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6-11-2025
Big Picture Report: June 2025
Bernadette Wiltz-Lang, SUSTA
The Southern U.S. Trade Association (SUSTA) exhibited impressive global reach in 2024
While trade is on our mind every day, it became a daily headline in the news the last few months. Whether it is a discussion on trade deficits or talk of looming tariffs, it doesn’t take long for negative perceptions to develop.
At SUSTA, our job is to serve small- and medium-sized enterprises engaged in exporting Southern U.S. agri-food products across the globe. So instead of focusing on the negative news out there, we focus on you – a current or potential exporter of high-quality products. SUSTA has a variety of tools that we can employ to help you reach global markets; one of these is the Global Events program, the other is the 50% CostShare program.
These unique SUSTA programs allow small- and medium-sized enterprises to connect with international buyers at trade missions – both inbound and outbound – and trade shows around the world, market and promote their unique products from the Southern U.S. region and participate in numerous educational opportunities including one-on-one consultations with our in-country expert consultants. With a yearly calendar packed with strategically-developed activities in every corner of the globe, the staff at SUSTA and their partners at the Southern U.S. departments of agriculture don’t dwell on the news – they help you make news with measurable export sales to global markets.
We’re compiling our year end report at SUSTA, looking back on 2024. Sales under the Global Events program totaled $45.196 million to 72 countries around the world, ranging from Aruba to Zambia. Sales under the 50% CostShare Program were an additional $116.385 million to another 30 countries. The Middle East and Latin America/Caribbean all ranked at the top of the list. In addition, companies found success here in the U.S. on SUSTA’s Inbound Trade Missions.
Depending on the market SUSTA helped generate robust sales of produce, raw commodities, seafood, horticulture, sauces and condiments, other value-added processed products, and beer wine and spirits.
There’s no denying that the global marketplace is complex and competitive. However, for small- and medium-sized Southern U.S. companies, SUSTA is a ready and able partner that would enjoy the chance to assist you in your export endeavors.
