Sustainable agricultural shows play a multifaceted role: promoting agriculture, stimulating local economic development and tourism. It also helps sustain the social fabric of rural communities.
This was the key message at the 2026 Agri-Expo Members’ Show Congress, held recently at Houw Hoek near Grabouw in the Western Cape.
This year, 20 shows from the Western, Northern and Southern Cape gathered to discuss challenges and opportunities facing the industry, exchange ideas and learn from experts.
The congress, themed “Collaboration around challenges and opportunities”, welcomed approximately 60 delegates and forms part of a long-standing tradition of training and development for representatives of agricultural shows.
Chris Fourie, president of Agri-Expo, during the congress said that in Agri-Expo’s 195th year, it was a privilege to continue providing an opportunity for shows to learn from experts and from one another, and to return to their respective communities with fresh ideas.
“We are proud of these dynamic shows, each of which adds unique value and continues to evolve in order to remain a vital part of community life. Every show has its own distinctive strengths and, as show committees, we are merely the custodians of those strengths. However, we must continue telling these success stories,” Fourie said.
Economic and social impact on rural communities
The event also included a visit from Dr Ivan Meyer, Western Cape minister of agriculture, economic development and tourism. Meyer thanked delegates for the far-reaching and enriching role that show volunteers of all ages continue to play.
“The Western Cape Government is committed to agricultural shows because they are a primary driver of local economic development. But they are more than that; they are the heartland of rural communities, where culture is celebrated, and social cohesion is built.
“They are also places where humanity is restored. When you invest in human dignity, you invest in self-worth, growth and development, and that is the value of agricultural shows in South Africa,” Meyer said.
A special award was presented to Danie Alberts in recognition of his lifelong contribution to South Africa’s show industry.
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According to Breyton Milford, general manager of Agri-Expo, Alberts has left a lasting legacy in agricultural shows over many years, particularly through his involvement with the Hackney horse breed.
“As a breeder and judge of this prestigious breed, he is internationally recognised for the quality of his Hackneys. He also serves as a mentor to many people in the show horse industry, particularly within communities on the Cape Flats.”
Milford emphasised the importance of recognising those who go the extra mile.
Five member shows were also honoured this year for excellence in various categories:
• Innovation: Riversdal Show
• Quality Presentation: Swartland Show
• New Entrant – Development: Williston Show
• Community Involvement: Heidelberg Show
• Youth Development: Loeriesfontein Show
According to Milford, this year’s programme focused on how shows can overcome challenges, seize opportunities and strengthen their long-term sustainability.
“Delegates had the opportunity to learn from a range of experts in the agricultural sector, discuss different marketing strategies and exchange ideas,” Milford said.
Impact of agricultural shows
Suzaan Smit, president of the Swellendam Show, shared lessons on risk mitigation, including how consistent risk planning enabled the show to withstand a major setback in 2025 when heavy rains led to the cancellation of the horse championship.
Heidelberg Show vice-president Esja Oosthuizen spoke about community involvement and explained how the show committee transformed their event into a truly community-driven show within just seven months.
Lize Marié du Toit, regional manager of the Milk Producers’ Organisation (MPO) Western Cape, also known as “Lize with a Z”, explored the opportunities and challenges of social media for agricultural shows.
Agricultural communications consultant Isabeau Joubert Botha shared practical advice on how societies can market their shows through both traditional and non-traditional channels.
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