Summer Fancy Food Show 2025 – New York

A market where placement, branding and buyer attention decide everything.

Our participation at the Summer Fancy Food Show 2025 in New York was more than a booth presence. It was a hands-on opportunity to test how Mediterranean products are perceived in one of the world’s most competitive retail environments.

Visitors gathering at the European pavilion during the Summer Fancy Food Show in New York, attending tastings and learning about Mediterranean products. — Photo from previous professional activities of P. Katsikaris, prior to the establishment of MediTaste.

Visitors engaging in product tastings at a European pavilion during the Summer Fancy Food Show in New York, showcasing wine, fruits, and Mediterranean products. — Photo from previous professional activities of P. Katsikaris, prior to the establishment of MediTaste.

At the Javits Center, we presented the EU campaign “The Charming Taste of Europe”, showcasing fresh kiwis, dried fruit, and European wines to U.S. buyers, importers, distributors, and foodservice professionals.

📌 Key outcomes from the exhibition
• High-quality traffic at Booth 2011 from importers and specialty distributors
• Strong interest in European fresh produce and premium dried fruits
• Positive response to the pairing concept “Taste of Europe” (kiwi, dried fruit, wine)
• Increased visibility for EU agricultural products across multiple segments

Exterior view of Whole Foods Market in New York City during a market visit to observe retail placements of European and Greek food products. — Photo from previous professional activities of P. Katsikaris, prior to the establishment of MediTaste.

Exterior view of a Target store in New York, visited during market research on the placement of international and Greek food products. — Photo from previous professional activities of P. Katsikaris, prior to the establishment of MediTaste.

📌 Market Walk & Retail Scan
As always, I spent time outside the exhibition to understand the real U.S. retail landscape.

I visited locations such as Whole Foods Market and Target to map:
• Shelf placement of Greek products
• Pricing strategy in premium vs. mainstream segments
• Competitor positioning in fresh, dried, and packaged categories
• Branding cues that drive buyer decisions in New York’s multicultural market

This combination of B2B engagement and field retail insight gives the full picture of how Greek and European products can scale sustainably in the U.S. market.

The U.S. remains challenging, competitive, and full of potential. Success comes through consistency, branding clarity, and building partnerships with the right distributors.