With thousands of buyers and distributors across the U.S. descending upon the New York Summer Fancy Food Show (SFF) this year, the prominent trade show’s first-ever continent-wide Africa Fine Foods pavilion debuted with over 110 companies from across the continent. Made possible through a unified effort between Prosper Africa and USAID, African companies exhibited their products to representatives behind some of the U.S.’s largest retail stores including Whole Foods, Erewhon Market, Wegmans, Central Market, HEB, and World Market. Looking back at this critical event, here are the highlights of how African companies launched their businesses forward.
South Africa Region Takes Home Largest U.S.-Africa Trade Deal at SFF
The Africa Fine Foods pavilion made headlines with Prosper Africa announcing a record-breaking $56 million trade deal for 700 containers (1,260,000 crates) of South African-grown table grapes to the U.S. The market impact of this transaction alone contributes towards helping retailers keep product prices stable for U.S. consumers during what otherwise would be a struggling offseason, considering that typically commodity prices go up by 35% that time of year. The deal, financed with a structured trade facility by EAS Advisors and Scipion Capital, also enhances value for African producers by providing firm off-take prices and removing market volatility.
North African Food Companies Show Up in Full Force
More than 30 North African businesses participated in this year’s SFF Show, leading to new partnerships with U.S. buyers and elevating the region’s visibility as a source of competitive products on the continent. For example, firms like couscous distributor Sarl Sopi from Algeria and nut and dried fruits company Ladidate secured multiple deals totaling over $275,000 for the region alone. In Sarl Sopi’s case, the manufacturer demonstrated what it means to ship volume to the U.S. – securing two deals for 40 tons of couscous through BHM Wholesale Distribution in Texas and 100 tons monthly through Mecca Market in Colorado. Across the North African firms, a total of 95 qualified business connections were made, securing deals valued at $4.75 million directly at the show.
U.S. Buyers Embrace West African Goods
Twenty West African specialty food firms from 4 countries including Togo, Nigeria, Ghana, and Senegal made a splash at the 2024 Summer Fancy Food Show, generating widespread interest in their products via multiple leads. This year also marked a first-show appearance for 19 out of the 20 firms. “Our ability to demonstrate to buyers where we source our cashews from as part of our impact activities creates a sense of transparency. Buyers are increasingly looking for responsible organizations to do business with, and I am glad we are in that bracket” stated Rosswood Company CEO, Priscilla Asante when discussing her Ghanaian nuts and dried fruits company’s participation in the prominent trade show. Rosswood went on to close a cashew deal with World Market Stores, one of the largest U.S. retail chain stores with over 239 locations across the U.S.
Specialty Foods and Chefs Bring to Life East Africa’s Food Wonders
Entrancing attendees through live food preparations, East African suppliers quickly jumped into the spotlight. The value of deals made is a testament to not only the region’s creativity but also the ability of these businesses to translate added attention into business acumen. Four different companies secured deals totaling more than $280,000 with an additional trade deal pipeline valued at over $5.3 million coming out of conversations at SFF alone. ”This trade show is a game changer for our company,” said Irene Njeri of Zebatian/Vegbatian Oils. Zebatian Oil showcased their company’s extra virgin and crude avocado oil while closing a deal with a buyer worth $104,000. “It’s encouraging to finally be in the U.S. where at least 80 percent of our crude avocado oil ends up. We have established some interesting leads for our business and are confident in the outcomes of our ongoing conversations.”
Reaching New Trade Heights, the African Continent Shines Through Deals and Business Partnerships
With extensive deal pipelines in the works across all regions, participation under the Africa Fine Foods Pavilion will continue to generate significant economic impacts for participating African businesses while supporting an ever-growing partnership between U.S. and African trade markets. Prosper Africa and USAID look forward to what’s in store for African fine foods and we look forward to seeing you in 2025!
