Koelnmesse is extending its global food trade fair portfolio into Africa with the launch of Anuga Select South Africa, marking the company’s first business platform on the continent as it seeks to capitalize on growing demand in one of the world’s fastest-expanding food markets.
The inaugural event will be held in Cape Town from June 22 to 24, 2027, at the Cape Town International Convention Centre. The exhibition will build on the existing Africa Food Show, formerly known as Africa Big 7, and will be organized in partnership with exhibition organizer dmg events. The addition expands Koelnmesse’s international Anuga network into a region that is becoming increasingly significant for the global food and beverage industry.
“Anyone looking at Africa’s food industry today sees far more than growing consumer markets. Across many countries, strong businesses, innovative brands and new trading networks are emerging,” says Gerald Böse, CEO of Koelnmesse. “International trade fair platforms create visibility and open doors to a global range of customers and partners, particularly for SMEs. With Anuga Select South Africa, we are bringing one of our most trusted brands into this dynamic environment and, together with dmg events, creating a platform that connects African and international market players.”
The expansion comes as Africa’s food and agriculture sector continues to attract investment and international attention. According to the African Development Bank, the continent’s food and agriculture market could reach a value of around USD1tn by 2030, driven by urbanization, population growth and rising consumer demand. Anuga Select South Africa is intended to bring together suppliers, manufacturers, distributors, buyers and decision-makers from the foodservice, hospitality and retail sectors, creating a venue for commercial partnerships and industry discussions across the food and beverage supply chain.
The event is also expected to provide local small and medium-sized businesses with access to international buyers while serving as a gateway for African producers seeking to expand into global markets. It will be held alongside Hotel & Hospitality Expo Africa, bringing together companies from the food, hospitality, hotel and catering industries.
The launch follows the strongest edition to date of the Africa Food Show, which attracted more than 14,000 visitors and exhibitors from 36 countries, including 11 national pavilions representing countries such as China, Germany, Brazil, Poland and Indonesia. Organizers said the event’s growth underscored the need for a larger international platform connecting global suppliers with Africa’s expanding food and beverage market.
“Anuga Select South Africa represents an exciting new chapter for the African food and beverage industry,” says Matt Denton, President of dmg events. “By transforming the established market presence of Africa Food Show into the global recognition and expertise of the Anuga brand, we are creating a powerful platform that supports international trade, regional partnerships and long-term industry growth across Africa. The event is designed to deliver real business outcomes for exhibitors and visitors alike while supporting the continued evolution of Africa’s food economy.”
For Koelnmesse, the project builds on an existing partnership with Dubai-based dmg events, which has worked with the German trade fair organizer on new exhibition formats in Saudi Arabia. The collaboration combines Koelnmesse’s international reach in the food exhibition sector with dmg events’ regional presence and business networks across Africa.
The South African event becomes part of a broader international expansion strategy for the Anuga brand. Originally centered on its flagship exhibition in Cologne, the network now includes regional events such as Anuga Select Brazil, Anuga Select India and THAIFEX – Anuga Asia in Thailand, along with other exhibitions focused on confectionery, food technology and supply industries. Koelnmesse says the international events help extend the Anuga brand into new markets while generating additional exhibitors and visitors for the flagship Cologne exhibition.
The company’s 2025 Anuga exhibition in Cologne was the largest in its history, with more than 8,000 exhibitors from 118 countries. More than 90% of exhibitors and four out of five trade visitors came from outside Germany, reflecting the event’s increasingly international profile.
The launch of Anuga Select South Africa also aligns with Koelnmesse’s broader internationalization strategy as companies seek new business opportunities amid geopolitical uncertainty and shifting global trade patterns. Since launching its first overseas event in the late 1990s, the company has expanded its portfolio to more than 50 trade fairs worldwide.
South Africa is expected to serve as a strategic base for the initiative because of its position as one of Africa’s largest and most diversified economies and its role as a regional trade and logistics hub. Cape Town’s established reputation for gastronomy, hospitality and food innovation also makes it a natural location for an event aimed at connecting African producers with international markets.
Find out more at: https://www.anuga-southafrica.com