A Generic initiative is a multi-year promotion of an industry, such as produce, managed by SUSTA 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. Central America).

E.U. Regional Foods Initiative — Bringing the Flavors of the American South to Europe

Go South! Fresh from the Southern U.S. (Canadian Market)