Navigating the US Specialty Food Association Trade Show: Insights for African Food Suppliers

Introduction: The recently concluded US Specialty Food Association Trade Show held at the Javitz Center in New York City was a remarkable event that brought together food suppliers, industry experts, and buyers from around the world. As an African food supplier passionate about introducing the flavors of our continent to the US market, attending this trade show provided invaluable insights and lessons that can be leveraged to successfully access US markets with our food and agricultural commodities. In this blog post, we will share our experience and highlight key lessons learned that can guide African suppliers in their journey to conquer the US market.

Understanding Market Trends:

One of the most significant takeaways from the trade show was the importance of understanding market trends. The US food market is constantly evolving, with shifting consumer preferences and emerging trends. By observing the products showcased at the trade show, we gained insights into the types of products that are in high demand, such as natural and organic options, plant-based alternatives, and ethnic or culturally diverse offerings. Staying informed about market trends helps us tailor our products to meet the desires of US consumers and seize market opportunities. 

Highlights: 

1. Plant-Based and Alternative Proteins: There were several plant-based and alternative protein products implying there is a likely demand from consumers for such products. Consumers are seeking meat and dairy alternatives made from ingredients like peas, lentils, soy, and mushrooms. 

2. Superfoods – Health-Boosting Ingredients: Specialty food products that offer functional benefits, such as immune support, gut health, or cognitive enhancement. Ingredients like adaptogens, probiotics, collagen, turmeric, and matcha are being incorporated into various food and beverage products. 

3. Ready-to-eat/Ready-to-Drink/Ready-to-Use: aka Quick meals, convenience foods, portion-controlled, protein-packed, etc 

4. Sustainability and Ethical Sourcing: Lots of food packages told stories about the environmental and social impact of food products, and attendees were very eager to engage the exhibitors based on the package “stories.” 

5. Artisan and Craft Products: There were several artisanal and craft specialty foods – family-owned and small business owned that were made with care, attention to detail, and traditional production methods. Products offered unique flavors, small-batch production, and support for local or independent producers. 

6. Gluten-free: At least two (2) exhibitors inquired about the availability/feasibility of cassava flour as an alternative to normal baking flour as a gluten-free option. 

7. Honey: Hot honey, spiced honey, flavored honey, etc 

8. This show could as well have been tagged as the battle of spices and teas – spiced teas, buzzed teas, flavored teas, etc 

9. Celebrity chefs: there were at least 3 celebrity chefs and celebrity restaurants exhibiting specialty recipes and ingredients produced as new market entry products. 

10. Seeds and grains were baked/infused into their own snacks – like Sesame seeds, Sunflower, etc. There was a fonio based/baked snack offered by one exhibitor from a West African country.  

Emphasizing Quality and Authenticity: 

Authenticity and quality are paramount when it comes to entering the US market with African food products. Buyers and consumers are increasingly seeking unique, high-quality offerings that reflect the cultural heritage and traditional flavors of Africa. During the trade show, we realized the importance of highlighting the authenticity and premium quality of our products, as these factors can differentiate us from competitors and attract the interest of discerning buyers. Emphasizing sustainable sourcing practices and transparent supply chains can further enhance the appeal of our offerings. 

Building Strong Networks and Partnerships: 

Attending trade shows like this provides an excellent opportunity to network with industry professionals, potential buyers, and distributors. We discovered the value of building strong relationships and partnerships with individuals and organizations that share our vision and are passionate about promoting African food products. Collaborating with local retailers, importers, and distributors can help expand market reach and access distribution channels that cater specifically to ethnic and specialty foods. 

Adapting to US Market Regulations: 

Navigating regulatory requirements and compliance is crucial when entering the US market. During the trade show, we learned about the specific regulations, certifications, and labeling requirements that govern the food industry in the United States. Understanding and adhering to these regulations is essential to ensure product safety, meet legal obligations, and build trust with buyers and consumers. Investing time and resources in thorough research and compliance will ultimately pave the way for successful market entry. 

Engaging with US Consumers: 

The trade show also highlighted the importance of engaging directly with US consumers to create brand awareness and build customer loyalty. Engaging through social media platforms, participating in local events, and offering product tastings can help generate buzz and cultivate a loyal customer base. Actively listening to feedback from US consumers enables us to tailor our products to their preferences, providing a unique and satisfying experience that promotes repeat purchases and positive word-of-mouth. 

Leverage E-commerce and Online Platforms: 

The trade show underscored the growing influence of e-commerce and online platforms in the US food industry. Establishing a strong online presence and exploring partnerships with e-commerce marketplaces can greatly enhance market reach and accessibility. Investing in a user-friendly website, online ordering systems, and digital marketing strategies can create new avenues for showcasing our African food and agri commodities to a broader US consumer base. 

Conclusion: 

Attending the US Specialty Food Association Trade Show was an eye-opening experience for us as African food suppliers seeking to access US markets with our food and agricultural commodities. The lessons learned during the event have equipped us with valuable insights and strategies to successfully navigate the complexities of the US market. By staying abreast of market trends, emphasizing authenticity and quality, building strong partnerships, adhering to regulations, and engaging with US consumers, African suppliers can pave the way for a successful entry into the US market. Let us seize this opportunity to showcase the rich flavors and cultural heritage of Africa, enriching the culinary landscape and delighting the palates of US consumers.