Global Food Marketer™
Educating & Enriching News of Global Food Markets
A Taste of America: The Global Market for U.S. BBQ Products
Few foods evoke a sense of place quite like American barbecue. Rooted in regional tradition and full of bold, complex flavor, U.S. BBQ products, from sauces and rubs to marinades and condiments, have captured the attention of international buyers and consumers alike. As global interest in authentic flavor experiences grows, so too does the opportunity for American suppliers to expand into new markets with these shelf-stable, flavor-packed products. While Americans are deeply familiar with the flavors and regional traditions that define barbecue, the category is still relatively new in many international markets. Interest is growing quickly—fueled in part by global streaming of
U.S. cooking competitions, BBQ-themed reality shows, and the rise of food influencers showcasing smoked meats and bold sauces. For international buyers, American BBQ represents both novelty and authenticity, offering a chance to tap into a food culture rich in history, craftsmanship, and flavor.
U.S. sauces and condiments are currently exported to more than 130 countries. Products associated with American-style barbecue are particularly appealing in markets where consumers are seeking new taste experiences and where foodservice providers are looking to differentiate their offerings.
2024 Condiments, Sauces, and Rubs Buyers Mission at the American Royal BBQ in Kansas City, KS
Barbecue is also a category that lends itself well to export. Products are typically durable, have broad application across cuisines, and can often be adapted to suit local flavor preferences, all while maintaining a distinctly American identity.
SPOTLIGHT ON THE BBQ BUYERS MISSION
One of Food Export’s most popular annual activities for BBQ-related suppliers is the Condiments, Sauces, and Rubs Buyers Mission at the American Royal BBQ, held in Kansas City in coordination with the World Series of Barbecue.®
Scheduled this year for November 7, 2025, in Kansas City, Kan., the event connects U.S. companies with international buyers seeking bold, American-made flavor profiles.
Participation in BBQ categories has grown steadily across Food Export programs, and interest in this mission continues to climb. Early registration is encouraged, as last year’s event reached capacity by late August. The 2024 mission was a major success, with suppliers reporting over $1.2 million in sales and more than $2.3 million in projected sales. The event also facilitated 186 new supplier/buyer introductions, helped establish 45 new distributorships, and led to 83 first-time export sales to new markets.
For suppliers interested in showcasing their products to qualified buyers in an export-focused setting, this mission offers a high-impact opportunity.
SUPPORTING GLOBAL GROWTH WITH NEW TOOLS
To further support U.S. suppliers in the lead-up to this year’s mission, Food Export has developed a series of videos for both suppliers and importers.
Supplier
Focused
The Global Market for U.S. BBQ Products Take a look at key international trends, along with perspectives from BBQ brands that have expanded abroad through Food Export support.
Building Relationships in Exporting Explore the importance of building and maintaining strong buyer relationships in global trade, especially for small and mid-sized brands.
Importer Focused
The Fun of BBQ Culture Introduce your buyers to the uniquely inclusive and delicious culture of American BBQ.
Enhancing Flavor the American Way How are international buyers embracing the unique flavors and preparations of American BBQ?
These resources provide helpful context for exporters preparing to enter or expand in international BBQ markets.
EXPORT CONSIDERATIONS FOR BBQ PRODUCTS
While global interest in BBQ is strong, it’s important for suppliers to tailor their approach to the specific demands of each market. Factors to consider include:
• Flavor adaptation for local preferences
• Cultural fit and product usage in home cooking or foodservice
• Regulatory compliance for ingredients, claims, and labeling
• Consumer education to support product understanding and repeat use
Food Export’s suite of market entry services, including Virtual Consultations and Market Builder, can help BBQ suppliers evaluate their readiness and develop a strategy for successful entry.
BRANDED PROGRAM SUPPORT AVAILABLE
Through Food Export’s Branded Program, eligible suppliers can receive up to 50% reimbursement for international marketing expenses, including:
• Label translation and regulatory review
• Design and printing of new packaging
• Digital and in-store advertising
• Freight for product samples
The program is especially useful for companies entering new markets or adjusting products to meet international requirements.
Whether you’re just entering the market or looking to build on existing export success, U.S. BBQ products are well positioned to bring a uniquely American flavor to tables around the world. With growing consumer interest and dedicated support through Food Export programs, now is the time to fire up new opportunities!
THE 2024 CONDIMENTS, SAUCES, AND RUBS BUYERS MISSION WAS A MAJOR SUCCESS
>$1.2 m in sales >$2.3 m in projected sales 186 new supplier/buyer introductions
45 new distributorships established
83 first-time export sales to new markets
Tips for Adapting BBQ Products for International Markets
‣ Adjust for Local Palates: Tailor heat, sweetness, or smoke levels to align with regional preferences.
‣ Consider Format & Usage: Offer usage suggestions for small kitchens or foodservice menus beyond grilling.
‣ Highlight Provenance: Regional designations like “Carolina-style” or “Texas rub” reinforce authenticity.
‣ Provide Clear Instructions: Help new users understand how to use and incorporate your products.
‣ Stay Label-Ready: Ensure multilingual labels and proper nutritional disclosures.
United Kingdom
9th top market for U.S. processed foods
$926.7 million total U.S. processed foods imports in 2024
$114 billion estimated total of retail sales of packaged foods in 2024
$3.8 billion agriculture and related products imported from the U.S. in 2024
Prepared/Preserved Food Prepared/Preserved
TOP PROCESSED FOOD EXPORTS TO THE UK IN 2024 INCLUDED Alcoholic Beverages Food Preparations and Ingredients
Prepared/Preserved
Syrups and Sweeteners
Food Preparations
Condiments, Sauces,
Snack Foods
Beverages
Prepared/Preserved
Sauces, Jams, and Jellies Processed Vegetables
Learn more about opportunities in the U.K. market in our full U.K. market profile.
Processed/Prepared Alcoholic Beverages
& Confectionery
Processed/Prepared Alcoholic Non-Alcoholic Fats & Syrups
Prepared/Preserved Food Preparations
Products Processed
Syrups and Sweeteners
Processed/Prepared
Alcoholic Beverages
Alcoholic Beverages
Processed Vegetables
Non-Alcoholic Beverages
Prepared/Preserved
Non-Alcoholic Beverages
Fats & Oils
Fats & Oils
Food Preparations
Syrups and Sweeteners
Prepared/Preserved
TOP PROCESSED FOODS EXPORTED TO THE GUATEMALA IN 2023
Syrups and Sweeteners
Processed Vegetables
1stimporterlargest
of U.S. processed foods in Central America
$549.7 million total of U.S. processed foods imports, 2022 2.9%
increase Expect growth in economy
$9.7 billion estimated growth in sales of packaged food products by 2028
Condiments, Sauces, Jams, and Jellies
Processed/ Prepared Dairy Products
Processed/Prepared
Condiments, Sauces, Jams
Condiments, Sauces, Jams
Processed Vegetables & Pulses
Prepared/Preserved
Alcoholic Beverages
Snack Foods
Snack Foods
Food Preparations
Snack Foods Food Preparations & Ingredients
Prepared/Preserved Meats
Non-Alcoholic
Chocolate & Confectionery
Prepared/Preserved
Chocolate & Confectionery
Learn more about the Guatemalan market in our full market profile.
Fats & Oils
Dairy Products
Explore export opportunities in Guatemala with a 30-minute Virtual Consultation—get market-specific insights from our Central American In-Market Representative. Learn more about the Guatemalan market in our full market profile.
Processed/Prepared
Dairy Products
Syrups and Sweeteners
Oilseeds
Oilseeds
Alcoholic Beverages
El Salvador
TOP PROCESSED FOODS EXPORTED TO EL SALVADOR IN 2023
5th largestimporter
of U.S. processed foods in Central America
$220 million
total of U.S. processed foods imports in 2023
$2.5 billion estimated retail sales of packaged food products in 2023
$3 billion estimated growth in sales of packaged food products by 2028
Prepared/Preserved
Condiments, Sauces, Jams, and Jellies
Prepared/Preserved
Processed/Prepared
Prepared/ Preserved Dairy Products Processed Vegetables & Pulses
Learn more about the El Salvador market in our full market profile.
Prepared/Preserved Food Preparations Prepared/Preserved Processed/Prepared
Success Stories
ILLINOIS SUPPLIER SECURES NEW SALES AT AMERICAN ROYAL BBQ
Long-time Food Export–Midwest participant LP International, the export division of La Preferida Mexican Foods, gained $7,500 in export sales to the United Kingdom, and projects $10,000 more, after meeting with global buyers at the inaugural Condiments, Sauces, and Rubs Buyers Mission during the American Royal BBQ.
MISSOURI
BBQ SAUCE SUPPLIER LANDS IN SWEDEN
Learn why this exporter says the Branded Program has been a game changer for how this small business reaches new customers.
LILLIE’S Q SAUCES AND RUBS SPREADING THE FLAVOR
"Food Export Midwest’s funding allows us to participate in events like Anuga, connecting with buyers from all over the world. Our international presence continues to increase as a result of these programs."
KANSAS SUPPLIER GROWS BRAND AWARENESS IN CANADA
Four years of participation in Food Export programs has helped Meat Mitch, a Shawnee Mission, Kan. barbecue sauce and spice manufacturer, increase brand awareness across the globe.
Product Highlights
Bold Flavor, Global Appeal
Barbecue represents one of America’s most distinct culinary traditions, rich with regional variation and ready for global markets. From the vinegar tang of Carolina pulled pork to the mesquite smoke of Texas brisket, each region contributes to a diverse and recognizable flavor landscape. For U.S. suppliers, condiments, sauces, and spice blends provide versatile formats to deliver these uniquely American profiles to international buyers.
Condiments
A Creative Twist on Familiar Formats
Barbecue-inspired condiments go far beyond ketchup and mustard. Products like spicy pickled relishes, chipotle-lime aiolis, and bourbon-glazed onions are seeing demand in retail and foodservice. Their appeal lies in bold flavor, clean labels, and easy menu integration across cuisines.
Sauces
Distinct Styles with Geographic Roots
American BBQ sauces are shaped by place—and consumers are taking notice. North Carolina’s vinegarbased mop sauces, Alabama’s white BBQ sauce, and Kansas City’s molasses-forward glazes each tell a story that adds export value. Regional branding helps differentiate U.S. sauces from global competitors and appeals to foodcurious consumers.
Spices & Rubs
Blends Built for Signature Flavor
Whether Memphis dry rub or Southwest chili-cocoa, these dry blends offer convenience, long shelf life, and strong identity. International buyers are drawn to authentic formulations and origin-marked flavor systems they can use to create BBQ-inspired menus or retail spice assortments.
What Buyers Are Looking For
• Authentic regional storytelling
• Clean-label and all-natural claims
• Shelf-stable, ambient packaging
• Versatile applications across proteins, grains, and vegetables
• Flavor systems that support menu innovation or crossmerchandising
Ready to Export?
Food Export’s Branded Program and Buyers Missions support BBQ product suppliers entering global markets— with up to 50% reimbursement for international marketing and promotional costs.
Training Webinars
Stay informed with our insightful webinars for the latest market updates and trade strategies. Watch for announcements of upcoming webinars and browse our library of past webinars at www.foodexport.org.
BECOMING EXPORT READY: MEETING BUYER EXPECTATIONS – TODAY
August 06, 2025
DIRECT OR INDIRECT EXPORTING: A GUIDE TO INTERNATIONAL CHANNELS OF DISTRIBUTION
August 20, 2025
USING INTERNATIONAL TERMS OF SALE AND TRADE September 03, 2025
FOOD EXPORT DOCUMENTATION AND PROCEDURES September 17, 2025
HOW TO: PREPARING TO MEET INTERNATIONAL BUYERS (AGAIN)
October 01, 2025
The Food Export Podcast
Your monthly guide to expanding your knowledge and expertise in food exports!
TUNE IN AND CATCH UP ON THESE MUST-HEAR EPISODES
Across the States: Building Export Success
Hear how American food exporters are winning in new markets, leveraging programs like Virtual Consultations, Buyers Missions, and the Branded Program to build lasting global relationships.
The Power of Storytelling in Global Trade
Discover how compelling brand stories and authentic messaging can unlock new export opportunities and connect U.S. food products with global audiences. Tune in to learn why storytelling is just as vital as your product’s quality when entering international markets.
Upcoming Activities
Events
Look for Food Export teams at these upcoming global events, where we connect with industry leaders and showcase international trade opportunities.
ERD Early Registration Deadline SRD Standard Registration Deadline
‣ FEATURED - 2025 Condiments, Sauces, and Rubs Buyers Mission
Kansas City, Kansas | November 7, 2025 ERD August 22, 2025 - $175
‣ Focused Trade Mission to Japan for Retail and Food Service
Tokyo, Japan | October 27-28, 2025 SRD August 06, 2025 - $625 LAST CALL
‣ Focused Trade Mission to Korea for Innovative, Healthy, & Convenient Products in Retail and Foodservice Seoul, South Korea
October 29-31, 2025 SRD August 06, 2025 - $625 LAST CALL
‣ Food Show PLUS! at Pets Canada Industry Show
Toronto, Canada | September 17-18, 2025 SRD August 12, 2025 - $375
‣ Product Showcase at ESPACIO 2025 Santiago, Chile
September 30 – October 2, 2025 SRD August 12, 2025 - $100
‣ Focused Trade Mission to Egypt for Value-Added Wood Products 2025 Cairo, Egypt | November 16-20, 2025 ERD August 08, 2025 - $425
‣ Value Added Feed Ingredients Buyers Mission at the 2025 World Dairy Expo
Madison, Wisconsin | October 1, 2025 SRD August 20, 2025 - $250
‣ Focused Trade Mission to Colombia for Retail and Food Service
Bogota, Colombia | November 12-13, 2025 SRD August 20, 2025 - $625
‣ Focused Trade Mission to the Middle East for Retail and Food Service
Jeddah, Saudi Arabia | November 18-20, 2025 SRD August 29, 2025 - $625
Global Food Marketer™
FOOD EXPORT ASSOCIATION OF THE MIDWEST USA® AND FOOD EXPORT USA®–NORTHEAST
We are non-profit organizations comprised of state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products.
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA.
Brendan Wilson
Chief Executive Officer/Executive Director
Michelle Rogowski
Chief Operating Officer/Deputy Director
Laura England
Chief Communications Officer/Deputy Director
Teresa Miller
Chief Program & Partnership Officer
Gina Donio
Marketing & Communications Manager
FOOD EXPORT ASSOCIATION OF THE MIDWEST (FOOD EXPORT–MIDWEST) 309 W. Washington St., Suite 600 Chicago, IL 60606 USA tel: 312.334.9200 • www.foodexport.org
FOOD EXPORT USA–NORTHEAST (FOOD EXPORT–NORTHEAST) One Penn Center, 1617 JFK Blvd. , Suite 420 Philadelphia, PA 19103 USA tel: 215.829.9111 • www.foodexport.org
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA. Persons with disabilities who require reasonable accommodations or alternate means of communication of program information should contact us. Additionally, program information may be made available in languages other than English. Food Export–Midwest and Food Export–Northeast prohibit discrimination in all their programs and activities on the basis of race, color, national origin, religion, sex, gender identity (including gender expression), sexual orientation, disability, age, marital status, familial/parental status, income derived from a public assistance program, political beliefs, reprisal or retaliation for prior civil rights activity. To file a program discrimination complaint, go to https:// www.ascr.usda.gov/filing-program-discrimination-complaint-usda-customer.
Foodservice Buyers Mission at the 2025 National Restaurant Association Show in Chicago, Illinois