The Expo West show in Anaheim (California) is a long way for Europeans to go to source natural and organic products. Sometimes, the US companies are not ready to export or their products are not sufficiently differentiated to secure the premium required to cover EU tariffs and freight costs.
But TradeScope has had many successes from bringing European natural and organic packaged goods buyers to Expo West over the last 4 years. In 2013, we brought over a UK importer / wholesaler which distributes food into the premium sector, consisting largely of speciality, farm and deli shops around Britain. They met a great US specialty flours manufacturer at Expo West and they have stocked and distributed their flours ever since.
Wholesome products sell well in Europe. But wholesome needs to be matched with differentiation and quality packaging to merit the premium.