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Reaching Out To Prime the Export Market
The new export outreach initiative at USDA=s Foreign Agricultural Service (FAS) has a hook that may prove irresistible to associations, cooperatives and small exporters--a knockout, state-of-the-art intelligence network and exporter assistance program.
Want trade leads for Shanghai? The latest on selling kumquats in Brazil? For producers and other exporters who want to sell new products and open new markets abroad, this overseas trade contact program offers a vital service.
As the export arm of USDA, FAS maintains offices in over 90 countries to promote U.S. agricultural products overseas. The export outreach concept, dedicated to promoting Aexport business@ at home, began to take shape in late 1995.
Dale Miller, Deputy Director of FAS= new Outreach and Exporter Assistance office, notes that the United States has actively promoted its agricultural products abroad for a number of years. What was lacking, however, was close coordination with agricultural entities back home. With the new program, the FAS umbrella will cover export-ready companies right from the moment they become export-ready. (Even at the initial stages of interest, they=ll be involved, thanks to partnership with other agencies, state offices, universities and export assistance centers.)
Kickoff in 1996
Right from the program=s inception, conveying the export message has been the name of the game. It began with the first FAS Global Attaché Conference in July 1996, which brought USDA attachés and trade officers together with congressional leaders, administration policy makers and private sector experts.
On the agenda were such export-critical issues as the 1996 Federal Agricultural Improvement and Reform Act (FAIR) and new policy, marketing and technological changes facing U.S. agriculture.
When the conference closed, the outreach process had just begun. Dispersed from the conference, attachés and trade officers then set out to convey their market knowledge and expertise directly to U.S. producers. From California to Vermont, from Georgia to Minnesota, more than 2,000 potential exporters received instruction in the nuts-and-bolts of agricultural exporting.
At these state-coordinated export events, local producers, bankers, freight-forwarders and related members of agribusinesses sat side by side. In many cases, the attachés= presentations became media events and were coordinated with tours of farms and plants. For attendees, it was a golden moment to ask specific questions, obtain resource material and Anetwork.@
FAS Sleeves Rolling Up
Why the emphasis on outreach? Statistics tell part of the story. Currently only a fraction--fewer than 5 percent--of U.S. agriculture-related companies are engaged in exporting. And under 10 percent are familiar with USDA export assistance programs and services that could help them.
Yet the moment is tantalizing for many with visions of new opportunities. The North American Free Trade Agreement (NAFTA) and the Uruguay Round Agreement on Agriculture are opening many markets, while U.S. membership in the World Trade Organization (WTO) is key to phenomenal growth in others.
AWe must engage the interest of more companies in exporting,@ Dale Miller asserts. AAnd we especially need to focus on small, new-to-export companies and cooperatives.@
Getting the word out to cooperatives, small businesses and producers lacking export experience is a top priority goal for the outreach program. Working with the state departments of agriculture, trade associations and export assistance centers as well as the private sector, FAS also hopes to expand efforts with past program partners, bringing them market intelligence and overseas trade contacts.
Benchmark Year
In 1996, FAS participated in over 250 outreach events in 46 states, plus Puerto Rico. This included states that are solid agricultural producers, but without a strong history of agricultural exporting.
New FAS outreach offices were set up in four states, tangible evidence of USDA=s new commitment to export promotion. Those in Oregon, Colorado and California work in partnership with the state departments of agriculture. The Iowa office coordinates with USDA=s Farm Service Agency.
At FAS, the AgExport Services Division has geared up a new outreach branch with a twofold agenda: break down negative public perceptions about exporting and provide marketing intelligence to U.S. companies on exporting products to overseas markets.
As during the program=s first year, FAS= overseas attachés and trade officers were busy following the 1997 Global Attaché Conference in Washington, DC, July 14-18. This year they planned on-site visits and consultations in most of the states. #
Would you like to talk with one of our outreach personnel or engage a speaker? Contact the FAS AgExport Services Division. Tel.: (202) 720-9509; Fax (202) 690-0193. E-mail: fasinfo@fas.usda.gov #
Domestic Outreach Offices
The four FAS outreach offices provide a complete range of export services. Contact:
Bonnie Borris
California Dept. of Food and Agriculture
1220 N Street
Suite #409
Sacramento, CA 94271-0001
Tel. (916) 654-0389
Fax (916) 653-2604
E-mail: bborris@smtp1.cdfa.ca.gov
Jeff Jones
Oregon Dept. of Agriculture
Agriculture Development & Marketing
Division
121 Southwest Salmon St.
#240
Salem, OR 07310-0110
Tel. (503) 229-6734
Fax (503) 229-6113
E-mail: jjones@oda.state.or.us
John Toaspern
Colorado Dept. of Agriculture
700 Kipling Street
Suite #4000
Lakewood, CO 802150-5894
Tel. (303) 239-4114
Fax (303) 239-4125
E-mail: cdajohnt@aol
Scott Bleggi
USDA/Farm Service Agency
10500 Buena Vista Court
Des Moines, IA 50322-3782
Tel. (515) 254-1540, ext. 653
Fax (515) 254-1573
E-mail: bleggi@fas.usda.gov
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Help for Minority Firms
In the fall of 1996, FAS worked with the Southern U.S. Trade Association (SUSTA) to arrange for representatives from the Federation of Southern Cooperatives, representing small produce farmers from 11 southern states, to meet with Canadian produce buyers. As a result, the Federation now ships green peppers, eggplant, greens and melons to Canadian buyers.
Since 1992, FAS has worked with the American Indian Trade Development Council (AITDC) to market American Indian products in the international marketplace, primarily in Asia.
An example: With FAS support, AITDC participated in the 1996 China Fisheries and Seafood Expo in Qingdao, China, exhibiting reservation-produced salmon and seafood and acquiring new trade contacts.
In 1996, FAS participated in the Intertribal Agriculture Council=s (IAC) Annual Symposium in Green Bay, Wisc., and in 1997, met with tribal leaders of the Southwest Indian Agricultural Council to help them find new ways to promote their products overseas.
FAS has also worked closely with Hmong farmers, providing support for their participation in the 1997 NASDA-U.S. Food Export Showcase in Chicago, and exploration of the Canadian market for their high-quality Chinese-type fresh vegetables.
FAS has also participated in outreach activities in coordination with the historically black 1890s schools, with a special focus on helping minority producers, educators and entities learn more about export opportunities and ways to participate in USDA-sponsored export events and programs.