In March 2022, representatives from American Specialty Foods Co. traveled to London to promote their mayonnaise, cheese dip sauce, salsa and butter ranch dip products in the Southern United States Trade Association pavilion at International Food & Drink Event London (IFE) 2022. The pavilion was sponsored by SUSTA’s Market Access Program Generic. Through SUSTA’s Branded program, American Specialty Foods Co. also applied for 50% reimbursement of expenses tied to exhibiting at IFE. The Baltimore, Maryland exporter introduced 15 new products to 20 new buyers, three of which they consider to be quality leads. Company representatives anticipate $1,000,000 in sales to develop from relationships made at the show. This success is due to the Foreign Agricultural Service’s Market Access Program. “Our purpose of participating with SUSTA program is to reach potential buyers, trade partners across the world through Trade shows, Inbound Mission and Virtual meetings. We are thankful to SUSTA for connecting relevant industry partners through various program,” said company representative, Hany Haneef.