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8-13-2025
Big Picture Report: August 2025
Bernadette Wiltz-Lang, SUSTA
We often talk about the importance of SUSTA surveys and the data that we must report back to the USDA’s Foreign Agricultural Service. So why are the success story narratives so important?
While data tells a great story in its own way, success story narratives connect with audiences on a deeply human level. Unlike raw data, which conveys information through numbers, percentages, and charts, success stories bring that information to life by showing real people, challenges, and outcomes. They make abstract concepts concrete and relatable, which makes them far more memorable and emotionally engaging.
FAS relies on success stories to demonstrate the scope of FAS market development to key stakeholders, including members of Congress who make decisions on FAS and market development program budgets. Success stories offer a key opportunity to educate stakeholders about the impact of FAS programs in supporting U.S. agriculture. This provides stakeholders with information needed to make decisions about current and future funding and offers examples of best practices for program implementation.
Here are several examples of moving narratives:
Storytelling Goes a Long Way in Japan for Small Louisiana Brewery
New Orleans-based Cajun Fire Brewing understands the importance of storytelling when exporting. They participated with SUSTA in the ATO Showcase in Japan in the fall of 2024, and made the New Orleans connection a big part of their story. “Japan has a culture that enjoys craft beer, has an affinity for jazz as well as an authentic story. The fact that we are based in the birthplace of jazz is a compelling part of our story when meeting with importers in Japan,” said Jon Renthrope, Founder and CEO.
Cajun Fire Brewing returned to Japan in March of 2025 to exhibit in SUSTA’s Taste of the States pavilion at the 50th Anniversary FoodEx Japan trade show in Tokyo, where they continued to build relationships and tell their story. “It was an honor to represent American craft beer interest amongst the largest food and beverage expo in Asia. We even brought a suitcase of Mardi Gras beads to share at the trade show. We were pleased that our efforts and connection to New Orleans hospitality resonated well with the exposure of our family-owned brand with Japanese buyers at the tradeshow,” he said.
They are finalizing a deal with the U.S. military to have their award winning honey ale on bases in Japan. Cajun Fire is also working with a Japanese regional grocer who is interested in carrying their selection of beers. Renthrope feels confident that the Cajun Fire brand will be on shelves in Japan soon. SUSTA’s programs are supported by the USDA’s Foreign Agricultural Service.
From Atlanta to Africa: FSD International Turns First Trade Show into Regional Breakthrough
Atlanta-based FSD International (Foodservice Distribution International) made a decisive entry into West Africa’s food market by exhibiting for the first time at the 2025 Food & Beverage West Africa Show in Lagos. Representing U.S. food innovation through the SUSTA (Southern United States Trade Association) pavilion, FSD International showcased a range of market-ready products: Tropique Shelf-Stable Concentrate Beverage “just-add-water” Mixes, Tenke Spices & Seasoning, 2627 All-Purpose Breading Mix, single-serve Hot Sauce sachets, and Marinade condimented paste for chicken, pork, and various protein for both foodservice and retail.
Many West African importers and retailers seek consistent, cost-effective American products but face barriers &mdash regulatory registration, reliable logistics, and sourcing partners ready to supply regionally. FSD International used the SUSTA pavilion to introduce its portfolio and start building distribution channels. The company combined product demonstrations, retail outreach, and regulatory groundwork &mdash including initiating NAFDAC registration in Nigeria &mdash to clear export and market access hurdles.
The result? “We walked away with 300 potential new business leads across West Africa,” said the President of FSC International. These leads were from many different countries in the region - Cameroon, Benin/Cotonou, Togo, Ghana, Nigeria, Burkina Faso, Senegal, Uganda, and others. They were able to engage with major regional supermarket chains and also made strategic B2B relationships, including a Lagos blending partner, multiple local distributors, and consolidated retail demand from small “mom-and-pop” stores. They also had additional interest and met distributor contacts from further afield, including Burkina Faso, South Africa, and Ukraine.
FSD International plans to return to Food & Beverage West Africa in 2026 with an expanded SUSTA booth to deepen relationships and convert leads into long-term contracts. This success was achieved with support from the U.S. Department of Agriculture’s Foreign Agricultural Service and SUSTA, underscoring the value of U.S. government-backed export promotion and trade facilitation.
Maryland Company Continues to Grow Sales
Long-time Maryland-based SUSTA participant Allied International Corporation returned to exhibit in the SUSTA pavilion at FOODEX Japan for the eleventh time, which has been made possible through the support of the USDA Foreign Agricultural Service’s Market Access Program. In 2025, Allied international exhibited in Japan to promote Allied International Corporation’s USA made snacks and condiments, under the brands Munch King, Tiki Taka, and Forrelli. Of the products presented, six new products were introduced to 30 international buyers. Of those 30 international buyers the company considers 10 of them to be quality leads for the future. They made sales of $150,000 to buyers from Japan and expect an additional $300,000 as a result of the show.
“Through events sponsored by SUSTA, Allied has opened new markets around the world, especially Japan which has a high demand for American snacks and condiments.Allied is planning to participate in six to eight international trade shows and trade missions in 2026,” says Will Sirota, Sales Support / Product Development.
Allied International Corporation also participates in SUSTA’s CostShare Program to offset the expenses of exhibiting at FOODEX Japan 2025. Allied attributes their export success to the funding and support provided by the Foreign Agricultural Service’s Market Access Program (MAP).
Do you have a story to tell? We are all ears! Please reach out to Marketing@susta.org.
