By Joy Crane

When Stephan Jooste launched WoodEX for Africa 12 years ago, it wasn't just another event. It was a response to a significant gap in the industry. "We needed a space where the entire value chain could meet, be seen, and move forward together", he recalls. 

"My vision for WoodEX for Africa has always been, with the support of strategic industry partners, to offer a unique business and networking platform to connect, unify and grow the African timber, tooling, and machinery industry".

WoodEX for Africa quickly became a gateway for international original equipment manufacturers to reach Southern and East African markets. Stephan says the event is a launchpad for international companies entering the South African market and a platform for local businesses to expand their reach across Africa and beyond.

The event has been successfully organised and managed under his leadership, consistently attracting industry professionals, exhibitors, and key stakeholders across Africa and beyond. It's become a platform for business development, innovation, and professional networking while offering access to cutting-edge tools, machinery, materials, and trends. 

This year marks the fourth time WoodEX is co-located with Big 5 Construct South Africa, bringing together the timber, woodworking, and construction industries for expanded visibility and cross-sector collaboration.

Strategic collaboration

Through strategic collaboration with industry experts and associations, WoodEX for Africa remains highly relevant and impactful, contributing significantly to the growth, innovation, and development of the timber industry across the region.

Today, it is the only dedicated wood and machinery trade exhibition in Southern Africa, playing a vital role in:

Showcasing African craftsmanship and manufacturing capability

Expanding the reach of local businesses into new markets

Bringing global brands and technologies into the South African timber sector.

However, Stephan is concerned. "South Africa's role as the gateway to the African timber trade is under pressure. Countries like Kenya, Tanzania, and the UAE are establishing their own wood expos", he explains. 

"Instead of hosting global business, South African exhibitors and visitors may find themselves having to travel to promote their products in other countries, thereby surrendering the home-ground advantage".

Where are the forestry and sawmilling companies?

Building a show like WoodEX is no simple feat. "We organise the venue for the industry and market the event widely, but we can't fill it ourselves. It's a chicken and egg situation. No exhibitors? No visitors. No visitors? No incentive for exhibitors".

Forward-thinking companies have already stepped up. Stephan sees enormous untapped potential in suppliers to forestry and sawmilling. They haven't had a dedicated sector gathering since the Sabie Bosfees ended in the early 2000s.

"Every year, people ask me why those industries aren't participating", Stephan says. "We announced the date at the close of WoodEX 2024 in June, and outreach started in earnest eight months ago. We have engaged with them over the years and will continue to do so, and hopefully, they will realise the vital role of local trade shows". 

Gallagher Estate in Midrand is an ideal venue to introduce the timber sector to Gauteng school children and university students and ignite their interest in following forestry and sawmilling as a career option. 

There is still time

“It's not too late for industry organisations, corporations, and suppliers to showcase what they do and how they do things. I invite interested companies and organisations to contact me as soon as possible so that we can discuss how to build the partnership”.

Stephan comments that trade shows aren't cheap, "But, when approached as a long-term commitment to growth and visibility, the return can be exponential. That value is amplified as WoodEX once again co-locates with the Big 5 Construction show and conference, expanding exposure and unlocking new cross-sector opportunities", he says.

"This isn't just about exhibiting", Jooste says. "It's about staying relevant. It's about being visible. It's about investing in a future we can grow together. As the wood-based industry, we must have and keep South Africa as the focal point in sub-Saharan Africa, particularly in Southern Africa".