Exhibiting at Anuga Select Brazil 2025

The Southern United States Trade Association (SUSTA) is a non-profit organization headquartered in New Orleans, Louisiana, dedicated to helping small and medium-sized agribusinesses from the southern United States expand their reach into global markets. Formed in 1973, SUSTA partners with 14 Southern state departments of agriculture and the USDA’s Foreign Agricultural Service (FAS) to provide export assistance, promotional support, and international market development for companies in the food and agriculture sectors.

Core Mission and Services

SUSTA's mission is to promote the export of U.S.-made food and agricultural products by offering strategic programs and resources that reduce the cost and complexity of entering foreign markets. Through a variety of initiatives, the organization supports thousands of producers and processors looking to grow their global sales.

Key Services and Programs:

• 50% CostShare Program:

  • Offers reimbursement of up to 50% on qualified international marketing expenses including advertising, packaging modification, trade show participation, and labeling.
  • Helps U.S. companies meet market-specific regulatory requirements and brand expectations.

• Global Events Program:

  • Organizes U.S. pavilions at major international food and agriculture trade shows.
  • Conducts inbound trade missions and buyers’ missions to introduce U.S. companies to qualified foreign buyers.
  • Provides exhibitors access to market intelligence and matchmaking services.

• Export Education:

  • Includes export seminars, webinars, training manuals, and the Export Helpline.
  • Covers documentation, logistics, market entry strategies, and compliance with international regulations.

• Market Research and Trade Leads:

  • Includes GAIN reports, global trade data, and customized market insights.
  • Offers verified trade leads from overseas buyers interested in U.S. products.

Specialization and Unique Role

SUSTA focuses specifically on supporting agricultural and food producers from 14 southern states: Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, and West Virginia. This regional specialization enables:

• Tailored market entry strategies based on commodity strengths.
• State-level support and coordination with state departments of agriculture.
• Focused international branding of the southern U.S. as a reliable agri-export region.

Impact and Financial Insights

SUSTA’s impact over five decades of operation is measurable and significant:

• Supported over 2,000 small and medium-sized U.S. companies annually.
• Helped participants achieve an average return of $35 in export sales for every $1 spent via the CostShare program.
• Facilitated over $500 million in annual export sales through participation in trade shows and promotional programs.

This support has enabled thousands of companies to build long-term relationships with foreign buyers and distributors.

Global Reach and Trade Partnerships

SUSTA’s programs span global markets, including:

• Asia-Pacific: Japan, South Korea, China, Taiwan
• Europe and the UK
• Latin America: Mexico, Colombia, Brazil
• Middle East and North Africa
• Canada

SUSTA partners with the USDA Foreign Agricultural Service and U.S. embassies to deliver on-the-ground support, trade missions, and follow-up services in these markets.

Target Participants

SUSTA serves:

• Small and medium-sized U.S. agribusinesses
• Value-added food and beverage producers
• Seafood companies
• Nurseries and horticultural exporters
• Animal feed and pet product manufacturers

Eligible companies must be headquartered in one of the 14 Southern states and produce at least 50% U.S.-origin agricultural products.

Capabilities

• Program management and fund disbursement under the USDA’s Market Access Program (MAP)
• Strategic coordination with state agricultural agencies
• Marketing assistance and label compliance guidance
• Trade show logistics and on-site coordination
• Data collection and export reporting tools

SUSTA’s platform simplifies the path to exporting while reducing financial risk for first-time and experienced exporters alike.

Certifications and Compliance

As a USDA Market Access Program (MAP) cooperator, SUSTA adheres to:

• Federal Grant Management Guidelines
• FAS compliance and financial transparency standards
• Annual audits and performance evaluations to ensure alignment with government export promotion objectives

SUSTA also maintains robust internal controls and reporting systems for grant recipients.

Success Stories and Testimonials

SUSTA frequently features participant success stories from companies that have:

• Entered 10+ new export markets after SUSTA participation
• Grown international sales to over 30% of their total revenue
• Secured multi-year deals with overseas distributors through SUSTA-led trade shows

Examples include specialty seafood exporters from Louisiana and value-added snack producers from Texas who expanded into Asia and Europe with SUSTA’s support.

Major Achievements

• Over 50 years of export promotion success
• Key contributor to USDA’s Foreign Market Development goals
• Helped U.S. companies exhibit in dozens of top global trade shows annually including Gulfood, SIAL, ANUGA, and Foodex Japan
• Recognized for efficient use of federal export promotion funding and exemplary results in trade development

SUSTA plays a critical role in strengthening America’s agricultural export economy, especially for small businesses in the southern United States. Through expert guidance, cost-sharing, and market access strategies, SUSTA enables U.S. agribusinesses to thrive in the global marketplace.