Agri-Expo

What Agri-Expo does

Agri-Expo is the trading name of the Cape of Good Hope Agricultural Society, South Africa's oldest agricultural society, established in 1831 and headquartered at 11 Queen Street, Durbanville, Western Cape. The organisation operates as a non-profit professional promotion and marketing entity for the agricultural sector, hosting flagship competitions — the SA Dairy Championships (since 1834, Africa's oldest and largest dairy competition), the SA Young Wine Show (since 1833, the world's oldest wine competition of its kind) and the newly launched SA Preserve Championships — and coordinating a network of more than 20 member agricultural shows across the Western, Northern and Southern Cape provinces. It also runs youth development programmes, including bursary awards at three partner agricultural schools (Augsburg, Boland, Oakdale), support for the Western Cape Agricultural Youth Association, and the Agri-Expo Stockman Competition.

The organisation serves five core customer segments: agricultural producers (dairy farmers, winemakers, preserve makers), member agricultural shows and societies, government and policymakers (notably the Western Cape Department of Agriculture), agricultural youth and students, and the general public. Revenue is generated through three streams: nominal competition entry fees (R150 excluding VAT per product for the SA Preserve Championships), membership dues from affiliated shows, and a tiered sponsorship pyramid (Bronze through Platinum and a new Diamond tier) with partners including IMCD South Africa, DSM-Firmenich, Hollard, FNB, Standard Bank, BKB, Old Mutual, Novonesis, SIG and Synercore. The go-to-market is fundamentally event-driven and community-led, with championships serving both as quality benchmarking platforms and as the primary engagement vehicles.

In February 2023, the organisation executed an Article 189 Labour Law restructuring following losses on non-profitable projects, discontinued the SA Cheese Festival after 2022, and appointed Breyton Milford as General Manager (previously Operations Manager) on a 'back to basics' mandate. Current President is Chris Fourie. Agri-Expo is preparing to host the 31st Commonwealth Agriculture Conference in Cape Town on 1–5 November 2026 — the first time the city has hosted the event — under a strategic partnership with the Royal Agricultural Society of the Commonwealth. The organisation is explicitly not a technology company; its offering consists of events, competitions and platforms rather than software, AI, or data products.

Name

Agri-Expo

Legal name

Cape of Good Hope Agricultural Society

Website

https://agriexpo.co.za

Company type

Private

Founded year

1831

Operating status

Operating

Headcount range

1–10 employees

Short description

Agri-Expo is the trading name of the Cape of Good Hope Agricultural Society (founded 1831), a South African non-profit that hosts flagship dairy, wine and preserve championships and supports 20+ member agricultural shows and youth programmes across the Cape provinces.

Ownership category

akta.pro rank

Product category

Agricultural Event Management and Promotion

SIC

Agricultural Services (700)

akta.pro primary industry

Agriculture, Farming & AgriTech Shows Organizers (THAHABAM)

akta.pro secondary industries

Food, Wine & Beverage Festivals/Expos (MPAGAFAE), Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Agricultural exhibitions
• Dairy championships
• Wine competitions
• Agricultural show management
• Agricultural member services

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Event and Exhibition Hosting: Agri-Expo generates revenue through hosting agricultural exhibitions, championships, and public events including the SA Dairy Championships, SA Young Wine Show, SA Preserve Championships, and the SA Cheese Festival historically. These events attract entries from producers across South Africa.
2. Membership Fees: The organization operates as a membership-based agricultural society, with member shows paying dues to be affiliated with Agri-Expo and receive support, training, and coordination services.
3. Partner Sponsorships: Agri-Expo secures funding through tiered partnership arrangements (Platinum, Gold, Silver, Bronze) with agricultural industry companies, government departments, and financial institutions who sponsor events and initiatives.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Agri-Expo is a non-profit agricultural promotion and marketing organization that hosts flagship competitions (SA Dairy Championships, SA Young Wine Show, SA Preserve Championships, ARC National Master Dairyman Awards), supports a network of approximately 20 member agricultural shows across three Cape provinces, runs youth development programmes with agricultural schools, and stages consumer-facing events such as the SA Cheese Festival and Livestock exhibitions. The organization serves agricultural producers, member shows, government, and the public by providing platforms for quality benchmarking, market visibility, and industry networking.

Product overview

Agri-Expo is a professional promotion and marketing organization for the agricultural sector, organized as an events and exhibitions platform. The organization operates multiple flagship competitions including the SA Dairy Championships (Africa's oldest and largest dairy competition since 1834), the SA Young Wine Show (world's oldest wine competition), and the newly launched South African Preserve Championships. Agri-Expo manages a network of member agricultural shows across South Africa, runs youth development programs including bursary awards and the Stockman Competition, and hosts the annual SA Cheese Festival and Livestock exhibitions. The organization also coordinates the ARC National Master Dairyman Awards and is hosting the 31st Commonwealth Agriculture Conference in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• SA Dairy Championships Africa's oldest and largest dairy competition, hosted by Agri-Expo since 1834; attracts approximately 1,000+ entries annually from dairy producers across more than 100 classes, evaluated by independent expert panels.
• SA Young Wine Show The world's oldest wine competition of its kind, presented by the SA National Wine Show Association (SANWSA) in collaboration with Agri-Expo; evaluates wines from the current vintage year.
• South African Preserve Championships National competition showcasing preserved fruit and vegetable products including jams, marmalades, chutneys, pickles, pestos, olives and more; open to producers of all sizes.
• Member Agricultural Shows Network

Quantifiable outcome

• 195 years of continuous service to South African agriculture
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered platinum, diamond, core, gold, silver and bronze.

• DSM-FirmenichplatinumGTM or Marketing Partner · 27 April 2026Platinum partner of SA Dairy Championships alongside IMCD, supporting dairy industry excellence initiatives.
• NovonesisdiamondGTM or Marketing Partner · 26 March 2026Diamond partner for the 2026 SA Dairy Championships.
• SIGdiamondGTM or Marketing Partner · 26 March 2026Diamond partner for the 2026 SA Dairy Championships.
• SynercorediamondGTM or Marketing Partner · 26 March 2026Diamond partner for the 2026 SA Dairy Championships.
• Royal Agricultural Society of the Commonwealth (RASC)coreStrategic or Co-development Partner · 3 November 2025Agri-Expo is hosting the 31st Commonwealth Agriculture Conference in Cape Town from 1-5 November 2026, the first time the Mother City will host this prestigious event. Agri-Expo General Manager Breyton Milford serves as a Trustee of the RASC. The conference will bring together agricultural leaders from across the Commonwealth.
• HollardcoreGTM or Marketing Partner · 3 November 2025Financial and marketing partner for the 2026 Commonwealth Agriculture Conference. Also sponsors the Hollard Game Changer Award at SA Dairy Championships (R50,000 cash prize) recognizing young professionals making an impact in dairy.
• FNBcoreGTM or Marketing Partner · 3 November 2025Partner for the 2026 Commonwealth Agriculture Conference, providing support for the CEO Conference and Next Generation Conference components.
• De Grendel Wine EstatecoreGTM or Marketing Partner · 3 November 2025Conference partner for the 2026 Commonwealth Agriculture Conference.
• WesgrocoreGTM or Marketing Partner · 3 November 2025Western Cape tourism and investment promotion agency partnering on the Commonwealth Agriculture Conference.
• South Africa National Convention BureaucoreGTM or Marketing Partner · 3 November 2025National convention bureau supporting the hosting of the 2026 Commonwealth Agriculture Conference in Cape Town.
• Western Cape Department of AgricultureplatinumStrategic or Co-development PartnerPlatinum partner of Agri-Expo. The department collaborates on agricultural shows, youth development programmes, and initiatives to support the agricultural sector in the Western Cape.
• Standard BankgoldGTM or Marketing PartnerGold celebration partner for Agri-Expo's 190th anniversary celebrations. Standard Bank has supported various Agri-Expo events and initiatives.
• BKBgoldGTM or Marketing PartnerGold partner of Agri-Expo, providing support for member shows and agricultural initiatives.
• Old MutualsilverGTM or Marketing PartnerSilver partner supporting Agri-Expo events and member shows.
• IMCD South AfricaplatinumGTM or Marketing PartnerPlatinum partner of SA Dairy Championships with a three-year partnership commitment. IMCD is a leading distributor of specialty chemicals and ingredients.
• VeritassilverGTM or Marketing PartnerSilver partner of Agri-Expo.
• Kleine ZalzesilverGTM or Marketing PartnerSilver partner of Agri-Expo.
• HollardbronzeGTM or Marketing PartnerBronze partner supporting Agri-Expo and sponsor of Game Changer Award.
• Fair Cape DairiesbronzeGTM or Marketing PartnerBronze partner of Agri-Expo and conference partner.
• Kaap AgribronzeGTM or Marketing PartnerBronze partner supporting Agri-Expo initiatives.
• Agricultural Research Council (ARC)coreStrategic or Co-development PartnerAgri-Expo hosts the ARC National Master Dairyman Awards on behalf of the ARC's National Milk Recording and Improvement Scheme, supporting genetic improvement services for dairy farmers.
• Western Cape Agricultural Youth AssociationcoreStrategic or Co-development PartnerAgri-Expo supports this association as a sponsor, in partnership with the Department of Agriculture: Western Cape, dedicated to promoting agriculture among young people.
• Augsburg Agricultural GymnasiumcoreStrategic or Co-development PartnerOne of three agricultural schools in the Western Cape partnered with Agri-Expo. Agri-Expo provides annual bursary awards to learners excelling in academic and agricultural disciplines.
• Boland Agricultural High SchoolcoreStrategic or Co-development PartnerOne of three agricultural schools in the Western Cape partnered with Agri-Expo for bursary awards.
• Oakdale Agricultural High SchoolcoreStrategic or Co-development PartnerOne of three agricultural schools in the Western Cape partnered with Agri-Expo for bursary awards.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Others

• Agricultural Research Council of South Africa (ARC): Agri-Expo hosts the ARC National Master Dairyman Awards on behalf of ARC's National Milk Recording and Improvement Scheme. Strategic partner rather than direct competitor, but a meaningful peer in the South African agricultural ecosystem.
• Royal Agricultural Society of the Commonwealth (RASC): Umbrella body linking Commonwealth agricultural societies and convening the Commonwealth Agriculture Conference. Agri-Expo is a member and conference host; comparable as a peer convenor in the agricultural society ecosystem.

Direct peers

• Royal Agricultural Society of England (RASE): UK-based agricultural society promoting technical innovation, scientific research, and rural education, with a heritage dating to 1838. Comparable as a long-running non-profit agricultural society focused on knowledge exchange and producer support.
• Royal Agricultural Society of NSW (Sydney Royal Easter Show): Runs the Sydney Royal Easter Show, one of the world's largest annual agricultural exhibitions, along with food and wine competitions. Directly comparable as a heritage agricultural society running large-scale exhibitions and producer-judged competitions.
• South African National Wine Show Association (SANWSA): Runs the SA Young Wine Show together with Agri-Expo and is the dedicated body overseeing South African wine competitions. Direct peer on the wine competition side and a co-organizer of one of Agri-Expo's flagship events.
• American Royal Association: Non-profit in Kansas City running livestock shows, equestrian events, and the World Series of Barbecue. Comparable as a US counterpart agricultural society hosting competitions and exhibitions with strong corporate sponsorship.
• Royal Highland and Agricultural Society of Scotland (Royal Highland Show): Hosts the Royal Highland Show and runs livestock judging, food and drink awards, and rural education programmes. Directly comparable as a century-old non-profit agricultural society organizing flagship shows, competitions, and youth development.
• Royal Agricultural Society of Victoria: Operates the Royal Melbourne Show and runs livestock, food, and wine competitions in Australia. Directly comparable as a long-running non-profit agricultural society hosting flagship shows, agricultural championships, and producer competitions under a heritage brand.

Broad incumbents

• Messe Frankfurt (Agritechnica organizer): Global exhibition organizer with major agriculture-focused trade fairs. Comparable as a much larger, commercial incumbent in the agricultural exhibition space, setting benchmarks for scale and producer engagement.

Regional players

• Investec Cape Town International Jazz Festival (esp. CTICC event operators): Cape Town International Convention Centre hosts large conferences and expos and is a candidate venue for Agri-Expo's Commonwealth Conference. Comparable as a regional event/exhibition infrastructure peer in the Western Cape.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/agriexpo1
• YouTubeyoutube.com/channel/UCGB6mA-pm8X1cVJA3f3H-tA
• Facebookfacebook.com/AgriExpo1
• LinkedInlinkedin.com/company/agri-expo
• Instagraminstagram.com/agriexpo1

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agri-Expo