The MSMEs’ participation in the exhibition was supported by the European Union (EU) and International Trade Centre (ITC) under the 'Eswatini: Promoting growth through competitive alliances' programme, which is funded by the EU and implemented by the ITC in partnership with the Government of Eswatini.  

The exhibition, renowned for championing sustainability, wellness, and innovation, attracted over 20,000 visitors and more than 200 exhibitors, providing Eswatini’s entrepreneurs with a unique platform to expand their markets, refine their products, and establish strategic partnerships. 

For Black Mamba, the event was a powerful affirmation of their brand’s values. The company generated spot sales, secured new retail leads, and uncovered a fresh marketing edge. 

“The Good Life Show was tailor-made for us. Our sustainable, vegan foods aligned perfectly with the event’s focus, and we’re excited about the new growth opportunities this has unlocked,” said Black Mamba’s representative, Temphilo Simelane.

Bom Dia Bakery & Restaurant’s Kirsten Hansi said the show opened her eyes to the importance of packaging, branding, and networking. “I am now motivated to refine my products and position Bom Dia for future trade shows,” she said. 

For Sunkissed, the Good Life Show was a pivotal turning point. The company discovered rising trends in low-sugar beverages and gourmet tomato-based products. This has spurred plans for compliance testing in South African laboratories and the launch of a new range of reduced-sugar cordials. “The Good Life Show gave us concrete pathways to grow from a local artisanal brand into a regionally competitive, export-ready business,” said Penelope Mathonsi. 

The founder of Let’s Eat Eswatini, Nkosivile Gumbi, said discovering similar granola and spice mixes on South African shelves confirmed that their products belong in wider retail spaces. “Seeing similar products on South African shelves boosted my confidence, and I now have fresh ideas for packaging and retail partnerships to grow our brand.”

SKYEM emerged from the show with both insights and partnerships. Founder Samkelisiwe Matsebula engaged with natural skincare companies, secured interest from four potential collaborators, and returned determined to elevate branding.

“The show confirmed the growing demand for organic skincare. It also taught me the importance of branding and packaging, lessons that will help SKYEM compete at a higher level,” she said. 

For Longmaster Investments, the experience was a doorway to new collaboration opportunities. Longmaster’s manager Mpendulo Dlamini said he connected with South African companies interested in co-branding and packaging support for their handmade candy. 

“The show gave us practical insights into professional packaging and branding while opening doors to promising collaborations that could transform our growth trajectory”, he said.

EU Programme Officer Luis Miguel Pascoal said the EU was proud to support Eswatini’s entrepreneurs in seizing opportunities like the Good Life Show. 

“These MSMEs are not only building stronger businesses but also contributing to sustainable growth, job creation, and regional competitiveness,” he said. 

“With these new lessons, partners, and ambitions, Eswatini’s MSMEs are proving that when given the chance, they can do better and become more sustainable,” he added. 

About the European Union Delegation to Eswatini

The EU Delegation to Eswatini is responsible for managing diplomatic relations between the EU and the Kingdom of Eswatini. These relations cover political relations, development cooperation, economic and trade relations as well as other areas of mutual interest between the two partners. The central objective of this partnership is to reduce and ultimately eradicate poverty through sustainable development, the progressive integration of Eswatini into the world economy, and the promotion of the rule of law, democracy, and human rights. 

About ITC

The International Trade Centre is the joint agency of the World Trade Organization and the United Nations. ITC assists small and medium-sized enterprises in developing and transitioning economies to become more competitive in global markets, thereby contributing to sustainable and inclusive economic development within the frameworks of the Aid-for-Trade agenda and the United Nations’ Sustainable Development Goals (SDGs).   

About the Programme

The ITC-Alliances for Action programme 'Eswatini: Promoting growth through competitive alliances', funded by the EU, supports job creation for small farmers, entrepreneurs, and artisans. Eswatini offers the global market unique organic produce, artisan roasted coffee, handmade cultural creations, and gourmet condiment lines. 

ITC works closely with smallholder farmers, agro-processors, and artisans in Eswatini to support them in ways that are sustainable and benefit both people and the planet. In this way, ITC fosters and preserves cultural heritage, and draws on artisan skills and concepts of green growth. 

Alliances for Action is an ITC initiative that seeks to transform food systems through producer partnerships that cultivate ethical, climate-smart, sustainable agricultural value chains.