Southern United States Trade Association (SUSTA) Company Profile

Background

The Southern United States Trade Association (SUSTA) is a non-profit organization established in 1973, dedicated to assisting small and medium-sized enterprises (SMEs) in the Southern United States in promoting value-added U.S. food and agricultural products to international markets. SUSTA is composed of the Departments of Agriculture from 14 Southern states and the Commonwealth of Puerto Rico. The association's mission is to support export promotion and share the costs of international marketing through the USDA’s Market Access Program (MAP). By leveraging MAP, SUSTA partners with small businesses to co-finance overseas marketing and promotional activities, thereby facilitating the development of commercial export markets for U.S. agricultural products.

Key Strategic Focus

SUSTA's strategic focus encompasses:

Core Objectives: To enhance the global competitiveness of Southern U.S. agricultural products by providing export assistance tailored to the unique needs of SMEs.

Areas of Specialization: Facilitating market access, conducting market research, organizing trade missions, and offering educational programs to prepare companies for international trade.

Key Technologies Utilized: Utilizing digital platforms for virtual trade missions, webinars, and online market research tools to connect businesses with international buyers and partners.

Primary Markets Targeted: Focusing on diverse international markets, including regions in Latin America, the Caribbean, Europe, and Asia, to expand the global footprint of Southern U.S. agricultural products.

Financials and Funding

SUSTA operates as a non-profit entity, primarily funded through the USDA’s Market Access Program (MAP), contributions from member states, and private companies. MAP provides financial assistance to organizations like SUSTA to support the promotion of U.S. agricultural products in international markets. This funding model enables SUSTA to offer cost-sharing programs, such as the 50% CostShare Program, which reimburses eligible companies for up to 50% of their international marketing expenses.

Pipeline Development

As a trade association, SUSTA does not develop products or maintain a pipeline of products. Instead, it focuses on facilitating the export activities of its member companies by providing resources, market access, and promotional support to enhance their international presence.

Technological Platform and Innovation

SUSTA employs various technological platforms to support its mission, including:

Proprietary Technologies: Developing and maintaining a comprehensive database of international buyers and market intelligence to assist member companies in identifying potential export opportunities.

Significant Scientific Methods: Conducting market research and analysis to provide data-driven insights into international market trends, consumer preferences, and competitive landscapes.

AI-Driven Capabilities: Utilizing artificial intelligence and machine learning algorithms to analyze market data, predict trends, and offer strategic recommendations to member companies for effective market entry and expansion.

Leadership Team

SUSTA's leadership team comprises professionals with extensive experience in international trade, agriculture, and business development. The team is led by Executive Director Bernadette Wiltz, who oversees the association's operations and strategic initiatives. The leadership team is committed to advancing SUSTA's mission by fostering strong relationships with member companies, international partners, and stakeholders to promote the global competitiveness of Southern U.S. agricultural products.

Market Insights and Dynamics

The market for agricultural export promotion is characterized by a growing emphasis on global trade, with increasing demand for U.S. agricultural products in international markets. Organizations like SUSTA play a crucial role in bridging the gap between SMEs and global markets, offering support and resources to navigate the complexities of international trade.

Competitor Analysis

SUSTA operates in a collaborative environment with other State Regional Trade Groups (SRTGs) that also support U.S. agricultural exports. These include:

Food Export Association of the Midwest USA: Focuses on assisting companies in the Midwest region to export food and agricultural products.

Food Export USA Northeast: Serves companies in the Northeastern U.S., providing export assistance and market development services.

Western U.S. Agricultural Trade Association (WUSATA): Supports companies in the Western U.S. with export promotion and market access programs.

These organizations collaborate with the USDA and other stakeholders to enhance the global reach of U.S. agricultural products.

Strategic Collaborations and Partnerships

SUSTA collaborates with various stakeholders, including:

USDA’s Foreign Agricultural Service: Partners to administer the Market Access Program, providing funding and resources for export promotion.

State Departments of Agriculture: Work together to support local businesses in accessing international markets.

Private Companies: Engage in partnerships to co-finance promotional activities and expand market reach.

These collaborations strengthen SUSTA's capacity to support member companies in achieving export success.

Operational Insights

SUSTA differentiates itself by offering tailored support to SMEs in the Southern U.S., providing cost-sharing programs, market intelligence, and access to international trade events. This personalized approach enables member companies to effectively navigate the complexities of international markets and enhance their global competitiveness.

Strategic Opportunities and Future Directions

SUSTA's strategic roadmap includes:

Expanding Global Reach: Identifying and entering new international markets to diversify export opportunities for member companies.

Enhancing Digital Platforms: Developing and implementing advanced digital tools to facilitate virtual trade missions, webinars, and online market research, thereby increasing accessibility and engagement for member companies.

Strengthening Partnerships: Building and maintaining strong relationships with international trade organizations, government agencies, and private sector partners to leverage resources and expertise in support of member companies.

By capitalizing on these opportunities, SUSTA aims to further its mission of promoting the global competitiveness of Southern U.S. agricultural products.