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11-10-2026
Big Picture Report: November 2026
Bernadette Wiltz-Lang, SUSTA
When we talk about exporting, it is easy to focus on the most visible moments: exhibiting at an international trade show, sitting across the table from a prospective buyer or traveling to a new market on a trade mission. But successful exporting starts long before a company enters the exhibit hall. It starts with knowledge.
Is your company ready to export? Which markets offer the best opportunities for your products? Is your pricing competitive? What do buyers expect? Are there labeling, regulatory or cultural considerations you need to understand?
For small businesses, finding reliable answers to those questions can be challenging. That is why export education is such an important part of SUSTA's and USDA's work. And that education isn't just for companies taking their first steps into exporting. Markets change, consumer preferences shift and new opportunities emerge. Even experienced exporters need to keep learning.
For those just getting started, SUSTA's Export Readiness Training provides a foundation, helping companies assess their export capacity, identify promising markets and develop an international marketing strategy. The next training will be offered this spring. When more specific questions arise, SUSTA's Export Helpline offers individualized assistance on everything from finding and vetting buyers to pricing, shipping, documentation and market research. These resources are designed to give companies practical information and individualized support throughout their export journey.
Sometimes, though, learning simply means knowing where to look. USDA's GAIN Reports offer a wealth of market intelligence, and they remain valuable references even for seasoned exporters looking to understand how a market is evolving.
That knowledge becomes even more powerful when it comes directly from people on the ground. SUSTA's in-country consultants bring firsthand insight into local buyers, distributors, retailers, regulations and market trends. SUSTA brings that expertise to companies throughout the year through one-on-one consultations, educational webinars and events. Just yesterday, our webinar on the Canadian retail market covered topics ranging from private-label opportunities to the impact of GLP-1s on the food and beverage sector. Missed it? Find it, along with previous sessions, on SUSTA's Past Webinars page.
The takeaway is simple: don't wait until you are standing in front of a buyer to start learning about the market. The better prepared you are before the opportunity arrives, the better positioned you are to turn that opportunity into lasting international business.
