Online Reporter
Jacqueline Ntaka, [email protected]
THE recurring threat of foot and mouth disease (FMD) has once again exposed the vulnerability of traditional exhibition models at the Zimbabwe International Trade Fair (ZITF), particularly for sectors that rely heavily on live, physical displays. While biosecurity restrictions are a necessary safeguard for the national herd, they have also highlighted a deeper structural challenge: the need for ZITF to modernise its exhibition approach by embracing digital showcases that complement, rather than replace, physical participation.
For decades, ZITF has thrived on face to face interaction. Livestock pens, machinery displays and bustling stands have been central to its appeal, turning Bulawayo into a temporary hub of commerce and innovation each April. However, outbreaks of FMD have repeatedly forced the exclusion of live animals from the fairgrounds, disrupting breeders, buyers and value chains that depend on visibility and direct engagement. Each restriction serves as a reminder that a system built almost entirely around physical presence is increasingly fragile.
Digital showcases offer a practical and timely solution. The pivot by pedigree breeders towards online platforms during disease outbreaks has demonstrated that innovation need not come at the expense of credibility. High quality videos, virtual catalogues, live streamed auctions and interactive presentations can successfully convey pedigree depth, performance data and commercial value without moving a single animal. For buyers, this approach provides uninterrupted access to markets; for exhibitors, it guarantees continuity even in times of crisis.
For ZITF, integrating digital exhibition spaces alongside traditional stands would enhance resilience and relevance. A hybrid model would allow exhibitors affected by animal movement restrictions, logistical challenges or financial constraints to maintain a meaningful presence at the fair. Digital booths could be accessed on site or remotely, extending the reach of the exhibition beyond those who physically pass through the gates. In an era where business increasingly transcends geography, this extension is not merely desirable but essential.
Beyond livestock, the benefits of digital showcases cut across all sectors. Small and medium enterprises, start ups and rural producers often struggle with the cost of elaborate physical displays. A structured digital platform curated by ZITF could level the playing field, enabling wider participation while enriching the diversity of offerings. International visitors and investors who cannot travel would still be able to engage with Zimbabwean products, services and ideas in real time.
Importantly, a digital shift would not dilute the character of ZITF but strengthen it. Physical exhibitions would remain the heartbeat of the fair, anchoring networking, branding and experiential marketing. Digital elements would simply provide alternative arteries, ensuring that the flow of trade and information continues regardless of external disruptions such as disease outbreaks or travel limitations.
Foot and mouth disease has forced an uncomfortable but necessary conversation about adaptability. Rather than viewing biosecurity restrictions as temporary inconveniences, ZITF has an opportunity to treat them as catalysts for innovation. By formally embracing digital showcases, the fair can future proof itself, protect exhibitors from repeated disruption and reaffirm its position as Zimbabwe’s premier platform for trade, progress and possibility.
λ Jacqueline Ntaka is the CEO of Mviyo Technologies, a local tech company that provides custom software development, mobile applications and data analytics solutions. She can be contacted on [email protected]
