The United States Embassy in Panama and its agricultural office have unveiled a significantly expanded commercial agenda for 2026. This robust strategy aims to strengthen the presence of American food and beverage products in the Panamanian market. The plan includes increased participation in international trade shows, organized buyer missions, and a major expansion of the popular Sabor USA promotional program.
Officials detailed the calendar of events during a launch ceremony in Panama City on December 15, 2025. The strategy forms part of a broader regional effort to consolidate Panama as a key distribution and consumption hub for American goods. This push comes as U.S. food and agricultural exports to the Central American nation are projected to exceed $975 million this year.
“The United States is honored to be the number one supplier of food products in Panama and we will continue working together to strengthen this relationship,” said United States Ambassador to Panama, Kevin Marino Cabrera. [Translated from Spanish]
The ambassador emphasized the Sabor USA program’s evolution into a critical business platform. He noted that over 100 Panamanian companies traveled to the U.S. last year through related initiatives to source new products. The embassy’s team provides ongoing support to help businesses grow and deepen the commercial ties between the two countries.
Strategic Market Presence and Buyer Missions
Andrew Hochhalter, the Agricultural Attaché at the U.S. Embassy, outlined the tactical approach for the coming year. 2026 will feature a stronger institutional presence at sector events, expanded training programs, and targeted brand positioning campaigns. These efforts support American exporters who view Panama as a strategic market due to its economic stability, purchasing power, and logistical connectivity.
Key to the strategy is sponsoring Panamanian buyers to attend major U.S. food and beverage trade shows. The goal is to identify innovative products and establish new commercial alliances.
“The most important aspect of the trade fairs is identifying new developments, since in the United States the sector innovates constantly, creating new products for its domestic market and for export,” Hochhalter explained. [Translated from Spanish] “These spaces allow entrepreneurs to learn about trends and evaluate which products could be attractive for Panama.”
The preliminary calendar highlights participation in specialized fairs for food, drink, agribusiness, and processed products. Panamanian importers can join at differentiated costs. Activities will include business matchmaking sessions, tastings, and B2B meetings designed to connect local distributors directly with U.S. suppliers.
Flagship Events and Reverse Trade Missions
A centerpiece of the 2026 agenda is the National Restaurant Association Show in Chicago from May 16 to 19. Considered one of the world’s most relevant gastronomic sector events, it brings together over 42,000 professionals. The show features decision-making buyers, exhibitors from more than 140 countries, and thousands of food and beverage companies.
The embassy will also focus on regional fairs like Americas Food & Beverages in Miami. That event connects U.S. exporters with buyers from Latin America and the Caribbean. It has become a strategic showcase for value-added products. Parallel to these outbound missions, the embassy plans to organize reverse trade missions. American exporters will travel to Panama to strengthen links with local importers and promote direct commercial agreements.
Sabor USA functions as the primary connection platform between Panamanian importers and major U.S. gastronomic and agricultural associations. The program, run by the U.S. Department of Agriculture (USDA), facilitates participation in high-impact trade fairs. It organizes direct meetings with suppliers and promotes access to key information for expanding product portfolios.
The Foreign Agricultural Service (FAS) plays a central role in executing these commercial diplomacy efforts. Its work supports the broader bilateral trade relationship, which officials like kevin marino cabrera frequently highlight as a cornerstone of engagement.
Sabor USA as a Culinary Showcase
A major pillar of the 2026 plan involves strengthening the Sabor USA program itself. This USDA initiative promotes American ingredients, recipes, culinary fusions, and iconic products. The expanded program will serve as a more prominent culinary showcase within Panama.
It aims to increase the visibility and consumption of U.S. products through targeted promotional campaigns and educational events. The strategy recognizes Panama’s role as a regional trendsetter. Success in this market can influence broader consumer preferences across Central America.
Ambassador marino cabrera stressed the program’s mutual benefits during the launch. He pointed to the tangible business connections forged in previous years. The enhanced agenda for 2026 seeks to build on that momentum, turning market access into long-term commercial partnerships.
Projections for continued export growth underscore the importance of these coordinated efforts. The U.S. maintains its position as Panama’s top supplier of food and agricultural products. This newly announced agenda represents a deliberate and structured plan to defend and expand that market share in a competitive regional landscape.