The Pakistani pavilion showcased a variety of products from its food industry, including rice, spices, Himalayan salt, frozen food, juices, beverages and various pantry items. The buyers and food industry representatives who visited the exhibition expressed keen interest in the quality, taste, packaging and export potential of Pakistani products. The Food Show also provided a major opportunity for Pakistani food products to reach the US and global markets
Pakistan Pavilion Inaugurated at Summer Fancy Food Show 2026
By Elaine Pasquini
New York: The Trade Development Authority of Pakistan in New York inaugurated a special Pakistani pavilion at the Summer Fancy Food Show 2026 in which more than ten food product manufacturing and exporting companies from Pakistan participated.
The Summer Fancy Food Show held this year from June 28-30 at the Jacob Javits Convention Center in New York is one of the largest and most important trade exhibitions for the specialty food and beverage industry in North America. This international show attracts a significant number of food manufacturers, exporters, distributors, wholesalers, retailers, restaurant operators, investors and large business buyers from all over the world.
Participating in this important trade exhibition for the second consecutive year, Adnan Mahmood Awan, Trade and Investment Counsellor of the Pakistani Consulate in New York, celebrated the opening of Pakistan’s pavilion with officials of the Pakistani Consulate, trade representatives and others associated with the food industry.
The Pakistani pavilion showcased a variety of products from its food industry, including rice, spices, Himalayan salt, frozen food, juices, beverages and various pantry items. The buyers and food industry representatives who visited the exhibition expressed keen interest in the quality, taste, packaging and export potential of Pakistani products. The Food Show also provided a major opportunity for Pakistani food products to reach the US and global markets.
Pakistani exhibitors expressed their appreciation for the support of the Trade Development Authority of Pakistan, the Trade and Investment Counsellor and the staff of the Pakistani Consulate in New York. The establishment of this pavilion gave them an opportunity to directly interact with important buyers, importers and distributors of the US market, exhibitors said.
Some of the Pakistani companies participating in the exhibition previously participated in the Summer Fancy Food Show last year. According to the representatives of these companies, they received encouraging responses, business contacts and new business opportunities from the US market last year. The positive experience propelled them to participate in the exhibition again this year with more products and better preparation.
Adnan Mahmood Awan noted that the trade wing of the Pakistani Consulate and the Trade Development Authority of Pakistan are jointly making great efforts to introduce Pakistani products in the US market and create new business opportunities for them.
In addition to agricultural commodities, such as rice, spices, salt, frozen food and other value-added food products, Pakistan has vast export potential in the sectors of textiles and sports goods, including the iconic soccer balls produced in the small town of Sialkot located in the northeastern part of Pakistan. “Our effort is to make Pakistani products not only limited to the South Asian or ethnic market but also part of the central trade and retail system of the US,” Awan said.
The next major goal is to establish trade links between Pakistani companies and major mainstream retail and wholesale organizations in the United States, including large stores such as Walmart, Sam’s Club and Costco, he added. This process will enable buyers of these organizations to become familiar with Pakistani products, their quality and competitive prices and will create long-term export opportunities for Pakistani companies.
Pakistani and other South Asian communities living in the United States are an important market for Pakistani food products, Awan said, but these products also have the potential to make their mark among the American mainstream consumers on the basis of unique flavors, high-quality and diverse range.
The presence of the Pakistani pavilion at the Summer Fancy Food Show is being described as an important step towards increasing Pakistan’s food exports, diversifying export markets and introducing Pakistani brands globally.
Exhibiting Pakistani products in a global trade hub like New York not only provides access to local importers and buyers but also provides Pakistani companies with an opportunity to be aware of the changing trends of the global food industry, consumer preferences, modern packaging and international standards.
Pakistani exhibitors expressed the hope that the meetings and business contacts at the Summer Fancy Food Show 2026 will become a source of new export orders, partnerships with American companies and access to major retail stores for Pakistani products in the future.
(Elaine Pasquini is a freelance journalist. Her reports appear in the Washington Report on Middle East Affairs and Nuze.Ink.)
