International Marketing Help for Ag Firms

As recent record export numbers confirm, the world is hungry for Wisconsin-made food and agricultural products. But tapping into international markets can be challenging, especially for small and medium-sized companies. Thanks to help from a cost-share program and technical assistance from the state's international trade team, a number of Wisconsin companies are finding it easier to expand their markets abroad.

Over the past three years, the Food Export Association of the Midwest's branded program has reimbursed nearly $1 million to participating Wisconsin companies. "The 50-percent reimbursement may make it possible for a company to participate in an international trade show or demonstrate a product in another country," said Lisa Stout, international marketing consultant at the Department of Agriculture, Trade and Consumer Protection and coordinator of last year's Japan Gourmet Trade Mission.

The Stone Group of Green Bay, an exporter of berries, was one of the firms participating in the Japan trip. "The Japan Gourmet Food Trade Mission was a breakthrough event for us. We were able to sell to multiple buyers and as result our exports doubled," said Michael Stone, president. Red Arrow International of Manitowoc also took advantage of the branded program last year. The company exports a liquid smoke product to more than 100 countries. "Breaking into exporting and maintaining a strong brand image can be challenging," said Christopher Gutman, managing director of Red Arrow International. "The branded program really helped."

Eligible products include specialty foods and beverages, cheese and dairy products, pet food, supplements, flavorings and ingredients, feed companies, and other value-added food and agricultural products. Activities that can be funded under the program include:

• Exhibits at international and some approved domestic trade shows
• Advertising and public relations
• In-store promotions and product demonstrations in other nations
• Producing literature in other languages and modifying labels and packaging
• Freight cost for samples

Questions about the program can be directed to Ms. Lisa Stout, Agricultural Marketing Consultant at the Wisconsin, lisa.stout@wi.gov, ph: (608) 224-5126 or Food Export-Midwest at ph: (312) 334-9200.

Food Export Association of the Midwest USA is a private, non-profit association of Midwestern state agricultural promotion agencies that uses federal, state, and industry resources to promote the export of Midwestern food and agricultural products.

-- Lisa Stout