UCANR joined the “A Taste of California” Pavilion, alongside the Community Alliance with Family Farmers, UC Santa Cruz Center for Agroecology, UC Global Climate Leadership Council, and UC ANR’s Sustainable Agriculture Research and Education Program, F3 Local, UC Master Food Preserver Program, UC Master Gardeners, California 4-H, South Coast Research and Extension Center, and Nutrition Policy Institute. With over 165,000 event attendees, the Pavilion presented live cooking demonstrations, agricultural products from Business Builder awardees, panels, tastings, and more.
Vendor Feedback
First-ever Terra Madre Americas brought global food traditions to California’s capital and it also offered an invaluable learning laboratory for producers and food entrepreneurs.
A new report highlights A Taste of California Pavilion: Terra Madre Americas 2025 vendor feedback. F3 Local surveyed participating vendors to gauge how the event helped them grow skills, confidence, and connections, while generating over $11,000 in sales across the three-day showcase.
But numbers tell only part of the story. The feedback highlights what it means for small businesses to step onto an international stage. Many respondents emphasized that Terra Madre helped them better understand their audiences and themselves as business owners.
The success of clients at Terra Madre Americas highlights the value of strategic support, market access, and visibility for food businesses navigating competitive and evolving food systems. With strong sales, meaningful connections, and growing recognition, the producers who participated are poised to build on this momentum, bringing their remarkable products to new customers, markets, and opportunities. UC Agriculture and Natural Resources and the Southwest Regional Food Business Center remain committed to helping them get there.
