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Division
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Investment and Export
PO Box 7970
Madison, WI 53707-7970
USA
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Vol.
7 #4, March 2008
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.
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