My food story— —August —’24 20 COOPERATORS vate the perception of American products. U.S. agriculture often comes across as corporate farms and factories that offer profit only to a select few. However, the real story is that American agriculture is made up of individual farms and companies, many of which have been around for several generations and are led by people who feel a responsibility to the land, animals, and community. When a small business exhibits at a trade show in Japan or has a social media campaign in the United Arab Emirates, they tell their unique story and make personal connections. SUSTA values the connections that farmers and food manufacturers can create, and proudly supports those efforts. The Southern United States Trade Association (SUSTA) supports the producers and exporters in the South, who want to share their special products with the world. Working with small and medium-sized businesses, it aims to expand the global food and agricultural marketplace beyond multi-national conglomerates. SUSTA steps in with an understanding that small businesses are often innovators that push boundaries; however, it is often difficult for a small business to expand its horizons without a department dedicated to international growth. SUSTA likes to think of its programs as a journey, beginning with export education. Their robust curriculum is specific to exporting food and agriculture so that Southern companies are prepared to enter a new country. SUSTA’s Export Readiness Training is a 12-hour course, complete with homework, which provides instruction on export fundamentals. Graduates leave the training with an actionable international marketing plan. Beyond this comprehensive training, SUSTA offers an Export Helpline to assist with specific individual issues; webinars on a variety of related topics, and virtual meetings with consultants based on nearly every continent. SUSTA’s goal is to set their participants up for long-term success, not just short-term wins. Through the Global Events program, SUSTA offers a full calendar of events where participants can pay as little as $25 to meet importers from outside the United States. For example, every year SUSTA brings a delegation of importers from Mexico to Georgia and Texas, where they In an increasingly interconnected world, SUSTA empowers Southern small businesses with export education, global events, and personalized support, turning local initiatives into international successes SOUTHERN US TRADE ASSOCIATION Cultivating global markets for southern agribusinesses SUSTA offers an Export Helpline to assist with specific individual issues; webinars on a variety of related topics, and virtual meetings with consultants based on nearly every continent meet with SUSTA participants. These inbound trade missions are an affordable way for a small business to test the waters and pitch products without leaving the country. They are also a great way for buyers to see first-hand what is valued in American agriculture, which includes sustainability efforts, employee welfare, the good of the community, and the quality of products. SUSTA also organizes outbound trade missions, during which U.S. companies travel internationally to meet with foreign buyers, tour retailers, and gain an even better understanding of the market. SUSTA’s programs do more than support individual company growth; they help ele-
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