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9-9-2026
Big Picture Report: September 2026
Bernadette Wiltz-Lang, SUSTA
When looking for new international markets, it can be tempting to focus on familiar destinations that already have a strong track record for U.S. agricultural exports. But sometimes, the greatest opportunity lies in taking a closer look at markets that may not be at the top of every company's list.
Australia and New Zealand are two markets worth a closer look.
I had the opportunity to travel to Melbourne last week as part of USDA's agribusiness trade mission, held in conjunction with Fine Food Australia, where the United States was the show's inaugural “Country Partner.” Through SUSTA’s Global Events program we also offered booths at the trade show so that Southern U.S. companies could introduce their products and explore new opportunities in the region.
One message came through clearly in our conversations: There is opportunity in these markets, but companies need to be prepared.
Australia and New Zealand have strong domestic manufacturing and food industries, so simply bringing another version of a product already available locally may not be enough. Products that offer something different can have an advantage. That could mean a distinctly regional flavor&mdashthink Cajun or Tex-Mex&mdashor a product that fills a specific niche.
And companies don't have to go it alone. SUSTA's CostShare Program has helped companies establish themselves in these markets, including one importer who shared how much the program helped build a particular U.S. brand across New Zealand.
The opportunity extends beyond food. Based on what we're hearing from the market, Southern pine presents an interesting opportunity as well. With that in mind, we are actively exploring additional strategies for 2027 to further expand opportunities for Southern exporters.
Australia is already an important trading partner for the United States, and the U.S. is a major supplier to the Australian market. Yet for many Southern U.S. companies, Australia and New Zealand may not be the first markets that come to mind when considering international expansion.
That may be exactly why they're worth exploring.
The lesson from these events isn't that every company should rush to enter Australia or New Zealand. It's that successful exporting starts with understanding the market, identifying where your product can stand out and finding the right partners and resources to help you get there.
Sometimes the next opportunity isn't in the market you've been looking at all along. It may be Down Under.
