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The Southern United States Trade Association

is a non-profit organization that facilitates trade between small to medium-sized southern U.S. companies and overseas importers. Since 1973, SUSTA has worked with the Departments of Agriculture of the 14 southern states and Puerto Rico to promote the export of high-value food and agricultural products.


SUSTA offers two core programs, Global Events and 50% CostShare.

Global Events 50% CostShare
Through Global Events, you can register to participate in our trade missions and exhibit in our pavilions at trade shows. Go to Events to see all upcoming events. Through 50% CostShare, you can apply for 50% reimbursement of eligible international marketing expenses, such as advertising in a foreign country or sampling your products in a foreign retailer. All eligible expenses are listed here.

Europe Beer, Wine & Spirits Inbound Trade Mission to Tennessee & Kentucky

This European Inbound Beer, Wine, and Spirits Trade Mission is ideal for renowned or award-winning wineries, brewers, and distillers in Tennessee and Kentucky that have a proven track record in the U.S. market. Potential buyers will be looking for strong packaging, marketing support, and interesting flavor profiles. This mission will include one-on-one meetings and/or facility visits from buying agents.

April 12 - 15, 2021

Tennessee & Kentucky


Recent News

Big Picture: November 2020

As the new year approaches, we here at SUSTA are ready to be your most valuable, one-stop resource to help you with your international marketing strategy.

USTR and USDA Release Report on Agricultural Trade between the United States and China

USTR and USDA released an updated report on U.S.-China Phase One Economic and Trade Agreement, which is delivering historic results for American agriculture.

From on-shelf to on-line: Promoting food and beverage during COVID-19

Here are Argyle’s tips to help food and beverage companies navigate the virtual business landscape.


China is A-Buzz for Texas Cocktails

SUSTA first met the owners of BuzzBallz, a small business based in Carrollton, Texas, at SIAL China in 2018. Since then, they have exhibited in SUSTA pavilions at trade shows in Mexico, Hong Kong, India and China. They are also active participants in the 50% CostShare program, which allows them to double their international marketing budget.

Who We Are

We are proud to help food and agriculture companies meet the rising global demand for high-quality U.S. food and ag products. SUSTA delivers programs and services that allow Southern U.S. agribusinesses to Learn, Connect and Compete. Our programs bring results to companies at every stage of the export cycle. See how you can cultivate international markets.


Our Video

For over 30 years we have helped export thousands of products around the world. We take the complication out of exporting while connecting you to international buyers. With three unique programs you will find the perfect fit. Have questions about how to start? Watch our video to learn how SUSTA can help your agricultural business Succeed, Grow and Thrive.