The southern U.S. stands out as perhaps the most famous region of the USA
for its many and varied cuisine - from the better know Cajun and Creole
to Tex-Mex, BBQ, Carolina cooking, etc. The south has much to offer the rest
of the world, including Europe, from this rich culinary tradition and the numerous
exported food products of the SUSTA states. SUSTA's Regional Foods Initiative seeks
to promote southern U.S. regional foods and cuisines in Europe by generating awareness
and increasing knowledge of the many varieties of southern U.S. foods and how to prepare
them, for both trade and consumers.
Product Focus
The Regional Foods Initiative focuses on southern U.S. regional foods and cuisines,
or ethnic specialties, such as Cajun, Creole, Tex-Mex, BBQ, Carolina, and other "southern" cuisines.
Country/Region Focus
The initiative will focus on markets identified in the Regional Foods research project.
The program will initially focus primarily on mature markets in northern Europe, including the U.K., Sweden,
the Netherlands, and Germany, as these markets hold the greatest
potential for southern products.
Timeline
This project began in July 2004 and is expected to be an ongoing SUSTA initiative.
It is a multi-year program that will build long-term relationships with key trading
partners in different markets across Europe.
Trade Goals
The Regional Foods Initiative will educate European buyers about the uniqueness
and diversity of southern U.S. cuisine through informational booklets, recipe cards, and education about a variety of products and how to use them.
The Southern U.S. Originals Pavilion will showcase products and create dialogue between U.S. suppliers
and European buyers.
An in-market consultant will reach out to European buyers in an effort to facilitate purchasing
decisions; the ultimate goal is to boost sales of southern U.S. products.
Trade Promotions/Activities
Consumer Goals
On the consumer side, the initiative will educate consumers about the uniqueness of southern
U.S. cuisines and food products and teach consumers how to use them. Through the initiative,
SUSTA will also influence purchasing decisions, in order to boost sales of southern U.S. products,
through in-store promotions and events.
Consumer Promotions/Activities
How a U.S. supplier can participate
U.S. suppliers can exhibit with SUSTA at the regional trade shows as mentioned above and/or send product to the trade promotions/activities.
For more information, contact Bernadette Wiltz (bernadette@susta.org).
