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6-10-2026
Big Picture Report: June 2026
Bernadette Wiltz-Lang, SUSTA
Every day, the team at SUSTA works to help Southern food and agricultural companies expand into international markets. Among the industries that benefit most from SUSTA's export promotion programs are seafood, fresh produce, and horticulture, sectors that produce some of the South's highest-quality products and enjoy growing demand worldwide.
One of the greatest advantages of participating in SUSTA’s programs is access to a powerful network of industry contacts. SUSTA connects companies with trade specialists, government partners and export experts who can help guide their international growth. Relationships with representatives from state Departments of Agriculture, USDA Foreign Agricultural Service offices, SUSTA's in-country consultants and other market specialists provide valuable insights and support as companies enter new markets and build long-term export strategies.
Of course, connecting suppliers with international buyers remains at the heart of SUSTA's mission. For produce companies, SUSTA hosts pavilions at two major annual trade shows: Fruit Logistica in Berlin, Germany, and the Canadian Produce Marketing Association (CPMA) Convention and Trade Show. To help exhibitors stand out, SUSTA includes a chef who prepares samples featuring participating companies' products, an effective way to attract buyers and showcase quality firsthand.
Horticulture companies can exhibit at IPM Essen in Germany, the world's leading horticulture trade fair. The event brings together growers, breeders, suppliers, and buyers from around the globe, creating opportunities to establish new partnerships and enter emerging markets.
Seafood exporters can participate in SUSTA pavilions at Seafood Expo Global in Barcelona, Spain, and Seafood Expo Asia in Singapore. Together, these events provide access to buyers from retail, foodservice, distribution, and processing sectors across Europe, Asia and beyond.
Beyond trade shows, SUSTA offers export education, trade missions, and the CostShare program, which helps offset eligible international marketing expenses. These services give companies practical tools to reduce risk, increase visibility, and grow sales overseas.
The value of SUSTA extends well beyond a single event. By fostering meaningful connections and providing ongoing support, SUSTA helps companies build lasting relationships that drive sustained export growth. Whether a business is new to exporting or expanding an established international presence, SUSTA provides the resources and expertise needed to succeed globally.
