Your browser is not supported, please use a recommended browser here.
5-13-2026
Big Picture Report: May 2026
Bernadette Wiltz-Lang, SUSTA
How new funding, strategic planning, and expanded programming will strengthen export opportunities for Southern agribusinesses
SUSTA is excited to begin rolling out events funded through the new America First Trade Promotion Program (AFTPP). As previously announced, SUSTA was awarded more than $6 million to support trade activities over the next two years, with a strong focus on generating immediate export results. Our strategies will center on directly connecting buyers and suppliers - primarily through trade missions in the United States and trade missions to major international trade shows, such as Gulfood, Food & Hotel Asia, and SIAL Paris.
Another exciting opportunity will be available to graduates of SUSTA’s Export Readiness Training who participate in an upcoming SUSTA Global Event. Our pilot Export Readiness Training 2.0 program will provide one-on-one coaching to help companies prepare for these events, a natural next step after completing the class. More details on this initiative and other AFTPP-funded activities will be shared soon, so be sure to keep an eye on your inbox.
With this additional funding, it is more important than ever that SUSTA embark on a comprehensive strategic planning process. Our focus will be on strengthening outcomes, improving program effectiveness, and expanding participation among Southern agribusinesses. At its core, this initiative is about helping more companies achieve meaningful success in international markets.
This will be a collaborative effort - and that includes you. Representatives from across all stakeholder groups will play a role in the process. Bringing these perspectives together will help ensure the plan reflects the full scope of our mission and the evolving needs of those we serve.
Why now? In today’s environment, investing marketing and promotional dollars carries more risk than ever. To be effective, we must have a clear understanding of our target markets and ensure our priorities align with the strengths and goals of our members. This strategic plan will help us do exactly that, positioning SUSTA for continued growth and impact in the years ahead.
If you have questions or would like to get involved, please contact me directly at Bernadette@susta.org.
