Wesgro, in collaboration with the Eastern Cape Development Corporation (ECDC) and South African Consulate General in New York, invites you to join an Outward Selling Mission to the 69th Summer Fancy Food Show, New York, United States of America from 25 June – 3 July 2025.
Why Summer Fancy Food Show?
The Summer Fancy Food Show in NYC is the industry’s premier product discovery event, offering a curated showcase of high-quality, artisan products in more than 40 categories—and an invaluable preview of where consumers’ needs, wants, and values are headed. From today’s demands for gluten-free and vegan alternatives to emerging trends like swicy drinks to protein-centric snacks, this Show has it all.
Be there to experience the future of food with thousands of your peers in the incredible specialty food community. Whether you’re a retail or foodservice buyer, distributor, broker, or manufacturer, you’ll build new connections and strengthen existing ones over three days of delicious discovery, fruitful networking, and inspiring opportunities.
To find out more information about the show, kindly use this link: https://www.specialtyfood.com/fancy-food-shows/summer/.
The mission will focus on the following sectors:
- Processed Specialty Foods
- Wines & Spirits
Cost of the Mission
Wesgro will be providing Mission Funding for participating exporters, covering the following expenses for companies:
- Visa Assistance
- B2B Matchmaking Assistance
- Market Intelligence Briefing
- Retail Tour
- Contribution towards Marketing
Participating Exporters will need to cover the following cost:
- Flights
- Accommodation
- Visa
- Shipping of Samples to the show (Subject to quantity and weighting of products)
- Exhibition Space
Any other costs not associated with the above, will be at the participant’s expense.
The following are estimates based on current exchange rates and current quotations, subject to change depending on the ZAR exchange rate and unforeseen costs:
Want to join the mission?
To take part in the mission, applicants must meet the following criteria:
- Registered & Verified as an Exporter on the Cape Trade Portal – www.capetradeportal.com.
- Have a Product/Service within the specified sector listed above.
- Ability and willingness to fund your component of the trade mission.
- Relevant and necessary market, product, and facility certification.
- Operating/Trading internationally
- Operational for at least 2 years
Participation is subject to meeting the qualifying criteria. Selected companies will be required to sign a commitment letter.
Proposed Programme:
| Date | Activity |
| Wednesday, 25 June 2025 | Arrival in New York, United States of America |
| Thursday, 26 June 2025 | Market Intelligence Briefing |
| Friday, 27 June 2025 | Retail Tour |
| Saturday, 28 June 2025 | Build up at the SFFS Show |
| Sunday, 29 June – Tuesday, 1 July 2025 | Summer Fancy Food Show |
| Wednesday, 2 July 2025 | B2B Meetings |
| Thursday, 3 July 2025 | Depart from New York, United States of America |
Please note the proposed programme is subject to change.
Details of the mission are as follows:
Date: 25 June – 3 July 2025
Where: Javits Center in New York, United States of America
Apply: Complete and submit the application form: https://forms.office.com/r/bgKcr3qzaM
Deadline: by no later than the COB on Tuesday, 22 April 2025
Disclaimer: Applications will be considered on a first-come, first-served basis. All companies participating in this mission will be required to sign a Commitment Letter.
If there are any inquiries or assistance, feel free to reach out to Melonie Grunewald at melonie@wesgro.co.za or Adrienne Golden at adrienne@wesgro.co.za
