Boosting European Specialty Food Business in the USA

The objective of the "EUR-B2B-USA-2" program is to accelerate business opportunities for European operators on the US market. The business-to-business focused actions aim at strengthening the position of European and French specialty foods on this high-value market, especially via trade shows, retail, importers and foodservice.
This 2-years campaign is based on an in-depth analysis of potential business opportunities in the US. The program is proposed by the French Food and Drink Federation (ANIA), as a concrete answer to needs voiced by the French food companies that it represents (17 647 companies, mostly SMEs). It is also a logical sequel to the currently running EU-funded EUR-B2B-USA program, and will reinforce its results. 
The action strategy includes a complementary set of activities tailored to the targets:
- Creating face-to-face business opportunities, providing sales support throughout the 2 years of the program and developing distribution in retail through Trade Fairs, buyers' trips to Europe and a roadshow to meet importers and distributors in different US regions. 
- Intensifying consumer communications in order to improve the awareness of European and French products in all distribution channels. In-store promotions will be implemented to this end.
- Building a popular and credible image for European products, represented by French products. Public relations activities targeted at professional press, opinion leaders and influencers are planned to this end.
A large scope of over 150 companies will be involved in the activities and brands will be displayed as ambassadors of European food quality standards. The total budget of the proposed program is 1139690 EUR. This program promises for a real impact on European exports and has a true added value in boosting European sales and image on third markets. This program will also allow European companies to regain market shares in the US market after the COVID-19 crisis.