From the Desk of the CEO: November 2024

Dear Food Export Community, 

At Food Export, the success of U.S. small- and medium-sized enterprises (SMEs) depends on one extraordinary asset: our stakeholder network. This system of partnerships, built on shared values and mutual reliance, cultivates relationships, fosters trust, and delivers results. Reflecting on this network helps us align priorities, strengthen partnerships, and amplify outcomes.

Take Herr Foods Inc., a Pennsylvania-based SME. Through Food Export’s network, they revitalized a dormant relationship with a Mexican buyer and secured $70,000 in sales last year, with sales expected to double in 2024. This is just one example of how our stakeholder network delivers tangible results for U.S. businesses.

The Power of Stakeholder Analysis

Stakeholder analysis helps us understand the roles, needs, and contributions of those in our network. It’s not just about identifying groups; it’s about seeing how they interact and where opportunities for alignment exist. For Food Export, stakeholder analysis matters because:

1. It clarifies priorities: Understanding stakeholder needs helps us focus resources on the greatest areas of impact.
2. It builds stronger relationships: By fostering mutual understanding, we create trust and lasting partnerships.
3. It uncovers opportunities for alignment: When objectives diverge, identifying these moments allows us to adapt and find common ground.

Through this lens, our network isn’t just a collection of collaborators—it’s an interconnected system where each part amplifies the success of the whole.

Visualizing our network as a series of concentric circles helps clarify how each group contributes to our mission. At the center are U.S. suppliers, supported by layers of partners who play essential roles.

At the Core: U.S. Suppliers

Small- and medium-sized businesses like Herr Foods Inc. are at the center of everything we do. These suppliers rely on Food Export to navigate export readiness, market entry, and international growth. Their success creates jobs, strengthens communities, and fuels local economies, making them the focal point of our programs and services.

Foundational, Direct Support: Staff, USDA FAS, and Member States

Surrounding SMEs is the foundational layer of stakeholders who directly enable our mission:

• Food Export Staff: Our team develops and executes programs tailored to SME needs, ensuring operational excellence.
• USDA Foreign Agricultural Service (FAS): FAS provides essential funding, policy guidance, and market intelligence. This public-private partnership embodies our value of rooting our work in trust by ensuring public resources are used responsibly to drive real results.
• Member State Departments of Agriculture: The heads of 23 state agricultural agencies make up our Boards of Directors, while state staff collaborate on program design and implementation. These partnerships ensure that Food Export’s efforts align with state and regional priorities, reinforcing our value of producing results.

Critical Infrastructure: In-Market Representatives, Contractors, and Commercial Allies

This layer forms the backbone of our operations, connecting SMEs to international opportunities:

• In-Market Representatives (IMRs): Located in more than 20 markets worldwide, these representatives provide critical on-the-ground expertise and build relationships with buyers, distributors, and retailers, reflecting our commitment to cultivating global relationships.
• U.S.-Based Contractors and Activity Coordinators: These experts execute educational programs, ongoing services, and trade events, bridging the gap between SMEs and global markets.
• Foreign Importers, Distributors, Manufacturers, and Retailers: These commercial allies translate demand into tangible sales, connecting SMEs to consumers abroad.

Our Extended Ecosystem: Industry and Service Partners

Beyond these layers is an extended network of collaborators that broadens our capacity and reach:

• Industry Partners, like the National Association of State Departments of Agriculture (NASDA) or the National Confectioners Association (NCA), align sector-wide efforts with Food Export’s mission, creating synergies that benefit SMEs.
• Service Providers, including freight forwarders, trade show organizers, and co-packers, are critical for SMEs to make, market, and move products.

Bringing the Network to Life: Herr Foods Inc.

The story of Herr Foods Inc., a family-owned snack company in Pennsylvania, is a testament to the power of our stakeholder network. In May 2022, Herr Foods attended the Sweets & Snacks Buyers Mission in Chicago—a collaboration with the National Confectioners Association (NCA). The mission was funded by USDA’s FAS, supported by the Michigan Department of Agriculture and Rural Development, executed by one of our most experienced U.S.-based contractor activity coordinators, and featured buyers recruited by our In-Market Representatives across the world.

During the mission, Herr Foods reconnected with a buyer from Soriana Club Mexico, a relationship that had gone dormant. Thanks to the face-to-face interaction facilitated by this event, Herr Foods rejuvenated their partnership and secured $70,000 in sales of barrel snacks and club packs in 2023, with sales expected to double by the end of 2024.

This success story illustrates how Food Export’s programs, powered by our stakeholder network, create lasting opportunities for SMEs.

What’s Next for Food Export’s Stakeholder Network?

As Food Export continues to grow, understanding our stakeholder network isn’t just an exercise—it’s a strategic imperative. How can we deepen these relationships, align priorities, and ensure our shared values—cultivating relationships, rooting our work in trust, and producing results—guide every interaction?

Perhaps a visual “stakeholder wheel” is in our future to illustrate these connections more clearly. Sounds like a great project for an upstart Communications Associate! For now, I encourage every stakeholder—whether you’re an SME, a state partner, or part of our extended ecosystem—to reflect on your role in this network. Together, we can strengthen our connections, unlock new opportunities, and amplify our impact.

Thank you for being part of this extraordinary effort. By working together, we’re not just advancing U.S. exports—we’re building a model of collaboration and success that benefits all stakeholders.

Sincerely,

Brendan Wilson 

CEO/Executive Director 

PS: In December, I’ll share thoughts on the year ahead, including what the incoming administration and Farm Bill discussions could mean for our work. Stay tuned for updates on how Food Export is preparing to navigate these changes.

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.