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Developing a Strategic Plan

4-8-2026

As SUSTA continues to grow, so too must the infrastructure that supports our work. A quick look at our annual roster of events shows just how much the organization has evolved, both in the industries we represent and the global markets we serve. Today, we have in-country consultants covering 13 markets, a significant expansion from just four markets a decade ago. This diversification has ultimately strengthened our resilience and positioned us for long-term stability.

With this growth comes an opportunity - and a responsibility - to ensure our systems and strategies are keeping pace. Over the coming months, SUSTA will embark on a comprehensive, long-term strategic planning process designed to evaluate and enhance how we serve our participants. An RFP is currently open to identify a contractor who will lead this effort, with a focus on strengthening outcomes, improving program effectiveness, and expanding participation among southern agribusinesses. At its core, this initiative is about helping more companies achieve meaningful success in international markets.

This will be a collaborative effort. Representatives from across all stakeholder groups will play a role, including participating U.S. companies, SUSTA staff, member state Departments of Agriculture, and leadership from USDA’s Foreign Agricultural Service, among others. Bringing these perspectives together will ensure the plan reflects the full scope of our mission and the needs of those we serve.

Key areas of focus will include:

  • Developing a more outcomes-driven system for coordinating proposals
  • Creating a framework to rank markets and events for more strategic allocation of funding
  • Identifying new and effective ways to reach export-ready agribusinesses
  • Leveraging tools and data to better align industries with the most promising markets

Why now? In today’s environment, investing marketing and promotional dollars carries more risk than ever. To be effective, we must have a clear understanding of our target markets and ensure those priorities are aligned with the strengths and goals of our members. This strategic plan will help us do exactly that, positioning SUSTA for continued growth and impact in the years ahead. If you have questions or want to get involved, please contact me directly at Bernadette@susta.org.