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WEST VIRGINIA FOOD EXPERTS TESTING AUSTRALIAN WATERS
A small group of West Virginia food experts are visiting the “Land Down Under” to explore the Australian food market and make plans for introducing West Virginia products in coming years.
Stonewall Resort Chef Dale Hawkins, West Virginia Department of Agriculture (WVDA) Marketing Specialist Cindy Martel and representatives of DeFluri’s Chocolates will visit the “Fine Food Australia” show at the Melbourne Exhibition Center Sept. 22-25.
The group will participate in the Southern U.S. Trade Association (SUSTA) pavilion during the show. Chef Hawkins will be the featured SUSTA chef. He will prepare a variety of dishes made with products from the Southeastern United States. DeFluri’s will provide samples of their products, while Martel will provide support for the SUSTA delegation.
“This is West Virginia’s first trip to Australia and I think we’ll build some good contacts with this effort,” said Commissioner of Agriculture Gus R. Douglass. “Building international trade is all about building relationships. We’ve also participated in shows in China and Canada, and West Virginia companies have generated a great deal of business as a result.”
Martel has been working as SUSTA’s Canadian project manager for the past three years. She said she is excited about the prospects for West Virginia products in other countries. The 2005 US-Australia Free Trade Agreement has created a favorable trade climate. Market research suggests that the demand for U.S. value-added food products is growing in Australia.
“We want to capitalize on this market early. Research into consumer preferences, distribution infrastructure and buying channels is critical for successful market entry to this country,” stated Martel.
“The value of U.S. agricultural exports is as high as it’s ever been, so there is certainly demand for American products,” she said. “The quality of West Virginia’s products compares very favorably with others, and with the emphasis that Commissioner Douglass has put on these programs, we’re going to see more and more West Virginia food companies in international commerce.” Total export sales for West Virginia agricultural products have grown by more than 10 percent in the last five years.
According to USDA statistics, the total value of U.S. agricultural exports increased to $82 billion in 2007, the highest amount ever. More than $161 million of those export sales were reported by companies marketing branded U.S. products overseas. SUSTA – which is funded by USDA’s Foreign Agricultural Service, member state departments of agriculture and private companies – has provided over $5 million to market brand-name U.S. products overseas.
Companies may apply now for assistance with international marketing efforts through the 2009 Market Access Branded Program. A cost share of up to 50 percent is possible. Eligible expenses include trade shows, in-store displays, and required label changes. Companies must be “small,” as defined by the U.S. Small Business Administration, but have annual sales of at least $100,000.
The 2009 Branded application is available for download on the SUSTA website at www.susta.org/services/map_application.html.
SUSTA also operates a Market Access Generic Program, which works to open markets for U.S. producers, but doesn’t offer the cost-share program.
That program has helped West Virginia companies participate in a variety of food shows and events. It also has allowed West Virginia chefs Dale Hawkins and Joe Re to participate in the International Chefs’ Training Program at the John Folse Culinary Institute at Nicholls State University in Thibodaux, La.
The goal of the program is to introduce food products of the Southern United States to chefs from around the world, thus creating foreign demand. Chefs have come from India, Russia, Hungary, Mexico, Thailand, Canada and Croatia.
For more information, contact the West Virginia Department of Agriculture’s Marketing & Development Division at 304-558-2210.
The West Virginia Department of Agriculture protects plant, animal and human health through a variety of scientific, regulatory and consumer protection programs, as mandated by state law. The Commissioner of Agriculture is one of six statewide elected officials in West Virginia. Currently, Commissioner Gus R. Douglass is the longest-serving agriculture commissioner in the nation. For more information, visit www.wvagriculture.org.
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