From the Desk of the CEO: August 2024

Dear Friends and Colleagues, 

After wrapping up my MBA earlier this year, I find myself reflecting on several insights that resonate with our work at Food Export-Midwest and Food Export-Northeast.  

Marketing Matters—A Real-World Example and Research Insight 

One of the most profound lessons I’ve encountered is the critical role of marketing in driving business success. This isn’t just about visibility; it’s about strategically positioning your brand to connect with the right audiences and driving growth. A compelling example from our network is the story of a Minnesota supplier who utilized our Branded Program to expand their sales in international markets, particularly in China. This company’s success was not accidental; it was the result of targeted marketing efforts that built and sustained their brand abroad. 

This is more than anecdotal. Recent research supports the transformative power of marketing, especially for small businesses. A study conducted in Uganda showed that entrepreneurs who received marketing assistance significantly outperformed those who received other forms of business consulting, such as operations or finance. These entrepreneurs saw greater growth in sales, profits, and overall business development, underscoring that marketing is not just one piece of the puzzle—it might be the key driver of success for many businesses. This has exciting applications for our Branded Program, which is designed to provide marketing resources to U.S. companies so they can tell their stories abroad. 

Building Cooperation Through Business 

Another takeaway from my program is the role of business as a powerful tool for fostering global cooperation. In our work, we facilitate trade relationships that extend beyond simple transactions—they create longstanding, mutually beneficial partnerships. While the geopolitical landscape often seems fraught with tension, the trade connections we enable offer a counterbalance, fostering shared interests among the individuals within the communities that comprise the countries we see on the news, including our own. A closer look reveals genuine cooperation, often overshadowed by the posturing and cynicism portrayed in the media. 

Take, for instance, the Minnesota company doing business in China. Despite complex political dynamics, the deep trade ties we’ve cultivated demonstrate a business’s potential to drive positive relationships between our countries. When U.S. suppliers successfully enter a market, we’re not just supporting economic growth—we’re contributing to a broader, more constructive exchange between firms in our regions and the buyers, distributors, importers, and retailers in China, in this example, who choose to invest in one another’s futures. These connections are invaluable, and from where I sit, the more we engage in these trade relationships, big and small, the better we contribute to a cooperative and prosperous world. 

Financial Literacy: A Core Competency for All 

Lastly, my MBA experience underscored the importance of financial literacy for everyone in our organizations. Courses on financial statement analysis and accountancy led to a few late nights, but they proved to be the most valuable. Financial literacy isn’t just about understanding numbers; it’s about making informed decisions that contribute to the health and sustainability of our organizations. This skill is crucial at every level, from entry-level staff to senior management, and it pays off in countless ways. In nonprofits like ours, where every dollar counts, investing in this competency is essential to fulfilling our mission and effectively supporting our stakeholders. It empowers us all to engage in meaningful discussions about budgeting, resource allocation, and strategic planning, ultimately driving our success. 

For your next professional development opportunity or cross-functional project, I highly recommend incorporating a component that enhances your ability to understand and leverage these vital skills. 

Wrap Up and Thank You 

As I wrap up this month—and my MBA—I’m relieved to have crossed the finish line and incredibly grateful for the support I received along the way. Special thanks to University of Notre Dame Professors Frank Germann, James Otteson, and Mike Meyers, whose works I’ve leaned on for this piece and beyond. 

A huge shoutout to my wife for doing more than any partner should have to. Between the program and business trips, I owe a lot of bedtimes, wake-ups, and everything in between. I’m working hard to balance the family ledger, but I think I’ll be in the red for a while! This journey has been enriching, and I’m excited to bring these insights to our work at Food Export. Thank you all for your dedication—together, we’re building a stronger global community, one connection at a time. 

Best regards, 

Brendan Wilson 

CEO/Executive Director 

Your Input Matters: If there is a topic you wish for me to discuss in this space, let me know. You can reach me at info@foodexport.org. Just put Attn: Brendan Wilson in the subject line.