Terra Madre Americas 2025
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. We 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.
Several shared realizations about storytelling and market fit:
“We learned that Sacramento is a great market for foodies.”
“I learned that I needed to tell the life story of my business — it peaks people’s interests.”
For some, the event was a milestone in confidence building:
“Participating in a large international food showcase…was my very first one and it has given me the confidence to do more in the future.”
Others reflected on the deeper value of local agriculture and regional sourcing:
“I learned the importance of local food produced and how important our agriculture is.”
And several vendors left with a clearer strategy for working with wholesale buyers, in addition to retail customers:
“We learned that a majority of the participants were there to showcase and sample products, not sell… We will begin working on our sales sheet and updating our labels to be better prepared for wholesale customers.”
Sales and Relationships That Matter
While the pavilion generated more than $11,000 in direct product sales, vendors also stressed the value of buyer connections, sampling, and exposure. Those conversations and tastings will continue to generate opportunities long after the event ended. One example is Dr. Shica’s vegan cookies who received an invitation to attend a Southern CA buyers event, giving her an opportunity to get her cookies in front of institutional purchasers in her region. As SW RFBC Program Administrator Tracy Celio emphasized, Terra Madre Americas was designed to lift up regional producers. The event was a chance to “elevate our farmers and food entrepreneurs so attendees can taste their products in our demonstration and tasting kitchen.” That goal came to life through every conversation, sample, and contact made.
The vendor feedback offers practical insight for future events. We learned what worked, what could improve, and how we can continue helping entrepreneurs prepare for wholesale buyers, refine messaging, and build brand presence. Most importantly, it shows that with the right support, small and mid-sized producers can thrive at major national and international showcases, gaining revenue, relationships, and readiness for the next opportunity. We’re proud of our participating businesses and grateful for their honest reflections.
Their experiences will shape how we continue building a resilient local and regional food economy across the Southwest and we’re already looking ahead to Terra Madre of the Americas in 2027. For the Southwest Regional Food Business Center, participating in Terra Madre meant lifting up local voices on an international stage, reinforcing the importance of regional food systems, and demonstrating the market potential of small and mid-sized producers.
Looking Ahead
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.