In March 2026, the Southern United States Trade Association (SUSTA) will present the SUSTA pavilion at the International Food & Drink Event (IFE) in London, UK. Phaff manages this project on behalf of SUSTA to support US food and drink companies entering the UK market. IFE is one of the largest trade shows for food and beverages in the UK and an important platform for new products and trends.
As SUSTA's in-market consultant in Europe, Phaff is responsible for the full organization and execution of the SUSTA pavilion. We coordinate with the USA pavilion organizer, contact with the co-exhibitors, promotion, and provide on-site support to all SUSTA co-exhibitors. We also help connect them with UK importers, distributors, and buyers from retail and foodservice.
Our aim is to create a professional and welcoming space where companies can present their products, share their stories, and build lasting partnerships with European trade contacts.
The SUSTA pavilion at IFE London shows the strong partnership between SUSTA and Phaff in helping US exporters reach new markets. For many participants, the UK is a valuable test market for innovative products. By joining IFE, SUSTA companies gain first-hand experience and a better understanding of European buyer expectations.
Over the years, many US companies from the Southern US have joined SUSTA pavilions organized by Phaff at leading European trade shows. Some have become regular participants and developed steady business growth through long-term European relationships. Their success shows the value of visibility, consistency, and teamwork.
Would you like to meet the SUSTA companies exhibiting in the SUSTA pavilion at IFE London 2026, or learn how Phaff can support your export promotion activities? Contact Anouk Dijkgraaf at anouk@phaff.com to plan a meeting during the show or to discuss future collaboration.