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2-11-2026
Big Picture Report: February 2026
Bernadette Wiltz-Lang, SUSTA
Finding the Right Balance Between Expansion and Focus in Your Export Strategy
Expanding into international markets is an exciting milestone for any growing food or agricultural company. New markets mean new customers, diversified revenue streams, and reduced reliance on a single economy. But while global opportunity is vast, successful exporters understand that growth must be strategic. Entering too many markets at once can strain resources, dilute brand focus, and limit long-term success.
Market diversification remains essential. Currency fluctuations, changing consumer preferences and other factors can quickly disrupt even the most stable trading relationships. By entering new markets over time, companies spread risk and position themselves to capture emerging demand. This is a major reason why the USDA is investing in new programs for cooperators like SUSTA. We are now able to broaden our scope and hire consultants in markets like Southeast Asia and the Middle East to help open new doors for our exporters. For Southern U.S. agribusinesses, global appetite for high-quality American products, from seafood and specialty crops to value-added goods, continues to expand. The key is approaching expansion thoughtfully rather than reactively.
Before committing to a new country, exporters should conduct thorough market research. This includes analyzing import data, considering free trade agreements, understanding tariff structures, reviewing labeling and regulatory requirements and evaluating distribution channels. A market that looks promising based on population size alone may present logistical hurdles or compliance costs that erode profitability. Conversely, a smaller market with strong purchasing power and streamlined import procedures may offer quicker wins. This kind of research is something we teach during Export Readiness Training. There are still spots available if you want to register.
Equally important is assessing internal readiness. Do you have sufficient production capacity to support another market? Can your team manage additional documentation, certifications, and buyer communication across time zones? Stretching your staff too thin can weaken performance in both new and existing markets.
Therefore, prioritization is critical. Many successful exporters focus on two to four core international markets at a time, building brand recognition and strong distributor relationships before expanding further. This allows companies to invest in in-market promotions, conduct buyer visits, and respond quickly to opportunities. Once a foundation is established and systems are running smoothly, adding a new market becomes far more manageable.
In today’s global marketplace, growth is not about being everywhere at once. It is about being in the right markets, at the right time, with the right preparation. Strategic market selection&mdashgrounded in research, internal capacity, and long-term planning&mdashensures that expansion strengthens your business instead of stretching it too thin.
