A Generic initiative is a multi-year promotion of an industry, such as regional foods, managed by SUSTA, our member states,
and an overseas consultant. Initiatives include many components in which a company can participate.
Initiatives may include trade missions, in-store promotions, press events, match-making, etc. All activities
of an initiative are focused on a regional market (i.e. Europe).
China Initiative
E.U. Regional Foods Initiative — Bringing the Flavors of the American South to Europe
India Initiative
