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INsight
SUSTA's INsight newsletter is published every two months.

March/April 2006 INsight excerpts

India Embraces Southern Cuisine
New Recipes, Videos Showcase Southern Produce & Seafood
SUSTA Recognizes State Efforts
Director's Corner
Upcoming Events
Southern Delicacies Showcased in Shanghai Mall
Caribbean Buyers Sample Southern Products in Miami
Is Your Company Export Ready?
Coming Soon: SUSTA Online Improvements

January/February 2006 INsight excerpts

November/December 2005 INsight excerpts

India Embraces Southern Cuisine

In January, SUSTA focused on promoting value-added food products and pecans from the southern U.S. in India. SUSTA representatives from the Alabama Department of Agriculture participated in two trade events - the India International Food and Wine Show (IFOWS) 2006, an event for the retail industry, and HospitalityWorld 2006, an event for the hotel, restaurant and institution (HRI) industry. These events were followed by a cooking demonstration and tasting event, a culinary contest with budding chefs, a press conference, market visits and research to assess India's pet food industry.

At IFOWS 2006, in New Delhi, nearly twenty importers and industry leaders visited SUSTA's pavilion. The show provided a platform to establish contact with local importers and introduce them to the southern U.S. food products. Products from twenty-four companies from the SUSTA region were featured in the pavilion. The promotion was a tremendous success. The importers and buyers, several of whom had one-on-one meetings with SUSTA representatives, expressed interest in the products and their willingness to import them.

A cooking demonstration and tasting event was carried out by Ms. Vaishali Sood, SUSTA's brand ambassador chef in India. The event was well attended, with more than fifty participants. Ms. Sood made pecan cake and jambalaya, which were an instant success with the attendees.

A culinary contest with twenty-two budding chefs from Banarsidas Chandiwala Institute of Hotel Management and Catering Technology was held in New Delhi. The chefs used southern U.S. products to prepare a full course meal. The objective was to establish a professional platform where up-and-coming culinary professionals could display their skills and creative talent in a competitive environment.

HospitalityWorld 2006, in Mumbai, provided a unique opportunity for strategic cross promotion and professional dialogue with the hotel, restaurant and institutional food sectors. The response from institutional buyers was overwhelming. A dialogue was established with Cremica Group, which showed interest in procuring condiments that could be further processed and consumed in the local market. While in Mumbai, SUSTA representatives also had a one-on-one meeting with Reliance Industries Limited, a company that is entering the Indian retail sector in an unprecedented way.

"Power Pecan - The nutritionally powerful nut" is the mantra used in SUSTA promotions to create awareness of pecans in India. SUSTA seeks to familiarize the Indian consumer with the uses and versatility of the pecan, as it is not currently available in India. The press conference at Hyderabad sought to create awareness and develop brand recognition for the "power pecan." Nuts & Spices, a leading retail outlet in Chennai that exclusively sells dry fruits and spices, were enthusiastic to include pecans in their product offering during their meeting with SUSTA representatives.

India's pet food industry is still in its nascent stage. SUSTA representatives met one-on-one with a leading pet food industry analyst and several veterinarians in Chennai. The veterinarians were very receptive to the products. They said that there is a slow but positive shift among Indian pet owners to feed processed food to their dogs and cats instead of table scraps.

~ Article by Srinivas Javangula, Alabama Department of Agriculture

New Recipes, Videos Showcase Southern Produce & Seafood

Working hard to promote southern U.S. fresh produce and seafood commodities, SUSTA has some exciting ongoing initiatives in Canada under the Go South! banner. Ontario and Quebec media relations are heating up with articles, TV cooking demonstrations, and print media outreach that feature exciting new recipes highlighting regional cuisine and commodities from the southern U.S. The Go South! website (www.gosouthproduce.com) is undergoing a transformation and the refreshed version will be unveiled to visitors in early 2006.

Also in the works is the production of two "how-to" videos featuring Go South! chef Nicole Young. The video will be offered for distribution to broadcast media as well as to a host of online subscribers such as MSN.com. It will also be offered to Canadian retailers for use on their websites and in stores. The Go South! team is looking to grow its database of regional-specific recipes, and the 16 state Departments of Agriculture in the SUSTA region are invited to submit their best.

On the trade side, a market research and state education program will provide a wealth of information and insight into the Canadian marketplace. We hope to identify new or alternative commodities where we can focus our promotional efforts and increase sales. Go South! representatives will also attend the International Boston Seafood Show from March 12 to 14 to identify opportunities for the initiative's seafood program in Ontario.

Go South! representatives continue to work with Ontario and Quebec retailers to promote commodities from the southern U.S. In addition to the flier ad activity, the Go South! team encourages retailers to consider in-store promotions, website support and other activities to help educate consumers about Go South! produce, care, storage and cooking tips.

The Go South! program has promoted the export of fruits and vegetables from the southern U.S. since 1997. More information about the Go South! initiative is available online at www.susta.org/services/gip_gosouth.html. All upcoming SUSTA events in Canada are listed at www.susta.org/events_2005.html.

SUSTA Recognizes State Efforts

Every year, representatives from SUSTA's 16 member states' Departments of Agriculture manage Generic industry promotions that allow U.S. suppliers to participate in activities and promote southern U.S. products to buyers from around the world. During fiscal year 2004, state efforts brought U.S. suppliers and foreign buyers together for over 50 promotions.

At SUSTA's Winter Meeting in Oklahoma City, some state representatives were recognized for the successful activities they conducted in 2004-2005. The following states received awards:

Oklahoma & Georgia
Most Companies Recruited FY2004
Chilean Reverse Trade Mission

Florida & Virginia
Highest Actual Sales FY2004
European Seafood Exposition

Florida & Virginia
Most Goals Met FY2004
European Seafood Exposition

Georgia
Most Goals Met FY2004
Gulf Food Show

Georgia
Most Generic Activities FY2004

Georgia
Activity Manager of the Year
Corry de Wit

These promotions and others continue during our current fiscal year. More information is available at www.susta.org/events_2005.html. Read our biweekly Email Updates, as well as INsight, to learn how your company can capitalize on these export opportunities.

Director's Corner

Thanks to our 16 member state Departments of Agriculture, SUSTA is able to offer more services and activities than ever to U.S. suppliers in our region. Our Generic industry promotions grew from more than 30 in fiscal year 2003 to over 50 in fiscal year 2004, expanding our presence in markets across the globe. The activity managers who proposed, planned and carried out these activities are to be commended for their efforts to promote southern U.S. products to the world.

SUSTA and the states continue to work together to bring U.S. suppliers many diverse opportunities to gain exposure in foreign markets. Our upcoming events (pages 4 and 5) are excellent vehicles for suppliers who are curious about a particular market or new to exporting. For a full listing of these events online, visit www.susta.org/events_2005.html.

As the story on page 8 discusses, improvements to SUSTA's online system will provide a new experience for visitors to our website. Starting this month, suppliers may use the improved search feature to view event information online and sign up for Generic industry promotions. Suppliers may also access free research reports and the recently upgraded Global Export Market System (GEMS) software tool via the online Research Center.

These activities and online resources, as well as our Export Readiness Training and MAP Branded programs, offer U.S. suppliers guidance and assistance in their export efforts. I encourage companies interested in exporting to contact their state's Department of Agriculture to learn more about how to utilize these products and services.

Upcoming Activities

Interfood Trade Show
St. Petersburg, Russia
April 10-13, 2006

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 2004, U.S. exports of consumer oriented food products totaled more than $500 million. Retail food sales in Russia have nearly doubled in the past four years as the number of western-style supermarkets has increased. In an effort to expand into Russia, SUSTA will exhibit at Interfood (www.primexpo.ru/interfood.eng). Interfood, which is in its tenth year, attracted more than 11,000 trade visitors in 2005, including representatives of trading networks, supermarkets, grocery stores, and wholesalers. Last year 98% of the participants were satisfied with the quality of the visitors. For more details about SUSTA's presence at the trade show, visit www.susta.org/eventdetails.html#interfood. Contact Ms. Theresa Brophy of the Maryland Department of Agriculture (brophyt@mda.state.md.us) or Ms. Corry de Wit of the Georgia Department of Agriculture European Office (georgiausagcdewit@arcadis.be) for more information.

Southern Originals Pavilion at GastroNord
Stockholm, Sweden
April 24-27, 2006

GastroNord (www.gastronord.com) is a major trade fair in northern Europe for the hotel, restaurant and catering industry. The Nordic market comprises 25 million consumers spending about $45 billion annually on food, beverages and meals out. The 2003 show attracted over 36,000 visitors, 75% of whom include industry decision makers. U.S. suppliers can exhibit in an attractive, visible 100 square foot booth in the new Southern Originals pavilion at GastroNord. The pavilion, promoting southern U.S. regional foods, is debuting this year at select trade shows in the E.U. SUSTA representatives will provide assistance with buyer meetings and follow-up, interpreter services, and a central lounge area in the pavilion. A chef will prepare samples for visitors to the pavilion. Participants will receive up to 300 pounds per booth of product shipment to the show. The $4,500 participation fee is 50% reimbursable for suppliers participating in the MAP Branded program. For more information, contact Ms. Bernadette Wiltz (bernadette@susta.org).

Sureña Pavilion at Expo Cocina y Sabores
San José, Costa Rica
May 5-7, 2006

Now U.S. suppliers interested in exporting to Central America can receive the same comprehensive trade show services package available through SUSTA's E.U. pavilion. The new Sureña pavilion will debut at the Expo Cocina y Sabores trade show (www. cocinaysabores.com) in Costa Rica, where participants will display their products to buyers from Central America. SUSTA representatives will provide pre-show activities, strategic support, one-on-one contacts with buyers, and post-show follow-up as part of the services to participants. In 2004, the show's first year, Expo Cocina y Sabores drew more than 6,000 visitors. For more information, contact SUSTA Generic Program Director Bernadette Wiltz (bernadette@susta.org).

Reverse Trade Missions to FMI Show
Chicago, Illinois
May 7-9, 2006

SUSTA will host two groups of buyers at the 2006 Food Marketing Institute show (www.fmi.org). Importers from Chile and Korea will tour the show and meet one-on-one with exhibitors from the SUSTA region. The Chilean buyers will first visit Baton Rouge, Louisiana from May 3-6 to meet with executives from southern U.S. companies. For a participation fee of only $50, southern U.S. suppliers can meet with these key buyers. Best prospects include jams and jellies, prepared frozen foods, snack foods, dairy products, specialty pet foods, baked products, dietetic snacks and candies, and processed meats. Contact Carmen Arjona de Rukos (ladeptag@sureste.com) or Erica Skrine (eskrine@agr.state.ga.us) to register for the mission.

As a follow-up to SUSTA's trade mission to the Food & Hotel Korea Show (www.fhko.com) in March, SUSTA will sponsor a reverse trade mission bringing pre-qualified Korean buyers to the FMI trade show. The buyers will first visit the SUSTA region and meet with suppliers, then travel to the show in Chicago to meet southern U.S. exhibitors there. Contact Gregory Higgins (ghiggins@agr.state.ga.us), Theresa Brophy (brophyt@mda.state.md.us), or contact Mr. John Jenkins (john.jenkins@ncmail.net) for more information.

Southern Originals Pavilion at IFE Poland
Warsaw, Poland
May 17-19, 2006

Increased demand from Polish consumers for quality and variety has created opportunities for international food and beverage products. The average Polish consumer spends approximately 40% of his or her income on food products. Poland, the largest new member state in the European Union, has an import market worth over $81 billion. IFE Poland (www.ifepoland.com) offers U.S. suppliers a chance to showcase products to this potentially lucrative market, as well as the surrounding countries of Belarus, Czech Republic, Germany, Lithuania, Russia, Slovakia, and the Ukraine. Suppliers from the SUSTA region are invited to exhibit in the new Southern Originals pavilion at IFE Poland, where they will receive a turnkey package of trade show services. Participants will benefit from buyer meetings, follow-up assistance, a central lounge area, up to 300 pounds of free product shipment per booth, and more. MAP Branded participants may receive reimbursement for 50% of the $4,500 registration fee. For more information, contact Bernadette Wiltz (bernadette@susta.org).

Japan Pecan Promotion at IFIA Show & Culinary Seminars
Tokyo & Osaka, Japan
May 27-June 2, 2006

Pecans will be showcased in SUSTA's booth at the International Food Ingredients Additives show (http://ejkrause.com/ifiajapan), Asia's leading event for food additives and ingredients. SUSTA representatives will create a presence for suppliers at IFIA by displaying samples in SUSTA's booth, where a local chef will prepare Japanese dishes using pecans. Japanese consumers have begun to add nuts to cakes, breads, confectionery, bakery items, Chinese-style cuisine and more. Southern U.S. pecan suppliers are invited to send samples for free for use in the culinary demonstrations and sampling. Pecans will also be promoted during culinary seminars before the show. Best prospects for this event include raw pecans (shelled or unshelled), cookies, muffins, breads, candies and spreads. Suppliers should register by April 15, 2006. To view the event flier, visit www.susta.org/eventdetails.html#ifia. To register for this event and discuss product shipment details, contact Erica Skrine (eskrine@agr.state.ga.us) or Terry Ovalle (terry.ovalle@agr.state.tx.us).

Southern Delicacies Showcased in Shanghai Mall

SUSTA participated in its first ever American Festival Basket Mall Promotion during the last week of 2005. Southern U.S. products were featured at the festival which was held in Shanghai City Center Mall from December 22, 2005-January 3, 2006.

Products from the southern U.S. were displayed in an attractive booth. Shoppers were educated about the variety of outstanding food products from the southern U.S. This promotion helped Chinese consumers better understand the quality and origin of southern U.S. food products.

An upcoming opportunity for suppliers to introduce southern U.S. products to Chinese buyers is a reverse trade mission to Charleston, South Carolina and Atlanta, Georgia planned for June 2006. A tabletop display will showcase products and provide one-on-one meetings between U.S. suppliers and Chinese decision makers from the retail, foodservice and wholesale sectors. More details about this event can be found at www.susta.org/eventdetails.html#chinafs.

If you are interested in learning more about opportunities through the China Initiative, visit www.susta.org/services/gip_china.html.

Caribbean Buyers Sample Southern Products in Miami

From November 19-20, 2005, representatives from three southern companies and SUSTA displayed a variety of food products at the Americas Food and Beverage Show in Miami. Many buyers from Latin America and the Caribbean attend this show in search of fresh and processed fruits and vegetables, dairy products and snacks, among other food products. Due to geographical proximity and consumer familiarity with U.S. products, these markets offer great export potential for southern U.S. suppliers. In many Caribbean countries, agricultural production is low, creating a demand for imported products. In 2003, Caribbean nations imported nearly $325 million of consumer-oriented agricultural products.

Exhibitors in SUSTA's pavilion showcased salsa, processed seafood, ice cream and other products at the show. Five buyers from Trinidad and Tobago met with the participants and other U.S. suppliers as part of a SUSTA reverse trade mission to the show. In addition, 40 buyer/seller introductions occurred due to SUSTA's participation in the show.

Ongoing SUSTA activities targeting the Caribbean market have met with success on a company-by-company basis. Several companies have increased their sales or made new sales to the region as a result of their participation in Generic industry promotions. To learn about other ongoing SUSTA activities in Latin America, visit www.susta.org and select "Events" at the top of the page.

Is Your Company Export Ready?

Is your company new to exporting but eager to show your product line to buyers overseas? Or are you an experienced exporter looking to increase your international marketing budget? Whether you're curious to see if Japanese buyers will like your product or you're signing an agreement with a new distributor in the U.K., SUSTA offers a variety of programs and services to assist southern U.S. suppliers of food and agricultural products in their export efforts. To qualify for SUSTA programs, products must be at least 50% U.S. agricultural origin (excluding added water and packaging).

For suppliers who wish to learn about exporting from the ground up, the Export Readiness Training (ERT) program offers the opportunity to learn basic exporting techniques, such as marketing products, locating interested buyers, preparing contracts, financing sales, and shipping products. Participants develop an international business plan under the guidance of international marketing experts. Eligibility requirements and application details are online at www.susta.org/services/ert.html.

Companies that are ready to explore foreign markets may choose to participate in one or more of SUSTA's Generic promotions (www.susta.org/services/gip.html). These activities are low-cost yet effective ways to gain exposure in foreign markets by exhibiting at trade shows, meeting buyers, or sending samples for promotions. Generic events are organized and managed by state marketing representatives from the Departments of Agriculture of the SUSTA region, but events are open to all southern U.S. suppliers.

Exporters who conduct their own international promotions may benefit from the Market Access Program (MAP) Branded, a program that offers 50% reimbursement for eligible overseas marketing expenses. Suppliers may request reimbursement for advertising, exhibiting at international tradeshows, in-store promotions, printed sales materials, and more. A full list of eligible expenses is available at www.susta.org/map.html. Companies apply for the program and request funds on a yearly basis. SUSTA's fiscal year runs from October 1 to September 30 of the following year. Funding is still available to both past participants and new applicants for the current fiscal year. To begin an online application, sign in at www.susta.org. Suppliers not registered in our online system must first create a user profile. For assistance, contact the SUSTA office.

All suppliers, whatever their level of export experience, may also use the free resources available through SUSTA's website. Research reports on the snack food, pet food, horticulture, seafood, and regional foods industries are available to users who sign in at www.susta.org. Companies that request access may also conduct customized research using the Global Export Market System (GEMS) software tool. Trade leads from buyers seeking U.S. products are posted online at www.susta.org/foreignbuyers/trade_leads.html. Suppliers who register online with SUSTA are also listed in the searchable Exporters Directory, which allows foreign buyers to search for products and contact suppliers directly. Whatever your export needs, SUSTA can help you on your way to international success.

Coming Soon: SUSTA Online Improvements

In upcoming months, companies and state representatives from the SUSTA region will notice that we are working to improve our online system. SUSTA is working to better many aspects of the system, including the sign-in process for contacts who wish to receive industry news via INsight and Email Updates, register for Generic industry promotions, and access our online resources such as free research reports and the GEMS software tool.

The online system will have a new look and feel but will recognize returning users. If you are unsure whether your company or agency is registered with SUSTA, please contact the SUSTA office so that we may assist you with the sign-in process.

In April, SUSTA will host a webinar to review some new features of our improved online system. U.S. suppliers are invited to attend, whether they are new to SUSTA or have used our programs and online system in the past. Check www.susta.org and www.sustaevents.webex.com to register for this interactive event. A recording of the event will be posted online for company representatives who cannot attend or would like to reference the presentation later.

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