USDA All-American Tailgate Trade Showcase in São Paulo

  |   Feature
FAS Press
Grill Master Holter showcasing American barbecue.
Grill Master Holter showcasing American barbecue.

The September 4, 2024, USDA All-American Tailgate Trade Showcase at Sky Hall in São Paulo celebrated the first-ever National Football League game in Brazil while spotlighting premium U.S. agricultural products. The event brought together key stakeholders from Brazil’s food and beverage industry, including importers, retailers, and food service operators, alongside government officials, food journalists, and influencers. The showcase offered a platform to explore new business opportunities while enjoying an authentic American tailgate experience. 

Damon Holter, Wisconsin grill master and owner of Croix Valley Foods, showcased the art of preparing authentic American barbecue using premium U.S. beef. Complementing the barbecue demonstration, Brazilian Chef Martin Casilli curated a special menu featuring a variety of U.S. ingredients. Chef Casilli’s creations offered a true taste of American culinary diversity, blending local flavors with premium U.S. agricultural products. 

The event also marked the official launch of the “Mesa USA” brand, an initiative by the U.S. Department of Agriculture to promote the diversity and richness of U.S. cuisine. Mesa USA aims to take culinary enthusiasts on a journey through the six distinct regions of the United States—Northeast, Southwest, Southeast, Midwest, West, and the Pacific Coast—showcasing the unique ingredients and cooking styles from each area. 

Mesa USA booth at the USDA All-American Tailgate Trade Showcase featuring bicentennial beer, Kizandy, pistachios, olives, Tabasco, Reese’s/Hershey’s, vodka and whisky.
Mesa USA booth at the USDA All-American Tailgate Trade Showcase featuring bicentennial beer, Kizandy, pistachios, olives, Tabasco, Reese’s/Hershey’s, vodka and whisky. 
Food Export Midwest and Northeast booth at the USDA All-American Tailgate Trade Showcase.
Food Export Midwest and Northeast booth at the USDA All-American Tailgate Trade Showcase.

Attendees enjoyed a live tasting experience featuring a variety of premium U.S. food and beverage products. The Alaska Seafood Marketing Institute, Blue Diamond Growers, Wonderful Pistachios, California Olives, and USA Hops offered samples of high-quality ingredients and products. The agriculture booths allowed attendees to explore the diversity of U.S. products while engaging with representatives to learn more about sourcing opportunities.

Blue Diamond Growers booth at the USDA All-American Tailgate Trade Showcase.
Blue Diamond Growers booth at the USDA All-American Tailgate Trade Showcase.

The USDA All-American Tailgate Trade Showcase fostered new business relationships and promoted U.S. food and beverage products in Brazil. The event helped U.S. companies and cooperators engage directly with Brazilian importers, retailers, and food service operators. The participation of U.S. Ambassador Elizabeth Frawley Bagley, Wisconsin Secretary of Agriculture Randy Romanski, and Consul General Richard Glenn highlighted the importance of commercial ties and the ongoing commitment to expanding business opportunities between the two countries. Live culinary demonstrations and tastings featured U.S. food products. The showcase provided a platform for U.S. companies and Brazilian industry representatives to connect and discuss potential partnerships.

U.S. Ambassador to Brazil Elizabeth Frawley Bagley drawing tickets for the first NFL game in Brazil alongside Kraft Sports’ Senior Director of Sales Operations Joe Dorant and the Patriots’ mascot
U.S. Ambassador to Brazil Elizabeth Frawley Bagley drawing tickets for the first NFL game in Brazil alongside Kraft Sports’ Senior Director of Sales Operations Joe Dorant and the Patriots’ mascot

The showcase recreated the vibrant and festive environment of American NFL tailgate parties. NFL mascots added to the excitement, creating an immersive experience for attendees that combined both entertainment and business networking. This festive atmosphere was the backdrop for a celebration of American culinary traditions, bringing U.S. sports culture to life in Brazil. 

The Patriots’ mascot at the USDA All-American Tailgate Trade Showcase.
The Patriots’ mascot at the USDA All-American Tailgate Trade Showcase.

The event created opportunities for business discussions for importers, retailers, and food association representatives, who accounted for 75% of attendees. The variety of exhibitors allowed Brazilian attendees to explore a wide range of U.S. products, facilitating meaningful interactions and potential deals. 

Exporting, Trade Shows
Brazil, Western Hemisphere

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