By a Correspondent
GWERU — All roads lead to the 101st edition of the Midlands Agricultural Show, which gets underway on Thursday with senior government and business leaders expected to headline the annual exhibition.
The four-day event will run until Sunday, August 16.
Agriculture, Water Resources and Fisheries Minister Dr Anxious Masuka will be the guest of honour at the official opening ceremony, while Dinson Iron and Steel Company (DISCO) chief executive officer Benson Xu is expected to headline the business conference being held alongside the show.
Xu’s participation is expected to reinforce the exhibition’s focus on industrialisation, value addition and economic development, with DISCO, Africa’s biggest steel producers.
Minister of State for Provincial Affairs and Devolution in Midlands Owen Ncube and businessman Kudakwashe Tagwirei will also make presentations at the business conference.
Midlands Show chairperson Augustine Mupakurirwa said 153 exhibitors had so far confirmed participation, against a target of 160, up from the 130 exhibitors who took part last year.
“There has been significant growth compared to last year’s 130 exhibitors,” Mupakurirwa said.
“This year, 24 new exhibitors have confirmed participation, including banks, car hire companies, agro-businesses and property firms. The Society is also expecting increased participation from small and medium enterprises.”
Mupakurirwa said the Society was pleased with the response from exhibitors.
“The exhibition is growing, and we look forward to a successful Midlands Show 2026,” he said.
The show is being held under the theme “Value Addition: The Key to Competitiveness”, with organisers saying the theme will be reflected through displays of locally manufactured and value-added products.
The first day will be dedicated to business and traders, as well as the judging of exhibition stands.
The annual business conference will be held on Friday, bringing together industry players and other stakeholders to explore investment and business opportunities in the Midlands.
“With exhibitor numbers rising and a packed programme of business, awards and entertainment, the Midlands Show 2026 edition is set to be one of the biggest yet,” Mupakurirwa said.
Midlands Show manager Victoria Chikukwa said the exhibition would provide a platform for companies to demonstrate their contribution to value addition by showcasing finished products.
The entertainment programme will be headlined by popular musician Enzo Ishall, alongside Nyasha David and Gweru-based artiste Samukoko.
The show will also feature the Mr and Miss Midlands Show pageant.
The Midlands Show is Zimbabwe’s third-largest exhibition after the Harare Agricultural Show and the Zimbabwe International Trade Fair (ZITF).
