Agri-Food Trade Service
Content Manager's Blog
This Web site was created 15 years ago as a source of market information and export support activities for Canadian companies. As the web evolves and our interaction with clients intensifies we've decided to take a more active approach in keeping you informed with what we've published recently and to give a sneak peak at what you can look forward to in the coming months in the hopes of giving you a reason to come back and get more involved with our projects.
Summer Fancy Food Show 2011
September 8, 2011
The Summer Fancy Food Show (SFFS) is one of the most important annual gourmet/specialty food trade shows in North America and as usual, this year's 57th Summer Fancy Food Show was a great success! Over 2,400 exhibitors representing the world's finest food and beverages, including products such as chocolate, cheese, olive oil, tea, and ethnic specialties, descended on Washington, DC, July 10-12. With the SFFS being held in a new location this year, almost half of the buyers were new to the show, leading to a lot of potential new business for exhibitors.
Agriculture and Agri-Food Canada (AAFC), along with partners from the Consulates General of Canada (CGC) in Philadelphia, San Francisco, and Washington, Groupe Export agroalimentaire (Agri-Food Export Group), Alberta Government (Agriculture and Rural Development) and Quebec Government House in New York contributed significantly to Canada's organized presence at this year's Canadian Pavilion. Organizers provided information about Canada to show attendees, facilitated networking opportunities for exhibitors to generate sales and leads, and gathered market intelligence on trends in the specialty food sector. Foot traffic in the pavilion from key buyers, including KeHe Distributing and Whole Foods, generated significant business opportunities for the 22 Canadian exhibitors showcasing their products under the pavilion. The Consulate services offered to exhibitors included educational seminars by leading private industry buyers and experts, retail tours, and one-on-one buyer meetings.
A big draw to the Canadian Pavilion this year was the pavilion's chef's station where celebrity White House chefs Guy Mitchell and Michael Raber prepared delicious dishes highlighting and promoting Canadian products, such as maple syrup, honey and salmon. Another initiative organized by the Canadian Pavilion partners was a “Walker Program” for new exporters. The program was designed to attract exporters who are new to the market and interested in learning about the marketplace and competitive environment, as well as marketing/pricing strategies. The program included educational seminars, a guided tour of leading retailers, and full access to pavilion staff and sector experts.
The show generated tremendous media attention with close to 500 journalists in attendance such as industry publications like O, the Oprah Magazine, Food & Wine, Bon Appétit, and Specialty Food Magazine. Popular American television shows, Good Morning America and The Today Show, aired show segments at the beginning and end of the event. Voice Of America News also aired an informative segment regarding the booming sales of specialty food and beverage products in the United States, despite the economic conditions.
Overall, the exhibitors in the Canada Pavilion benefited from significant exposure for their products at the event covering the world's best in specialty foods. They gathered qualified leads for future business opportunities, built a network of market intelligence sources, and gained a better understanding of the market's challenges, as well as sector trends in design and innovation. As a result, seasoned and new exhibitors at this event have already expressed interest in reserving space for the Winter Fancy Food Show in San Francisco in January, 2012 and the next Summer Fancy Food Show in Washington in July, 2012.
If you have any further questions about the Summer Fancy Food Show and activities that took place at the event, or would like more information about joining the Canadian Pavilion at the upcoming shows, please feel free to contact me.
Until next time,
Agriculture and Agri-Food Canada
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