South Africa: 2014 International Food and Drink Event Africa (IFEA)

FAS/Pretoria hosted 13 U.S. exhibitors for the second annual International Food and Drink Event Africa (IFEA) in Johannesburg on November 5-7, 2014. The exhibitors in the USA Pavilion included 10 companies, 2 FAS cooperator groups (USAPEEC and USMEF), and one regional trade association, the Southern United States Trade Association (SUSTA). FAS/Pretoria staff provided support to the U.S. exhibitors at IFEA in a number of different ways, including recruiting young South African entrepreneurs as booth assistants and organizing a business networking breakfast. As a result of the show, U.S. exhibitors secured export opportunities that included 60 serious contacts, $225,000 in on-site sales, and almost $1.7 million in projected sales over the 12 months following the show. IFEA is a USDA-endorsed trade show and is billed as Africa’s top international food expo, giving U.S. exhibitors the opportunity to showcase a variety of products from the United States and to meet retail and food service buyers, importers, and distributors from the continent.

South Africa: 2014 International Food and Drink Event Africa (IFEA)