From the Desk of the CEO: July 2024

Dear Food Export Community, 

As we navigate a period of unprecedented funding and bold vision, it’s crucial to engage in strategic planning that not only guides our current actions but also shapes our future. Our recent success in securing record funding through the Regional Agricultural Promotion Program (RAPP) marks a pivotal moment. Now, more than ever, strategic questions are essential to ensure alignment with our mission and vision, driving growth for small- and medium-sized food and agricultural businesses in the Midwest and Northeast. 

The Power of Strategic Questions 

Strategic planning begins with a fundamental question that every mission-based organization must ask: “Are we doing the right things to achieve our mission and vision?” This question prompts a deeper exploration of our goals and initiatives, encouraging us to critically evaluate whether our efforts genuinely advance our mission or merely maintain the status quo. 

In our strategic planning process, we embrace an outlook of optimism and growth, always ready to explore new opportunities and adjust our strategies based on fresh insights and results. This approach ensures we continuously improve and make decisions that best serve our stakeholders. More than ever, we need to see costs as investments, transactions as steps in building lasting relationships, and challenges as opportunities to be embraced rather than obstacles to avoid. 

Strategic Questions for Food Export 

1. How Do We Simplify Success for Our Stakeholders? 

• Are our programs and initiatives effectively reducing barriers and risks for small- and medium-sized businesses? Why or why not? 
• How can we leverage technology and innovation to make exporting more accessible and less complex? 

2. How Do We Enrich Exchange? 

• How can we enhance our efforts in connecting businesses with importers, distributors, manufacturers, and retailers worldwide? 
• What strategic partnerships and market opportunities should we pursue to enrich these exchanges? 

3. How Do We Realize Resources Efficiently? 

• Are there untapped operational efficiencies that would better drive growth and prosperity for our member states and U.S. agriculture? 
• How can we ensure that our investments yield the maximum impact for our stakeholders? 

Strategic Theme in Action: Simplifying Success 

One of the key strategic themes we are focusing on is Simplifying Success. This is a preview of some working hypotheses, and we look forward to more discussions as a community to validate it or uncover new directions if necessary. 

• Evolving Programs: We aim to repackage and evolve our programs to better articulate the needs of businesses.  Whether that is seafood or alcoholic beverages, it should be clear and obvious on how to engage Food Export, and what value is created. 
• Revisiting Specialized Services: This might require revisiting longstanding brands like “Market Builder” and “Food Show PLUS™” to ensure they clearly convey the value they create for small businesses. While these programs are robust in substance, the naming conventions and bundling of services may need a facelift to better reflect their benefits and relevance to their target audience. We aim to make it straightforward for businesses to understand the specific advantages of each program and how they can be leveraged for their success. 
• Addressing Gaps: This includes addressing gaps in education services since the sunset of the Food Export Helpline and leveraging technology to expand support for buyers and third parties, such as freight forwarders. 

By creating clearer paths and reducing on-ramps, as well as better engaging vendors that facilitate the export process, we ensure that food and ag companies have the tools and support they need to thrive in international markets. 

We invite your thoughts and feedback on this direction. Your insights are crucial as we refine our strategic plan and ensure it aligns with our mission and vision. Please share your feedback by emailing info@foodexport.org with “Attn: Brendan Wilson” in the subject line. 

Moving Forward Together 

Strategic planning is more than a roadmap; it is a dynamic tool that helps us manage change, follow through on our commitments, and keep our stakeholders informed and engaged. By maintaining flexibility and continuously seeking improvement, we ensure that we are always a step ahead in our mission to support small- and medium-sized businesses. Embracing this approach allows us to seize new opportunities and leverage our resources to their fullest potential. 

At Food Export, we are committed to cultivating global relationships, rooted in trust, and producing results. We nurture lasting relationships across borders, invest in and support our stakeholders, and focus on long-term success. By viewing costs as investments and challenges as opportunities, we build stronger partnerships and create a brighter future for all. 

As we continue our strategic planning process, your input and engagement are invaluable. Thank you for your continued trust and partnership. Let us embrace these strategic questions and work together to create impactful, sustainable growth for our regions. 

Sincerely,

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.