Every November, retail buyers, wholesalers and food producers from around the world gather in Chicago for the Private Label Manufacturers Association (PLMA) trade show. If you make food in Europe and want to supply store brands in the United States, it is one of the most direct routes to the people who decide what goes on US shelves.
This guide explains what the show is, how European producers take part, what buyers ask for, and how to prepare. It also covers what to do if you cannot be there this year, because most of the work that wins a private label contract happens before and after the show, not on the floor.
The details below come from PLMA's own information for the 2026 show. Dates, rules and pavilion lists can change, so confirm them on PLMA's website before you plan.
What is the PLMA trade show?
PLMA's annual Private Label Trade Show is a business to business event for the store brand industry. The 2026 edition, themed "Store Brands Marketplace", runs from 15 to 17 November 2026 at the Donald E. Stephens Convention Center near O'Hare airport, about twenty minutes from downtown Chicago. The Sunday has a day of learning with seminars, and the exhibition runs on the Monday and Tuesday, with breakfast presentations and a networking reception on the first day.
The show floor is divided into a Food and Beverage hall and a Home, Health and Self Care hall. It is built for buyers: retailers and wholesalers come to find new suppliers, and suppliers come to meet them. For context on why it matters, PLMA reports that US store brands reached a record $282.8 billion in sales in 2025, around 21% of dollar sales.
Who exhibits?
Exhibiting is open to manufacturers of consumer packaged goods whose products are available for private label distribution. Providers of ingredients, packaging, supply chain and logistics services can also take part. It is a show for suppliers, so you exhibit if you make or supply something a store brand could sell.
International producers are a large part of the show. PLMA says exhibitors from scores of countries across Europe, Latin America and Asia will take part, and gourmet and specialty food, authentic flavours and distinctive ingredients from their country of origin are a focus for buyers.
Country pavilions: how European producers usually take part
Companies from outside the US can exhibit in two ways: with their own booth, or through a country pavilion or within PLMA's International Pavilion. For small and mid sized producers, pavilions are the usual route. A pavilion is organised by a national or regional trade body, which handles booth logistics, shared presentation and often introductions, so you do not have to manage everything alone.
PLMA's 2026 list includes pavilions for these European countries and regions: Belgium, Flanders, Denmark, France, Greece, Italy, the Netherlands, Poland, Spain, Turkey, Ukraine and the United Kingdom, among others. Contact your national food export agency or sector federation to ask about pavilion places, costs and any buyer matchmaking they provide. Pavilion places often fill months in advance.
PLMA also says to contact them directly about booth pricing and about taking part through a national pavilion.
What exhibitors get
PLMA's exhibitor information lists several tools that matter for a first time supplier:
A preliminary list of retail and wholesale registrants, sent to exhibitors about 30 days before the show, so you can plan which buyers to approach.
PLMA Matchmaker, which helps retailers and wholesalers arrange appointments with exhibitors before the show.
Show Navigator, an online listing of exhibitors by category, which buyers use to decide whom to visit, and which lets you add products and pictures.
A listing in the Official Program Guide, with your company details and product offer.
The practical message is that preparation starts weeks before the show, and the appointments you arrange in advance are worth more than the people who walk past your booth.
What if you are not exhibiting this year?
With the 2026 show only days away, many producers will find it is too late to exhibit. That is not a reason to wait a year before you act. Consider these routes:
Plan for next year. Contact your national pavilion organiser now, ask about 2027 places, and work backwards from the show date to build your preparation timeline.
Use PLMA's International show. PLMA also runs the World of Private Label International Trade Show in Europe, which is another place to meet buyers, including international retailers. Check PLMA International's website for dates and details, and for whether US buyers attend.
Work through your national export agency. Many agencies run buyer missions, introductions to US importers and support with US regulatory steps.
Approach distributors and brokers. Some US distributors and brokers specialise in sourcing private label products for retailers and foodservice companies, and they can introduce you without a trade show.
Reach buyers directly. A short, professional supplier pack sent to the right category buyers can work, especially if you can offer a product they do not already have.
Use a consultant or representative. A trade show representative can meet buyers for you on the floor, and a consultant can prepare your supplier pack, pricing and US compliance. Our guides to what a trade show representative does and how to prepare for a food trade show explain how this works.
What US buyers will ask, and how to answer
Buyers at a private label show meet many suppliers in a short time, and they ask similar questions. Preparing clear answers before the show can make the difference.
"What is your price delivered to the US?" Buyers compare on a landed cost basis, which includes freight, duties, handling and your margin. Build a landed cost model and know your minimum price. Check duty rates for your product code with a customs broker, since tariffs between the US and Europe have changed repeatedly.
"What are your minimum order quantities and lead times?" Be realistic. Explain what you can supply, how long production and shipping take, and how you manage seasonal peaks.
"Are you certified, and can you share your audit?" Most larger buyers expect food safety certification recognised by the Global Food Safety Initiative, such as BRCGS, SQF or IFS, and recent audit results.
"Can you meet US rules?" Buyers will want to know your facility is registered with the FDA, that you have a US agent, that your product and label meet US requirements, and that you can support their importer's verification duties. See our guides to FDA food facility registration, FSVP and US versus EU food labels.
"How is this different from what I already have?" Retailers already have large store brand programmes with established suppliers. You need a reason to be on the list: a distinctive product, a regional or origin story, better quality at a similar price, or a gap in their range.
"Can you do it under our label?" Be ready to explain what you can adapt, such as recipe, packaging format and pack size, and what it costs. If you are not sure how to price or structure private label, our guide to private label food manufacturing sets out the risks and contract points.
A practical plan for the months before a show
These are typical stages. Adjust them to your timeline and the show date.
Decide your goal. For example, three qualified buyer conversations, or a first sample request from a particular retailer type. A clear goal beats collecting business cards.
Choose your products. Pick two to four that can be supplied consistently, at scale, and are different from what is already on US shelves.
Build your numbers. Cost per unit, delivered price, minimum order and lead time.
Prepare your supplier pack. Certifications, specifications, product photos, samples, indicative pricing and a one page overview of your company.
Handle US requirements. Facility registration, US agent, allergens, US label drafts and Prior Notice readiness.
Book appointments. Use the buyer list and Matchmaker, if you are exhibiting, and send short, specific messages.
Follow up within days. After the show, send samples, specifications and pricing quickly to every serious contact, and keep a simple record of each conversation.
Common mistakes
Treating the show as a place to be seen rather than a place to book meetings.
No landed cost. A price that looks good in euros at the factory gate can be uncompetitive after freight and duties.
A supplier pack that is a brochure. Buyers want specifications, certificates and prices.
Ignoring US regulatory steps until a buyer asks. Registration, labels and importer support take time.
Not following up. Many leads go cold in the weeks after the show.
Offering everything. A focused offer of a few products is easier for a buyer to say yes to.
Frequently asked questions
When is PLMA Chicago 2026?
PLMA's 2026 Private Label Trade Show runs from 15 to 17 November 2026 at the Donald E. Stephens Convention Center near Chicago O'Hare airport.
Who can exhibit at PLMA Chicago?
Consumer packaged goods manufacturers whose products are available for private label retail distribution, plus suppliers of ingredients, packaging, logistics and related services.
Can European companies exhibit?
Yes. Companies from outside the US can exhibit with their own booth or through a country pavilion or PLMA's International Pavilion. PLMA's 2026 pavilions include several European countries.
How do I join a country pavilion?
Contact your national food export agency or trade federation, or PLMA, to ask about places and costs. Places are limited, so ask early.
Do I need a US importer before I go?
Not necessarily, but buyers will ask how you will get the product to the US. It helps to have a clear answer, such as an importer, a distributor or a buyer who takes responsibility for import.
Is there a European version of the show?
Yes. PLMA's World of Private Label International Trade Show is held in Europe. Check PLMA International for the current dates.
How much does it cost to exhibit?
Costs depend on booth size and whether you join a pavilion. Contact PLMA or your national pavilion organiser for current prices.
Is a trade show the only way to find private label buyers?
No. Distributors, brokers, direct outreach, buyer missions and consultants can all work, and many contracts are won through a mix of routes.
Where we can help
At VC Agriculinary Consulting we help international food producers and brands find US buyers and prepare for them, including supplier packs, pricing, US compliance, trade show representation and buyer introductions. You can read more about our private label and outsourcing service and our wider services, or see our guide to top culinary trade shows in Europe. If you are thinking about the US private label market, contact us and tell us what you make.