New York Serves as Entry Point into US Market for Many International Suppliers

Asian food suppliers increasingly look at New York to break into – or even expand their existing export business – in the US market, rated as the world’s largest food market in value terms. 

Read also: Besides the Usual Business Negotiations, Tariffs Also Figured at New York’s Fancy Food Show 

The number of Asian exhibitors at the recent New York Fancy Food Show 2026 – the three-day event is organized by the New York based Specialty Food Association (SFA) – has steadily grown over the years, reflected in the sizeable exhibitor contingents from India, Japan, Korea, Malaysia, Indonesia, Saudi Arabia (it enjoyed a “partner country” status at this year’s show), and Turkey. 

The show attracted a total of 2529 domestic and international food manufacturers, including 421 first-time participants; the exhibitors displayed over 700 new products and thousands of familiar products routinely seen at the show. Companies offering food refrigeration and logistics services also participated. 

Many exhibitors privately voiced concern over the US tariffs that are causing trepidation among international food suppliers who feared that tariffs could increase prices of their products and affect their exports. Indeed, uncertainty over the tariffs has led many food buyers and suppliers to renegotiate, with some buyers urging suppliers to reduce prices or take over part of the additional import tariffs. 

Aki Foods Japan, which is based in Irvine, California, and supplies Japanese sweet products and desserts, was upbeat about the business sentiment at the show despite the tariff imposition on food imports. According to Aki Foods’ CEO Reiko Yamada, the “much bigger problem” was the steep rise in freight charges, though the Japanese currency yen’s depreciation in relation to the US dollar had helped cushion the impact of the sharp rise. 

Bulent Kayali, the secretary general of Turkey’s East Anatolian Exporters’ Association, headquartered in Gaziantep, was in an upbeat mood about Turkey’s participation; more than 30 companies from his association participated in the show displaying a variety of vegetable oils, pasta, confectionery, lentils, chickpeas, etc. 

“Turkey’s annual food and agricultural exports amount to some $ 35 billion … our main markets are the Middle East, Africa, etc. but the US is also an important market which has become more important than the European Union … however, many Turkish suppliers of pasta products are worried about US tariffs levied against Turkish pasta,” Kayali said, adding that Turkish exhibitors were generally happy with the buyer response at the show.

Cem Demir, the head of exports at Verde Olive Oil, a Turkish olive-oil producing company in Izmir, told this writer that the US is the biggest market for his olive-oil products. “Some 65% of our olive-oil exports are destined for the US market with the remaining 35% shipped to other markets. 

“New York is a good venue for meeting with our old and new customers … we are also planning to get a warehouse to support our distribution network in the US,” Demir said. Turkish olive-oil suppliers had also been monitoring the US Supreme Court’s ruling against the tariffs which were affecting their exports to the US. 

Canadian food suppliers said their export business with the US could suffer if the US-Mexico-Canada-Agreement (USMCA) under review was not renewed. 

Ajay Dewan, senior sales manager at OIC Foods based in Mississauga, Ontario, said his company supplies a range of popular Indian vegetarian food products to the US, thanks to the large presence of the Indian diaspora though many mainstream Americans are also taking a fancy for the traditional Indian vegetarian cuisine. 

“While US buyers source their food products directly from India, quite a few are avoiding sourcing from distant regions. Being a Canadian company, it is easy for us to meet the demand of US importers and retailers at short notice … we have an efficient distribution network supported by truck deliveries. However, we are worried over the USMCA’s future with the ongoing review of the pact,” Dewan said. 

Malaysian exhibitors, who regularly participate in the show, were also building up their supply chain. The colorful Malaysian pavilion also had the presence of Malaysian government officials based in the US, to coordinate with Malaysian exhibitors and answer queries from visitors. 

At another booth set up by Malaysian exhibitors who participated on their own, My Bizcuit, a company based in Malaysia’s Johor state, near the Singapore borders, displayed a large variety of biscuits that are a familiar sight in various Asian supermarkets in the US. 

Bu Thian Hock, an executive with My Bizcuit, said that his company exported to 58 countries of the world. While the company’s major markets were in Asia, the US was of “great importance” for its exports which had recorded significant growth, thanks to the rising demand for its biscuits. “Although the US currently accounts for less than 10% of our overall exports, it is a promising market.”  

He added that the surge in freight charges posed a problem for the company’s exports. “Our freight charges to Dubai, for instance, rose from US$ 1500 per container to an incredible $ 5000 now. But I am happy that our products have been well received at this show and we have some long-term business enquiries,” Hock added.

Saudi Arabia, a “partner country” at the NYFFS, presented a large variety of dates and bye-products. Fahad Alabdulaali, the spokesman of Saudi Arabia’s National Center for Palms and Dates, said that Saudi Arabia produces over 300 types of dates; its 2025 date exports amounted to 2 billion Saudi riyals (US$ 532.6 billion), recording a 59% growth since 2021. “We export to 125 countries, including the US”, Alabdulaali said, adding that the 13 Saudi exhibitors had received good business enquiries from buyers. 

The Saudi pavilion also housed the Riyad-based International Dates Council (IDC), an international association of 17 date-producing countries in the Gulf and North Africa.

Ayman Degheidy, who is the IDC’s international business expert, said in an interview that dates were consumed not only as food but also used in the cosmetic industry. The annual global trade in dates amounted to US$ 33 billion by all its member countries which planned to reach the target of $ 55 billion by 2034. The Middle East accounted for 80% of the global production volume of 9.7 million tons. Saudi Arabia is the world’s biggest date-producing nation, he said. 

“India is the world’s biggest date consumer market followed by China. India and Morocco buy large volumes of Medjool dates,” he said. 

Author Bio

The author, Manik Mehta, is a New York-based journalist specializing in foreign affairs/diplomacy, global trade, supply chains/logistics, business, specialized industry segments, etc.