International trade shows are "one-stop shops" which provide high visibility to U.S. companies and allow US exhibitors to further analyze the local market and observe their competition.

• Trade shows are the most cost effective and efficient marketing tool available to exporters.
• Trade shows provide in-country market research.
• Trade shows provide opportunities for product testing.
• Trade shows provide face-to-face contact with buyers.
• Trade shows offer opportunities to meet important distributors and agents

Read “Why Should My Company Participate in a Trade Show” from AgExporter Magazine at http://www.fas.usda.gov/info/agexporter/2001/june/p10-15.pdf.

There are many food and beverage trade shows held annually within the United States and around the world. For the new-to-export company, selecting the appropriate event should match your company goals and objectives.

• Consider the sector which has the most potential for your product, i.e. retail or food service; trade shows often target one sector over another in terms of visitor participation.
• Decide what it is you hope to achieve by participating in the event, e.g. "testing the waters" for product demand and observing the competition; initiating working relationships with agents and distributors; increasing sales; etc.

Company Costs
Costs of participating in shows include booth fees, promotional materials translated into the language, shipping of samples, and travel for representatives. In 2009/2010, booth fees ranged from $4,000 to $11,000 and averaged $5,000 depending on the size, location, and popularity of the show.

• Asian shows usually cost about $4,000 to $5,000 for a 9-square meter booth.
• European shows cost about $5,000-$11,000 for a 12-square meter booth (the minimum booth size which is a third larger than in Asia).
• Latin American trade shows are also in the range of $5,000 to $7,000 in the most important countries.

In addition to the booth fee, participants spend about an equal amount of money on travel, transport and promotional materials. As much as 50 percent of these costs can be recovered under the SRTG (State Regional Trade Group) administered Market Access Program (MAP) funding program, provided companies meet the criteria (small companies). Also, working with partners such as the SRTGs and the National Association of State Departments of Agriculture (NASDA), FAS has achieved an improvement in the design, the services (lounge, business center, internet) at U.S. Pavilions while keeping fees down for exhibitors. For more information on the SRTGs and MAP program, visit Counseling and Advocacy Main Page.

"We are just a small company with about 25 employees. With this year's participation...we were able to secure three new distributors in Malaysia, Singapore, and Indonesia that have increased sales over $100,000 this year....We also have [made] many other contacts that we can work with to generate even more business. It has become a major part of our sales strategy....We strongly support these activities." Rick Holt, Marketing Manager, Agri-Foods Intl., Inc.

Comments? Questions?
Contact the USDA Foreign Agricultural Service | Phone: (202) 690-3576 |