Trade Shows
Each year, FAS endorses the trade shows that will provide the best international exposure and marketing opportunities for U.S. companies and producers. FAS works with show organizers and other partners to create a “USA Pavilion” to showcase the variety and quality of made-in-America products to potential foreign buyers. FAS also provides participating companies with marketing and promotion services, market intelligence, logistical support, and on-site assistance.
More information about FAS-supported trade shows can be found below.
Endorsed International Trade Shows
June 10-13, 2025
Seoul Food and Hotel
Seoul Food and Hotel (SFH) is the biggest food show in South Korea, the sixth-largest export market for U.S. food and farm products. The event provides access to major food importers, distributors, hoteliers, restaurateurs, and retailers who are...
September 3-5, 2025
Asia Fruit Logistica
Asia Fruit Logistica (AFL) is Asia’s only annual regional fresh produce trade fair. AFL attracts buyers from Hong Kong, China, Macau, and the region. The continued demand for high quality fruit and vegetables in Asia offers an excellent opportunity...
September 8-11, 2025
Fine Food Australia
Fine Food Australia (FFA) is the country's largest trade-only exhibition for the foodservice, hospitality, and retail industries in the southern hemisphere and attracts visitors and buyers from all over the Asia Pacific Region. Australian consumers...
Domestic Trade Shows
June 4-6, 2025
International Floriculture Expo
For more information, please visit: https://www.floriexpo.com
June 4-6, 2025
World Pork Expo - National Pork Producers Council
For more information, please visit: https://www.worldpork.org
June 29 - July 1, 2025
The Summer Fancy Food Show
For more information, please visit: https://www.specialtyfood.com/fancy-food-shows/summer/
Data and Analysis
In March 2025, ATO Tokyo organized a USA Pavilion at FOODEX Japan, one of the largest international trade-only food shows in Asia that provides a strong venue for U.S. food companies to find importers and increase distribution in Japan and other Asian markets.
From March 26-29, ATO Shanghai organized the inaugural American Food and Agriculture Pavilion at the China International Rural Innovation and Development Expo (IRID) featuring 19 U.S. companies and organizations representing wine, beer, meat, seafood, poultry, grains, nuts, and processed food products.
The USDA Agricultural Trade Office (ATO) Hong Kong has partnered with the Hong Kong Trade Development Council (HKTDC) to offer U.S. wine and distilled spirits companies and their local representatives special pricing on exhibition space as part of a USA Pavilion at the Hong Kong International Wine & Spirits Fair from November 6 to 8, 2025.
News and Features
California Natural Color participated in Fi Europe’s latest show. The company opened in 1994 and is based out of Fresno, California. The company formed under the name San Joaquin Valley Concentrates and changed their name to California Natural Color in 2018 to better reflect their business model. E. & J. Gallo Winery acquired the company in 2020.
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.
SIAL Paris is a biennial international food trade show and is one of the largest food innovation exhibitions in the world. SIAL Paris serves as a platform where producers, distributors, restaurateurs, and importers-exporters can explore the latest trends, products, and innovations in the food sector; sample the latest products; engage in discussions; and make new connections.