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9-9-2025
Big Picture Report: September 2025
Bernadette Wiltz-Lang, SUSTA
The mission of the Southern U.S. Trade Association is to help small agri-businesses promote their brands internationally and grow globally. We want what is best for our exporters and offer a full menu of support – from making introductions with foreign buyers to sharing the cost of international promotions. Ultimately, we are keen to help in any way we can – as long as we are working within the regulatory framework of the Market Access Program and Regional Agricultural Promotion Program as set forth by the USDA's Foreign Agricultural Service.
While RAPP is in its nascent stages, SUSTA has been administering MAP for over 50 years! Hundreds of small southern businesses have been able to access international markets as a result. If you want to hear one small business’ journey, watch the video we recently created featuring Jody’s Popcorn out of Virginia Beach. This is a great example of SUSTA’s programs providing opportunities for a small business to grow internationally.
We also understand that there is funding available to U.S. companies from other sources, like STEP. And if those programs are a better fit for a company, then that is where they should participate. We want what is best for the company.
CostShare is unique in several ways. First, with CostShare companies can apply for up to $300,000 in reimbursement per year to promote brands in various ways – from in-store sampling to exhibiting at trade shows around the world. The full list of eligible expenses is comprehensive, designed to support a full international marketing strategy.
Our funding is also consistent. Year after year, even in challenging times, SUSTA has received program funding to support agricultural companies. So while we cannot predict the future, the past indicates that our programs have strong support.
That support of our programs and consistency in funding is thanks in no small part to SUSTA managing the programs responsibly. So while the process of getting reimbursed may feel laborious, we must follow program regulations and be good stewards of the funds. We have done our best to streamline the application and reimbursement process and will continue to make improvements.
Ultimately, a company needs to determine what programs fit their needs while keeping in mind that CostShare and other federal funds (like STEP funds) cannot be used for the same promotional activity. If you have questions, please reach out to our CostShare team (CostShare@susta.org) to make sure you are not leaving money on the table.
