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10-7-2025
Big Picture Report: October 2025
Bernadette Wiltz-Lang, SUSTA
How trade diversification strengthens U.S. agriculture
For generations, American farmers have fed families far beyond our borders. Today, the strength of U.S. agriculture depends not only on what we grow, but on where those products go. As global trade evolves, opening new markets is essential to keeping American agriculture competitive, profitable, and resilient.
Relying on only a few export destinations can leave producers vulnerable to economic shifts, weather disruptions, or policy changes abroad – all things that are well out of our control. Diversifying export markets is something we can control, and it spreads that risk, stabilizing and growing business so that when one market slows, another can grow. By expanding into new destinations, U.S. agriculture gains flexibility. That resilience supports farm income, reduces dependency on any single buyer, and helps producers better navigate global uncertainties.
Emerging economies in Asia, Africa, and Latin America are creating exciting new demand for U.S. food and farm products. Rising incomes and expanding middle classes in these regions are fueling interest in high-quality value-added products. American food products, known around the world for being high quality, are poised to answer that demand.
Through the USDA’s Regional Agricultural Promotion Program (RAPP), SUSTA is organizing a number of trade events in new markets, such as a Kenya trade mission to Tennessee and Kentucky, SUSTA booths at the Food & Drinks Malaysia trade show and a trade mission to El Salvador. Through events like these, U.S. producers are gaining ground in places that once seemed out of reach.
Opening new markets also creates ripple effects across the supply chain. Increased exports mean higher demand for goods and also more activity for processors and shippers. Export growth also encourages investment in infrastructure&mdashfrom ports and grain terminals to cold storage and digital trade systems&mdashhelping U.S. agriculture remain a global leader.
While we champion emerging markets, our established trading partners continue to offer strong opportunities for SUSTA companies. A great example is the very well-attended ANUGA trade show in Germany this week, which is one of SUSTA’s most popular events this year.
The bottom line is that diversification is a stabilizing force in the global marketplace. Where should you export your products? Take a look at SUSTA’s very full Global Events calendar to see what opportunities are available.
