What Happens in Vegas, Doesn't Have to - Agriculture and Rural ...

?The Taste of Canada - Season 2: Canada Takes on Vegas! was so successful that the Canadian companies that took part in the program are still taking about it. And for good reason ?
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Taste of Canada is a professional food showcase designed to help Canadian food suppliers enter the vibrant and highly competitive US market. Organized by Alberta Agriculture and Rural Development, Agriculture and Agri-Food Canada and the Canadian Consulate in Los Angeles, the second Taste of Canada took place in Las Vegas on February 11 and 12, 2013. The two-day event comprised an educational seminar, tours of grocery stores, a ?behind the scenes? tour of a Las Vegas Hotel and kitchen (3,200 rooms), a mini trade show product showcase and a networking reception. The overall objectives were to assist agri-food companies in entering the market by providing in-depth market intelligence and export strategies and generating targeted opportunities.

At Taste of Canada ? Season 2: Canada Takes on Vegas!, 42 qualified export capable food suppliers from Alberta, British Columbia, Manitoba, Ontario and Qu?bec met 55 qualified buyers from the United States and Mexico. Executive chefs, distributors, retail and food services buyers were invited to sample over 200 products such as fresh soups, gluten-free pizzas, maple syrup, gourmet poutine, palate-pleasing salmon, fresh traditional Indian dishes, Prairie wild rice, canola oil, high-fiber pasta, specialty hors d?oeuvres, French croissants and fine desserts.

?Events such as this provide an excellent opportunity to introduce new Canadian products in new export markets. Unlike trade shows, this intimate forum provides companies and buyers the time to meet, discuss companies? capabilities, share buyers? needs, and negotiate possible synergies, says Claire Citeau, team lead with Alberta Agriculture and Rural Development.

?We help generate opportunities that have a manageable size and that are mutually beneficial for our exporters and US buyers? adds Ronan Caillo, Canadian Trade Commissioner in Los Angeles.

The event welcomed buyers from across the U.S. and Mexico, including representatives from MGM resorts, Costco, Kroger, HEB, Chef's Warehouse, Brandstorm, LA Foods, Mariana?s supermarkets, and several other resort chains. Together, they represent approximately 6,000 retail and convenience stores in North America, 4,000 restaurants and 90,000 hotel rooms.

?It is very difficult to reach buyers and convince them to take the time out of their office to meet suppliers,? says Paola Deneault, trade development officer, Alberta Agriculture and Rural Development. ?Buyers who attended were genuinely interested in doing business, which shows the strong reputation that Canada has and the unique products we have to offer.?

Buyers indicated that they were very pleased with the program and the quality and diversity of the products showcased. Most anticipate placing orders in the next six to ten months and all would attend again next year.

?The South West U.S. region offers strong export opportunities for agri-food companies, with a consumer base of over 49 million people. It is also increasingly used as a point of entry into Mexico with many retailers and distributors active on both sides of the U.S.-Mexico border,? states Samuel Vallejos with Agriculture and Agri-Food Canada.

Companies were very satisfied with the event. Nearly 80 per cent of companies recruited were new to this region. With over 275 solid leads generated, two-thirds of companies expect to generate new export sales in the near future, and roughly one-third of companies intend to develop new products as a result of this initiative. Overall to date, companies report estimated incremental export sales of $10M.

Canadian company representatives had a lot of positive things to say about the successful second round of Taste of Canada. One attendee says, ?... we are very grateful for the opportunity and strongly believe the Vegas market alone can be worth $500,000.00 plus annually to [us].? Another Canadian company representative says that, ?? we believe our initial expectations of the Taste of Canada will be exceeded?. We also feel that we are much more knowledgeable in general about the south western U.S. business and opportunities. The show was a great learning and networking opportunity for us.?

Alberta tested a smaller version of this concept in other cities and decided to launch it in Phoenix, Arizona, last year and Las Vegas, Nevada, this year. ?I am extremely proud of the team, the collaboration between governments and the results achieved. We can build on this momentum and use this forum to showcase unique Canadian products to North American buyers every year,? says Citeau.

Alberta Agriculture and Rural Development, Agriculture and Agri-Food Canada and the Canadian Consulate in Los Angeles appreciate the support of the provinces of Manitoba and Qu?bec.

Contact:
Paola Deneault
780-638-3831

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Source: http://www1.agric.gov.ab.ca/$department/newslett.nsf/all/agnw20606

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