They came, they saw, they sampled. And once again, the Belgians proved there’s real power in sticking together! No fewer than 25 Fevia members crossed the Atlantic to showcase their products at PLMA Chicago, North America’s biggest private-label trade fair. Their message was loud and clear: even with last year’s trade tensions, Belgium isn’t backing away from the U.S. market. Instead, companies are teaming up with customers and partners to find constructive ways through uncertainty and tariffs.
Still committed to the U.S. market
On site, we learned how import tariffs often get absorbed locally by buyers and then (partially) passed on to consumers, making life a bit tougher for the competitiveness of Belgian food products.
But here’s the good news: American consumers are still hungry for delicious, high-quality, innovative foods, and that’s exactly where Belgian companies shine.
For many exhibitors, the fair was the perfect opportunity to reconnect with existing customers and spark new business relationships… fuelled, of course, by plenty of tasting.
Private label: bigger than ever
If anyone needed more proof that private label is booming, look no further: PLMA Amsterdam 2026 sold out within minutes. The trend is just as strong in the U.S., where private-label sales hit a jaw-dropping $271 billion in 2024, an all-time record.
One in every four food and non-food products sold in the U.S. last year carried a store brand. And the Chicago show itself is expanding too, with a brand-new hall dedicated entirely to international products. Beyond American and Canadian visitors, more professionals from Latin America and Asia are discovering the fair. Private label truly has no borders.
Belgians, stronger together
To help our members navigate the U.S. market, we connected them with local food & beverage import, sales, and marketing experts. We also led a deep-dive retail tour through Chicago, visiting around ten retailers and stores. Along the way, participants gained insider insights into each retailer’s profile, from channel structure and distributor setups to margins and timelines.
And because no Belgian mission is complete without a touch of conviviality, we brought everyone together for a “Taste of Belgium” networking reception. Think: great conversations, promising business leads, and a well-deserved Belgian beer in hand.
Looking ahead to PLMA Chicago 2026
Next year, FIT and AWEX will once again join the fair with group pavilions, aiming to stand side by side and amplify ‘Belgium’ as a badge of quality for food and drinks. Building on this year’s experience, we’ll continue working with our partners to help members get the most out of the show.