Exploring U.S. Cuisine at São Paulo tailgate

By Blake Jackson

The USDA All-American Tailgate Trade Showcase, held on September 4, 2024, at Sky Hall in São Paulo, celebrated the first NFL game in Brazil while promoting premium U.S. agricultural products. The event gathered key players from Brazil's food and beverage industry, including importers, retailers, food service operators, and government officials. This provided a unique opportunity to explore business ventures while enjoying an authentic American tailgate experience.

Damon Holter, a grill master from Wisconsin and owner of Croix Valley Foods, demonstrated the art of American barbecue using high-quality U.S. beef. In addition, Brazilian Chef Martin Casilli prepared a special menu incorporating U.S. ingredients, offering attendees a taste of American culinary diversity by blending local flavors with premium products.

The showcase also introduced the “Mesa USA” brand, an initiative by the U.S. Department of Agriculture aimed at promoting U.S. cuisine. The campaign highlights the diverse regional cooking styles across the U.S., including the Northeast, Southwest, Southeast, Midwest, West, and Pacific Coast. Attendees participated in a live tasting event featuring various U.S. food and beverages. Key exhibitors, including the Alaska Seafood Marketing Institute, Blue Diamond Growers, Wonderful Pistachios, California Olives, and USA Hops, offered product samples to engage attendees.

The event further strengthened U.S.-Brazil commercial ties, with prominent figures like U.S. Ambassador Elizabeth Frawley Bagley, Wisconsin Secretary of Agriculture Randy Romanski, and Consul General Richard Glenn emphasizing the importance of growing business relations. The showcase enabled direct interaction between U.S. companies and Brazilian industry leaders, fostering potential partnerships.

NFL mascots added a festive touch, recreating the lively atmosphere of American NFL tailgate parties. The event blended business networking with entertainment, allowing Brazilian attendees to explore a range of U.S. products while forming valuable business connections. The event's lively spirit showcased U.S. sports culture and created a platform for ongoing dialogue between U.S. companies and Brazilian food industry professionals.

Photo Credit: usda