The Organic Trade Association (OTA) represented the U.S. organic sector on the global stage at ANUGA 2025, the world’s largest food and beverage trade fair, held October 4–8 in Cologne, Germany. OTA’s International Trade Manager, Sarah Gorman, and Director of Industry Marketing & Communications, Irene Cardozo, attended the event to connect with buyers, promote the benefits of U.S. organic, and support the 11 U.S. brands exhibiting within OTA’s booth in the Organic Hall.
Participating companies included BeanVivo, BetterBody Foods, Danone North America, Food for Life Baking Co., Grain Millers Inc., Organic Valley, Preferred Popcorn, Santini Foods, VerMints, Wolfpak Brands, and Wyandot USA — each showcasing the innovation, quality, and diversity of U.S. organic offerings.
This year’s ANUGA brought together more than 8,000 exhibitors from 110 countries and over 140,000 visitors, offering a panoramic view of the trends shaping the future of food. Key themes included functional and plant-based nutrition, fermentation, and personalized diets — all of which align closely with the principles and innovation driving the organic sector.
Throughout the five-day trade fair, OTA’s pavilion served as a hub for international networking and market development. A highlight of the week was the Guided Trend Tour hosted by Lebensmittel Zeitung, Germany’s leading food industry publication, which featured standout innovations from around the world. Two products from the U.S. Pavilion were recognized as “noteworthy new U.S. innovations” — Wolfpak’s Yellowbird Hot Sauces and Big’ Easy Pop Pro and Prebiotic Drinks, reflecting the rising demand for functional, flavorful, and sustainably sourced products in the global marketplace.
Key Trends Shaping the Future of Food
Together with its knowledge partner Innova Market Insights, Anuga 2025 identifies the defining trends that will shape the food industry:
Plant-based diversity beyond substitutes
From fermented cashew camembert to vegan tuna and next-gen egg alternatives, plant-based food has evolved into a standalone culinary universe.
Personalized diets for health and functionality
Probiotic drinks, protein-rich bakery products, and adaptogenic beverages show how functional food has become part of daily life.
Clean label, transparency and responsibility
Traceability through QR codes and upcycling concepts, such as bread spreads made from leftover bakery goods, highlight a growing commitment to circularity.
Enjoyment remains the top priority
From French frozen patisserie to cold-brew drinks infused with tonka beans and yuzu, indulgence meets innovation.
Sustainability as a standard
Sustainability is now a baseline expectation, with alternative raw materials like broad beans, lupin coffee, and carob cocoa redefining sourcing.
Private labels driving innovation
More than 3,500 private labels showcase how retailers leverage sustainability and quality to strengthen global market positions.
While ANUGA’s official program emphasized sustainability, the real story was commercial innovation and consumer insight—how companies are meeting evolving expectations for taste, convenience, and wellness through tangible product development rather than abstract claims.
As Sarah Gorman noted, “ANUGA offers an unparalleled view of how global buyers are thinking—what’s new, what’s trending, and where organic fits into that bigger story. U.S. companies have a clear opportunity to lead with authenticity, flavor, and function.”
OTA’s participation at ANUGA 2025 was made possible through support from the U.S. Department of Agriculture’s Market Access Program (MAP), which helps strengthen the global presence of U.S. organic products and expand trade opportunities worldwide.
For more information on OTA’s international trade programs and upcoming events, visit: https://ota.com/resources/international-trade
