A MAP Branded Program Participant

Before applying for Branded funds, Ford's Gourmet Foods of North Carolina was already exporting to the United Kingdom and New Zealand. However, the company knew that with MAP Branded funds, they could introduce their products to an even broader international audience.

Ford's used the Branded funds to supplement their budget for advertising and exhibiting at overseas trade shows. Combined with SUSTA Generic promotions at shows like IFE London, SIAL Paris, ANUGA, and Horecava, Ford's was able to use MAP Branded funds to extend their reach into markets where they were not selling and establish new distributors in Germany, Iceland, Sweden, Denmark, the Netherlands, and Norway.

"We truly believe that the financial support to attend shows and expand our advertising efforts from MAP Branded played an important role in our growth overseas," says Patrick Ford, Vice President of International Marketing for Ford's Gourmet Foods. "In a short period of time, our Bone Suckin' Sauces, Wine Nuts and other products went from fairly well known to internationally acclaimed in more than 42 countries around the world."

Ford's has also used advertising to increase sales to the United Kingdom, Denmark and Germany. Print ads in foreign newspapers and magazines, as well as an advertisement on a U.K. soccer field, has grown the Ford's brand in Europe. In 2006, the company's sales to Germany were $14,264. The next year, sales grew to $24,284, and in 2008, that amount doubled to $42,824.

Adds Mr. Ford, "People need to understand that this resource is out there and available to them, and that SUSTA and the MAP Branded program are critical to being successful abroad. Their partnership to us is invaluable."

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