International Trade Shows

The U.S. Department of Agriculture sponsors over 30 major international trade shows annually. The USDA, Foreign Agricultural Service plays an active role in recruitment and coordination in the U.S. and overseas. These shows offer exporters the opportunity to meet potential buyers face-to-face. FAS staff know how critical meeting the customer can be to making the sale, and make every effort to ensure the U.S. food exporter’s success. They have coverage in all of the established and emerging food markets around the world.

At the show, the USA banner draws crowds because it is a world-recognized sign of high-quality and innovative foods that are fresh, flavorful and fun. The broad range of products stimulates buyers’ interest and expands their knowledge of what is available. A participating company can expect a full-service booth with electric hook-up and a business lounge. Participants also receive marketing services, including country and buyer reports and sometimes public relations help.

To access the searchable databases of scheduled marketing events supported by the USDA, Foreign Agricultural Service, click here.

The USDA, Foreign Agricultural Service and SRTGs organize activities to bring buyers and sellers together. Trade missions personalize business relationships by introducing potential trade partners. Outgoing sales missions shorten the time it takes to learn about another market. Participants learn first-hand by hearing market briefings, visiting sales channels and attending one-on-one meetings with qualified buyers. Interpreters are also provided when needed.

Buyers Missions (also called reverse trade missions) bring foreign buyers into the United States to introduce them to the wide variety of high-quality agricultural products available here. Both types of missions offer the U.S. exporter a great way to make contacts quickly and cost-effectively. The USDA, Agricultural Foreign Service and SRTGs as well as individual State Departments of Agriculture co-manage many of these events.

American Café

The American Café is a special area within the USA Pavilion where you can display and highlight your products at international shows, without the expenses associated with a full booth. Your sample products will be prepared and distributed to potential importers by USDA overseas or Trade Show Office Staff. We will send you feedback and leads immediately after the show, providing you with the opportunity to follow up with potential buyers or importers.

American Café serves as a low-cost option for small food companies to participate in the USA Pavilion at trade shows. It allows companies to send products for a minimal cost and receive new market exposure. The companies also receive “mini-market research”, and trade lead forms are provided by your company or the USDA, Foreign Agricultural Service (upon request) and are filled out by potential importers and buyers that sample your product. After the show, the USDA, Foreign Agricultural Service returns these forms to your company.

American Café fees range from $350 to $500. Companies also spend about $300-500 on shipping samples and promotional materials to the show site. In some cases, they also send a local/ regional representative to present the products in the American Café and this will add travel, hotel and miscellaneous expenses (like translation). Total cost spent on a café by participants would be between $500 and $1,000. As indicated earlier in the section, many of these promotions are held in mutual support of each other and offer valuable options for the exporting firm.

When Meeting a Buyer

Preparation for an event is crucial as buyers have limited time to spend with you and will be approached by dozens of other companies on their visit. Buyers are often very interested in developing business relationships with smaller, more innovative companies and growing the business with them over time. They like to meet with decision makers and will consider your ability to be flexible on price, packaging and labeling, among other things in order to develop the business.

To Go or Not to Go

Many preparations for a Trade Mission are similar to those of a Buyers Mission. Before deciding whether or not to attend, it is a good idea to determine the market potential for your products. You could obtain a copy of the “Top 25” market reports for your products and evaluate where the destination market ranks, as well as growth or decline in the market. You could also obtain market and product specific reports that may explain the export opportunities and recent developments. This is valuable secondary information, and while it may not answer every question, can help you understand why you have been invited and educate you about the market.

Your preparation should include the proper shipment of samples according to the mission organizer’s direction, as well as complete product information and an export pricing list at competitive wholesale prices to start. You should begin with a factory price and provide an accurate set of metric weights and measures of your products. All company materials, including business cards, should be easy to understand and include both your e-mail and website address.

Any promotional goodwill, such as charitable contributions, sponsorships, awards from the business and local community are helpful. One of the most subtle yet most important aspects of preparation is studying the business cultures of the country and preparing for behavioral patterns that may be different from your own. Finally, as with all trade promotional events, timely and accurate follow up in a business-friendly manner is one of the keys to success in international trade.

Follow up is Crucial after Trade Events

Based on importer and distributor comments, there are two main reasons why U.S. companies are not successful in developing trade relationships from marketing activities – delays in responding to trade inquiries and ineffective correspondence.

There is no doubt that spending a day or two away from the office can add to the pressure of attending to other business affairs. Preparation time for an activity can place more of a strain on your resources. However, to make your efforts worthwhile, it is crucial to follow up with buyers in a timely and professional manner. Remember, a buyer probably met with dozens of other firms at the event as well. Other suppliers may have similar products to yours, and as with all customers, the most attentive, supportive and informative supplier usually gets the business.