Food Challenge USA - a unique export opportunity for SMEs

fial is conducting a “Food Challenge” in cooperation with Switzerland Global Enterprise. Swiss food manufacturers are being given the opportunity to sell their products in the New York metropolitan area.
Shopping in the supermarket
Would you like to see your product in an American supermarket branch in the near future?

Food exporters: apply for pitches until 3 March!

Fairway Market is looking for 10 to 15 Swiss food and beverage producers who are interested in presenting their products in all the stores of Fairway market during a special three-week promotional period. During the "Food Challenge", Swiss food and beverage exporters can apply for pitches before Fairway Market vendors (see registration form under downloads).

The Fairway Market supermarket chain has 14 retail outlets in New York and the surrounding area. In 2016, the chain conducted a successful promotional campaign with food and drink from France. The same campaign is planned with Swiss products in 2017.

Food Challenge: present your products to US vendors

fial and S-GE will choose applicants for a longlist. The selected companies will have the opportunity to present their products before Fairway Market vendors, who will be visiting Switzerland from 3-7 April.

Opportunity to be listed in the US

After the promotional period, the products will remain on Fairway Markets' shelves for a further six weeks (dairy products) or six months (all other products). If individual products generate reasonable sales, the stores will consider stocking them permanently. The benefit of the campaign is that the selected companies can deliver directly to the retailer and do not need an importer or a distributor in the USA. The shipment of the products to the USA is also organized by the retailer.

Decision process and meeting between selected food SMEs and Fairway Market

In cooperation with Switzerland Global Enterprise (S-GE), fial will compile a longlist of all interested companies by February 2017. Fairway Market will then select its favorite products and companies, who will then be invited by S-GE to participate in the actual “challenge”. This will take place in from 3-7 April 2017. Fairway Market intends to meet these companies in Switzerland, visit some factories, and ultimately select 10 to 15 companies that will be able to sell their products in stores in New York for three weeks from September 2017 onwards. At this meeting, companies will present their products with short pitches, explain who they are and what distinguishes their products. Fairway Market is looking for innovative and exciting products.

S-GE will closely accompany and support the participating companies in the process. This will include organizing events intended to support the “Challenge”. As part of the Swiss embassy in New York, the Swiss Business Hub USA will represent S-GE on site and organize the event with the retailer.

Video: Chocolate producer Gysi AG on his experience in the US market

Food Challenge: Apply from now until the end of February

Check out the detailed presentation from the recently held information event "Impulse: Food Challenge 2017" (under downloads). Applications will be accepted until March 3rd. For more information, contact Clément Graf at S-GE and Herrn Urs Reinhard at fial (;

Costs for the Food Promotion in New York

The costs per company are estimated at a total of approx. CHF 9,000: Fairway Market is asking CHF 6,800 per participating company. S-GE members benefit from a reduced price of CHF 6,300. Additional costs for FDA registration occur: USD 250 for one time registration, USD 350 for local FDA representation by an agent as well as approx. USD 1,000 for liability insurance. In addition, the selected companies are highly recommended to attend the campaign opening in New York, whereby the travel expenses are to be assumed by the companies themselves. Given the chance to present oneself easily and without great expense on the US market in the greater New York area, these costs may be regarded as low.

The original version of this article first appeared in the alimenta on January 11, 2017; author: Urs Reinhard, Co-Managing Director, Federation of Swiss Food Industries, fial.


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