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Happy New Year!


Big Picture Report: January 2023
Bernadette Wiltz-Lang, SUSTA

Here’s to a healthy and prosperous 2023

The beginning of a new year is always a busy time – wrapping up the old year, and kicking off the new one. That is what we’re doing here at SUSTA, working on 2022 expense claims for the 50% CostShare program while also processing 2023 CostShare applications, and planning 2023 Global Events activities while also collecting 2022 event results.

This year starts off strong with the IPM Essen Show in a couple of weeks and Fruit Logistica early in February. Both of these German trade shows have been historically big performers in terms of sales. Gulfood in Dubai, which is coming up later in February, is also a major driver of sales. These top-tier events will start 2023 off right.

We have a very busy March planned, with five events, including a European Inbound Mission to Richmond, Virginia and the SIAL America show in Las Vegas for which registration is still open. Check your MySUSTA account for upcoming events, registration deadlines, and other resources. Also check out the CONNEX 365 site which we launched in November. It is a great tool to help you showcase your products online in addition to traveling to trade events.

Although we now are into the 2023 program year, properly wrapping up 2022 is vitally important. Companies who participated in Global Events activities are asked to review and evaluate those marketing efforts immediately after the activity, and six months later as a follow-up to focus on sales results. This feedback – which we will continue to gather between now and May 2023 - is vitally important. We are awaiting not only the sales results but reviewing any and all feedback on the events. Sharing your experiences and insights along with your results is the cornerstone of building future activities and strategies, and it helps USDA to assess the investment of market development funds. Companies that participated in the 50% Cost Share program are also asked to complete a year-end review of their marketing activities and sales results.

There is good reason to be optimistic about 2023. While there are still some economic headwinds in various parts of the world, they are expected to dissipate over the course of the year. Travel restrictions are largely a thing of the past and tourism and travel will boost the hotel, restaurant, institutional market back to levels not reached in the past three years. As always, global consumers view U.S. products as high-value and high-quality, positioning them well in the international market.

Again, please check your MySUSTA account to keep up to date with all the resources, opportunities, and assistance. SUSTA is here to support your export marketing success.

Here’s to a great New Year!