Phaff Export Marketing organized the pavilion of the Southern United States Trade Association (SUSTA) at the IFE in London, UK. The IFE is the International Food & Drink Event, the UK's leading event for food & drink professionals.

IFE London

Hosted on March 21-23, 2022 at ExCel London, the show took place at the same venue as FE Manufacturing, Hotel, Restaurant & Catering, The Pub Show and The London Produce Show.

Every year, the IFE offers visitors the opportunity to discover what's new, buy innovative products, understand the latest consumer trends and build personal relationships to stay ahead of your competitors.

For more than 40 years, IFE has sat at the heart of the food and drink community, welcoming 30,000 retailers, wholesalers and foodservice professionals to taste, test and source products from a global list of producers.


The Southern United States Trade Association (SUSTA) is a non-profit organization that facilitates trade between small to medium-sized southern US companies and overseas importers. SUSTA works with the Departments of Agriculture of the 14 southern states and Puerto Rico to promote the export of high-value food and agricultural products.

SUSTA pavilion

As the European consultant of SUSTA, Phaff Export Marketing realized the SUSTA pavilion at the trade show.

This pavilion consisted of 5 stands. SUSTA companies could register to exhibit at this fair.

During the show, the SUSTA pavilion offered a wide variety of products out of the southern states. Ranging from e.g. alcoholic beverages to chocolates.

Anouk Dijkgraaf attended the show as SUSTA's European Consultant, representing SUSTA and offering advice to participating companies. In addition, interested European buyers were introduced and linked to SUSTA companies.