ZITF pushes for rural inclusion in 2026 Trade Fair

Thandolwenkosi Nkomo, ZITF Company Marketing and Corporate Communications Manager

By Nobukhosi Ndlovu

Zimbabwe International Trade Fair officials have confirmed that this year’s theme seeks to connect rural entrepreneurs to wider markets, encouraging small businesses to play a bigger role in the country’s growing economy.

“As we think about, ‘Connected Economies, Competitive Industries,’ we recognize that rural communities are part of the integral national support chain,” Thando Nkomo, the Marketing and Corporate Communications Manager at ZITF Company stated, as he explained that the initiatives introduced in the fair are meant to encourage rural production and innovation.

“Since last year, there has been an attempt to include rural communities,” Nkomo said. “ Last year, the Rural Industrialization Conference was introduced to identify opportunities that need to be addressed within rural setting.” He explained that the Conference is a platform that focuses on rural businesses, local products and the legal issues affecting small enterprises in the rural areas.

Nkomo also highlighted how people usually interpret the outward appearances of the event and be intimidated into thinking that it’s a platform for bigger businesses.

“At its heart, ZITF is about connecting businesses, both small and large, with markets often made up of ordinary people,” he reassured.

According to Nkomo, small businesses, cooperatives and community groups from rural areas will be able to participate in Zimbabwe International Trade Fair 2026 by displaying their products either individually or as a group.

“By doing so, they get the opportunity to meet big businesses face to face and secure supply contracts that they otherwise would not have access to,” he said.

During a recent radio show on Skyz Metro FM called Ililhlo Lemaphandleni, ZITF Company Sales and Relationships Manager, Doreen Dzamatira defined the sole purpose of the fair as a platform where Zimbabwe meets the world and where the world meets Zimbabwe. She explained that it’s a place that promotes engagement between producer and consumer.

“It is important for the public to attend,” Dzamatira said, “the fair allows them to learn all about the products and companies available in the country.” She stressed that it’s the space that emphasizes connectedness and partnerships, therefore it links experts into specific partnerships that can promote innovation and growth.

Dzamatira highlighted that the fair will be helping rural communities move from supplying raw materials to learning how to process the materials themselves. This, she said, will promote job creation and ensure that the benefits of natural resources are also seen in the communities where they are found.

To support rural participation, Dzamatira said an exhibition hall has been set aside for different provinces where provincial teams can bring their products and innovations to display, giving investors the chance to see opportunities directly.

As the interview continued, Dzamatira shared that at the end of March, a Livestock Conference will be held to help rural farmers improve their business. “The conference will teach rural communities that focus on cattle ranching how to increase their herd, manage drought and improve livestock genetics so their animals can survive diseases,” she said.

When asked about the concerns that entrepreneurs based in rural areas have regarding the affordability of display scenes, Dzamatira explained the different display stands offered that vary depending on size and prize, so businesses can choose what fits them best. Therefore rural businesses that want to take part in ZITF can reach out and get guidance.

She also talked about an Exhibitor Training that helps participants learn how to display their products and communicate effectively with visitors, including guests from different cultural backgrounds which stands to show the preparations the fair has made to promote grassroot inclusion.

The Zimbabwe International Trade Fair Company was founded in 1986 as a non-profit, limited liability private company and its vision is to be the world’s first choice in offering innovative opportunities for social and business interaction. This year it will occur from the 20th to the 25th of April, with 20 – 22 April operating as business days.

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