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12-10-2025
Big Picture Report: December 2025
Bernadette Wiltz-Lang, SUSTA
Each year, SUSTA’s in-market representatives travel to the United States to collaborate on strategies that support the international success of southern U.S. agribusinesses. Their annual visit serves as an important touchpoint&mdashan opportunity to exchange insights, refine approaches, and plan for the year ahead. As part of this visit, our representatives arrive a day early to participate in a seminar designed to share their on-the-ground expertise with a broader audience. This session not only deepens understanding of global market trends but also offers exporters a valuable chance to meet our international team face-to-face.
This year’s seminar and planning meetings, held in Durham, North Carolina, brought together representatives from South America, Mexico, Europe, China, Hong, Kong, Canada, Africa, the Caribbean and Central America. Despite the diversity of regions, cultures, and commercial landscapes, two themes emerged consistently across every discussion: connection and commitment. These themes underscored not only what drives successful export strategies today, but also what southern U.S. companies need in order to compete and thrive in a rapidly evolving global marketplace.
In the world of international trade, genuine human connection remains a powerful differentiator. Across all markets, our representatives emphasized that companies who engage authentically with foreign partners tend to experience smoother negotiations, clearer communication, and greater trust. These relationships go far beyond introductory meetings or transactional exchanges. Instead, they are built through repeated interactions like showing up at trade shows, following up after initial conversations, visiting buyers in their home markets, and demonstrating a sincere interest in their needs and business realities. It might even mean learning a new app, like WeChat or WhatsApp!
These meaningful connections give exporters a deeper understanding of market nuances, from cultural expectations to consumer trends to regulatory environments. They also build goodwill, which can be especially valuable when navigating challenges or unexpected shifts. In many cases, buyers who trust a supplier are far more willing to invest time, overcome obstacles, and maintain loyalty even when competitors enter the market.
While connection creates opportunity, commitment sustains it. International trade is not an easy endeavor, and this year’s discussions highlighted the reality that exporting requires persistence, patience, and resilience. Many external factors&mdashcurrency fluctuations, supply chain disruptions, regulatory shifts, or even weather patterns&mdashcan influence market conditions. These variables can create temporary setbacks that may feel discouraging, particularly for companies new to exporting.
However, companies that remain committed to their international goals tend to reap the greatest rewards. Commitment means continuing to show up in the market, even when short-term results are uncertain. It means adapting strategies, refining product offerings, and being willing to learn from each experience. It also means recognizing that international expansion is a long-term investment, not a quick win.
As we reflect on this year’s meetings in Durham, one thing is clear: the combination of authentic connection and steadfast commitment forms the backbone of sustainable international growth. These qualities allow southern U.S. agribusinesses to not only enter new markets but to remain relevant, competitive, and trusted over time.
