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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.

SIAL China

SIAL China is scheduled to take place in Shanghai. SUSTA is offering the opportunity for you to exhibit your products at the show without actually traveling there. Our consultants in Shanghai will be on-hand to distribute your product samples and flyers as well as facilitate virtual meetings with potential customers.



Recent News

Are you ready for 2021?

We are all looking forward to business getting back to normal. This year has posed some unprecedented challenges to doing business, both international and domestic.

Big Picture: July 2020

We’re half-way through 2020, are already deep into planning our strategy for 2021 and have our 2019 program results.


Leger National - Weekly Pandemic Tracker

This report gauges Canadians’ and Americans’ response to COVID-19. Survey questions include respondents’ intentions to buy from their own country of origin.


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.