The Aiya America team traveled out to New York City at the tail-end of this past June. We did not go there for leisure, as some of you might be thinking, but to exhibit at the Summer Fancy Food Show. It was our first time doing the summer version of the Fancy Food Show, so it was an exciting and interesting venture. We have been doing the Winter Fancy Food Show the past couple years, which is held in San Francisco. Since we have been seeing the national rise in popularity of Matcha, especially on the East Coast, we decided to fly out to the “City That Never Sleeps” for our inaugural exhibition. The show was held at the Javits Convention Center in the Hell’s Kitchen area of Manhattan. The weather was somewhat hot and humid, but nothing overbearing, as it would have been if the show took place in the middle of summer. New York City is a great place to have a show because there are so many people from various backgrounds and countries, which gives it a great international feel. The Summer Fancy Food Show itself was extremely large, occupying the two main floors of the Javits Center and an adjoining hallway. There were also large sections designated to specific countries from all around the world. When it came to exhibitor and attendee turnout, this show in the ‘Big Apple’ did not disappoint. The show was very busy, something akin to the hustle and bustle on the streets of Manhattan. The Fancy Food Show is a great place for one to see the new products and trends that are emerging in the Food and Beverage industry. There probably is no better place for this than in NYC, which is considered one of the few cities in the world, where hot trends and movements actually start from. We met many people who were knowledgeable about Matcha and consumed it on a regular basis. There were many excited attendees wanting to try our Iced Matcha Latte and Iced Matcha Green Tea samples. There was a lot of buzz about a fairly new product called Motto, which is a sparkling Matcha green tea drink that is naturally sweetened. We also enjoyed a tasty batch of Matcha green tea donuts made by a local NYC shop, the Doughnut Plant. Overall, the show went very well and it was a great experience to meet some of our customers from this region. Hopefully, the Summer Fancy Food Show will become a regular stop on our yearly show schedule. We will be back on the East Coast near the end of September for the Natural Products Expo East held in Baltimore, Maryland.