Across the United States, fairs bring farmers, cooks, and communities together over food. They’re a chance to taste what a region grows, meet the people behind it, and enjoy the dishes that make it their own.

American Fest brings that spirit to Bogotá and Medellín.

Participating U.S. agricultural organizations—known as cooperators—will team up with their importers to create tasting stations inspired by American growing regions. Each station will showcase a region’s ingredients, food traditions, and ways of celebrating both.

Restaurant owners, chefs, and buyers will get to sample flavors from across the United States in a single afternoon, meet the importers who supply them in Colombia, and find new ideas for their menus.

The idea draws on a familiar American tradition: celebrating the people who grow our food by sharing a meal.

In Minnesota, the turkey growers’ association has operated Turkey To Go at the state fair since 1958. In Iowa, pork producers have served their products at the Pork Tent since 1981. In Louisiana, the International Rice Festival celebrates the rice industry, and USA Rice has participated in its cooking competition. Minnesota Turkey, Iowa Pork Producers, USA Rice.

American Fest builds on that same sense of connection. Guests can try the food, hear its story, and talk with the people who know it best.

Each station will pair a regional setting with tastings and practical product information. Cooperators will share their category expertise, while importers present the products they carry and discuss sourcing with prospective buyers.

The examples below show how the stations could take shape. The final lineup will depend on which organizations and importers participate.

References: Gainesville Chicken Festival, Alaska State Fair, International Rice Festival, National Lentil Festival, Apple Blossom Festival, Warrens Cranberry Festival.

Each region will inspire the station’s look, food, and storytelling. The stated origin of any product served will be based on supplier confirmation.

Each station will have its own look and feel, with photos of growers and landscapes, materials that reflect their work, easy-to-read signage, and dishes rooted in the region’s food traditions.

A taste starts the conversation. From there, guests can explore how an ingredient works on the menu and ask about pack sizes, yield, availability, and sourcing.

Cooperators and importers will help develop the recipes around available products and the event’s cooking and service capabilities.

Music and decor will set the mood, with sound levels kept low enough for easy conversation.

Guests can explore at their own pace, with every station open throughout the event.

After a brief welcome from FAS and the event host, guests can make the afternoon their own: stop for a tasting, talk with an importer, compare notes with other business owners, or circle back to a favorite station.

High-top tables and seating areas will give guests room to connect. The host will help them find their way and make introductions, while exhibitors lead the product conversations.

There will be time to talk. Those conversations can turn into detailed product questions, sample requests, and new business relationships.

The concept builds on lessons from two events with complementary strengths.

SaborUSA Fest 2025 showed how tastings and a shared presence by cooperators and importers can engage an audience. The event report records ten cooperators, eleven stations, and more than 230 attendees, with guests asking about uses, yield, and costs. SaborUSA Fest Report.

Conexión USA 2026 showed the potential of direct connections with foodservice buyers. Its report records 29 attendees from 21 companies, with participants reporting 88 contacts, 53 meetings, and 38 quotes. Conexión USA Report.

American Fest brings those strengths together: regional food traditions draw people in, tastings introduce the products, and importers help buyers take the next step.

The Cámara Colombiana de Gastronomía y Restaurantes will play a central role in inviting guests and connecting participating businesses, with its role in Bogotá and Medellín to be worked out together.

Outreach will also draw on the networks of FAS/SaborUSA, cooperators, importers, and other industry partners.

Invitations will go to restaurant and hotel owners, executive chefs, purchasing managers, and other professionals who choose or recommend ingredients for foodservice operations, including catering businesses. Both Chamber members and businesses reached through other industry networks can participate.

The proposed setup can travel to both cities, using modular counters, interchangeable regional graphics, lighting, and space for conversation. The tasting menu will determine cooking, refrigeration, and food storage needs.

Once the station lineup is confirmed, the team can finalize the layout, menu, staffing, and budget. A shared exhibitor brief will guide the regional themes, product information, and support for buyers’ technical and sourcing questions.

After the event, follow-up will document buyer interests and the next steps agreed on with importers.

• With the Chamber: guest profiles, outreach in both cities, venue suggestions, and possible dates.
• With cooperators and importers: participation, available products, regional themes, and tasting menus.
• With FAS and the production team: the final event lineup, venues, dates, budget, and production requirements.