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8-12-2026
Last week, SUSTA had the opportunity to welcome Michelle Bekkering, USDA’s Deputy Under Secretary for Trade and Foreign Agricultural Affairs, to our office. During our conversation, we discussed many aspects of agricultural trade, including an issue that is increasingly important for U.S. businesses: the value of market diversification.
For companies selling internationally, diversification can be an important part of building a stronger and more resilient business. Markets change. Consumer preferences evolve, economic conditions shift and unforeseen challenges can affect demand in any one country. Having a presence in multiple markets can help businesses manage those changes while creating new opportunities for growth.
But diversification does not necessarily mean entering five new countries at once. For many small and medium-sized businesses, it starts with simply looking beyond the markets they already know. It might mean researching a new country, attending a trade show, meeting with a potential buyer or learning whether there is demand for a particular product in a new market.
One of the things I have seen throughout my years at SUSTA is that successful exporting rarely happens overnight. A company may begin with one conversation at a trade event. That conversation can lead to a distributor relationship, a trial order and, eventually, a sustainable stream of international sales.
Of course, entering a new market comes with questions. What are the regulations? How should the product be labeled? What are the logistics and costs? Who are the right buyers or distribution partners? These are exactly the kinds of challenges SUSTA works to help companies navigate. Through our Global Events, Export Readiness Training, webinars, in-country consultants and other resources, we provide companies with opportunities to gain knowledge and make connections before committing significant time and resources.
As we begin a new program year, I encourage you to think beyond the immediate opportunity in front of you and consider where your business could be five years from now. Is there a market you have been curious about? A product that could have international appeal? A buyer or distributor you would like to meet?
You do not have to have all the answers before taking the first step. Sometimes the most important part of an export strategy is simply being willing to explore what is possible.
At SUSTA, we look forward to helping Southern companies do exactly that - diversify, grow and build lasting opportunities in markets around the world.
