A SUSTA Generic Program

In June 2008, a group of Central American buyers representing five major importers from Costa Rica, Guatemala and El Salvador traveled to the United States to meet with southern U.S. suppliers. Over 60 U.S. companies participated in the reverse trade mission, which was sponsored by the Southern U.S. Trade Association (SUSTA) under the Market Access Program Generic. Companies from the SUSTA region states of Alabama, Arkansas, Florida, Georgia, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, and West Virginia participated. The suppliers met with the Central American buyers in Atlanta, Georgia and at the New York Fancy Food Show, for a total of 107 one-on-one meetings. The buyers were introduced to southern U.S. products such as baked goods, nuts, candy, cheese, sauces and condiments, tea, and spices. They also participated in tours of U.S. supermarkets in Atlanta, visiting Kroger, Whole Foods, the Atlanta State Farmers' Market, and Fresh Point, a foodservice distributor of fresh produce.

The mission, part of an ongoing initiative promoting U.S. products to Central America, generated $15,000 in sales. One-on-one meetings in Georgia and New York, as well as buyer visits to exhibitors at the New York Fancy Food Show, resulted in 152 buyer-seller contacts. Companies that participated expect an additional $945,000 in sales. Last year, SUSTA-organized MAP Generic activities in Central America produced over $2.5 million in sales of southern U.S. food and beverage products.

Other upcoming Generic activities in the Central American market include trade missions to Panama & Costa Rica, El Salvador & Guatemala and Mexico. To learn more about these and other promotions, visit www.susta.org/events. To learn more about the Central American Foodservice Initiative or other SUSTA initiatives, visit http://www.susta.org/services/gip_initiatives.html.

More about Generic Activities

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