South Africa Floriculture Mission
In 2003, the wholesale value of U.S. floriculture crops had estimated sales at $5.03 billion. The SUSTA region has the largest production area for floriculture crops, with more than 18,000 acres. SUSTA is looking to capitalize on the growing interest of South African importers in floriculture crops. This is the second year of SUSTA's floriculture promotion in South Africa. Last August SUSTA's trade mission to Cape Town & Johannesburg brought together industry representatives from the southern U.S. and key importers for one-on-one meetings. In August 2006, SUSTA will bring buyers from South Africa to Florida for a reverse trade mission. The RTM will include tours of horticulture and research facilities in the region. South African buyers will also meet one-on-one with ready-to-export producers. In addition, the buyers will attend the Southern Nursery Association (SNA) tradeshow in Atlanta, Georgia and meet industry representatives and companies from the southern U.S.. Contact Yolanda Roundtree (roundty@doacs.state.fl.us) of the Florida Department of Agriculture for more information.
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Busan International Seafood Expo
The Busan International Seafood Expo (www.busanseafoodexpo.com) will take place November 24-27, 2005 at the Busan Exhibition & Convention Center. Companies will showcase products during the show event, meet with Korean seafood importers and tour Korean seafood markets.
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IPM China Tradeshow & Mission
In 2003 China imported $43 million in nursery products. Because China will host the Olympic Games in 2008, the nation is undergoing a variety of improvement projects, which include landscaping, land rehabilitation, soil stabilization and highway beautification. Domestic nursery production is limited, and China will spend $12 billion on environmental improvements, including the purchase of trees and shrubs. SUSTA will help suppliers enjoy this opportunity during the IPM China trade show (www.ipm-messe.de/index.phyp?content=0500000&lang=en) from December 1-3, 2005. Europe’s leading horticulture trade show organizers will manage the inaugural event. SUSTA will participate in the show and will host local nursery tours following the show for U.S. suppliers, as well as a trade mission to Shanghai and Beijing. For more information, please contact Robert Beets of the Tennessee Department of Agriculture at (615) 837-5517 or via email at Robert.Beets@state.tn.us.
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IFE India Tradeshow & Mission
IFE India International Food, Drink & Hospitality Exhibition (www.ife-india.com) is the subcontinent's leading exhibition for food and drink. For the second year, SUSTA offers U.S. suppliers the opportunity to build a presence in India through one-on-one meetings with key buyers at the show and by displaying products in the SUSTA booth for a fee of $250. Suppliers who cannot attend the show may send three product brochures to be included in SUSTA's southern U.S. catalogue, which will be displayed in the booth. For more information, contact Bernadette Wiltz at (504) 258-3318 or by email at bernadette@susta.org.
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International Food & Wine Show (IFOWS)
U.S. suppliers may explore the Indian market with SUSTA during the 4th International Food & Wine Show (www.ifows.com), an exhibition of fine food products, wines, and other alcohol and non-alcohol beverages. With one of the fastest growing economies in the world, India has an expanding tourism industry and large middle class that demonstrate great demand for fine foods, wines and drinks. SUSTA offers U.S. suppliers the opportunity to showcase their products in a booth at IFOWS for a $250 participation fee. Companies that exhibit will also meet one-on-one with pre-screened buyers in their booths. This activity is part of SUSTA's India Initiative (www.susta.org/services/gip_india.html). For more information, contact Srinivas "Java" Javangula (srinivas.javangula@agi.alabama.gov). The deadline for shipping product samples to this event is December 29.
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HospitalityWorld Tradeshow
Suppliers may showcase products during the HospitalityWorld trade show (www.hospitalityworld.in) in Mumbai from January 23-26 for a $250 fee. HospitalityWorld is south Asia's largest business to business hospitality forum and offers suppliers a unique opportunity to tap into India's growing hospitality industry. This activity is part of SUSTA's India Initiative (www.susta.org/services/gip_india.html). For more information, contact Srinivas "Java" Javangula (srinivas.javangula@agi.alabama.gov). The deadline for shipping product samples to this event is December 29.
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Reverse Trade Mission to Boston Seafood Show
SUSTA will cooperate with the Agricultural Trade Office in Seoul to to bring 10 Korean companies to the International Boston Seafood Show (www.bostonseafood.com). This is a low-cost opportunity for companies in the southern U.S. to gain firsthand knowledge of the Korean market and make direct contact with leading Korean buyers. SUSTA will arrange meetings for suppliers attending the show and site visits for buyers. Contact Shirley Estes (sestes@vaseafood.org) of the Virginia Marine Products Board.
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Trade Mission to Food & Hotel Korea Show
SUSTA will participate in the Food & Hotel Korea show (www.fhko.com) from March 21-23, 2006, in Seoul, Korea. U.S. suppliers can showcase products in SUSTA's pavilion and meet one-on-one with pre-screened buyers. Participants will exhibit in small booth under SUSTA auspices. Working closely with the Agricultural Trade Office, SUSTA will provide market research and trade show support for participants. To participate, contact Gregory Higgins of the Georgia Department of Agriculture (ghiggins@agr.state.ga.us). You may also contact Theresa Brophy of the Maryland Department of Agriculture (brophyt@mda.state.md.us) or John Jenkins of the North Carolina Department of Agriculture (john.jenkins@ncmail.net) for more information.
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Hong Kong Foodservice Promotion
As the population of Hong Kong approaches 7 million, Hong Kong imports are expected to increase to more than $1 billion for consumer-oriented products. This event marksSUSTA’s third year promoting foodservice products in Hong Kong. In spring of 2006, SUSTA will work with a leading importer, chef and Hong Kong restaurant to coordinate a 2-week menu promotion featuring southern food products. To showcase products in the promotion contact Barbara Charlet (barbara.charlet@oda.state.ok.us) of the Oklahoma Department of Agriculture or John Jenkins (john.jenkins@ncmail.net) of the North Carolina Department of Agriculture.
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India Pecan Promotions
India is the largest consumer of dry fruits in Asia, a category which include nuts. The size of India's dried fruit market is $1 billion and is growing at 20 percent annually with a gap in supply of over 30 million tons. With taxes on dry fruits removed, imports have increased from 1 million to 10 million tons, and the market is ready for more. SUSTA is seizing the opportunity to educate Indian consumers about pecans. For India's adult consumers, SUSTA will host a contest to collect recipes incorporating pecans. Innovative pecan recipes will be published in magazines and newspapers and their creators will win prizes. Youths and teens can participate in games and a writing competition, which will focus on healthy lifestyle. SUSTA's brand ambassador chef will educate target audiences on cooking with pecans via demonstrations and seminars at a leading hotel. The ambassador will also lecture at leading hotel management and culinary institutes and host interactive sessions with leading restaurant, hotel and catering chefs. For more information, contact Bernadette Wiltz (bernadette@susta.org). View Flier

India Chef Seminars
India’s food and beverage retail industry generates $135 billion in sales each year and is growing at an annual rate of 4-5 percent. Some growth can be attributed to the increase of hypermarkets, supermarkets, and convenience stores springing up in India’s major cities. SUSTA is currently in year two of our India Initiative. In-country consultant i2i Consulting is helping SUSTA promote U.S. products through multiple events in India. SUSTA’s strategy is to help southern suppliers create a consistent market presence at a low cost. During SUSTA’s chef seminars in India, our brand ambassador will promote American Barbeque, Cajun, Tex Mex and other styles of southern cooking. Demonstrations and lectures will occur at leading hotel management and culinary institutes and will feature interactive sessions and meetings with leading restaurant, hotel and catering chefs. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Korean Reverse Trade Mission
As a follow-up to the Food & Hotel Korea trade show (www.fhko.com), SUSTA will host a reverse trade mission to the FMI trade show in Chicago, Illinois, from May 7- 9, 2006. SUSTA will bring qualified Korean buyers to the United States to meet with suppliers. The buyers will visit two states in the SUSTA region to meet companies. To participate, contact Gregory Higgins of the Georgia Department of Agriculture (ghiggins@agr.state.ga.us). You may also contact Theresa Brophy of the Maryland Department of Agriculture (brophyt@mda.state.md.us) or John Jenkins of the North Carolina Department of Agriculture (john.jenkins@ncmail.net) for more information.
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Japan Pecan Culinary Seminars
The market for pecans in Japan is becoming viable as nuts are being added to cakes, breads, and confectionery and bakery items. Pecans are not currently found in Japanese retail stores and restaurants. However, SUSTA has several projects lined up this year to increase awareness for the southern U.S. pecan. From May 27-29, 2006, prior to the IFIA trade show, SUSTA will sponsor culinary seminars in Osaka and Tokyo to educate Japanese chefs on incorporating pecans into traditional cuisine. The seminar instructors will also promote the nut’s nutritional aspects and its versatility to local nutritional experts and the press. U.S. suppliers are invited to send product samples for this activity. Contact Erica Skrine of the Georgia Department of Agriculture (eskrine@agr.state.ga.us) and Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us).
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Sri Lanka Reverse Trade Mission
U.S. suppliers are invited to meet one-on-one with purchasing executives from Sri Lanka in Atlanta, Georgia on Wednesday, May 24. The four-company Sri Lankan delegation represents the top buyers for the foodservice, retail, and processing operations on the island. The program is sponsored by SUSTA, the Georgia Department of Agriculture, and the FAS Emerging Markets program. Deadline to register is May 18. Space is limited. Experienced exporters are encouraged to attend. For company profiles and more information, contact David Bryant of the Georgia Department of Agriculture at (404) 656-3740 or via e-mail at dbryant@agri.state.ga.us, or visit www.aitc.ua.edu/susta.html.
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Malaysia Reverse Trade Mission
U.S. suppliers are invited to meet one-on-one with purchasing executives from the leading food product importers and distributors from Malaysia in Atlanta, Georgia on Wednesday, May 24. The twelve-company Malaysia delegation represents the top buyers in the growing Malaysian foodservice market. The Foreign Agriculture Service office in Kuala Lumpur is leading the delegation in cooperation with SUSTA and the Georgia Department of Agriculture. Deadline to register is May 18. Space is limited. Experienced exporters are encouraged to attend. For company profiles and more information, contact David Bryant of the Georgia Department of Agriculture at (404) 656-3740 or via e-mail at dbryant@agri.state.ga.us, or visit www.aitc.ua.edu/susta.html.
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U.S. India Festival & Kitty Tie-Up
India’s food and beverage retail industry generates $135 billion in sales each year and is growing at an annual rate of 4-5 percent. Some growth can be attributed to the increase of hypermarkets, supermarkets, and convenience stores springing up in India’s major cities. SUSTA is currently in year two of our India Initiative. In-country consultant i2i Consulting is helping SUSTA promote U.S. products through multiple events in India. SUSTA’s strategy is to help southern suppliers create a consistent market presence at a low cost. During the festival, SUSTA’s brand ambassador chef trained in the art of southern cooking will showcase U.S. products during a series of cooking demonstrations. SUSTA will hold seminars to educate the middle- and upper-class Indian women about the products because they are the key decision makers in the home. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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International Food Ingredients Additives Show
IFIA (http://ejkrause.com/ifiajapan/) is Asia's leading food additives and ingredients event and will include the Healthy Foods Expo, for dietary organic and healthy foods, additives and ingredients. More than 100 international manufacturers participated in 2004. The market for nuts is growing in Japan as nuts are being added to cakes, breads, confectionery and bakery items, and Chinese-style cuisine. SUSTA is working with an in-country consultant to educate consumers and create activities that will allow southern pecans to become a major addition to Japanese cuisine. A SUSTA trained chef will prepare Japanese dishes using pecans at the SUSTA booth. Companies are invited to send samples to be used in culinary demonstrations and for sampling. If you are interesting in exporting your pecan products to Japan, you do not want to miss this opportunity to exhibit. Contact Erica Skrine of the Georgia Department of Agriculture (eskrine@agr.state.ga.us) and Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us).
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Southern Originals Pavilion at Food & Hotel China Show
Food & Hotel China (www.fhcbeijing.com.cn) is China's leading international food and hospitality industry exhibition. The event guarantees qualified exhibitors an audience of interested trade-only visitors. Beijing's food and drink markets is expected to grow an estimated $460 billion over the next 5 years, ultimately making it the world's 2nd largest food retail market. The 2008 Summer Olympics will be held in Beijing, further increasing opportunities for exporters to capitalize on the growing demand for food and beverage products. Participants in SUSTA's activity at the show will receive space in the Southern Originals pavilion, as well as assistance with buyer meetings and follow-up and on-site interpreters to help conduct business transactions. For more information, contact Victoria Mejia (vmejia@neo.rr.com).
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China Value-Added Promotion
China's decrease in barriers on food imports encourages exporters to test the waters. In September 2005, SUSTA sponsored a trade mission to Shanghai, China, where representatives from the southern U.S. participated in the World Trade Center 36th Annual Meeting to learn more about the value-added food industry in China. SUSTA's follow up to the mission is a reverse trade mission in June 2006. Chinese buyers from the foodservice, retail and wholesale industries will visit Charleston, South Carolina and Atlanta, Georgia, where they will meet qualified suppliers one-on-one. Participating U.S. suppliers will showcase products in a tabletop setup in both states. For more information, contact Roy Copelan of the South Carolina Department of Agriculture (rcopelan@scda.sc.gov).
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Japan Nut Day Chef Demonstration
The market for pecans in Japan is becoming viable as nuts are being added to cakes, breads, and confectionery and bakery items. Pecans are not currently found in Japanese retail stores and restaurants. However, SUSTA has several projects lined up this year to increase awareness for the southern U.S. pecan. July 22 marks a popular Japanese festival celebrating "being nuts". Festivities involve, among other traditions, consuming nuts in celebration. SUSTA will showcase the “southern” nut, the pecan, in an annual chef competition on Nuts Day. During the high-profile competition, chefs will educate the Japanese consumer to prepare dishes using the pecan. Contact Erica Skrine of the Georgia Department of Agriculture (eskrine@agr.state.ga.us) and Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us) for more information.
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Japan Pecan In-Store Promotion
The market for pecans in Japan is becoming viable as nuts are being added to cakes, breads, and confectionery and bakery items. Pecans are not currently found in Japanese retail stores and restaurants. However, SUSTA has several projects lined up this year to increase awareness for the southern U.S. pecan. SUSTA will have its first in-store promotion in July of 2006, in conjunction with the Nut Day celebration. U.S. suppliers can showcase pecan products in this promotion by contacting Erica Skrine of the Georgia Department of Agriculture (eskrine@agr.state.ga.us) and Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us).
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Trade Mission to India
India’s food and beverage retail industry generates $135 billion in sales each year and is growing at an annual rate of 4-5 percent. Some growth can be attributed to the increase of hypermarkets, supermarkets, and convenience stores springing up in India’s major cities. SUSTA is currently in year two of our India Initiative. In-country consultant i2i Consulting is helping SUSTA promote U.S. products through multiple events in India. SUSTA’s strategy is to help southern suppliers create a consistent market presence at a low cost. SUSTA will sponsor a trade mission to India that will include one-on-one meetings and site tours in three cities: Dehli, Mumbai and Bangalore. The trade mission gives southern U.S. companies an opportunity to showcase products in tabletop displays during each meeting. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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India In-Store Promotion
India's food and beverage retail industry generates $135 billion in sales each year and is growing at an annual rate of 4-5 percent. Some growth can be attributed to the increase of hypermarkets, supermarkets, and convenience stores springing up in India’s major cities. SUSTA is currently in year two of our India Initiative. In-country consultant i2i Consulting is helping SUSTA promote U.S. products through multiple events in India. SUSTA’s strategy is to help southern suppliers create a consistent market presence at a low cost. SUSTA will continue the in-store promotion program in northern and southern India started in 2004 with the Nilgiris supermarket chain. Independence Day promotions will be held in July/August, and SUSTA will create new store partnerships where Nilgiris does not have market share. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Japan Horticulture Promotion
Japan is the fifth largest export market for live plants from the USA, with more than $10 million in sales in 2003. For the last several years, SUSTA has hosted several groups of Japanese nurserymen for reverse trade missions. Japanese buyers show particular interest in outdoor plants for temperate climates similar to those in the southern U.S. Some of the plants actually originated in Japan but were improved in the U.S. or are grown more cost-effectively here. The growing market for hardy outdoor plants, especially new varieties, is the focus of SUSTA’s horticulture activity. As in years past, SUSTA will work with the FAS Agricultural Trade Office in Japan to bring buyers to the U.S. for the reverse trade mission. The mission will occur in conjunction with the 2006 Southern Nurseryman Association (SNA) Trade Show in Atlanta, Georgia from August 10-12, 2005. The buyers will visit an additional state in the region for one-on-one meetings and nursery tours. Companies interested in meeting the buyers at the SNA show or during the regional visit should contact Jane Storrs of the Maryland Department of Agriculture (storrsjm@mda.state.md.us) or Robert Beets of the Tennessee Department of Agriculture (robert.beets@state.tn.us).
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Southern Originals Pavilion at World of Food China
Suppliers of food and beverages from the SUSTA region are invited to exhibit in the Southern Originals pavilion at World of Food China (www.worldoffoodchina.com), a leading international hospitality show. This trade-only exhibition will allow exhibitors to showcase products to professionals in this growing food retail market, which is expected to grow by $460 billion over the next 5 years. For $1,500, SUSTA participants will receive 100 square feet of booth space within the pavilion, booth customization with company logo, shipment of up to 100 lbs. of product samples to the show, a pre-trade show workshop, and other trade show support services. Register for this opportunity by July 1, 2006.
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SUSTA Booth at China Fisheries & Seafood Expo
Suppliers of seafood from the SUSTA region are invited to send product literature to be displayed in SUSTA's booth at the China Fisheries & Seafood Expo (www.chinaseafoodexpo.com) in Qingdao this November. SUSTA representatives will distribute information about SUSTA's services and seafood available from the region to Chinese buyers at the show. An in-country consultant will offer sourcing and matchmaking services to buyers using SUSTA's web-based company directory. For more information, contact Dot Williamson (williad@doacs.state.fl.us) at (850) 488-0163. You may also contact Shirley Estes (sestes@vaseafood.org) at (757) 874-3474.
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SUSTA Booth at Busan International Seafood & Fisheries Expo
Korea is the fifth largest market for U.S. seafood, importing $343 million in fishery products. U.S. seafood is viewed as high quality by consumers, and imports are expected to increase as Korea’s large trade deficit in seafood grows due to high per capita consumption. Koreans consume a wide variety of seafood from the southern United States, such as scallops, monkfish, eel, croaker, blue crab, fish or crab roe, squid, clams, mackerel, flounder, mullet, black sea bass, shrimp, tuna, snapper, ray and whelk. For the fourth year, southern U.S. suppliers of seafood are invited to exhibit in the SUSTA booth at the Busan International Seafood and Fisheries Expo in Busan, Korea (www.busanseafoodexpo.com). Exhibitors at the 2005 show reported sales of $2.04 million resulting from contacts made at the expo. Participants in the SUSTA booth will also have the opportunity to meet one-on-one with buyers prior to the show. There is no cost for companies to exhibit in the SUSTA booth, and free product shipment will be provided. For more information, contact Shirley Estes (sestes@vaseafood.org) at (757) 874-3474 or Paul Balthrop (balthrp@doacs.state.fl.us) at (850) 488-0163.
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Japan Pecan Reverse Trade Mission
The market for pecans in Japan is becoming viable as nuts are being added to cakes, breads, and confectionery and bakery items. Pecans are not currently found in Japanese retail stores and restaurants. However, SUSTA has several projects lined up this year to increase awareness for the southern U.S. pecan. In December, key buyers will be invited to the states of Texas and Georgia to visit with pecan growers and companies. Pecan growers are invited to join SUSTA for a mini-tradeshow setting to meet one-on-one with important industry decision makers from Japan. This mission will allow buyers to become more educated about pecans and their use and storage. Buyers will have the opportunity to view pecan growing facilities and farms. SUSTA will provide interpreters for this mission. Contact Erica Skrine of the Georgia Department of Agriculture (eskrine@agr.state.ga.us) and Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us).
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SUSTA Booth at IFE India Trade Show
With a population of 1.1 billion and a large and growing middle class, India is emerging as a market with great potential for exporters. India's hospitality industry is growing at a yearly rate of 15 percent, a pace that is matched by increases in food and beverage imports. Nearly 51 percent of Indians' consumption expenditures go for food, and as the world's 6th largest economy expanding by 8 percent a year, India is an attractive market for food and beverage suppliers worldwide. In addition, tariffs have steadily decreased since India joined the World Trade Organization. For the third year, SUSTA will exhibit at IFE India in New Delhi (www.ife-india.com). In 2005, this exhibition drew nearly 5,800 trade visitors, a 37 percent increase in attendance from the year before. SUSTA's booth at the show will offer information about the products available from the southern U.S. and services available through SUSTA. This activity is part of ongoing efforts to increase awareness about southern U.S. food and agriculture products through the India Initiative. For more information, contact Srinivas "Java" Javangula (srinivas.javangula@agi.alabama.gov) at (334) 240-7232. You may also contact Corry de Wit (georgiausagcdewit@arcadis.be) at 32-2-6471815.

China Initiative
Last year’s SUSTA China trade mission proved that remarkable economic growth has created new opportunities for U.S. exporters. The emergence of a middle class of approximately 130 million and China’s accession to the World Trade Organization are positive indicators. An in-country Chinese consultant will help companies to understand the market and will provide market assistance. More details about the services offered under SUSTA's China initiative are available at www.susta.org/services/gip_china.html. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Caribbean Promotion at Americas Food & Beverage Show
The Caribbean is a large and potentially lucrative market for a variety of agricultural products. In 2003, Caribbean nations imported nearly $325 million of snack foods, beverages, fresh and processed fruits and vegetables, and an assortment of other consumer-oriented agricultural products. In many Caribbean countries, agricultural production is low, creating a demand for imported products. In several cases, U.S. companies are the main suppliers, resulting in consumer familiarity with U.S. products. SUSTA invites you to participate in the VIII Americas Food & Beverage Trade Show and Conference. The Americas Food and Beverage show (www.americasfoodandbeverage.com) is the largest food and beverage event in the Caribbean Basin, targeting buyers from throughout the region. Southern U.S. companies can exhibit with SUSTA for a $250 participation fee. Contact Jeff Justice of the North Carolina Department of Agriculture (jeff.justice@ncmail.net) or Crystal Collier of the Alabama Department of Agriculture (crystal.collier@agi.alabama.gov).
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Central American Reverse Media Mission
Central America is home to over 36 million people, 65% of which are under the age of 35. Recent economic reforms and expanded trade agreements between the United States and Central America have fostered trade. Increased tourism and changing population demographics make Central America offer potential for U.S. foodservice and retail products. Costa Rica and El Salvador are among the best Central American markets for U.S. food exports. Both countries have a growing foodservice sector and the infrastructure to support it, an increasing number of restaurants and hotels, importer experience in dealing with U.S. suppliers, and consumer interest in U.S. products. Additionally, the countries have the largest number of supermarkets selling U.S. products for the region. Consumer income and consumption also favor sales of imported products in the two markets. SUSTA’s Central American initiative will build upon previous successes with the Sureña campaign. SUSTA will continue efforts in El Salvador and Costa Rica, this year creating and building relationships between U.S. suppliers and Central American importers. Journalists from El Salvador and Costa Rica will visit the SUSTA region to experience southern cuisine and culture. For more information on the Central American Initiative contact SUSTA Generic Director Bernadette Wiltz (bernadette@susta.org).
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SUSTA Pavilion at Expo Cocina & Sabores
With the highest per capita income in Central America, Costa Rica has a significant customer base that is able and willing to pay for U.S. food and agricultural products, which account for 50% all imported foods in the country. In addition, Costa Rica’s location offers opportunities to supply to other countries in the region. The United States is the single most important agricultural partner of Costa Rica due to its geographical proximity and to its high quality, wide selection of competitively priced products. The trends toward consuming more convenience and healthy foods are expected to result in good prospects for U.S. exports of processed fruits and vegetables, snack foods and other value-added food products. Expo Cocina & Sabores (www.cocinaysabores.com) annually has over 10,000 visitors and provides access to this growing and diverse export potential. The participation fee of $1,500 includes booth space, limited product shipment, pre-show media event, chef, interpreter assistance, and assistance with buyers. Best prospects include fresh fruit, pet foods, packaged breads, sauces, wine & spirits, candy & confections, pasta, and dairy products. Contact Cindy Martel or Debra Gard (cmartel@ag.state.wv.us), Crystal Collier (crystal.collier@agi.alabama.gov) or Victoria Mejia (vmejia@neo.rr.com) for more information.
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Reverse Trade Mission to Memphis in May
The United States is one of Costa Rica’s most important agricultural partners due to its geographical proximity, high quality, and wide selection of competitively-priced products. In the last few years, significant change has taken place in consumer income and price of goods in Costa Rica and, as a result, in consumer tastes. In addition, demand has been fueled by a higher urban concentration, extensive expansion of tourism, and change in lifestyle. Thus, Costa Rica is a significant market for U.S. exports. Each year Memphis in May (www.memphisinmay.org) celebrates the people and culture of an honored country by offering activities to increase understanding of a culture and ultimately increase trade. The Memphis in May International Festival plays a strong role in creating commercial exchange between Memphis and the honored country. This year’s honored country is Costa Rica. Costa Rican buyers will visit Tennessee and another state in SUSTA’s region in May 2006 for one-on-one meetings with suppliers. This activity is a joint effort with the Memphis Regional Chamber of Commerce, including western Tennessee, eastern Arkansas and northern Mississippi. For more information, contact Jan Keyser of the Tennessee Department of Agriculture (jan.keyser@state.tn.us).
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Central American Trade Mission
Central America is home to over 36 million people, 65% of whom are under the age of 35. Recent economic reforms and expanded trade agreements between the United States and Central America have fostered trade. Increased tourism and changing population demographics make Central America offer potential for U.S. foodservice and retail products. Costa Rica and El Salvador are among the best Central American markets for U.S. food exports. Both countries have a growing foodservice sector and the infrastructure to support it, an increasing number of restaurants and hotels, importer experience in dealing with U.S. suppliers, and consumer interest in U.S. products. Additionally, the countries have the largest number of supermarkets selling U.S. products for the region. Consumer income and consumption also favor sales of imported products in the two markets. SUSTA’s Central American initiative will build upon previous successes with the Sureña campaign. SUSTA will continue efforts in El Salvador and Costa Rica, this year creating and building relationships between U.S. suppliers and Central American importers. In August 2006, SUSTA will sponsor trade missions to Panama, Costa Rica and El Salvador. SUSTA’s objective for the promotion is to establish contact between U.S. suppliers and retailers/distributors in Panama, Costa Rica and El Salvador. The mission will include one-on-one meetings, product showcases, and market briefings.
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EXPHORE Trade Show
Central America is home to over 36 million people, 65% of whom are under the age of 35. Recent economic reforms and expanded trade agreements between the United States and Central America have fostered trade. Increased tourism and changing population demographics make Central America offer potential for U.S. foodservice and retail products. Costa Rica and El Salvador are among the best Central American markets for U.S. food exports. Both countries have a growing foodservice sector and the infrastructure to support it, an increasing number of restaurants and hotels, importer experience in dealing with U.S. suppliers, and consumer interest in U.S. products. Additionally, the countries have the largest number of supermarkets selling U.S. products for the region. Consumer income and consumption also favor sales of imported products in the two markets. SUSTA’s Central American initiative will build upon previous successes with the Sureña campaign. SUSTA will continue efforts in El Salvador and Costa Rica, this year creating and building relationships between U.S. suppliers and Central American importers. SUSTA will exhibit at the EXPHORE Trade Show (www.exphore.com) from September 5-7, 2006. EXPHORE, sponsored by Apetito magazine, promotes the commercial development of the hospitality and restaurant sectors in Costa Rica and Central America. The trade show attracts major industry players. SUSTA’s booth will feature an on-site chef to prepare product samples and representatives to generate leads for southern U.S. suppliers. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Germany In-Store Promotion
Germany’s population of 82.5 million has one of the highest income levels of any developed nation. German consumers spent almost $140 billion on food and beverage items in 2003. The country has the largest and strongest economy in the European Union. In recent decades, the grocery retail sector has undergone dramatic changes. Sprawling retail complexes, composed of hypermarkets and discount stores, have multiplied and now account for more than 60% of grocery sales, followed by supermarkets, including self-service department stores, and traditional retailers at 40%. Germany is one of the world’s largest food and beverage importers, and the U.S. is the largest non-E.U. supplier of consumer-oriented food products, exporting more than $655 million in 2003. SUSTA hopes to capitalize on this opportunity with a second year of in-store promotions. Like last year, a major importer will travel to two cities in the SUSTA region for a reverse trade mission in spring 2006 to identify specialty food products for the in-store promotion. Southern U.S. suppliers will meet the importer during a tabletop event. Products will be chosen for the in-store promotion with the goal of introducing new brands with each successive promotion and expanding sales of recently introduced products in Germany. The in-store promotion may take place in more than one location. The first promotion will be held from November 12-19, 2005, with a follow-up promotion in Munich from April 27-28, 2006. For more information, contact Barbara Charlet of the Oklahoma Department of Agriculture (barbara.charlet@oda.state.ok.us).
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Southern Originals Pavilion at Horecava Tradeshow
This year, the Southern Originals Pavilion will debut at four E.U. regional tradeshows. Exhibitors will receive a comprehensive tradeshow package of services. SUSTA will help suppliers convert contacts from the shows into buyers with services that include a visible, attractive, open pavilion, pre-show activities, strategic support, one-on-one contacts, and post-show follow-up. Horecava (www.horecava.nl) celebrates its 50th anniversary in 2006 as the largest fair for the foodservice and catering trade in the Benelux countries (Belgium, the Netherlands, and Luxembourg). For more information, contact Bernadette Wiltz (bernadette@susta.org).
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European Horticulture Promotion
The European Union is the largest market for U.S. nursery products outside of North America. In 2003, U.S. exports of nursery products reached almost $72 million. The Internationale Pflanzen Messe (IPM) trade show in Essen, Germany, is the largest horticultural trade exhibition in the world, attracting nearly 60,000 trade visitors. SUSTA will exhibit at the IPM trade show (www.ipm-messe.de) from February 2-5, 2006. A trade mission to France will follow the show. Suppliers may showcase plant variety with SUSTA at this international show. Contact Robert Beets of the Tennessee Department of Agriculture (robert.beets@state.tn.us) or Jane Storrs of the Maryland Department of Agriculture (storrsjm@mda.state.md.us).
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Eastern Europe Retail Promotion
Poland and the Czech Republic (CR) are home to over 55 million people, half of which are under the age of 40. As younger consumers have adapted Western trends, foreign-owned hypermarkets have emerged and become popular in the last decade. These markets sell a variety of imported goods. Today, hypermarkets compete for loyal customers, who look for quality products, interesting packaging and branded products. Foreign suppliers deliver on these criteria better than domestic suppliers. SUSTA will exhibit at the SALIMA trade show (http://node1.bvv.cz/salima-gb) in the Czech Republic from March 7-10, 2006. Our efforts will focus on increasing industry awareness of southern U.S. products and identifying retail chain partners for an in-store promotion. The themed in-store promotion will target consumers and highlight products from the southern U.S. with demonstrations, signs, recipe cards and product samples, etc. For more information, contact Corry de Wit of the Georgia Department of Agriculture European Office (georgiausagcdewit@arcadis.be).
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Southern Originals Pavilion at U.K. Food & Drink Expo
This year, the Southern Originals Pavilion will debut at four E.U. regional tradeshows. Exhibitors will receive a comprehensive tradeshow package of services. SUSTA will help suppliers convert contacts from the shows into buyers with services that include a visible, attractive, open pavilion, pre-show activities, strategic support, one-on-one contacts, and post-show follow-up. Food and Drink Expo 2006 (www.foodanddrinkexpo.co.uk) will be held in Birmingham, United Kingdom, from March 19-22, 2006. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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De Bijenkorf Retail Promotion
The mature markets of northern Europe are responsible for 70 percent of the total ethnic/regional food sales in Europe. Many countries in this region are open to international cultures and food products. As exporting to Europe has become simpler with a single customs area and a single currency, the strong Euro has made U.S. products more affordable for European customers. The European Regional Foods initiative will focus energies on target markets identified in the Regional Foods research project. These markets include the Netherlands, Sweden, the United Kingdom, and Germany. SUSTA will maintain a market presence in the region throughout the year. SUSTA will run two multi-week retail promotions in the Netherlands. The first promotion will take place in the country’s leading department store, De Bijenkorf, which has 12 locations nationwide. Retail products with innovative packaging, including snacks, sweets, sauces, condiments, and drinks, are the focus. This activity will include in-store tastings, publicity in the store magazine and website, and special promotional offers. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Delicatessen Promotion in The Hague
The mature markets of northern Europe are responsible for 70 percent of the total ethnic/regional food sales in Europe. Many countries in this region are open to international cultures and food products. As exporting to Europe has become simpler with a single customs area and a single currency, the strong Euro has made U.S. products more affordable for European customers. The European Regional Foods initiative will focus energies on target markets identified in the Regional Foods research project. These markets include the Netherlands, Sweden, the United Kingdom, and Germany. SUSTA will maintain a market presence in the region throughout the year. SUSTA will run two multi-week retail promotions in the Netherlands. The second promotion is at a local “traiteur,” or high-end delicatessen, in The Hague, the country’s most international city. This promotion will feature southern cuisine and retail products. It will combine the store’s retail and catering business to feature Cajun, Tex-Mex, BBQ, seafood, and more! In-store tastings, point of sale materials, and special promotions will all feature southern U.S. cuisine. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Interfood Trade Show
Russia's 145 million consumers are eager to purchase quality food products. In the past four years, retail food sales in Russia have nearly doubled as the number of western-style supermarket have increased. In 2004, U.S. exports of consumer-oriented over $500 million. The Russian Federation is a large and dynamic market with significant opportunities for U.S. suppliers in the retail, foodservice and food processing sectors. In an effort to expand into Russia, SUSTA will exhibit at the Interfood Trade Show (www.primexpo.ru/interfood/eng/) in St. Petersburg from April 10-13, 2006. For more information, contact Theresa Brophy of the Maryland Department of Agriculture (brophyt@mda.state.md.us) or Corry De Wit of the Georgia Department of Agriculture European Office (georgiausagcdewit@arcadis.be).
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Southern Originals Pavilion at GastroNord Trade Show
This year, the Southern Originals Pavilion will debut at four E.U. regional tradeshows. Exhibitors will receive a comprehensive tradeshow package of services. SUSTA will help suppliers convert contacts from the shows into buyers with services that include a visible, attractive, open pavilion, pre-show activities, strategic support, one-on-one contacts, and post-show follow-up. The GastroNord trade show (www.gastronord.com), which focuses on the hotel, restaurant and catering industries, will take place in Stockholm, Sweden from April 24-27, 2006. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Culinary Seminars and Workshops
The mature markets of northern Europe are responsible for 70 percent of the total ethnic/regional food sales in Europe. Many countries in this region are open to international cultures and food products. As exporting to Europe has become simpler with a single customs area and a single currency, the strong Euro has made U.S. products more affordable for European customers. The European Regional Foods initiative will focus energies on target markets identified in the Regional Foods research project. These markets include the Netherlands, Sweden, the United Kingdom, and Germany. SUSTA will maintain a market presence in the region throughout the year. SUSTA will host two key buyers’ seminars with chef-led educational workshops in the greater London area. These seminars will educate retail and HRI buyers from throughout the U.K. about various southern cuisines—from Tex-Mex to Cajun, Creole, Appalachian, seafood and more. Innovative products or unique packaging are especially appealing in this market. By educating chefs, this promotion will contribute to greater product purchasing in the coming year. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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European Seafood Exposition
The European seafood market is composed of over 727 million consumers, representing the United States’ third largest trading partner and the third largest consumer of seafood in the world. The USA exported $625 million worth of fishery products to Europe in 2003, of which $3.1 million was edible. SUSTA is capitalizing on this trend. This is the tenth year SUSTA will exhibit at the European Seafood Exposition (ESE). Last year's event resulted in 65 leads for SUSTA's participating seafood companies, plus an additional 697 leads garnered by participating companies. Participants in the SUSTA pavilion reported immediate sales of $2 million, with projected sales of $44.1 million over the next 12 months. Join SUSTA's pavilion at ESE (www.euroseafood.com) from May 9-11, 2006. Contact Dot Williamson of the Florida Department of Agriculture's Bureau of Seafood and Aquaculture (williad@doacs.state.fl.us) or Shirley Estes of the Virginia Marine Products Board (sestes@vaseafood.org).
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Southern Originals Pavilion at IFE Poland Trade Show
This year, the Southern Originals Pavilion will debut at four E.U. regional tradeshows. Exhibitors will receive a comprehensive tradeshow package of services. SUSTA will help suppliers convert contacts from the shows into buyers with services that include a visible, attractive, open pavilion, pre-show activities, strategic support, one-on-one contacts, and post-show follow-up. IFE Poland (www.ifepoland.com) will be held in Warsaw, Poland from May 17-19, 2006. Over 6,200 professional and trade visitors attended IFE Poland 2005 from 40 countries worldwide. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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French In-Store Promotion
France is a net importer and major consumer of seafood products in Europe. Auchan Hyper & Supermarkets is one of France’s top five leading retail stores with over 519 stores throughout France (121 hypermarkets and 398 supermarkets). In 2004, Auchan reported sales of 18 billion Euros. Auchan has a large presence in countries such as Morocco, China, Taiwan, Argentina, Russia, Poland, Hungary, Portugal, Italy, and Spain. SUSTA, in cooperation with the Agricultural Trade Office in Paris, will collaborate with the Alaska Seafood Marketing Institute (ASMI) and Food Export-USA Northeast to organize a one-week U.S. fresh/frozen seafood in-store promotion in 117 Auchan stores in northern France. This promotion will build on relationships already developed with Auchan to include a wider range of products, including new products from the southern U.S. The promotion will educate French consumers about U.S. seafood and increase sales of fresh and frozen seafood, complementary products, and methods of preparation from all regions of the United States. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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Sweden Retail Promotion
The mature markets of northern Europe are responsible for 70 percent of the total ethnic/regional food sales in Europe. Many countries in this region are open to international cultures and food products. As exporting to Europe has become simpler with a single customs area and a single currency, the strong Euro has made U.S. products more affordable for European customers. The European Regional Foods initiative will focus energies on target markets identified in the Regional Foods research project. These markets include the Netherlands, Sweden, the United Kingdom, and Germany. SUSTA will maintain a market presence in the region throughout the year. In July/August 2006, SUSTA will run a promotion in a leading Swedish retail store building on the strength of the market and established interest in southern foods, especially Cajun cuisine. There will be a mini “Southern U.S.” pavilion in the store. Companies are encouraged to participate. This activity will include in-store tastings, point of sale materials, and special promotions. For more information, contact Bernadette Wiltz (bernadette@susta.org).
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USDA London Gourmet Awards
This fall, the U.S. Department of Agriculture's London office offers U.S. exporters the opportunity to participate in its Gourmet Awards, a new-to-market showcase introducing products to key U.K. buyers. U.S. food and beverage products new to the U.K. market compete for Gourmet Awards for Best Product, Most Stylish Packaging, Most Innovative New Product, and Best Use of Flavor. SUSTA and USDA London will also offer educational and market entry activities for suppliers that wish to travel to London for the event. Suppliers that cannot attend may also send product samples to compete for awards. For more information, contact Bernadette Wiltz at bernadette@susta.org.
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Buyers Meeting and Culinary Workshop
The Netherlands is the most densely populated country in the world, with a food service market valued at U.S.$12 billion per year. Companies interested in breaking into the Dutch market or expanding their efforts there are invited to send product information for foodservice and retail buyers to review. Buyers are interested in receiving information about the following products: seafood, wine and spirits, fruits and vegetables, sauces and condiments, pecans, southern, Tex-Mex and other ethnic cuisine, and other specialty value-added foods. Selected companies will be invited to attend a buyers meeting and culinary workshop at the U.S. Ambassador's residence in The Hague, The Netherlands. Suppliers interested in this opportunity should send product information by June 17, 2006.
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Southern Originals Pavilion at InterCool Trade Show
This year, the Southern Originals Pavilion will debut at four E.U. regional tradeshows. Exhibitors will receive a comprehensive tradeshow package of services. SUSTA will help suppliers convert contacts from the shows into buyers with services that include a visible, attractive, open pavilion, pre-show activities, strategic support, one-on-one contacts, and post-show follow-up. U.S. suppliers are invited to participate in the pavilion at the InterCool trade show (www.intercool.de), the International Trade Exhibition for Frozen Foods, Ice Cream and Refrigerating Technology, in Dusseldorf. InterCool will run simultaneously with three other shows: InterMopro, InterMeat, and hogatec (a trade fair for the hotel, restaurant and catering business). Together the four fairs target experts from the retail grocery, catering, restaurant and hotel trades. For more information, contact Roy Johnson (roy_j@ldaf.state.la.us).
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World Food Moscow Trade Show
Russia’s 145 million consumers are eager to purchase quality food products. In the past four years, retail food sales in Russia have nearly doubled as the number of western-style supermarket have increased. In 2004, U.S. exports of consumer-oriented over $500 million. The Russian Federation is a large and dynamic market with significant opportunities for U.S. suppliers in the retail, foodservice and food processing sectors. SUSTA will exhibit at the World Food Moscow Trade Show (www.worldfood-moscow.com) for the third time from September 26-29, 2006. Last year’s event attracted over 50,000 importers, wholesalers, retailers and processors from arounhd Russia and from many neighboring countries. Contact Theresa Brophy of the Maryland Department of Agriculture (brophyt@mda.state.md.us) or Corry De Wit of the Georgia Department of Agriculture European Office (georgiausagcdewit@arcadis.be).
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Southern U.S. Food Festival
The food service industry in the Czech Republic reached over $3.4 billion in 2003 and is expected to grow 4% to 5% over the next five years. In the mid and upper market, the percentage of imported food products is sizeable and increasing. In cooperation with the U.S. Embassy in Prague, SUSTA will hold a Southern U.S. Food Festival at a Prague restaurant to educate importers and buyers about the many food products available from the SUSTA region. Suppliers interested in the Czech market are invited to send product samples which a U.S. chef will prepare in a demonstration of southern cuisine. There is no participation fee for suppliers who wish to send samples for the event. Contact Yolanda Roundtree (roundty@doacs.state.fl.us) at (850) 487-2779 or Corry de Wit (georgiausagcdewit@arcadis.be) at 32-2-6471815 for more information or to register for this event.
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Southern Originals Pavilion at Horeca Expo
This year, the Southern Originals Pavilion will debut at four E.U. regional tradeshows. Exhibitors will receive a comprehensive tradeshow package of services. SUSTA will help suppliers convert contacts from the shows into buyers with services that include a visible, attractive, open pavilion, pre-show activities, strategic support, one-on-one contacts, and post-show follow-up. U.S. suppliers are invited to participate in the pavilion at the Horeca Expo (www.horecaexpo.be) in Ghent, Belgium. Horeca, a trade show for professionals from the hotel, restaurant, café and catering sector, is expected to attract 60,000 professional visitors. For more information, contact Bernadette Wiltz (bernadette@susta.org).

Foodservice Promotion at Gulfood Trade Show
The United Arab Emirates (UAE) is the most dynamic markets of the Gulf Cooperation Council’s (GCC’s) five countries. The Emirate of Dubai is recognized as the commercial center of the country, as well as the trade hub for the Arabian Peninsula/Gulf region. The UAE is a rapidly expanding economy, with a population estimated at 4 million and GDP of around $ 80 billion. It is estimated the average hotel’s foodservice facilities contribute 40-50% to the establishment’s revenues, with executive chefs of the hotels playing a very important role in the selection of food products for hotels. SUSTA will exhibit at the 11th Gulf Food Show (www.gulfood.com) from February 19-22, 2006. Participants may exhibit in the SUSTA pavilion at this trade-only exhibition for $2,000 and will receive access to the USA exhibitor lounge and an invitation to a reception held by the Agricultural Trade Office. Companies not attending the show may send samples to be displayed in the pavilion and receive trade leads for $100. For more details, contact Corry De Wit of the Georgia Department of Agriculture European Office (georgiausagcdewit@arcadis.be).
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UAE Chef Seminar
The Gulf countries depend much on the import of various food, food service and food processing products. The GCC countries have a high per capita income level, a taste for novel products and interest in quality food, and import a total of about $ 10 billion in food and agricultural products. As part of our continued efforts promoting southern U.S. food products in this market, SUSTA, in coordination with the Agricultural Trade Office, the Emirates Culinary Guild in Dubai and U.S. Meat Export Federation, will hold a Chef Seminar on September 10-11, 2006. The seminar will educate junior/executive chefs and food and beverage managers on the quality and diversity of food products from the SUSTA region. A U.S. chef will prepare traditional southern U.S. dishes with products that will be available at the market from companies. Companies from the southern U.S. are invited to participate in this opportunity by sending products that will be included in the presentation at the event. For more details, contact Corry De Wit of the Georgia Department of Agriculture European Office (georgiausagcdewit@arcadis.be).
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Mexico Christmas Tree Promotion
The people of Mexico celebrate the Christmas holiday with celebrations in recognition of their religious background. Ninety percent of the Mexican population is Catholic. For most Mexicans, the Christmas tree is viewed as a central symbol of the holiday season. Mexicans use Christmas trees as integral parts of their celebrations known as “Posadas” and have been exposed to the decorating customs practiced in the U.S. In 2003, U.S. Christmas tree growers exported around $9.35 million of Christmas Trees to Mexico, gaining a formidable 95% market share. With populations of 20 million and 4 million respectively, Mexico City and Monterrey present the best preliminary opportunities for SUSTA region Christmas tree growers. SUSTA will host a Christmas tree trade mission & seminar to Mexico City and Monterrey from November 28-December 3, 2005. Distributors from the Central de Abasto and buyers from major retail chains will participate in a targeted trade seminar to promote the benefits of fresh-cut southern U.S. Christmas trees. At this seminar, growers will showcase trees and marketing materials to the buyers. Following the seminar, growers will visit the Central de Abasto in Mexico City as well as some of the major retail chains such as Gigante and Walmex in Mexico City and Monterrey. This activity would maximize exposure for southern growers to become acquainted with the retail atmosphere for Christmas trees in Mexico. Interested suppliers should contact Jeff Justice of the North Carolina Department of Agriculture (jeff.justice@ncmail.com).
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Canadian Food & Beverage Show
Canada is undoubtedly the most lucrative international market United States agricultural exports. In 2003, Canada imported more than $9 billion of U.S. agricultural products. Canadian consumers spend on average over $120 per week on food, with nearly 20% going towards meats and fish. Canadian per capita consumption of red meat, poultry and fish exceeds 200 pounds per year. The recent trend to grill during in the summer, Canada creates opportunity to introduce products that compliment meat, including sauces, salsa, seasonings, and other condiments. From February 19-21, 2006, SUSTA will exhibit at the Canadian International Food and Beverage Show in Toronto (www.crfa.ca/tradeshows/foodbeverage). The show attracts buyers in all segments including foodservice, retail and wholesale. SUSTA’s pavilion will promote southern companies interested in expanding or developing their presence into Canada. In conjunction with the show, participants will be enrolled in the Canada Connect program, designed to provide matchmaking prior to the show with key distributors. Participants benefit from trade leads. A pre-show briefing will educate participants. For more information, contact Cindy Martel of the West Virginia Department of Agriculture (cmartel@ag.state.wv.us), Jeff Justice of the North Carolina Department of Agriculture (jeff.justice@ncmail.net) or Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us).
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Monterrey Business Encounter Mission
Mexico is the third largest commercial partner of the U.S. Most of Mexico’s 97 million inhabitants are located in urban areas. The Mexican market is attractive due to the modernization of its distribution network and financial system and to the full implementation of NAFTA. Mexican consumers hold U.S. products in high regard, as was demonstrated by the $8 billion of U.S. agricultural exports to Mexico in 2002. The Monterrey Retail Business Encounter, consisting of a trade mission with table top display and reception, will take place in February 2006. The one-day seminar for buyers and suppliers will include pre-arranged one-on-one business meetings and a reception, where southern dishes will be prepared and sampled. This activity is free to suppliers that attend to showcase their own products. Suppliers who cannot attend may pay $100.00 and provide samples and literature to be displayed by SUSTA representatives. These suppliers will receive trade leads from the event. During the event, a SUSTA chef will prepare a sampling menu for buyers to highlight product quality and to demonstrate preparation techniques. SUSTA hopes to educate buyers on using frying mixes, instant soups, etc. The atmosphere will be relaxed, an environment preferred by most Latin American business people. For more information, contact Carmen Arjona de Rukos of the Louisiana Department of Agriculture (ladeptag@sureste.com) or Erica Skrine of the Georgia Department of Agriculture (eskrine@agr.state.ga.us).
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Southern Condiment Contest
Canada is undoubtedly the most lucrative international market United States agricultural exports. In 2003, Canada imported more than $9 billion of U.S. agricultural products. Canadian consumers spend on average over $120 per week on food, with nearly 20% going towards meats and fish. Canadian per capita consumption of red meat, poultry and fish exceeds 200 pounds per year. The recent trend to grill during in the summer, Canada creates opportunity to introduce products that compliment meat, including sauces, salsa, seasonings, and other condiments. In June/July 2006, SUSTA will host its first annual condiment contest. Importers will judge product submissions. Suppliers can bring product samples to enhance the preparation of meat, poultry or seafood. Participants will attend extensive market briefings, meet one-on-one with buyers, generate market exposure, receive feedback and identify distributors. For more information, contact Cindy Martel of the West Virginia Department of Agriculture (cmartel@ag.state.wv.us), Jeff Justice of the North Carolina Department of Agriculture (jeff.justice@ncmail.net) or Terry Ovalle of the Texas Department of Agriculture (terry.ovalle@agr.state.tx.us).
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SUSTA Pavilion at Exphotel Trade Show
Tourism represented 7.7 percent of Mexico's national GDP last year, amounting to $54 billion. With 221,000 established restaurants reporting sales of $14 billion in 2004, the country's growing hospitality industry has great potential for U.S. exports. Exphotel (www.exphotel.com/xindex.html) is an important international exposition for Mexico's hospitality industry. Of more than 6,000 qualified visitors in 2005, over 50% were decision makers from the hotel, restaurant, bar and discotheque industries. Participants in the SUSTA pavilion at Exphotel will receive exhibitor space in half of a booth, one-on-one appointments with buyers, signage with company logo, translators, chef demonstrations, and free product shipping from the consolidation point to the show. Best prospects include beef, pork, turkey, chicken, dairy products, nuts, sunflower seeds, wheat flour, baked goods, ingredients, concentrates and more. Visit www.susta.org/eventdetails.html#exphotel for more information. Contact Terry Ovalle (terry.ovalle@agr.state.tx.us) or Erica Skrine (eskrine@agr.state.ga.us) to register.
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Go South! Initiative
U.S. agricultural exports to Canada reached a record high of $9.3 billion in 2003. Between 1996 and 2004, SUSTA’s Go South! campaign increased the value of commodity shipments into Ontario from CDN$68 million to over CDN$100 million in 2004. Since its launch, Go South! has gained extraordinary momentum – increasing the dollar value of sales by approximately 51 percent and volume by 25 percent. Building upon past success, this year Go South! will focus on building relationships with buyers and educating consumers. SUSTA will continue our media relations, television tours, consumer information materials, Go South website (www.gosouthfresh.com), recipe cards, brochures, and ad campaigns. SUSTA will also continue to participate in the Canadian Embassy’s Taste U.S: A Culinary Festival event. For more information, contact SUSTA Generic Coordinator Bernadette Wiltz (bernadette@susta.org).
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Chilean Staves Promotion
White oak from Virginia and other U.S. states is substituted for French oak in wine aging in the South American wine industry. Even French winemakers are beginning to use American oaks. U.S. wine barrel exports to France brought in $7.5 to $8 million in 2004. Chile, Argentina, and Uruguay produce excellent wines but they too lack adequate domestic white oak resources, an essential ingredient for making wine. The market for U.S. staves, barrels and wood chips for the Chilean wine industry is expanding, and SUSTA is working to help southern U.S. suppliers capitalize on its growth. This spring, SUSTA will sponsor a Chilean Staves Reverse Trade Mission bringing wine industry representatives and buyers to the United States. Contact Jim Green of the Virginia Department of Agriculture (jim.green@vdacs.state.va.us) or Kelly Ludwig of the Kentucky Department of Agriculture (kelly.ludwig@ky.gov).
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Chilean Reverse Trade Mission
Chile has a modern, highly competitive supermarket sector, which reported sales of $5.1 billion in 2004. The sales forecast for 2005 is $5.4 billion. The market for consumer-ready food products and imports is concentrated in the Santiago area, where both population density and higher incomes create 40% of consumer demand. The U.S.-Chile Free Trade Agreement has prompted interest in U.S. products and opened opportunities for previously prohibited products, such as red meat, certain fresh fruits, and dairy products. The following imports are in demand: snack foods, including high energy nutritional snacks for sports; frozen prepared dinner entrees and frozen bread products; dairy products, fresh and frozen, such as yogurt and specialty drinks; processed meats, sardines and tuna; dietetic snacks and candies; baked goods and mixes; sweets, gums and chocolates; and specialty pet foods (other than dry dog food). In cooperation with the Agricultural Trade Office in Santiago, SUSTA will host a reverse trade mission to the FMI Show (www.fmi.org/events/may/2006) in Chicago, May 7-9, 2006. For more information, contact Carmen Arjona de Rukos of the Louisiana Department of Agriculture Mexico Office (ladeptag@sureste.com).
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Colombian Reverse Trade Mission
Colombia’s economy has experienced steady growth in the last several years. Seventy percent of the population lives in 23 urban areas, which generate demand for food products. In 2003 Colombia’s imports of U.S. consumer-oriented food products exceeded $46.4 million. Supermarkets, with their variety of imported products, are increasingly attractive to consumers. During a five-day period, SUSTA will host a Colombian Reverse Trade Mission to Oklahoma and Kentucky to allow suppliers to showcase products. In each state, buyers will visit production facilities and supermarkets. The activity will take place in August 2006. Contact Haidar Haidary of the Oklahoma Department of Agriculture (hhaidary@oda.state.ok.us) or Kelly Ludwig of the Kentucky Department of Agriculture (kelly.ludwig@ky.gov).
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U.S.A. Fish & Shellfish Reverse Trade Mission
In collaboration with the State Regional Trade Groups (MIATCO, WUSATA, Food Export USA-Northeast) other cooperatives (Alaska Seafood Marketing Institute, The Catfish Institute), and the Foreign Agricultural Trade Office in Paris, SUSTA will participate in a U.S.A. Fish & Shellfish reverse trade mission. The event will increase international awareness of the variety of high-value fish and shellfish products available from U.S. suppliers. The event will promote lobster, scallops, monkfish, squid, shrimp, catfish, salmon, whitefish and crab. Twenty-five importers from around the world will be invited to the U.S. to meet with U.S. exporters. Buyers and exporters will be matched based on product interest. The promotion will also feature a seafood showcase center so buyers can view and products. This event will take place on March 11, 2006, the day before the 2006 International Boston Seafood Show (www.bostonseafood.com) begins. The show is the largest domestic seafood show in the industry. During the show, SUSTA will host a reverse trade mission. For more information, contact Shirley Estes (sestes@vaseafood.org) of the Virginia Marine Products Board.
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