Online Reporter
Business Writer
Zimbabwean companies participating at the Zambia Agricultural and Commercial Show generated a strong pipeline of potential deals, as interest in the national pavilion increased compared with previous editions of the exhibition.
The 26 companies exhibiting under the Zimbabwe pavilion met distributors, retailers, institutional buyers and other potential partners during the six-day show, with discussions covering supply contracts, distribution arrangements, market representation and long-term partnerships.
National trade development and promotion organisation, ZimTrade, said exhibitors recorded higher visitor traffic and more focused commercial engagements than in previous years.
Many potential buyers approached companies with specific questions about pricing, volumes, product availability, delivery capacity and distribution rights.
The increase in both the number and quality of engagements points to growing awareness of and demand for Zimbabwean products and services in the Zambian market.
ZimTrade Communications Manager, Danai Majaha, said Zimbabwe’s participation had achieved its broader objective of increasing the visibility of local companies and their products in Zambia.
‘The level of interest recorded this year was higher than what we have seen during previous editions of the show.
‘We had more visitors coming to the pavilion, but more importantly, the discussions were commercially focused.
‘Buyers were asking about quantities, prices, distribution arrangements and the possibility of establishing long-term supply relationships,’ he said.
Mr Majaha said the growth in commercial engagements demonstrated that Zimbabwean products were gaining recognition in the market.
‘This increasing interest shows that Zimbabwean products and services are becoming more visible and are being considered by more buyers in Zambia.
‘Our companies were able to meet decision-makers with clear business interests, and the next step is to turn those discussions into orders and sustainable partnerships,’ he said.
Mr Majaha noted that visits to the pavilion by leading Zambian industry players, Government representatives and public institutions also demonstrated commitment at both Government and private-sector level to increase bilateral trade.
‘The visits by key industry players and Government representatives were significant because they showed that there is commitment to strengthening trade between Zimbabwe and Zambia.
‘They also gave participating companies access to institutions and businesses that can support their entry and expansion in the Zambian market,’ he said.
Mealie Brand Sales and Marketing Manager, Eunice Chivunga, said consistent participation at the show had contributed to the company’s growing brand presence in Zambia.
‘Our brand presence in the market continues to grow, and the engagements recorded this year show that more buyers and consumers are becoming familiar with our products.
‘Most of the potential business partners we met are looking beyond Lusaka and surrounding towns.
‘They want to distribute products in other provinces and towns, which allows us to develop wider market coverage across Zambia,’ she said.
National Foods, which participated under the Zimbabwe pavilion for the first time, used the show as a launchpad for its planned entry into Zambia.
‘The response from buyers, distributors and consumers was positive and is indicative of a market that has the potential to take our products,’ said National Foods Public Relations Executive, Marjorie Mutemererwa.
‘The engagements gave us a clearer understanding of demand, distribution channels and the requirements for establishing our products in the market.’
The company said the show also enabled it to identify potential partners who could support product distribution and placement in Zambia.
Going forward, ZimTrade and participating companies will direct their efforts towards converting the contacts, discussions and proposed partnerships generated during the show into actual business.
Follow-up activities will include continued engagement with potential buyers, distributors and institutions, as well as addressing product registration, pricing, packaging, logistics and distribution requirements.
The Zimbabwe pavilion was coordinated by ZimTrade at the 98th Zambia Agricultural and Commercial Show, held at the Lusaka Showgrounds from 29 July to 3 August 2026 under the theme ‘Fostering Trade and Investment’.
Participating companies were drawn from processed foods, agricultural inputs, leather products, clothing, light manufacturing, information and communication technology, professional services and other sectors.
Zimbabwe’s participation forms part of efforts to expand exports, diversify markets and translate the strong relations between Zimbabwe and Zambia into increased trade and private-sector cooperation.
