Food Export Association of the Midwest USA and Food Export USA-Northeast

Programs and Services for Importers

Bringing the Foods of the Midwest and Northeast to the World

Who are Food Export-Midwest and Food Export-Northeast?

• Private, non-profit international trade organizations

• Members are State Agricultural Promotion Agencies

• Work with producers in the Midwest and Northeast

• Often work with small and medium-sized US producers

• Focus on products that are value-added & consumer-oriented

• Members promote our services to the companies within their state

• Governed by a Board of Directors/Board of Trustees consisting of Secretaries, Directors or Commissioners of Agriculture from member states

Our Mission

Food Export Association of the Midwest U.S.A. and Food Export USA-Northeast are non-profit

organizations that use federal, state, and industry resources to promote the export of Midwestern and

Northeastern food and agriculture products.

Strategic Alliance

• Alliance began April 1, 2000• One Executive Director for both groups• We have seen many benefits

Four Regional Trade Groups

Products We Work With

• Focus on Products that are Value-added, Consumer-oriented

• Branded food products – Snack Foods – Convenience Foods – Natural Products– Specialty Foods – Private Label

• Food Ingredients• Foodservice Products• Feed Ingredients• Other Value-Added Agricultural Products• Seafood

How Do We Achieve Our Mission?

Education

Market Entry

Market Promotion

Programs and Services

• Education – Newsletter– Websites

• Market Entry– Market Builder– Food Show PLUS!TM

– Buyers Missions– Trade Missions– Trade Lead Connection

• Market Promotion – Branded Program

U.S. Foodlink

• Informs readers about issues that affect global trade

• Focuses on trends in the U.S. that affect retail and food service industries

• Showcases new products from the Midwest and Northeast U.S.

• Information is available in three formats: - bi-monthly newsletter - bi-weekly email news bulletins - Web site, www.usfoodlink.com

U.S. Foodlink Newsletter

Partnership with Progressive Grocer/VNU Publishing

Educate readers about products made in the Midwest and Northeast

In-depth articles on the latest food trends and issues related to food service and retail industries

Published bi-monthly

New Products highlight

U.S. state profiles

U.S. Foodlink E-mail Bulletin

• Partnership with Food Institute

� Comprehensive news source for food industry-related topics

� Published biweekly

U.S. Foodlink Websitewww.usfoodlink.com

• One-stop for latest news, research, and trends

• Find new products made in the Midwest and Northeast

• Upcoming events and tradeshows

Market Builder ServiceOffers Distributors the Opportunity to Meet with Suppliers

• Market Scan– Store Check– Distribution Analysis– Competitive Product

Shopping– Importation Analysis– Distributor Referrals

• Rep Finder– Distributor Referrals– Market Visits

Cost effective primary in-country research Offered in numerous countries worldwide Services include: Market Scan or Rep Finder

Food Show PLUS!TM

Links International Buyers with Suppliers

• Introductions to qualified suppliers at tradeshows

- Would you like to participate?

• Translation of company information• Interpreters at company booth• Site visits, industry tours, pre-show briefing

Buyers Missions Meet Suppliers in the U.S.

• Buyers are invited to the U.S. to meet with food and agricultural companies

• One-on-one meetings with pre-qualified suppliers

• Establish new contacts with long-term sales potential

• Often in conjunction with U.S.-based trade shows - i.e. Food Marketing Institute, Fancy Food Shows, National Restaurant Association

• Be a part of the mission? - Develop new partnerships with U.S. suppliers

Trade MissionsU.S. Suppliers Come To You

• 3-day activity to bring suppliers to various countries

• Suppliers receive import analysis and competitive store check

• Seminars on product label requirements

• Table-top reception, suppliers feature products to interested buyers

• Schedule one-on-one meetings with suppliers

• Companies featured in brochures that are printed in local language

• Essential tools provided, such as ground transportation and interpreters throughout mission

Trade Lead ConnectionFind U.S. Products

Buyers are able to submit leads electronically through our website by completing our form online

Leads are sent to states and registered suppliers within 24 hours.

Suppliers respond directly and provide information

Branded Program

• Cost share assistance for branded products in your market

• U.S. supplier submits application – small companies only (<500 employees)– or agricultural producer cooperatives

• Covers 50% of eligible promotional expenses• Importer/distributor expenses also eligible

• All products must have a minimum of 50% U.S. agricultural origin

Details of the Program

• Maximum $300,000 per company per year for all markets and minimum is $2,500

• Maximum 5 years of funding per country• All products promoted as “Product of USA”• Activities approved in advance• Company incurs all expenses up front

– Funds released on a reimbursement basis, subject to documentation

What Are Eligible Expenses?Expenses You Can Be Paid For

• Advertising and publications• International Trade Shows• Promotions & demonstrations• Public relations and seminars• Package and label changes• Freight costs for samples

Ads and Publications• TV, Radio, Billboards• Newspapers, Magazines, Trade Journals• Flyers, Direct Mail• Brochures, Pamphlets, Sell Sheets

Print AdvertisingTaiwan Canada

Print AdvertisingTurkey

Canada

Germany

Print Advertising- Taiwan

Domestic Show Ad

Billboard AdvertisingKorea

Israel

Wrapping Advertising

- Kuwait

Korea

Marketing / POS Materials

Sell Sheets

BrochuresShelf Talkers Banners

Posters CatalogsRecipe Cards Give-a-way

The Creation, Printing, Placement and Translation of:Flyers, Direct Mail, Brochures, Pamphlets, Sell Sheets,

Give-a-way items and more…

POS Materials– Korea POS

Tri Fold Brochure

POS Materials: Shelf Talkers & Displays

POS Materials: Posters/BannersTurkey

United Kingdom

POS Materials: Give-Away Items

International Trade Shows

• Booth costs• Rented equipment, chairs, tables, lights, etc• Freight costs• Temporary signage• Interpreters/Translators• Giveaway Items (up to $1/item)• Must exhibit in USA pavilion unless prior approval is

granted

Foreign Tradeshows

Magazine Rack Rental

Chair Rental

Posters

Carpet

Booth Cost

USA Pavilion at Show

This plant if rented

Electrical

Foreign Tradeshows

IFIA Tokyo

Polagra Poznan

Promotions and Demonstrations

• In-store and food service promotions• End-of-aisle displays• Shipment of samples• Temporary displays• Posters, banners, shelf talkers• Giveaways, awards, prizes, gifts (up to

$1/item)• Demos to the trade and consumers

Demonstrations/Merchandising: Uniforms

shirts and hats for various events

Demonstrations/Merchandising: Displays

Banners

UniformsTemporary Display stand

Supplies

Demonstrations/Merchandising

Demonstrations in the Middle East

Demonstrations/Merchandising

• Demo Report

• Demo reports can be used as an alternative to photos of demonstrations

Label Modifications

• Eligibility requirements:– When REQUIRED by importing country– Changes to existing packages, NOT for new

products– Must show original and modified label– U.S. Origin statement

• Eligible expenses include:– Design costs (for required changes only)– Translation costs– Production/printing costs (one year supply only)– Labor to attach stickers (if done by outside vendor)

Package and LabelingEnglish/French for Canada

Package and Labeling

Russia Mexico

Package and Labeling•Popcorn Arabic package modification.

• We can pay for a variety of flavors

• We can pay for the microwave bag, over-wrap and 3 pack box

Ineligible Claim Examples

NO USA ORIGIN

USA PROMOTIONS

CAPITALEXPENSES

DOMESTICTRAVEL

PRODUCTCOSTS

COUPONS

AGENT TRAVEL

OTHERFood Export

FEES

INELIGIBLE

Public Relations and Seminars

• Editorial Placements• Space and Equipment

Rental• Duplication of Seminar

Materials• Writing of Press Releases,

Press Info Packets

Questions to Ask Yourself

• Do I buy products with an agricultural origin from the U.S.?

• Are any of my suppliers of these products “SMALL” companies?

(less than 500 employees)

What paperwork do I need to provide my supplier in order to get paid?

• Invoice (what you paid for...)• Proof of payment (how you paid...)• Proof of activity (what you did...)• Proof of USA (MUST promote US origin)• English translation and foreign currency

exchange rate based on time of payment

Questions to Ask Yourself

• How much do my small company suppliers and I spend each year promoting products?

• What eligible activities are already part of our marketing strategy?

Questions to Ask Yourself

• What effect would it have on our sales if we– ran twice as many ads?

– exhibited at twice as many trade shows?

– conducted twice as many in-store demos?

• What effect would it have on our sales if we– issued more promotional items?

– developed more product literature, sell sheets, etc.?

Questions to Ask Yourself

• Are there products I would like to carry but my potential supplier’s package or label does not comply with my country’s import requirements?

• Would cutting in half the net cost of changing the package/label make it possible to start carrying those products?

How to Apply

• Contact your supplier and have them pre-qualify and apply at: www.brandedprogram.org

• Program Year is January 1st - December 31st. All activities must end and be paid for.

• Suppliers can apply every year for a total of five years in a given market.

Food Export Association of the Midwest U.S.A.

309 West Washington, Ste.600

Chicago, IL 60606

Tel: 312.334.9200

Fax: 312.334.9230

web site: www.foodexport.org

Email: info@foodexport.org

Robin WangSMH International Shanghai

29G, Pufa Tower588 S Pudong Rd

Pudong, Shanghai,People's Republic of China 200120

Tel: 86-21-6888-9835Fax: 86-21-5877-5839

smh-shanghai@163.com