Established in 1895, the Zimbabwe Agricultural Show (ZAS) has grown from a colonial-era exhibition into the nation’s premier agribusiness and trade showcase, playing a pivotal role in shaping the trajectory of Zimbabwe’s agricultural landscape. Now gearing up for its 130th edition in 2025, the Show is not only a celebration of Zimbabwe’s agricultural heritage, but a dynamic platform for economic engagement, innovation, and inclusive development.

A Platform with Purpose and Vision

With a vision of “Improving farmers’ livelihoods for economic development”, the ZAS serves as more than just a once-a-year event—it is a cornerstone of national development, nurturing and sustaining an ecosystem of farmer support, agribusiness empowerment, and market linkages across value chains.

Its mission focuses on “nurturing and sustaining an ecosystem of farmer support and promotion of agriculture,” while its core purpose is clear: to promote agriculture and its supporting industries in order to facilitate broad-based agricultural development across Zimbabwe.

The Show is organized under the auspices of the Zimbabwe Agricultural Society, a body whose responsibilities include:

• Promoting and managing exhibitions and shows related to agriculture, horticulture, natural resource management, mining, and commerce.

• Facilitating training, knowledge transfer, and networking through conferences, demonstrations, and workshops.

• Supporting the commercialization of agriculture through product showcases, livestock sales, and innovation-driven partnerships.

A Growing Business Hub with National Reach

Positioned in the capital city of Harare, the ZAS Business Hub attracts an estimated 2 million annual visits, and handles traffic of over 400,000 vehicles each year—a testament to its wide appeal across the farming, business, and urban communities.

Each year, the Show attracts over 200,000 attendees, a diverse mix of:

• Smallholder and commercial farmers

• Agri-input and equipment suppliers

• Local and international investors

• Policy makers, NGOs, and research institutions

• Youth innovators and educational institutions

This consistent turnout underlines the Show’s importance as a national and regional event, increasingly drawing regional delegations and exhibitors from SADC countries and beyond.

An Exhibition of Innovation and Trade Opportunities

The Zimbabwe Agricultural Show is structured around several thematic segments, including:

• Agricultural Machinery and Equipment

• Livestock and Animal Husbandry

• Seed, Crop, and Input Innovation

• Agri-Fintech and Insurance Solutions

• Climate-smart and Conservation Farming

• Youth & Women in Agribusiness

• Food Security and Value Addition

Exhibitors include leading local manufacturers, international exporters, government agencies, and start-ups who leverage the Show’s expansive visibility to launch new products, form distribution networks, and educate farmers about evolving technologies.

It’s also become a major platform for contract farming opportunities, extension services, and financial literacy programs aimed at building capacity among Zimbabwe’s farming communities.

Competitions, Conferences, and Knowledge Exchange

Beyond exhibitions, the ZAS is known for its competitions, livestock judging, agricultural demonstrations, and an increasingly robust conference program that tackles pressing topics such as:

• Food systems transformation

• Access to financing and inputs

• Mechanization and irrigation infrastructure

• Youth employment in agriculture

• Export promotion and market access

These forums are instrumental in bridging the gap between policy, practice, and production, allowing farmers and stakeholders to learn, adapt, and innovate.

 Linking Farmers to Regional and Global Markets

With growing focus on export-oriented agriculture, the Zimbabwe Agricultural Show is positioning itself as a launchpad for African agribusinesses looking to tap into regional trade platforms like:

• The African Continental Free Trade Area (AfCFTA)

• COMESA and SADC trade frameworks

• European and Asian agricultural partnerships

Companies use the Show to showcase export-ready products, build business-to-business (B2B) relationships, and connect with buyers, aggregators, and logistics providers interested in sourcing from Zimbabwe’s fertile lands and growing agro-processing sector.

Rebranding and the Future Outlook

Formerly known as the Harare Agricultural Show, the ZAS has undergone a strategic rebranding to reflect its national relevance and pan-African outlook. The transformation has introduced:

• Improved infrastructure, including digital pavilions and agritech zones

• Enhanced exhibitor services and visitor experiences

• Stronger private-sector partnerships with ag-equipment dealers, input suppliers, and financial institutions

Looking ahead to 2025, the Zimbabwe Agricultural Show is set to deepen its impact by embracing climate-smart agriculture, digital transformation, and inclusive innovation—ensuring that it continues to serve as a catalyst for resilient food systems and economic development.

Why You Should Participate in ZAS 2025

As one of the KEY agriculture equipment/products manufacturers or suppliers aiming to expand in the African agriculture market, your brand deserves high impact exposure in markets like South Africa, Zimbabwe and the SADC region — and the forthcoming Zimbabwe Agricultural Show offers you the perfect platform to elevate your brand and drive business growth throughout Africa.

Whether you’re a manufacturer, distributor, NGO, investor, or policy maker, the Zimbabwe Agricultural Show offers:

• Access to over 200,000 potential clients and partners

• A platform to launch new products or services

• Opportunities for branding, sales, and market entry

• Forums to engage in policy dialogue and innovation

Join the movement that is transforming Zimbabwe’s agricultural economy—ZAS 2025 is where ideas grow, partnerships form, and farmers thrive.