For years FAS has been supporting U.S. companies’ participation at trade shows. While the nature of trade shows changes over time, trade shows have been consistently rated among the most effective market development tools. Shows provide an excellent vehicle for entering new markets, developing and/or maintaining contacts with customers, introducing new products, finding new agents, and checking out the competition. Shows maintain a key role in the business world, but global political and technological changes affect how business is done: personalized and value-added service became the operative word.

In the last decade FAS involvement in shows has changed drastically. FAS has shifted focus from managing every detail of a few shows into forming partnerships. A strategic alliance is formed with selected show organizers who provide quality services in return for FAS recruitment and advertising/PR support. The Trade Support Staff (TSS) is actively involved in negotiating terms and servicing shows in important growth markets for U.S. food products. FAS endorsement is a seal of approval — it signals companies that the show has USDA support and meets FAS standards of high quality service. A less costly option to exhibiting, the American Café offers the opportunity to sample and display food products by FAS staff or locally-hired personnel.

FAS is also responsible for providing support to selected domestic shows, generating buyer missions.

Small to medium-size firms, particularly new-to-export or new-to-market companies are usually encouraged to participate in the USDA-supported events. Staff in Washington and at overseas offices provide substantial counseling, guidance and pre-show preparation, including seminars.

In CY2011: 29 events were completed. A total of 1,070 U.S. companies participated, reporting $110.3 million in on-site sales and projecting $1.1 billion in 12-month sales. Participants made close to 17,500 serious contacts and introduced 9,600 new products. Some of last year's highlights include:

• ANUGA Germany: 165 US companies participated, reporting $15.6 million in on-site sales and $169.6 million in 12-month sales.
• Gulf Food 2011. Dubai: 132 US companies participated, making $34.3 million in on-site sales and projecting $232 million in 12-month sales.
• IFE London 2011: 19 companies participated in the USA Pavilion with 12-month projected sales of $1.9 million.
• USA Pavilion at Anuga 2011. Watch the video clip.

Contact Us
Contact the USDA Foreign Agricultural Service | email us at exportassist@fas.usda.gov