Printer Friendly
The Free Library
22,725,466 articles and books

FOREIGN FLAIR.



States Capitalize on Cap´i`tal`ize on`   

v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>.
 Strengths While Marketing Ag Products Overseas

"If I drink California wine, I'll look like George Clooney George Timothy Clooney (May 6, 1961) is an American actor, director, producer and screenwriter who gained fame as the lead doctor in the long-running television drama, ER ." "If I eat California artichokes, I'll look like Pamela Anderson

For other people named Pamela Anderson, see Pamela Anderson (disambiguation).


Pamela Denise Anderson (born July 1, 1967) is a Canadian-born actress, sex symbol, glamour model, producer, TV personality, and author.
." Crazy as those statements might sound, they reflect the mindsets of many foreign men and women who succumb to the influence of American TV shows and movies, says Fred Klose, acting director of the agricultural export program for the California Department of Food and Agriculture California Department of Food and Agriculture, which was established in 1919 by the California Legislature,[1] works in partnership with the agricultural industry and other governmental agencies to regulate various aspects dealing with food and agriculture related  (CDFA CDFA California Department of Food and Agriculture
CDFA Council of Development Finance Agencies
CDFA Certified Divorce Financial Analyst
CDFA Community Development Finance Association
CDFA Community Development Finance Authority
), Sacramento, Calif.

"Hollywood has been exporting California to the world since the first movie was made here in 1911, so we take advantage of that name recognition in marketing our agricultural products," Klose says.

California formalized for·mal·ize  
tr.v. for·mal·ized, for·mal·iz·ing, for·mal·iz·es
1. To give a definite form or shape to.

2.
a. To make formal.

b.
 its international ag products marketing program in 1986 with the passage of legislation for funding. Currently, just three trade specialists, three support employees and a few seasonal workers handle CDFA marketing endeavors that garnered farm gate receipts totaling $25 billion in 1999.

For more than 50 years, California has been first in the nation in agricultural diversity, currently producing some 350 different commercial ag products. Replacing France in total economic activity, California recently moved up as fifth largest economy in the world.

The key foreign ag markets for California products are Canada and Japan, which account for 50 percent of its exports and $1 billion in annual sales. Mexico ranks third with $281 million in annual sales. The European markets -- including the United Kingdom, Germany, Netherlands, and Spain -- collectively account for $706 million and round out California's top four ag export customers.

"We have about 89,000 farms, but the CDFA deals directly with less than 25 percent of our farmers," Klose mentions. "The vast majority of California's ag marketers are dealers, processors and packers."

The CDFA uses most of its $500,000 annual international marketing budget to participate in key trade shows around the world. "We play off companies' `Californianess,'" Klose emphasizes.

"Mention California and most people in other countries conjure Bay Watch fantasies of beautiful people with blond hair, suntans and surfboards, Klose asserts. "About five years ago the CDFA implemented the slogan "Taste the Sunshine" which is used exclusively for our international marketing efforts. We believe that slogan is the perfect tool to fuel those fantasies and get more bang for our marketing buck."

COWBOY CONNECTION

If you should visit the most expensive restaurant in Warsaw, Poland, anytime soon, don't be surprised to find an all-American entree on the menu -- beef brisket brisket

the mass of connective tissue and fat covering the anterior part of the chest in ruminants. Lies at the most ventral part of the neck, between the front legs and covering the anterior end of the sternum.
. This culinary delight is courtesy of efforts by the Texas Beef Council in partnership with the U.S. Meat Export Federation and the Texas Department of Agriculture (TDA TDA Texas Department of Agriculture
TDA Trade and Development Agency
TDA Transportation Development Act
TDA Tax Deferred Annuity (commonly known as TSA)
TDA Tienda (Spanish: store) 
).

This Poland initiative began in March 2000 when a small Texas marketing contingent visited the country famous for its sausage. With the help of interpreters, the group held seminars for some 300 Polish chefs, demonstrating how to use certain cuts of beef in Texas-style dishes like fajitas fajitas
Noun, pl

a Mexican dish of soft tortillas wrapped around fried strips of meat or vegetables [Mexican Spanish]
 and brisket.

The Council offset the cost for the project through a matching fund grant from the TDA's GO TEXAN Partner Program, a matching fund program developed to support promotional projects to increase markets for Texas agricultural products.

The program is part of the GO TEXAN campaign, a unified marketing initiative launched in 1999 under the leadership of Texas Agriculture Commissioner Susan Combs to raise the profile of products grown and processed in Texas.

"Texas has its own unique appeal," says Delane Caesar, TDA's assistant commissioner for marketing and promotion. "GO TEXAN builds on that recognition by identifying and spotlighting Texas products. It works internationally because Texas has such a strong identity."

Texas ranks second nationwide in agricultural production, generally ranks between third and sixth in U.S. ag exports, and enjoys annual farm gate receipts of $14 billion.

Beef cattle are the leading Texas ag commodity, and while it may be a new concept to enjoy beef brisket in Poland, it's no surprise that Mexico is the Lone Star Lone Star (or Lonestar) may refer to:
  • Lone Star Flag, the official flag of the State of Texas
  • The Lone Star State, an official nickname for the State of Texas; derived from the flag
 State's top beef cattle customer.

Currently, Mexico and Canada remain the key customers for Texas ag products, including commodities like grain, fiber and horses, as well as gourmet items like barbecue sauce and mesquite jelly. The Caribbean and Latin America Latin America, the Spanish-speaking, Portuguese-speaking, and French-speaking countries (except Canada) of North America, South America, Central America, and the West Indies.  are among the state's developing export markets.

"Worldwide, we are also pursuing ag export opportunities in the hotel, restaurant and institutional sectors," adds Nishi Whiteley, TDA's director for international marketing.

Texas products are an easy sell because of the Texas mystique that prevails throughout the world, Caesar and Whiteley concur. "When traveling abroad, people from our state don't often say `We're from the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. ,'" Whiteley says. "Rather, they say `We're from Texas!'"

ROCKY MOUNTAIN MARKETING HIGHS

For several years Colorado's livestock producers have been actively working to increase their sales of breeding stock to ranchers in Mexico. This effort has included attending livestock shows and participating in trade missions in Mexico with the Colorado Department of Agriculture (CDA (1) (Compact Disc Audio) The compact disc file extension that is seen on the computer in Explorer or some other file manager. CDA files are actually pointers to the locations of the individual tracks on the CD medium. See CD-DA. ), Lakewood, Colo., as well as helping to host reverse trade missions to Colorado for Mexican ranchers. In 1998, Colorado livestock producers -- assisted by the CDA -- formed a cooperative to expand livestock trade with Mexico.

Now 18 breeders strong, the Colorado Cattle Trade Co-op is the only U.S. co-op that's been created to export beef genetics, including live animals, embryos and semen. In 2001, Joel and Linda Shoeneman of the 5 M Charolais Ranch, Roggen, Colo., and charter members of the Co-op, won the Colorado Governor's Award for excellence in exports in the agricultural sector.

"Co-op members now attend Mexican trade shows once or twice each year, and they invite Mexican cattle producers to visit their farms," says Tim Larsen, senior international marketing specialist with the CDA. "The breeders also produce videos of their farms and cattle, and they have even published a Spanish/ English dictionary of cattle industry terms."

Annual cash receipts for Colorado food and agricultural products total about $15 billion, with some $4.5 from farms and ranches and the remainder from the state's food processing Food processing is the set of methods and techniques used to transform raw ingredients into food for consumption by humans or animals. The food processing industry utilises these processes.  industry, which includes Coors, Cargill, and Con-Agra, Larsen says.

"But there are federal export marketing funds available to every farmer in every state, regardless of the size of his or her operation," Larsen points out. "The USDA USDA,
n.pr See United States Department of Agriculture.
 Foreign Agricultural Service provides some $90 million to 20 to 30 cooperators, which are regional and commodity groups that pool efforts and resources."

Colorado belongs to the cooperator called Western United States Noun 1. western United States - the region of the United States lying to the west of the Mississippi River
West

Santa Fe Trail - a trail that extends from Missouri to New Mexico; an important route for settlers moving west in the 19th century
 Agricultural Trade Association, which splits an annual $6.15 million matching funds Noun 1. matching funds - funds that will be supplied in an amount matching the funds available from other sources
cash in hand, finances, funds, monetary resource, pecuniary resource - assets in the form of money
 purse for generic and branded marketing programs.

The CDA is focusing its 2001 efforts on marketing organic and natural foods to Canada and Europe, food ingredients to Japan and Europe, retail foods and snacks to Mexico and China, and food service commodities to Japan, Mexico and Canada.

To that end, the CDA sponsors a number of programs including "How to Export" seminars for any of the state's 25,000 farmers who care to participate.

"About five years ago, a sunflower producer based in Fort Morgan Fort Morgan can apply to two places in the United States:
  • Fort Morgan, Colorado, a city located in Morgan County, Colorado
  • Fort Morgan, Alabama, a fort at the mouth of Mobile Bay
, Colo., came to one of our seminars not knowing anything about exporting," Larsen says. "Today, approximately 35 percent of all the raw sunflower seeds exported from the U.S. to mainland China -- 1,000 tons annually -- comes from that producer."

BUILDING NEW ROADS

From alligators to zucchini, some 240 commodities accounting for $7 billion at the farm gate carry the "Fresh From Florida" marketing logo developed in 1990 by the Florida Department Florida is a department (departamento) of Uruguay. Population and Demographics
As of the census of 2004, there were 68,181 people and 21,938 households in the department. The average household size was 3.1. For every 100 females, there were 100.4 males.
 of Agriculture and Consumer Services Consumer Services refers to the formulation, deformulation, technical consulting and testing of most consumer products, such as food, herbs, beverages, vitamins, pharmaceuticals, cosmetics, hair products, household cleaners, [paints, plastics, metals, waxes, coatings, minerals,  (FDACS FDACS Florida Department of Agriculture and Consumer Services ), Tallahassee, Fla.

"Our biggest challenges in international marketing are trade barriers and they must be mediated to enable shipments of Florida goods into respective offshore markets," says Ted Helms, bureau chief of development and information for the Florida Department of Agriculture and Consumer Services (FDACS) Division of Marketing and Development.

"We are developing a market in China for our citrus fruits, for example, but first we must create an awareness of the product," Helms points out. "Distribution of perishables presents another problem in shipping to far away markets."

Florida has a great success story relative to developing new markets. As recently as four years ago, sweet corn was virtually unknown in Great Britain Great Britain, officially United Kingdom of Great Britain and Northern Ireland, constitutional monarchy (2005 est. pop. 60,441,000), 94,226 sq mi (244,044 sq km), on the British Isles, off W Europe. The country is often referred to simply as Britain. . In 1997, the FDACS used federal funds Federal Funds

Funds deposited to regional Federal Reserve Banks by commercial banks, including funds in excess of reserve requirements.

Notes:
These non-interest bearing deposits are lent out at the Fed funds rate to other banks unable to meet overnight reserve
 to promote sweet corn along with other commodities, such as sweet potatoes and blue berries, in that country. Those promotions sparked demand. In 2000, Florida shipped no less than 1,000 tons of sweet corn to England for distribution through three major grocery store chains.

"The British didn't know anything about our sweet corn until we took some to England, so you could say we cut a road where previously no passage way existed," Helms quips.

MOOVING PRODUCTS OVERSEAS

You don't have to be a Cheesehead to realize that, thanks to its longstanding reputation as America's Dairyland, Wisconsin "Dairyland" redirects here. For the city in California formerly known as Dairyland, see La Palma, California.
Dairyland is a town in Douglas County, Wisconsin, United States. The population was 186 at the 2000 census.
 enjoys great demand for its agricultural commodities worldwide.

The Wisconsin Department of Agriculture, Trade and Consumer Protection's (DATCP DATCP Department of Agriculture, Trade and Consumer Protection (Wisconsin) ) International AgriBusiness Center, Madison, Wis., focuses on key marketing areas that include such products as dairy and livestock genetics, dairy products dairy products dairy nplproduits laitier

dairy products dairy nplMilchprodukte pl, Molkereiprodukte pl 
, feed and grains, farm equipment, and a large variety of processed and specialty foods/commodities.

With Wisconsin's reputation as a forerunner in agricultural biotechnology and research, DATCP marketing staff have another competitive advantage in touting the state's benefits with international buyers. "We receive numerous requests for information about cattle cloning, transgenic milk and other developing technologies," says Jayne Krull, DATCP's marketing consultant for dairy genetics.

The World Dairy Expo The World Dairy Expo, or World Dairy Exposition, is a cattle show held annually at the Alliant Energy Center in Madison, Wisconsin, United States. Considered the largest and most important dairy cattle Show in North America, it has been held in the first week of October since 1967.  is undeniably the Wisconsin dairy industry's greatest marketing tool. Held in Madison, Wis., each year since 1967, Expo brings some 3,500 international visitors to the state from more than 70 countries.

Throughout the year, Wisconsin markets dairy genetics to about 20 countries, accounting for about 50 percent of U.S. dairy genetics exports, and garnering annual revenues of $40 million. The state's top customers for live animals are Mexico, Saudi Arabia, Canada, Japan and France, while its leading semen purchasers are Germany, Canada, Mexico, Brazil and Argentina.

"With diminishing state dollars available for marketing, we are more aggressive in leveraging federal dollar's to conduct foreign market development and promotion activities," Krull says.

A recent DATCP initiative resulted in the agency receiving more than $67,000 from USDA to work with the University of Wisconsin-Madison “University of Wisconsin” redirects here. For other uses, see University of Wisconsin (disambiguation).
A public, land-grant institution, UW-Madison offers a wide spectrum of liberal arts studies, professional programs, and student activities.
 to develop emerging dairy markets in Guatamala and El Salvador, by conducting training workshops for influential dairy producers in these two regions.

"NOTHIN' COULD BE FINER ..."

From the mountains to the sea, North Carolina North Carolina, state in the SE United States. It is bordered by the Atlantic Ocean (E), South Carolina and Georgia (S), Tennessee (W), and Virginia (N). Facts and Figures


Area, 52,586 sq mi (136,198 sq km). Pop.
 ranks third nationally in agricultural diversity, which includes traditional farm products, forestry products and seafood, according to Britt Cobb, director of international marketing for the North Carolina Department of Agriculture and Consumer Services (NCDACS NCDACS North Carolina Department of Agriculture and Consumer Services ), Raleigh, N.C.

"Canada accounts for 90 percent of our produce export market, followed by Europe and Asia, while Japan buys 40 percent of our seafood," Cobb relates. "Over the past ten years, the top three importers of all North Carolina ag products have been Canada, Mexico and Japan."

An increasing amount of the $3 billion annual Tarheel export purse is garnered by diversified farmers with small and medium size operations, many of whom are transitioning out of tobacco production. These individuals market the gamut from apples and ginseng ginseng (jĭn`sĕng), common name for the Araliaceae, a family of tropical herbs, shrubs, and trees that are often prickly and sometimes grow as climbing forms.  to zucchini, and have benefited greatly from NCDACS educational programs offered free of charge to producers with ag operations of all sizes.

"We help our producers with all aspects of the export process, including market research, contacting and hosting buyers, transportation arrangements and dealing with bankers," Cobb elaborates. "Our most important job is to educate North Carolina agribusinesses that, even in light of trade barriers and phytosanitary issues abroad, there is a bigger market available than just North Carolina or the Southeast."

Without state export programs, smaller farms would not have great opportunities to survive and grow, Cobb says. "The NCDACS has the resources to organize marketing initiatives collectively that small- and medium-size farms could not handle individually," he points out. "With our encouragement and resources, many of these smaller producers have achieved great success."

Aside from its major export customers, the NCDACS has gone to out of the way places like Indonesia and Moldova to find markets, and is hoping for opportunities to pursue untapped markets in the years ahead, especially China, Cuba and the Caribbean.

"The future of American agriculture is in the international marketplace," Cobb believes. "Farmers in this country are more efficient and producing greater quantities of food than ever before, but most Americans aren't going to start eating four meals a day. Producers and companies that will grow, increase sales and survive in the years ahead will be those that market their products overseas."

Linda Leake is a freelance journalist covering the agriculture industry from her home base in Wilmington, N.C.
COPYRIGHT 2001 Doane Information Service
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

 Reader Opinion

Title:

Comment:



 

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:state agricultural programs, marketing strategies, and campaigns promote international trade
Comment:FOREIGN FLAIR.(state agricultural programs, marketing strategies, and campaigns promote international trade)
Author:Leake, Linda L.
Publication:Agri Marketing
Article Type:Industry Overview
Geographic Code:1USA
Date:Oct 1, 2001
Words:2108
Previous Article:PHARMACIA DAIRY MEDIA EVENT FEELS LIKE A NICE VISIT TO GRANDMA'S HOUSE.
Next Article:WORLD AGRICULTURE FUTURE UNCLEAR.
Topics:



Related Articles
Back to the future? A trade policy outlook.
Silicon Valley Toxics Coalition. (ehpnet).
Toward a new foreign policy.
Citizen-based agenda.
Nist publishes online e-handbook of statistical methods. (General Developments).
The evolution of a farm show: International Agri-Center Moves From Yearly Farm Show Host To Agriculture Hub).
Finding common ground through Shared Solutions[SM]: building beneficial relationships starts with careful listening. (Best of show: public relations).
Agricultural Publications Summit InfoExpo Guide.

Terms of use | Copyright © 2014 Farlex, Inc. | Feedback | For webmasters