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Planting the Seeds for Success in 2024


Big Picture Report: January 2024
Bernadette Wiltz-Lang, SUSTA

SUSTA Supports a Variety of Industries, Including Horticulture

Happy New Year! Another year is upon us, and as this month’s newsletter goes out, SUSTA is preparing for the IPM Essen show in Germany, the top global exhibition for the horticulture sector and typically one of our kick-off events each program year.

I thought it was worth highlighting IPM Essen to underscore the reach of SUSTA’s support; we do not only work with food and beverage producers!

Indeed, horticulture has long been in the mix of SUSTA’s marketing and promotion strategy because of its importance to the SUSTA region. A few fun facts: According to USDA, four of the top 10 horticulture states by sales are in the SUSTA region. Every state – including Puerto Rico – has a horticulture industry, totaling more than 6,000 companies. Together, the SUSTA states combine for an industry valued at more than $4.95 billion in sales. That’s36 percent of all U.S. horticulture sales.

Yet, more than one-third of these companies are very small, with sales revenues of under $1 million. For these small producers, accessing export markets can be a game changer. That is where SUSTA comes in.

Here is what one company had to say about IPM Essen and SUSTA:

This is without question the best trade show internationally for horticulture. SUSTA has an excellent location for the booth at this large show. It is very important to have a good location at this show. It would be pretty much impossible for a small company to have such a prominent location on its own.

SUSTA’s mission is to assist small and medium sized companies expand their reach -whether they are new to export or seasoned exporters – whether they have value-added food products or horticulture.

I urge you to go to your MySUSTA account and look for upcoming events for your products and your target markets and make note of the registration deadlines. I hope you’ll also take advantage of some of SUSTA’s educational resources, such as the consultations with our in-country representatives, webinars and the Export Helpline, so you’ll be prepared to launch the most effective market plan for 2024.We’re here to support your export strategy.

Best wishes for a prosperous 2024!