A SUSTA Generic Program

The Southern United States Trade Association (SUSTA), with the cooperation of the Foreign Agricultural Service (FAS), sponsored a pavilion at the SIAL China 2008 trade show held in Shanghai this May, where five southern U.S. companies showcased their food and beverage products to 800 prospective buyers. Through participation in the event - a Market Access Program (MAP) Generic promotion - the suppliers, representing the southern states of Virginia and Georgia, were able to gain exposure for their products and successfully broaden their customer base, reporting a combined total sales revenue of $800,000. The companies anticipate generating additional revenue of $12 million dollars as business relationships with importers and distributors continue to develop.

The SUSTA pavilion exhibited a wide range of supplier products including shelled and unshelled pecans, dried cherries, mozzarella cheese, seasonings, sauces, pastas and wines. A live cooking demonstration booth with a local chef was arranged to attract and familiarize prospective buyers with southern United States cuisine. SUSTA also arranged one-on-one meetings for each of the exhibitors, giving the suppliers the opportunity to meet with key local traders. Additionally, Shangdong TV conducted a television interview with Aaron Wood, a SUSTA activity manager from the South Carolina Department of Agriculture representing the Georgia Pecan Growers Association and East-West International Groups. The interview will be broadcast in Overseas, a news program that introduces the overseas food industry and trends to Chinese consumers.

The SIAL China trade show is a great platform for SUSTA suppliers to connect with Chinese importers and distributors. This is the third successful year of SUSTA's participation in the show, with over 600 leads generated for the five southern companies over the three-day event. Through trade shows such as SIAL China, SUSTA is able to offer regional suppliers a way to broaden their consumer base and gain exposure in foreign markets at a low cost.

SUSTA continues to promote southern U.S. food in China and other regions of southeast Asia. Upcoming activities include the Busan Seafood Expo and Food and Hotel China. Details for these activites can be found at www.susta.org/events.

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