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NAAMO, July 13, 2015
Bonita OehlkeMA Department of Agricultural Resources
Export Market Development for MA …growing Massachusetts farm, fish and food businesses
MA products around the world
Artisanal jams are sold at farmers markets and specialty retailers in the Northeast and Japan.
Clam chowder from MA is enjoyed in Bermuda and Panama, tortillas, baked goods and gourmet hot fudge in Canada, ice cream in Singapore, Hong Kong, and the UAE. MA peanut butter and sauces are in Lebanon, craft beer in Sweden, and beverages in south Korea…
And cranberries and seafood throughout Europe and Asia.
Background
USDA Farm Bill $200 million line item, Market Access Program (MAP) with funds allocated to some 60 cooperator groups
• National Brewers Association• Distilled Spirits Council of United States• US Dairy Export Council • National Confectioners Association• National Association of Specialty Food Trade• Cranberry Marketing Committee• Food Export USA Northeast
USDA Cooperators
All USDA Cooperators administer USDA Foreign Agricultural Service Market Access Program (MAP) funding to help food companies develop and expand sales to foreign markets
Food Export USA NE board of directors are the ten Commissioners and Secretaries of Agriculture in the Northeast, including Commissioner Lebeaux from MDAR.
State Regional Trade Groups
Products
• Value-added, Consumer-oriented productsBranded food products Snack Foods Convenience Foods Natural ProductsSpecialty Foods Private LabelFood IngredientsFoodservice ProductsOther Value-Added Agricultural ProductsSeafood
Share an Executive Director with the midwest
Board of Directors/officers from 10 member states
Contracts with 18 in-country marketing representatives for up-to-date, relevant, market research, industry contracts for Buyers Missions and trade servicing
Member states pay dues based on formula, including company participation in Branded Program
Food Export USA Northeast
Outreach and Education
Market Entry
Market Promotion Work with other states, IMRs, ATOs, and in- state partners including the Mass Export Center, MOITI, SBA and Commerce
Program offerings
Food Export Resources
Export Essentials Online
Seminars and Webinars
Helpline
Buyers Missions
Focused Trade
Missions
Food Show PLUS!
Market Builder
Online Product
Catalog
Branded Program
Branded Program
Supports the promotion of branded and private label food and agricultural products in foreign markets. Participant companies 50% cost reimbursement for eligible international marketing and promotional activities.
International Tradeshows• Travel to exhibit a
international tradeshows and approved trade missions
• Booth costs and supplies
• Rented equipment• Freight costs• Temporary signage• Product literature• Interpreters and
translators• Giveaway items
Promotions and Demonstrations• In-store and foodservice
promotions• End of aisle displays• Freight for samples• Temporary displays• Consumer and trade
demonstrations
Public Relations and Seminars• Editorial placements• Space and equipment rental• Duplication of seminar
materials• Press releases• Press packets
Branded Program
• About $1 M awarded annually to MA companies
• $250 admin fee, 6% of requested funds
• 50% of eligible expenses reimbursed
• Prequalification based on at least 50% US ingredients by weight and company size verification (large companies welcome in Generic)
• $5,000 - $300,000 allocations, based on marketing plan and committee approval
Branded Program Snapshot
Branded Program Fund Allocation by Ac-tivity
Trade Show Booth Expenses
Advertisements
In-Store Promotions OtherTravel Misc. Trade Show ExpensesPromotional literature Label ModificationsDemonstrations Freight for samplesGive Away Items Technical seminarsDirect Mail
Trade Show Booth Expenses
Advertisements
In-Store Promotions
Other
Travel
Misc. Trade Show Expenses
Promotional literature
Label Modifications
Demonstrations
Freight for samples
Give Away Items
Technical seminarsDirect Mail
Buyers Missions
Market Builder
Trade Missions
Food Show PLUS!
Buyers Missions Market Builder Trade Missions Food Show PLUS!
MA Generic program participation
Food Export Buyers Missions
Bakery Ingredients Buyers Missions at IBIE Show
Natural Products Expo West Buyers Mission
Caribbean/Central American Buyers Mission
Retail Buyers Mission at Private Label Manufacturers’ Association Show
Summer Fancy Foods Buyers Mission
Seafood: Boston Seafood Buyers Mission
0 1 2 3 4 5 6 7 8 9 10 11
MA Buyers Mission Participation
MA Company Participation
Cranberries, Blueberries, Etc - Fresh
Sugar Confection (incl White Choc), No Cocoa, Nesoi
Nonalcoholic Beverages, Nesoi
Prep Food, Swelling/roasting Cereal/cereal Product
Mixtures of Fruit and/or Vegetable Juices
Mlk & Crm,cntd,swt,powdr,gran/solids,nov 1.5% Fat
Rusks, Toasted Bread and Similar Toasted Products
Sauces Etc. Mixed Condiments and Seasonings Nesoi
Waters, Incl Mineral & Aerated, Sweetnd or Flavored
Malt Extract; Flour, Meal, Milk Etc Prod Etc Nesoi
Animal/Vegetable Fats & Oils Chem Modified; Inedbl Mxt Etc
Beer Made From Malt
Dog and Cat Food, Put Up For Retail Sale
Bread, Pastry, Cakes, Etc Nesoi & Puddings
Food Preparations Nesoi
Cranberry Juice Not Fortified Unfermented No Spirit
Cranberries, Prepared or Preserved, Nesoi
Ice Cream and Other Edible Ice, With Cocoa or Not
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
Top MDAR Agricultural Exports
* Excludes Seafood
Reference: U.S Census Bureau and Department of Commerce
Lobsters, Live, Fresh,ch, Dried, Saltd Or In Brine191,493,265 179,987,619
Scallops Incl Queen, Frozen/dried/salted/in Brine 93,183,048 94,854,996
Cranberries, Prepared Or Preserved 63,440,207 51,089,022
Ice Cream And Other Edible Ice, With Cocoa Or Not 59,659,565 65,720,386
Cranberry Juice Nt Fortified Unfermented No Spirit 35,795,999 45,847,995
Scallops Incl Queen Scallops, Live, Fresh, Chilled 25,663,073 32,149,896
Fish, Prepared Or Preserved, Whole Or Pieces 19,906,287 13,483,933
Bread, Pastry, Cakes, Etc Puddings 18,618,020 24,287,211
Peanuts, Prepared Or Preserved, 1,059,924 890,617
Fermented Beverages (cider, Perry, Mead Etc) 11,556,179 127,630
Herrings, Frozen 10,975,716 5,038,049
Dogfish And Other Sharks, Frozen 8,564,983 5,360,409
Sauces Etc. Mixed Condiments And Seasonings 7,893,653 4,992,370
Beer Made From Malt 5,657,018 4,216,065
Mlk & Crm,cntd,swt,powdr,gran/solids,nov 1.5% Fat 3,962,766 4,525,964
Cranberries, Blueberries, Etc, Fresh 1,947,890 2,110,914
MA Export Values 2014, 2013
Country 2012 2013
World Total $ 8,875,783
$ 65,806,386
Saudi Arabia $ 2,164,108
$ 23,700,000
United Arab Emirates
$ 3,172,282
$ 17,463,000
Malaysia $ 1,034,119
$ 4,802,980
Australia $ 120,802
$ 3,846,018
Indonesia $ 628,281
$ 3,383,837
Kuwait $ 183,834
$ 3,182,000
Qatar $ 270,084
$ 2,070,000
China $ 328,922
$ 1,891,195
Bahrain-
$ 1,462,000
Yemen $ 86,000
$ 602,000
Ice Cream - Top Importers
Saudi A
rabia
United Ara
b Emirates
Malaysi
a
Australia
Indonesia
KuwaitQatar
China
Bahrain
Yemen$0
$2,500,000
$5,000,000
$7,500,000
$10,000,000
$12,500,000
$15,000,000
$17,500,000
$20,000,000
$22,500,000
$25,000,000
Reference: U.S Census Bureau and Department of Commerce
Country 2012 2013World Total
$ 24,505,239
$ 51,051,386
Netherlands
$ 9,496,748
$ 25,245,944
Canada $ 4,380,253
$ 8,588,723
Mexico $ 941,859
$ 4,221,913
United Kingdom
$ 1,863,895
$ 2,239,153
Poland $ 545,466
$ 1,706,814
Germany $ 671,789
$ 749,891
Italy $ 147,884
$ 673,866
Russia - $ 669,238
Sweden $ 359,868
$ 562,686
Australia $ 361,197
$ 546,510
Cranberries Prepared/Preserved – Top Importers
Netherlands
Canada
Mexic
o
United Kingdom
Poland
Germany
Italy
Russia
Sweden
Australia
$-
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
2012 2013
Reference: U.S Census Bureau and Department of Commerce
Country 2012 2013
World Total
$ 33,793,139
$ 46,285,238
Netherlands
$ 25,304,269
$ 38,421,766
Mexico $ 5,111,579
$ 5,810,330
Australia $ 818,888
$ 389,358
Jamaica $ 129,471
$ 386,907
El Salvador - $
305,646
Israel $ 194,160
$ 300,200
France - $ 282,000
Peru - $ 279,081
Lebanon $ 141,339
$ 55,623
Saudi Arabia - $
25,632
Cranberry Juice - Top Importers
$-
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
2012 2013
$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000 $900,000
2012 2013
Reference: U.S Census Bureau and Department of Commerce
MA seafood shipped around the globe.
Known for quality, taste, sustainability.
American LobsterSea ScallopsMonkfishSkate
Seafood Program
Food Export-NE is USDA/FAS-designated authority to administer funds for export promotion program for the region’s seafood industry, since 2004.
The MA Department of Agricultural Resources collaborates with Food Export NE and other states in New England to promote seafood businesses development
MA Seafood Exports
Seafood is #1 export from MA (2012 -2014)
MA ranks 3rd in nation for exports of fish products
10% of US total exports of fish products are from MA
24% of food businesses that get Branded funds are seafood companies
2014 Lobster exports increased to over $191 MChina + 41%S. Korea + 94%Hong Kong + 28%
US Census Bureau and Department of Commerce
MA Top Seafood Exports
2009 2010 2011 2012 20130
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
Fish, Crustaceans & Aquatic InvertebratesLobsters, Live, Fresh,ch, Dried, Saltd Or In BrineScallops Incl Queen, Frozen/dried/salted/in BrineScallops Incl Queen Scallops, Live, Fresh, ChilledLobsters, Including In Shell, Frozen
Reference: U.S Census Bureau and Department of Commerce
Top Seafood Importers from MA
Hong Kong
China
Belgium
Netherlands
United Kingdom
South Korea
Italy
Spain
France
Canada
0
25,000,000
50,000,000
75,000,000
100,000,000
125,000,000
150,000,000
175,000,000
Total Value USD
* Fish, Crustaceans, and Aquatic Invertebrates not prepared or preserved
Reference: U.S Census Bureau and Department of Commerce
