We sat down with Paul Weiss, Liaison Manager at Food Export-Northeast and Food Export-Midwest, to learn about Food Export’s Export Roadmap, a new tool to better connect suppliers to resources to enhance their ability to realize their export goals. There are tailored Export Roadmaps for both new and experienced exporters. In this issue, we’ll dive into the Export Roadmap for new exporters; in the next issue, we’ll highlight the tools available to guide experienced exporters.
1. Food Export has recently launched two Export Roadmaps – one for new-to-export suppliers and one for experienced suppliers. Can you tell me more about them and how they came about?
The Export Roadmaps came about as we wanted to create a clearer pathway for suppliers to follow to increase their likelihood of success. Our Liaison team has always started off working with a new-to-export company by first listening to them and understanding their business and their export goals before making some recommendations for getting started. The new Export Roadmap guides suppliers along comprehensive resources and actions that are building blocks for successful exporting. And the Liaisons are helpful guides who can shine a light on the path at key points through the journey.
2. Food Export-Midwest and Food Export-Northeast each have over 50 years of working with small- and medium-sized exporters (SMEs) of food and agricultural products. What are the typical challenges facing SMEs as they consider exporting for the first time?
Time and resources are the biggest constraints for the small- and medium-sized enterprises with whom we work. It’s challenging, yet important to have one or more individual within a company who can take the time that is required to learn the ins and outs of the export process. Meeting the international buyers is the easy part; preparation and follow-up take the most time.
Through our programs and services, we try to save suppliers’ time, make it easier for them to find the answers they need and avoid pitfalls along the path.
3. Why should suppliers make this investment in exporting?
For a lot of companies, their U.S. business is booming or just getting off the ground and it’s natural that they may need to keep a domestic focus in the short-term. Though, as many suppliers learn, especially as they attend trade shows, we’re in a globalizing world and they are going to miss out on a lot of business if they don’t develop a strategy to service export markets and export opportunities. Sooner or later, you’re missing out if you don’t take advantage.
4. I see the first step on the roadmap for new exporters is the consultation with a Food Export Liaison. Can you talk about the value that connecting with their Food Export Liaison can bring to new exporters?
When you’re setting on a new and unknown path, it’s so helpful to have a trusted guide to shine the light on the way forward. The Liaison team can be that resource to guide suppliers toward their first steps to prepare for exporting. For example, if a supplier doesn’t know what their products’ Harmonized Schedule (HS) codes are — or even know what HS codes are — their Liaison can explain their importance and help them find the codes for their products.
It’s also daunting for new exporters to know what markets might be suitable for their products. Liaisons can guide suppliers to the top markets for their product types, which can help put a sharper focus on suppliers’ export aims. At the same time, Liaisons are likely to recommend educational resources, like Export Essentials Online, which helps build export knowledge and confidence.
Rather than a one-time consultation, new exporters can see their Liaison as an ongoing companion on their export path. Once suppliers build their baseline export knowledge, their Liaison can recommend more active ways to gain qualified importer leads.
5. Could you talk about why seasoned sellers in the U.S. market might need to learn some new things to be successful in exporting?
New exporters will likely realize that it may take a bit longer to actualize the sale to an international customer. There may be some additional paperwork as well as some costs they have to consider to have their product landed in the foreign market. While the initial upfront effort for an export sale may be greater, I often hear from experienced exporters that once you have built a new importer relationship, it can be a very enduring and stable partnership.
6. I notice that on the roadmap after exporter education there is a step called “Prepare & Plan.” It seems like you’re suggesting a very deliberate “pause” before launching into meeting buyers. What’s the value of taking some preparation time after getting that grounding in exporter education?
Taking advantage of the “Prepare and Plan” resources that Food Export offers can help suppliers to make the most of their time at an event — whether it is by watching a free webinar on how to prepare for meeting foreign buyers or how to develop export pricing.
A supplier who invests in preparing for buyer meetings is demonstrating that they take their export business seriously and that helps the importer feel confident that the supplier could be a reliable and trustworthy partner. For example, that could mean investigating in advance whether your product could enter a particular market tariff-free due to a Free Trade Agreement or would be subject to a tariff; it’s a very helpful point to know that before talking with the buyer.
7. The next step on the road map is the one that suppliers are usually most excited about — meeting buyers. Can you talk about some of the best ways new-to-export suppliers can meet qualified international buyers?
Meeting international buyers is the fun part of the export process and Food Export has plenty of opportunities to connect fish and shellfish suppliers with international buyers. Of course, there is Food Export’s annual Seafood Buyers Mission at Seafood Expo North America. This is an easy way to meet qualified fish and shellfish buyers from all over the world, here in the U.S. And Food Export-Northeast’s pavilion at Seafood Expo Global in Barcelona allows you to a chance to have a supported presence at the largest global fish and shellfish trade show.
Less known though are Food Export’s other activities that can easily be tailored for a fish and shellfish exporter’s needs — such as Focused Trade Missions. With a number of missions held throughout the globe each year, suppliers will have one-on-one buyer meetings customized to the supplier’s market goals.
8. Once a supplier starts to export, the roadmap points to in-market promotion. What are some ways a supplier can support successful sales of their products in a new market? What resources does Food Export have to help those efforts?
Food Export’s Branded Program can be an amazing resource to help a supplier promote their products in overseas markets. The 50% cost-share funding can help offset the costs of required package and label changes as well as websites, videos and social media targeted for export markets. The funding can also support retail and foodservice promotions organized by a supplier’s importer. Basically any expenses you incur to promote your brand to international buyers will likely be eligible for 50% reimbursement through the program. Having a consultation call with your Liaison is a great way to discuss ways of using the program you maybe haven’t considered before.
9. We’ve covered a lot of ground – let’s bring things back to basics. How does a newer-to-export supplier best get started or begin again on their exporting journey?
If a company is new and hasn’t yet made an online account on the Food Export website – that should be their first step. With that they can start to access lots of export educational content, most of which is free. I also recommend they connect with their Liaison, who can help them navigate the next steps on their export path based on their experience and growth goals.
