Midlands Agricultural Show celebrates 100 Years

By Dumisani Ndlovu

GWERU, Zimbabwe – The Midlands Agricultural Show, a cornerstone of Zimbabwe's agricultural calendar and a beacon of local heritage, is poised to mark an extraordinary milestone in 2025.
The Midlands Show Society (MSS) has proudly announced that the 2025 edition, scheduled to run from August 14 to 17 in Gweru, will not only showcase the latest in farming innovation but also commemorate its centennial anniversary – a remarkable 100 years of dedicated service to the nation's agricultural sector.
The landmark event, themed “Climate Change Resilient, Smart and Sustainable Futures,” accentuates the show's enduring adaptability and its proactive stance on critical contemporary issues. Far from being merely an annual exhibition, the Midlands Agricultural Show has, over the past century, evolved into a vibrant nexus of tradition, innovation, and community engagement, reflecting the very journey of Zimbabwean agriculture itself.
Tracing its roots back a century, the Midlands Agricultural Show emerged during a nascent period of agricultural development in the then Southern Rhodesia. What likely began as a modest gathering of local farmers to exchange knowledge, display livestock, and showcase harvest produce, steadily grew in stature and significance. Through the decades, it mirrored the nation's agricultural trajectory – from the colonial era's focus on commercial farming to the post-independence drive for food security and the more recent emphasis on climate-smart practices for smallholder farmers. Each year, the show has served as a vital platform for the dissemination of best practices, the adoption of new technologies, and the promotion of agricultural entrepreneurship, consistently adapting to political, economic, and climatic shifts.
Speaking at a recent media briefing, Midlands Show Society Chairperson, Augustine Mupakurirwa described this year’s event as a “Century of Cultivating Progress and Resilience”.
Addressing journalist from both private and state media, Mupakurirwa highlighted the palpable excitement surrounding the centennial edition.
"Anticipation is incredibly high," Mupakurirwa stated, noting that 112 exhibitors have already confirmed their participation. The show is targeting an impressive 170 participants, a significant increase from the usual range of 130 to 140. This surge, particularly from first-time exhibitors, signals a renewed confidence in the sector and a keen interest in presenting cutting-edge, climate-smart products and sustainable innovations.
“ This eagerness to showcase resilience aligns perfectly with the century-long narrative of Zimbabwean farmers continually overcoming challenges, from droughts and economic volatilities to evolving market demands,”said Mupakurirwa.
Beyond the traditional exhibition stands, Mupakurirwa highlighted that the 2025 show is meticulously planned to offer a multi-faceted experience.
“August 15 will feature a high-level business conference, a crucial forum designed to foster industry partnerships, explore investment opportunities, and address the pressing issues facing modern agriculture. This will be complemented by an exclusive exhibitors’ reception, facilitating networking and collaboration among key players in the sector. These dedicated business-to-business opportunities reflect the Show Society's understanding that agriculture is not just about production, but also about robust value chains, market linkages, and strategic alliances,” he said.
The centennial celebrations also promise a lively blend of education and entertainment, appealing to a broad spectrum of attendees. Saturday will see entertainment take center stage with a live performance by popular Zimdancehall artist Freeman, expected to draw large crowds and infuse the festivities with energetic cultural vibrancy. This inclusion of contemporary entertainment underscores the show's evolving identity, acknowledging its role not just as an agricultural institution but as a significant cultural and social gathering for the Midlands community and beyond.
The event will culminate on Sunday with adrenaline-fueled car burnouts, an exciting addition that further emphasizes the show's blend of tradition and modern appeal. This diverse programming ensures that the Midlands Agricultural Show remains relevant and engaging for families, entrepreneurs, farmers, and urban dwellers alike, reinforcing its position as a major annual event on the national calendar.
The official opening of the 100th Midlands Agricultural Show will be presided over by the Minister of Lands, Agriculture, Fisheries, Water, and Rural Development, Dr. Anxious Masuka. His presence, alongside a multitude of dignitaries, entrepreneurs, and families, is a testament to the show's enduring national importance and its contribution to Zimbabwe's food security agenda and rural development efforts.
Mupakurirwa passionately articulated MSS's unwavering commitment to its mission. "We are dedicated to providing exhibitors a vibrant platform to connect with clients, unveil new offerings, and amplify their brand presence," he affirmed. This dedication, refined over an entire century, is now more crucial than ever as the agricultural sector grapples with the global impacts of climate change. By promoting resilience and embracing smart, sustainable futures, the Midlands Agricultural Show is not just celebrating its past; it is actively shaping the agricultural landscape for the next 100 years. As Gweru prepares to host this historic event, it stands as a testament to the enduring spirit of Zimbabwean agriculture – constantly adapting, perpetually innovating, and always looking forward.