods.”-herald
