Exhibiting at International Food & Drink Event (IFE) 2025

The USA Pavilion, represented by the Foreign Agricultural Service (FAS) of the United States Department of Agriculture (USDA), serves as the official platform for promoting U.S. agricultural exports and food products to global markets. Operating under the U.S. Embassy in London for the United Kingdom region, the Pavilion plays a strategic role in connecting U.S. producers with international buyers, fostering trade relationships, and expanding the presence of American food and beverage products globally.

Core Mission & Activities

The USA Pavilion is not a commercial entity but a government-led initiative designed to support the visibility and competitiveness of U.S. agricultural and food exports. Its primary responsibilities include:

• Market Development: Supporting U.S. exporters in understanding and accessing foreign markets through promotional campaigns, trade shows, and marketing activities.
• Trade Policy Advocacy: Working to reduce trade barriers and ensure fair access for American products in international markets.
• Trade Show Participation: Coordinating national pavilions at international trade events such as SIAL, Anuga, Gulfood, and Fruit Logistica.
• Buyer Engagement: Facilitating matchmaking between U.S. suppliers and global importers, distributors, and retailers.

Unique Selling Proposition (USP)

• Official U.S. Government Endorsement: Operated by FAS/USDA, ensuring credibility and trust.
• Broad Product Representation: Showcases a diverse range of U.S. food and agriculture sectors—from dairy and meats to specialty foods and organic products.
• Market Insights and Support: Provides economic data, policy updates, and regulatory guidance to both U.S. exporters and foreign importers.
• Global Footprint: Network of 93 overseas offices across 75 countries supporting U.S. food and agricultural trade.

Target Markets

The USA Pavilion initiatives are designed to increase U.S. exports across:

• United Kingdom & European Union
• Middle East & North Africa
• Asia-Pacific
• Latin America

Key audiences include importers, retailers, foodservice providers, and institutional buyers seeking high-quality, traceable, and innovative U.S. food products.

Capabilities

• Trade Representation: Organizes over 30 USA Pavilion presences annually at key food and beverage expos globally.
• Export Assistance: Supports over 1,000 U.S. companies annually with branding, documentation, and regulatory compliance for international trade.
• Policy & Compliance Advisory: Offers regulatory consultation for market access issues, food labeling, and trade restrictions.

Certifications & Compliance Support

While the USA Pavilion itself does not engage in production, it actively promotes U.S. companies that comply with:

• USDA Organic
• FSMA (Food Safety Modernization Act)
• HACCP & GFSI-certified manufacturing
• Third-party certifications such as Halal, Kosher, and Non-GMO

The Pavilion provides guidance and connections to ensure U.S. exporters meet specific market requirements.

Export & Trade Insights

According to FAS trade data and USDA export reports:

• Total U.S. Agricultural Exports (2023): $174.9 billion globally.
• Top Categories Represented: Dairy, beef, poultry, soybeans, wheat, fresh produce, snack foods, and craft beverages.
• UK Market Share: The UK imported over $1.4 billion in U.S. agricultural and food products in 2023.

The USA Pavilion supports many of these exports through visibility and buyer outreach during trade missions and pavilions.

Testimonials & Impact

Event feedback and exporter testimonials highlight:

• “The USA Pavilion gave us access to buyers we could never have met on our own.”
• “USDA support helped us navigate EU labeling laws and secure shelf space.”
• “It’s the most professional national pavilion at the show.”

Surveys from post-event evaluations show a high ROI for U.S. exhibitors participating under the Pavilion umbrella.

Achievements

• Successful Pavilions: Hosted over 150 companies at major trade events annually.
• Strategic Partnerships: Collaboration with U.S. agricultural cooperatives, state departments of agriculture, and industry groups.
• Global Recognition: Consistently ranked as a top-tier national pavilion in terms of professionalism and buyer engagement.

The USA Pavilion continues to be an essential instrument of U.S. agricultural diplomacy and trade expansion, opening doors for American producers and showcasing the quality, diversity, and safety of U.S.-grown food products to the world.