Commissioned by the Southern United States Trade Association, Phaff Export Marketing will organize a trade mission for fresh produce to Florida and The Global Produce & Floral Show. This trade show takes place in Atlanta, Georgia.


The Southern United States Trade Association (SUSTA) is a non-profit organization that facilitates trade between companies in the southern United States and international markets. Established in 1973, SUSTA operates under the guidance of the U.S. Department of Agriculture (USDA) and the Foreign Agricultural Service (FAS).

SUSTA's primary goal is to promote the export of high-quality food and agricultural products from the southern region of the United States. SUSTA plays a vital role in promoting the competitiveness of southern U.S. food and agricultural products in the global marketplace.

The Global Produce & Floral Show

The Global Produce & Floral Show is an international event dedicated to showcasing the latest trends, innovations, and products in the produce and floral industry. Scheduled to take place October 17-19, 2024. This event brings together professionals, exhibitors, and enthusiasts from around the world.

Trade Mission

Phaff Export Marketing invites European buyers of fruits and vegetables to join the delegation. For Phaff Export Marketing it is important that there is a diverse group that will be traveling to Florida and Georgia, to meet with the SUSTA exporters.

Throughout this trade mission, one-on-one meetings will be scheduled, as well as site visits and retail tours. Next to that, the delegation can visit the trade show.


The tentative itinerary for this trade mission is as follows:

  • Monday - October 14: European delegation travels to Tampa, Florida.
  • Tuesday - October 15: Visiting growers in Florida.
  • Wednesday - October 16: Retail tour, more visits to growers, and travel to Atlanta, Georgia.
  • Thursday - October 17: One-on-one meetings between the European buyers and SUSTA companies.
  • Friday - October 18: Visit the trade show.
  • Saturday - October 19: Delegation departs

This itinerary can be adjusted based on several factors, including the preferences of the delegation.


Interested in receiving more information or joining the delegation? Please do not hesitate to contact Inge Lankes, project manager at Phaff Export Marketing, via or +31 (0)36 760 7100.