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A Look at Upcoming Shows in the New Year

1-21-2025

Big Picture Report: January 2025
Bernadette Wiltz-Lang, SUSTA

As always, SUSTA has a roster of marquee trade exhibitions lined up in the first quarter of 2025. These upcoming events include Fruit Logistica in Berlin and Gulfood in the Dubai. Both trade shows have both taken turns as SUSTA’s top sales generators in recent past years. Gulfood saw the most companies making export sales in 2023 and the most sales to new markets, along with IPM Essen ranking as a top tier show in terms of companies booking new sales.

But the very first trade show of 2025 is IPM Essen in Germany, which is next week and focuses on the horticulture industry. This show opens the door to the EU, which is well known for its horticultural (floricultural) industry. However, U.S. products do well as some special species only grow in the U.S. or have a more attractive delivery window.

Other key Global Events activities include FoodEx Japan, March 11 – 14, 2025 in Tokyo; Prowein, March 16-18, 2025, in Dusseldorf; the International Food & Drink Event (IFE), March 17-19, 2025, in London; and Expo Antad and Alimentaria in Guadalajara, which now has a registration of January 28th.Notably, Prowein ranked among the top shows for the total number of companies making sales in 2023.Beer, wine and spirits exports from the U.S. continue to grow on strong global demand. The average three-year export total from the U.S. is $3.8 billion, up from $3.15 billion in 2020.

Our second quarter events will be here before you know it, and more are being added each week. Be on the lookout for emails announcing that you can register for Food Hotel Asia in Singapore as well as Food and Hotel Vietnam in Hanoi. So far, we have one trade mission posted in the second quarter: the Europe Spirits Inbound to Kentucky and Tennessee. But others will open soon, like a Europe trade mission to Summer Fancy Food.

There are growing opportunities here for SUSTA companies, although exporting is not without its challenges and country-by-country intricacies, making a well-planned export strategy ever important. I urge you, as always, to go to the SUSTA webpage, update your MySUSTA account for 2025, and check out the various activities planned for this year.

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