Global Food Marketer™
Educating & Enriching News of Global Food Markets
The Branded Program Makes a Splash at 2026 Seafood Trade Shows
New Opportunities for Suppliers in the Upcoming Program Year
From Maine lobster and Atlantic scallops to wild-caught finfish, the U.S. Northeast harvest tells a story of quality and care that resonates with seafood lovers worldwide. Sustainability credentials, cold-water flavor, and traceable sourcing make these products stand out in an increasingly competitive global seafood market. Buyers everywhere are searching for trusted partners who can meet evolving tastes and environmental standards.
International demand for premium, responsibly sourced seafood is rising sharply as consumers seek healthy proteins and as chefs look for distinctive menu items.
For small- and medium-sized U.S. seafood suppliers, these trends present an ideal moment to diversify export markets, retain loyal customers, and expand brand recognition abroad. Capitalizing on global opportunities requires resources—travel budgets, new packaging, and marketing campaigns that reach across borders, that’s where Food Export comes in!
A NEW PROGRAM YEAR BRINGS BIGGER OPPORTUNITIES
Food Export is pleased to announce the launch of its 2026 Program Year, offering expanded support for
The Branded Program Makes a Splash (cont.)
At the center of these offerings is the Branded Program, a costshare reimbursement program that provides up to 50% reimbursement for a wide variety of international marketing expenses. Applications for the 2026 Program Year are now open.
U.S. fish and shellfish suppliers looking to grow or strengthen their international presence. Designed with small- and medium-sized companies in mind, the 2026 offerings place a strong emphasis on market diversification, customer retention, and return on investment
At the center of these offerings is the Branded Program, a cost-share reimbursement program that provides up to 50% reimbursement for a wide variety of international marketing expenses. Applications for the 2026 Program Year are now open.
MARKET SNAPSHOT: WHY NOW FOR SEAFOOD EXPORTS
• Strong global appetite – Global seafood consumption is projected to grow nearly 13-15% by 2030 (per recent OECD-FAO forecasts) fueled by economic growth, health-conscious consumers, and expanding middle classes.
• Import Growth in Taiwan & Southeast Asia – Taiwan’s seafood‐import value rose ~20 % from 2021 to 2022, and Southeast Asian markets are increasingly importing specialty, frozen, and processed seafood products. (Taiwan Seafood Market Update)
Seafood Shows that Shape the Global Market
The coming year offers a full slate of seafood trade shows where Branded funds can have immediate impact:
‣ Food Show PLUS! at Gulfood 2026
Dubai, United Arab Emirates | January 26-30, 2026
The largest food and beverage show in the Middle East, Gulfood draws 5,000+ exhibitors and buyers from over 200 countries. Exhibitors showcase products across every F&B category, making it a prime venue for seafood suppliers to reach retail, foodservice, and distribution partners across the Gulf region and beyond
‣ Seafood Expo North America
Boston, Massachusetts | March 2026
North America’s leading seafood trade event, attracting 20,000+ seafood professionals from 100 countries Buyers from retail, foodservice, and processing sectors attend to discover suppliers, sample new products, and track industry trends—building business connections that last long after the show.
‣ Seafood Expo Global Barcelona, Spain | April 21–23, 2026
The world’s largest seafood-specific trade show, welcoming 34,000+ decision-makers from more than 150 countries. Exhibitors present a full range of fish and shellfish products, processing equipment, and services. Its European location and global reach make it a hub for negotiating contracts and launching new products.
‣ China Fisheries & Seafood Expo Qingdao, China | late 2026
Asia’s premier seafood trade exhibition, bringing together 1,600+ exhibitors from over 50 countries and 35,000 professional buyers. CFSE spans 13 halls covering fresh and frozen seafood, aquaculture, processing, cold-chain logistics, and value-added seafood products. It is a critical gateway for entering and expanding in China’s fastgrowing seafood import market.
Seafood Expo North America
• Cold-chain advances – Improved logistics and freezer technology mean more markets can now handle delicate, high-value seafood with less spoilage and greater consistency.
These forces combine to create a once-in-a-decade window for U.S. seafood suppliers ready to export.
HOW BRANDED FUNDS WORK
The Branded Program offers flexible cost-share support for a broad range of activities that build brand awareness and drive sales overseas:
• Trade Show Participation – Exhibit fees, booth design and construction, product shipping, utilities, and travel
• Packaging & Labeling Updates – Design, printing, and labor to meet foreign regulatory requirements
• Advertising & Digital Outreach – Print ads, broadcast spots, outdoor signage, websites, and direct mail
• Product Demonstrations & Promotions – In-store tastings, cooking demos, and influencer partnerships
These options mean a single program can cover nearly every step in a company’s export marketing plan from eye-catching labels to on-the-ground tastings.
Beyond the Expo Floor
Food Export also supports targeted market entry through specialized missions and buyer connections, all eligible for Branded cost-share:
‣ Seafood Buyers Mission Boston, MA | March 14, 2026
‣ Food Show PLUS! at Seafood Expo Global Barcelona, Spain | April 21–23, 2026
‣ Focused Trade Mission to Taiwan Taipei, Taiwan | August 18–20, 2026
‣ Focused Trade Mission to Southeast Asia for Retail and Foodservice Manila & Bangkok | October 5–9, 2026
Participation in these activities helps companies maximize every travel dollar, meet pre-qualified buyers, and build deeper business relationships.
EXPORTER HOW-TO
Make the Most of Branded Support
‣ Apply early to secure the $300 early-bird fee (a $50 savings) and ensure preferred trade show space.
‣ Leverage Food Export services such as Market Builder or Virtual Consultations to identify promising markets and strengthen your export plan alongside Branded activities.
‣ Maintain visibility with reimbursable digital ads and social campaigns to keep buyer interest high between trade shows.
‣ Keep documentation organized by saving receipts and photographing activities to simplify reimbursement.
APPLY EARLY TO MAXIMIZE BENEFITS
Applications for the 2026 Branded Program are now open. Companies that submit prequalification and full applications by December 31, 2025 will pay a $300 fee—a $50 savings over applications filed on or after January 1, 2026. Early approval provides more time to plan trade show participation, update packaging, and launch reimbursable marketing campaigns.
YOUR NEXT MOVE
Food Export’s Branded Team is ready to guide seafood suppliers through every stage—from evaluating eligibility to designing a global marketing plan. Contact info@foodexport.org
Dive into the world of U.S. seafood exports and discover why this thriving industry is making waves internationally.
$5.9 billion forecasted retail sales of packaged foods by 2028
$155.5 million in total imports from the U.S. in 2021
11.7% increase in Ghana’s merchandise exports
178.1% growth in retail sales of packaged food
Prepared/Preserved Food Preparations
Prepared/Preserved Processed/Prepared
Discover more about the Ghana market including overviews about the retail, foodservice, and food-processing sectors via our full market profile.
Market Profiles
2nd largestexport market
in Central America for processed food products from the U.S.
$483.3 million
total of U.S. processed foods imports in 2024
$3.4 billion
total retail sales of packaged food products in 2024
$4.5 billion
estimated growth in sales of packaged food products by 2029
Processed
Processed Vegetables & Pulses
Processed Vegetables & Pulses
Prepared/Preserved
Prepared/Preserved
Processed/Prepared
Prepared/Preserved Seafood
Food Preparations
Food Preparations & Ingredients
Alcoholic Beverages
Processed Vegetables
Food Preparations & Ingredients
Prepared/Preserved
Non-Alcoholic
Prepared/Preserved Meats
Prepared/Preserved
TOP PROCESSED FOODS EXPORTED TO PANAMA IN 2024
Processed/Prepared
Fats & Oils
Processed/Prepared Dairy Products
Processed/ Prepared Dairy Products
Non-Alcoholic Beverages
Food Preparations and Ingredients
Food Preparations &
Alcoholic Beverages
Processed/Prepared Dairy Products
Alcoholic Beverages
Alcoholic Beverages
Syrups and Sweeteners
Alcoholic Beverages
Prepared/ Preserved Meats
Non-Alcoholic
Prepared/Preserved
Non-Alcoholic Beverages
Non-Alcoholic Beverages
Condiments, Sauces, Jams, and Jellies
Fats & Oils
Fats & Oils
Fats & Oils
Chocolate, Confectionery and Snack Foods
Condiments, Sauces, Snack Foods
Processed/Prepared
Video: Explore export opportunities in Central American with In-Market Representative Tatiana Quiros
Alcoholic Beverages
Syrups and Sweeteners
Chocolate & Confectionery
Syrups and Sweeteners
Leverage the expertise of Food Export’s In-Market Representatives by scheduling a one-on-one Virtual Consultation.
Non-Alcoholic Beverages
Dairy Products
Condiments, Sauces, Jams & Jellies
Syrups and Condiments, Snack Foods
Learn more about the Panamanian market in our full market profile.
Condiments, Sauces, Jams & Jellies
Fats & Oils
Costa Rica
$396.20 million
million
$4.7 billion
$6.7
Prepared/Preserved
Success Stories
BUILDING GLOBAL REACH, ONE PROGRAM AT A TIME
Portland, Maine–based Cozy Harbor Seafood Inc.—the nation’s oldest lobster processor—has expanded its international sales through long-term participation in Food Export–Northeast programs.
FOOD EXPORT-NORTHEAST SEAFOOD EVENTS HELP MASSACHUSETTS SUPPLIER GROW EXPORTS
Discover how Bourne-based Lobster Trap Co. used Food Show PLUS! services in Spain and China to secure $3.1 million in sales and build strong new international buyer relationships.
FOURTEEN YEARS STRONG: GROWING GLOBAL SALES FOR FOOD INGREDIENTS
See how North Dakota’s Dakota Specialty Enterprises leverages long-term participation in Food Export’s Branded Program to expand grain-based ingredient exports and secure new international buyers year after year.
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
Jump Into Central America: Trends and Opportunities
In this episode, we sit down with our In-Market Representative, Debbie Corado, based in Central America, to explore the region’s exciting opportunities for U.S. food exporters. Due to its close proximity to the U.S., many of the products popular with American consumers are also in high demand across Central
America, making it a natural market for U.S. brands.
Debbie shares her firsthand insights on consumer trends, import dynamics, and strategies for successfully entering and growing in these markets.
U.S. Food Exports in a Shifting Trade Landscape
U.S. food exports are on the move. From tariff turbulence to booming opportunities in Southeast Asia and Latin America, this episode unpacks how exporters are staying agile, managing risk, and breaking into untapped markets.
Product Highlights
Fresh Taste, Modern Convenience
Seafood consumption continues to rise globally, driven by demand for healthy proteins and the expanded availability of value-added products. Frozen meals, readyto-eat options, and pre-seasoned fillets let consumers enjoy the flavor and nutrition of seafood with greater convenience and less waste—making them strong contenders in export markets.
Frozen Meals
Seafood Made Simple
Frozen seafood meals give busy households and foodservice operators a reliable, ready-in-minutes option without sacrificing taste. They appeal to consumers seeking weeknight solutions and to international buyers looking for consistent, high-quality products that fit diverse retail formats.
Ready-to-Eat Products
Healthy Protein, Anytime
From seafood salads to smoked fish snacks, ready-to-eat products deliver portability and immediate enjoyment. They meet the rising demand from Millennials and Gen Z for graband-go foods that are both nutritious and adventurous.
Pre-Seasoned Fillets
Chef-Inspired, Home-Cooked
Pre-marinated or spice-rubbed fillets make seafood approachable for new cooks and time-pressed families. These products highlight authentic flavors while offering consistent portioning and easy preparation—attributes that resonate in global retail and foodservice channels.
What Buyers Are Looking For
• A desire to see more seafood on the table each week, not just for special occasions
• Easy options—frozen, ready-to-eat, or pre-seasoned— appealing especially to Millennials and GenZ with busy lifestyles
• Stronger growth in fish compared to shellfish
• Fresh flavor with the convenience and value of frozen meals
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.
HOW TO: PREPARING TO MEET INTERNATIONAL BUYERS (AGAIN) October 1, 2025
FOOD EXPORT 2026 PROGRAM YEAR OVERVIEW October 22, 2025
FOOD EXPORT ROADMAP: FOR BEGINNERS AND EXPERIENCED EXPORTERS November 12, 2025
Introducing the Navigator Corner!
Question: Why Export? – Export 101: Why should my company export?
Answer: U.S. Exports of value-added consumer food products are reported as three times faster than sales here in the U.S. They have soared in recent years in response to consumers’ growing purchasing power and lower trade barriers. U.S. exports of value-added consumer food products are reportedly growing three times faster than domestic sales. They have soared in recent years in response to consumers’ growing purchasing power and lower trade barriers. Exports of value-added food products still suggest a long-term upward trend, having grown to over $38.8 billion in 2024, with a compound annual growth rate of about 2.9% from 2015 to 2024.
Consumer preferences, shaped primarily by incomes, changing lifestyles, and evolving cultural preferences, largely determine the items available in grocery stores in different markets. In developing-country markets, higher incomes result in diet upgrades, with increased demand for meats, dairy products, and other higher value food products. These include packaged cereals, pasta, oils, and other items used in meal preparations.
Another contributor to the growth in value-added food exports is U.S. food exporters’ competitive advantage in food processing. U.S. and Western Europe are considered to have the largest amounts of food and manufacturing centers. Many U.S. firms lead the way in adopting new technologies and in meeting the ever-changing consumer demand and trends, making them better able to customize their products for foreign consumers. Many are thus able to supply the types of foods products that are most in demand, including convenience foods like home meal replacement items, private label products, and niche-type products such as organic and functional products.
Many companies shy away from exporting because they don’t know how or where to get started. Fortunately, help is available! Food Export-Midwest, Food Export-Northeast, your local state agricultural promotion agency and other export providers can provide your company with a wide range of export assistance to help introduce you to the world of exporting. Learn more about the Export Education, Market Entry, and Market Promotion programs we have available to see how they can help you become a more experienced exporter.
BRANDED PROGRAM Plan Now for 2026
Fall is the perfect time to set your 2026 marketing plans and budget – and of course submit those in your 2026 Branded Program application! Remember, the Branded Program does much more than cover trade show costs. Eligible activities, reimbursed at 50 %, include:
Influencers & Social Media
• Content Creation
• Livestreams
• Paid Ad Buys
Retail Displays
• In-Store Signage and Shelf-talkers
• Promotional Staff
• Sampling and demos
Foodservice
Promotions
• Recipe Cards
• On-Premise Point-ofsale Materials
• Public Relations and media coverage
E-Commerce
Advertisements
• Digital Ad Banners
• Graphic Design and Creative Assets
Whether the marketing is handled by your team or your importer, Food Export can reimburse either way.
PODCAST: MAXIMIZING THE BRANDED PROGRAM
Want to learn more about making your international marketing dollars go further? In this episode, we dive deeper into how you can take full advantage of the program to expand your global reach!
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
‣ 2026 Specialty Food Buyers Mission at Winter Fancy Faire
San, Diego, California | January 10-12, 2026 ERD November 7, 2025 - $175
‣ Focused Trade Mission to Central America for Retail and Foodservice
Guatemala City, Guatemala and Panama City, Panama | January 19-23, 2026 ERD November 10, 2025 - $425
‣ 2026 Value-Added Feed Ingredients Buyers Mission at the International Production & Processing Expo Atlanta, Georgia | January 28, 2026 ERD November 14, 2025 - $175
‣ Focused Trade Mission to West Africa for Consumer-Oriented Products Accra, Ghana | February 3-4, 2026 ERD November 21, 2025 - $425
‣ Food Show PLUS! at Super Market Trade Show
Chiba, Japan | February 18-20, 2026 ERD December 12, 2025 - $250
‣ Seafood Buyers Mission at Seafood Expo North America
Boston, Massachusetts | March 14, 2026 – ERD: December 19, 2025 - $175
‣ Food Show PLUS! at Seafood Expo Global Barcelona, Spain | April 21-23, 2026 ERD March 5, 2026 - $2000
‣ Pet Food Buyers Mission at Global Pet Expo Orlando, Florida | March 24, 2026 ERD January 9, 2026 - $175
‣ Food Show PLUS! at Anuga Select Brazil Sao Paulo, Brazil | April 7-9, 2026 ERD January 23, 2026 - $250
‣ Food Show PLUS! at CHFA Now Vancouver 2026 Vancouver, Canada | February 21-22, 2026 ERD December 12, 2025 - $250
‣ Natural Products Buyers Mission at Natural Products Expo West 2026 Anaheim, California | March 3-4, 2026 ERD December 19, 2025 - $175
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) 29 North Wacker Drive, Suite 1000 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. Food Export–Midwest and Food Export–Northeast are equal opportunity employers and providers. Food Export–Midwest and Food Export–Northeast do not tolerate fraud and are vigilant in preventing fraud in any of their programs. Food
2025 Americas Food and Beverage Show & Conference in Miami, Florida.