Africa Inbound Trade Mission to Americas Food & Beverage Show

Africa is rapidly emerging as one of the most dynamic growth regions for the global food and beverage industry. With a population of over 1.4 billion people - more than half of whom are under the age of 25 - the continent offers a young, urbanizing, and increasingly brand-conscious consumer base. Rising disposable incomes and the expansion of a modern middle class are driving strong demand for safe, high-quality, and innovative food and beverage products.

Consumer preferences are shifting quickly, with packaged foods, healthy beverages, convenience meals, and specialty imports seeing unprecedented growth. At the same time, the retail landscape is transforming as modern supermarkets, quick-service restaurants, and e-commerce platforms reshape how food is bought and consumed. Key markets such as Kenya, Nigeria, Egypt, Ghana, and Morocco are at the forefront of this transformation, providing strategic entry points for U.S. suppliers looking to establish a presence on the continent.

While U.S. food and beverage products are highly respected for their quality, safety, and innovation, they remain underrepresented when compared to European and Asian competitors. This gap represents a significant opportunity for American brands to capture market share and build lasting partnerships. Trade frameworks such as the U.S.–Morocco Free Trade Agreement (the only U.S. FTA currently in Africa) are further enhancing access and creating favorable conditions for U.S. businesses seeking growth in the region.

This event provides a powerful platform for U.S. suppliers to engage directly with African buyers, importers, distributors, and retailers who are actively seeking new partnerships. By participating, you will gain valuable insights into market dynamics, connect with decision-makers, and unlock opportunities to position your brand at the forefront of Africa’s booming food and beverage sector. The trade mission will take place at the convention center on the second day of the trade show. Join SUSTA in this exciting opportunity to meet with buyers from Africa to discuss your products and opportunities in the region!

This event is taking place in conjunction with the Caribbean Inbound Trade Mission

Participation Fee: $35.00

Fee Includes:

• Pre-arranged matched one-on-one meetings with key buyers, importers, distributors, and/or brokers from Africa
• This opportunity does not include booth space or a pass to the trade show floor.

Registration Deadline: June 15, 2026 (No refunds for cancellation after this date)

Product Samples: All participants are required to provide samples of their products at the event; if there is a reason you cannot sample your products, you must contact SUSTA’s Global Events (events@susta.org) team upon registration.