You’ve done the hard part; you have an importer in place in an overseas market. Maybe they’re ordering regularly, and you’re looking for ways to help them increase sales. Or maybe they just placed their first order (congrats!), and you want to make sure this relationship grows into a long-term success.
Here’s how you can take
Here’s the good news: you can help your importer market your products and expand your brand’s presence without covering the cost yourself. The Branded Program reimburses 50% of eligible marketing expenses, making it easier for your importer to promote your products, increase their sales, and ultimately grow your business in that market.
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Before applying, you need your importer’s buy-in. Reach out to them and explain how the Branded Program works:
It’s a cost-share program: Your importer covers 50% of marketing costs, and the Branded Program reimburses the other 50%.
They must track and submit marketing expenses. Clear documentation submitted in a timely manner is required for reimbursement.
A reimbursement schedule should be established with you and your importer. Decide if claims will be submitted quarterly or after each activity. Submitting early allows for any necessary corrections to be addressed early, ensures faster payments, and avoids end-of-year processing delays.
There are two program fees. Work with your importer to determine who will cover:
• A one-time application fee
• A 6% administrative fee – This fee is based on the reimbursement amount for the marketing expenses.
Need help? Contact Food Export with any questions. We’d be happy to join the conversation to explain the details directly to your importer.
Next, work with your importer to develop a simple, clear marketing plan that outlines:
What marketing activities will be used? (Trade shows, in-store promotions, digital ads, etc.)
How much will each activity cost? (Provide an estimated USD amount.)
What’s the expected impact? (Will it increase brand awareness? Lead to new distribution? What’s the projected sales growth?)
This plan helps Food Export approve your application and ensures your importer is aligned on the strategy.
Here’s an example of what you might put together:
Since the Branded Program runs annually, it’s best to apply before the year starts so you have the full 12 months to use the funds. However, applications are accepted throughout the year as long as funding is available. Here’s what you need to do to apply: Pre-Qualification Application Sign Contract
Submit a pre-qualification form. This helps us confirm that your company is eligible (small business, selling U.S. ag products, located in the U.S.).
Complete the full application. This is where you plug in those marketing plans and pay the application fee.
Sign the contract & pay the admin fee. Once your application is approved, you’ll finalize participation by signing the agreement and paying the 6% administrative fee.
Important: You must apply and be approved before any marketing activities take place to qualify for reimbursement.
Now it’s time for your importer to put the plan into action! They should:
• Take photos of in-store promotions, events, and advertisements.
Claims should be submitted early and often to ensure quick processing – don’t wait until the last minute! The deadline for each program year is February 28 of the following year.
To get reimbursed, you or your importer will need to submit a claim on the Food Export website. Each claim requires:
• An invoice for the expense
• Proof of payment
• Proof of the marketing activity (photos, event materials, ad copies)
• A visible U.S. origin statement
Food Export reimburses U.S. suppliers only, so once you receive your reimbursement, you’ll need to pass it along to your importer. You can do this in two ways:
• Send a direct wire transfer.
• Offer a credit on your importer’s next order.
Once you’ve reimbursed them, submit your proof of payment to Food Export.
After you submit proof of payment, Food Export will reimburse you for 50% of the eligible marketing expenses – typically within 30 days of submission.
This program isn’t just about supporting your importer – it’s about making your brand more competitive in international markets while reducing your marketing costs. If you’re looking for ways to increase sales, expand brand awareness, and strengthen importer relationships, the Branded Program is a smart, strategic tool to help you get there.
Ready to take advantage of this opportunity? Visit the Branded Program page to learn more!
WE'RE HERE TO HELP!
Food Export-Midwest
Cindy Curtis IA, IN, Ml, MO, OK
312.334.9229, ccurtis@foodexport.org
Daniel Griffith KS, MN, SD, WI
312.334.9217, dgriffith@foodexport.org
Matthew Lorenz IL, NE, ND, OH 312.334.9225, mlorenz@foodexport.org
Food Export-Northeast
Deborah lngravallo NH, NJ, PA
215.599.9747, dingravallo@foodexport.org
Grant Behmke CT, ME, MA, RI, VT
215.599.9753, gbehmke@foodexport.org
Logan Zweifel DE, NY
215.599.9748, lzweifel@foodexport.org
$60' /
Virtual Consultations are the perfect tool to tap into the expertise of Food Export's network of In-Market Representatives. Explore questions related to export plans and market expansion, like:
• What are the labeling requirements for the market?
• What are some common market challenges I barriers to entry?
• What are the general import requirements for the market?
• What is the marketability for specific products - is this a common product in the market, is this flavor popular, does this fit in eating trend, etc.?
Our in-market experts will do their best to answer your questions and deliver valuable feedback to help you achieve export success.
• Save time and money with on-demand consultations using video conference technology.
• Ask market-specific questions and receive real time answers from our in-market experts.
• Maximize your investment with export resources early in the planning process.
•Gain export confidence through access to expert knowledge and resources to maximize your in-market activities
• China
• Mexico
•Japan
• Taiwan
•Southeast Asia
• Hong Kong
• South Korea
• Central America
• Canada
• South America
•Africa
• Europe
• Caribbean
• Oceania
• Middle East
Showcase your products at different shows around the world! Use our Product Showcase service as a stepping stone into a new market.
Services Provided: �-4
Virtual pre-show briefing with In-Market Representatives
Samples & literature displayed in the booth & shared with key prospects
One-page post-show report with a trade contact list
Shipping instructions for sending product samples to the show
Curious about what goes into a Product Showcase? Head over to our YouTube channel for an ins ide look at how we will highlight your products: htt{2s:lly_outu.be/GZVHHF-RnZA?si=kZFq5e7P-wQ3W9Rhn
Cindy Curtis IA, IN, Ml, MO, OK 312.334.9229, ccurtis@foodexport.org
Daniel Griffith KS, MN, SD, WI 312.334.9217, dgriffit h@foodexport.org
Matthew Lorenz IL, NE, ND, OH 312.334.9225, mlorenz@foodexport.org
Food Export-Northeast
Deborah lng ravallo NH, NJ, PA 215.599.9747, din gravallo@foodexport.org
Grant Behmke CT, ME, MA, RI, VT 215.599.9753, gbehmke@foodexport.org
Logan Zweifel DE, NY 215.599.9748, lzweifel@foodexport.org
Food Export Midwest USA www.foodexport.org
TOP U.S. PROCESSED FOOD EXPORTS TO THAILAND IN 2023
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“The
Food Export program has helped our farm expand and build to the Japanese market … The program co-funding has absolutely helped us gain traction and make friends in Japan.”
BRUCE WRIGHT, ORCHARD GATE
In 2024, Orchard Gate participated in Food ExportMidwest’s Branded Program, using co-funding to showcase their JK’s Farmhouse Ciders at the Japan Cider Cup in Tokyo. The event helped increase brand awareness, boost sales, and even led to product placement in military establishments in Okinawa.
Read more Food Export Success Stories.
Kittery, Maine-based Good To-Go, a producer of dehydrated meals for active lifestyles, leveraged Food Export-Northeast’s 2023 Branded Program to successfully gain sales in Canada. Using Market Access Program (MAP) funding, they developed a digital marketing strategy, shipped product samples to international buyers, and adapted their packaging to meet Canadian regulations—leading to new foreign buyer connections and projected sales growth.
Check out the 2025 Branded Program Manual.
“With support from Food ExportNortheast’s Branded Program, we’ve been able to expand into Canada, connect with new buyers, and grow our export sales.”
GOOD TO-GO
by Dennis Lynch
‣ Export Documentary Payments and Collections March 5, 2025
‣ How To: Prepare to Meet International Buyers March 19, 2025
‣ Agricultural Export Forecast 2025 April 16, 2025
‣ The Product Registration Process in New Markets April 23, 2025
DENNIS LYNCH EXPORT EDUCATION COORDINATOR
Dennis Lynch, M.I.B.A., is a 40-year veteran of international trade who has held a variety of positions in the public and private sectors. He has been directly involved in monitoring, troubleshooting and facilitating export transactions for more than 32 years. Dennis managed the Food Export Helpline™ desk for 25 years, since its inception back in 1997. During that time, he has counseled nearly 4,000 U.S. suppliers of food and agricultural products with customized one-on-one technical export experience.
He has led the majority of the Food Export-Midwest and Food Export-Northeast seminars and webinars over the last few decades, as well as contributed hundreds of articles to the Global Food Marketer Newsletter and the e-Bulletin. He was awarded a master’s degree in International Business by West Coast University in California and has won numerous awards for the instruction of international business to various Southern California Colleges at all levels.
FOOD EXPORT ASSOCIATION OF THE MIDWEST USA® AND FOOD EXPORT USA®–NORTHEAST
We are non-profit organizations comprised of state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products.
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA.
Brendan Wilson Chief Executive Officer/Executive Director
Michelle Rogowski
Chief Operating Officer/Deputy Director
Laura England
Chief Communications Officer/Deputy Director
Teresa Miller
Chief Program & Partnership Officer
Gina Donio
Marketing & Communications Manager
FOOD EXPORT ASSOCIATION OF THE MIDWEST (FOOD EXPORT–MIDWEST) 309 W. Washington St., Suite 600 Chicago, IL 60606 USA tel: 312.334.9200 • www.foodexport.org
FOOD EXPORT USA–NORTHEAST (FOOD EXPORT–NORTHEAST) One Penn Center, 1617 JFK Blvd. , Suite 420 Philadelphia, PA 19103 USA tel: 215.829.9111 • www.foodexport.org
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA. Persons with disabilities who require reasonable accommodations or alternate means of communication of program information should contact us. Additionally, program information may be made available in languages other than English. Food Export–Midwest and Food Export–Northeast prohibit discrimination in all their programs and activities on the basis of race, color, national
