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The Importance of Trade Shows in the U.S. for International Food Brands

Updated: Aug 22, 2023



In the fast-paced world of the food industry, where competition is fierce and trends are ever-evolving, trade shows have emerged as crucial platforms for food manufacturers and ingredient suppliers to make their mark. The United States, with its vast market and diverse consumer preferences, offers a unique opportunity for foreign food brands to showcase their offerings. In this blog post, we'll delve into why trade shows like the Natural Products Expo and Fancy Food Show hold immense significance for international food manufacturers and ingredient suppliers eyeing the U.S. market.

1. Trade Show Readiness: Preparing for Success

Participating in a trade show requires meticulous planning and preparation. From designing an attractive booth to creating engaging marketing collateral, everything should be aligned with your brand identity and the unique selling points of your products. A well-prepared booth attracts attention, generates curiosity, and sets the stage for meaningful interactions.

2. Reaching Out to Buyers in Advance

Successful trade show participation doesn't start on the show floor—it begins well before that. Utilize the attendee list to identify key category buyers from major grocery retailers. Reach out to them before the event to introduce your brand and extend an invitation to visit your booth. This proactive approach helps create a sense of anticipation and increases the likelihood of face-to-face meetings during the trade show.

3. Advertising in On-Premise Show Guides

Show guides are valuable resources that attendees often refer to throughout the event. Placing an advertisement in these guides can increase your brand's visibility and make it easier for potential buyers to locate your booth. Use eye-catching visuals and concise messaging to convey your brand's essence and offerings effectively.

4. Submitting Products for Awards

Many trade shows offer awards for innovation, taste, and packaging design. Submitting your products for these awards not only showcases your commitment to quality and innovation but also positions your brand as a noteworthy player in the industry. Winning an award can instantly elevate your brand's reputation and draw attention from buyers and the media.

5. Announcing Innovations and Product Launches

Trade shows provide a captive audience eager to explore the latest trends and innovations. Capitalize on this opportunity by unveiling new products, sharing upcoming launches, and discussing how your offerings align with current market demands. A well-timed announcement can create buzz and attract a steady stream of curious visitors to your booth.

6. Interacting with Brokers and Distributors

For foreign food brands seeking to enter the U.S. market, having a network of reliable brokers and distributors is essential. Trade shows offer a platform to interact with your existing partners face-to-face, strengthen relationships, and discuss strategies for market penetration. Additionally, you can potentially participate in buyer meetings alongside your brokers and distributors, presenting a united front to potential clients.

In conclusion, trade shows like the Natural Products Expo and Fancy Food Show play a pivotal role in establishing the presence of foreign food manufacturers and ingredient suppliers in the U.S. market. From showcasing products to building relationships with category buyers, these events offer a comprehensive platform to make a lasting impression. By being trade show-ready, reaching out to buyers beforehand, utilizing show guides, participating in awards, announcing innovations, and collaborating with brokers and distributors, international food brands can maximize their trade show experience and pave the way for successful market entry.


In the dynamic landscape of the U.S. food market, seizing the opportunities presented by trade shows is vital for your brand's success. To navigate this journey with expertise and confidence, consider partnering with Savvy Food Consulting. Our dedicated team specializes in providing comprehensive U.S. market readiness support for foreign packaged food and raw ingredient suppliers. From trade show preparation to strategic buyer engagement, we're here to guide you every step of the way. Ready to take the next leap? Schedule your free consultation today at https://calendly.com/savvyfoodmarketing/assessment and let's pave the path to your brand's triumphant entry into the U.S. market together.

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