LIKE many agricultural shows around the world, the Windhoek show has its genesis as an annual gathering of commercial farmers. In days of old annually, the show provided an opportunity and platform for farmers to showcase their produce and beasts. It still does today.
Similar to developments elsewhere, a competitive element was incorporated into the show, serving as a motivation to promote farming excellence. By demonstrating their farming skills, be it in cultivating the land or by breeding and rearing poultry, goats, sheep, cattle and other livestock, farmers gained recognition by winning a trophy, medal or certificate.
For months in advance, there was much effort and preparation as farmers, young and old, geared up to showcase their very best. Farmers from far and near craved the recognition accorded to show winners. They all knew that the farmer who scooped a prize would be the talk of the town, and the envy of other farmers for months to come.
To make the Windhoek Show a family event, an entertainment facet was introduced, and the show’;s duration lengthened to several days to accommodate festivities. After all, farming was a rather lonely career and lifestyle, especially in those past years. One did not see neighbours and other farmers in the vicinity very often, only every few months at a church gathering, to baptise the young, for Holy Communion, or to witness the marriage of a young couple.
Motor vehicles were uncommon, and the mode of transport was by ox wagon or on horseback. Visiting a neighbour required planning, and travelling to town for supplies might take several hours, possibly even days.
Entertainment at shows started with using what was readily available to the farming community. These included horse races and jumps, tug-of-war, and for the women, cake baking, bread-making, embroidery and sewing. There were games for the children too, or they just made up their own ones.
The jolliness at a show extended late into the night, with dancing, merriment and for the menfolk, the consumption of a beverage of a mildly intoxicating nature, in the company of friends.
As the years progressed, businesses supplying goods or services to the farming community saw a commercial opportunity. They discovered a captive market right there to which they could promote their farming implements, feed for animals, tools, equipment and hardware, to sell insurance, or banking services.
Then, the town’;s folk discovered a wonderful entertainment opportunity, and decided to join in the fun. The show was a wonderful opportunity to reconnect with relatives living out on farms, and a chance to rekindle acquaintance with friends. Parents saw it as a matchmaking opportunity for their daughter or son.
When the entire town’;s population started going to the Windhoek show, it ushered in new marketing opportunities for non-farming businesses. Motor-vehicles, furniture, clothing and other household needs were on display. Soon, the commercial facet of the Windhoek show even overshadowed the farming side.
Entertainment expanded, and a travelling amusement park arrived in the capital, lock, stock and barrel from neighbouring South Africa. Its fancy equipment provided breathtaking rides, flips, tosses and turns, but the central attraction was that Ferris wheel from where one could see way beyond the borders of Windhoek.
But even for the Windhoek show, there were difficult years, those drought years when farmers just had no produce or livestock to showcase. More recently, there were times of economic downturns when there was no money to buy what was on display, or spend on entertainment. People complained that the show was not good. There was nothing to see, or no money to buy.
See you at the Windhoek Show, perhaps?
* Danny Meyer is reachable at danny@smecompete.com.
