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Independence Day Festival Helps U.S. Food Products Sparkle in India

Posted by Shubhi Misra, Foreign Agricultural Service, New Delhi in Trade
Aug 14, 2012
Chef Sachin Subbaiah of India prepares a grilled chicken salad during a live cooking demonstration at SPAR Hypermarket in Bangalore, India, as part of the U.S. Food and Beverage Independence Festival. The festival was the first multi-retailer U.S. food and beverage promotional campaign held throughout cities in India from June 29 to July 22.
Chef Sachin Subbaiah of India prepares a salad during a live cooking demonstration at SPAR Hypermarket in Bangalore, India, as part of the U.S. Food and Beverage Independence Festival. The festival was the first multi-retailer U.S. food and beverage promotional campaign held throughout cities in India from June 29 to July 22.

While many Americans enjoyed time with family and friends grilling and preparing their favorite foods this past Independence Day, Indian consumers were learning about some of those same U.S. foods during a month-long promotional campaign.

Foreign Agricultural Service (FAS) offices in India recently held the first multi-retailer U.S. food and beverage promotional campaign in the cities of New Delhi, Mumbai and Bangalore from June 29 to July 22.

The “U.S. Food and Beverage Independence Day Festival” was coordinated with state regional trade groups (SRTG) and U.S. agricultural trade organizations, including the Food Export Association of the Midwest USA and Food Export USA North East, the Southern U.S. Trade Association, the California Prune Board, Paramount Farms, Sunkist Growers, Lady Liberty Brands and the Washington Apple Commission.

The goal was to increase U.S. food exports to India and help support President Obama’s National Export Initiative, which aims to double U.S. exports by the end of 2014. The SRTGs and agricultural trade organizations helped fund the 24-day festival through FAS Market Access Program (MAP), Foreign Market Development (FMD), and Country Strategy Support Fund (CSSF) programs.

On July 3, U.S. Ambassador to India, Nancy Powell, inaugurated the festival at the Le Marche store in Gurgaon, India. “We're very proud of the high quality of American food products, and we're delighted to have this opportunity to share these delicious and healthy food options with Indian consumers," she said.

U.S. Ambassador to India Nancy Powell inaugurates the U.S. Food and Beverage Independence Day Festival outside an Indian grocery store, called Le Marche, in Gurgaon, India, July 3, 2012. The festival was the first multi-retailer U.S. food and beverage promotional campaign held throughout cities in India from June 29 to July 22.
U.S. Ambassador to India Nancy Powell inaugurates the U.S. Food and Beverage Independence Day Festival outside an Indian grocery store, called Le Marche, in Gurgaon, India, July 3, 2012. The festival was the first multi-retailer U.S. food and beverage promotional campaign held throughout cities in India from June 29 to July 22.

Promotional events were held in the Le Marche stores in the National Capital Region of New Delhi, the Haiko store in Mumbai and the SPAR stores in Bangalore. Participating U.S. groups offered food samples, live cooking demonstrations by top Indian gourmet chefs and short educational presentations by certified nutritionists.

“If we can have more importers partner with USDA to help educate customers, as well as create awareness about the American food products, I am sure these products will gradually become a necessity in every [Indian] retail store,” said Gaurav Purohit, a top executive with Haiko Super Market in Mumbai.

The American brand of agriculture continues to surge in popularity worldwide. Farm exports in fiscal year 2011 reached a record $137.4 billion—exceeding past highs by $22.5 billion—and supported 1.15 million jobs here at home.

U.S. Ambassador Nancy Powell inaugurates the U.S. Food and Beverage Independence Day Festival outside an Indian grocery store, called Le Marche, in Gurgaon, India, July 3, 2012. The festival was the first multi-retailer U.S. food and beverage promotional campaign held throughout cities in India from June 29 to July 22.
U.S. Ambassador Nancy Powell inaugurates the U.S. Food and Beverage Independence Day Festival outside an Indian grocery store, called Le Marche, in Gurgaon, India, July 3, 2012. The festival was the first multi-retailer U.S. food and beverage promotional campaign held throughout cities in India from June 29 to July 22.
Category/Topic: Trade
Tags: Exports FAS India New Delhi Trade