Global Food Marketer™
Educating & Enriching News of Global Food Markets
Spring into New Markets: A Strategic Q2 Guide for U.S. Food Exporters
As spring blooms across the U.S., it’s not just fields and orchards that should be coming to life, but also your export strategy. Now is the time for suppliers to plant the seeds of global growth, assess current plans, and explore new market opportunities. With Q3 fast approaching and summer trade missions on the horizon, Food Export’s suite of programs offers the tools and connections to help you grow confidently into new regions.
WHY SPRING MATTERS FOR EXPORTERS
The second quarter of the year marks a critical time for strategic reflection and preparation. Many of Food Export’s annual events and market access programs ramp up
during the summer, making spring the ideal time to:
• Evaluate your current export performance
• Identify target markets for expansion
• Refresh your marketing materials and digital presence
• Register for upcoming trade events and buyer missions
ASSESS AND ALIGN YOUR EXPORT STRATEGY
A thorough evaluation of your current export activities can reveal areas for improvement and growth. Consider the following steps:
• Market Analysis: Utilize the Market Builder service to gain customized insights into potential international
Focused Trade Mission to Vietnam for Food Ingredients, Retail, and Foodservice, Ho Chi Minh City, Vietnam
markets, helping you identify opportunities and understand market dynamics.
• Educational Resources: Engage with Export Essentials Online, an 11-chapter course designed to enhance your understanding of exporting fundamentals, logistics, and compliance.
• Expert Consultations: Schedule Virtual Consultations with In-Market Representatives to receive tailored advice on market entry strategies and buyer engagement.
• Export Navigators: Find Personalized Answers to Your Export Questions. Expanding into international markets can be both exciting and overwhelming, especially for newto-export suppliers navigating the complexities of global trade. Our International Trade Advisory Service is designed to provide clear, accurate, and tailored answers to both basic and intricate questions related to exporting.
MAXIMIZE MARKETING IMPACT WITH THE BRANDED PROGRAM
The Branded Program offers eligible companies up to 50% reimbursement on a variety of international marketing expenses, including:
• Development of foreign market-compliant packaging and labels
• International advertising and public relations campaigns
• Participation fees for select overseas and domestic trade shows
• In-store promotions and product demonstrations
Our Programs
By offsetting these costs, the program enables you to extend your marketing reach and enhance brand visibility in target markets.
ENGAGE WITH GLOBAL BUYERS THROUGH UPCOMING EVENTS
Participating in trade missions and buyer events is crucial for establishing and strengthening international relationships. Consider these upcoming opportunities: Focused Trade Missions offer you a hands-on opportunity to explore international markets through guaranteed meetings with qualified buyers, in-market briefings, and retail tours. These missions help assess export potential, build distribution channels, and strengthen global connections – saving time while driving international growth. Buyers Missions are a cost-effective way for you to meet vetted international buyers without leaving the country, offering one-on-one meetings to explore new market opportunities. Often held at major U.S. trade shows, these events help you assess your markets, build global relationships, and generate qualified sales leads. Summer in the Cities is a standalone three-stop Buyers Mission being held in Chicago, Illinois, Columbus, Ohio, and Jersey City, New Jersey. Spots are still open for the three stops, learn more Food Show PLUS!™ Enhances your international trade show experience with services that include introductions to qualified buyers, in-market briefings, and on-site assistance.
Maximize your opportunities: explore the full 2025 Food Export-Midwest and Food Export-Northeast Events Calendar
Take Action Now
To capitalize on any of these opportunities, begin by:
1Registering on the Food Export Portal to access program applications and resources.
2
Submitting a pre-qualification for the Branded Program to secure marketing funds.
3 Scheduling consultations and navigating export essentials online.
4 Registering for events at https://www.foodexport.org/events/
By proactively engaging with these programs, you position your company for sustained international success. For more information and to get started, visit www.foodexport.org
Market Profiles
Kenya
Alcoholic Beverages
Processed/Prepared Dairy Products
Non-Alcoholic Beverages
Alcoholic Beverages
Vegetable Oils
Fats & Oils
Non-Alcoholic Beverages
Fats & Oils
$529 million
total imports of consumer-oriented products in 2022 5%
expected average annual GDP growth rate in 2024
$7.3 billion
forecasted retail sales of packaged food by 2028
Learn more about Kenya’s economic outlook, import trends, retail landscape, and opportunities for U.S. food and agri-food suppliers in this full market profile.
Beef + Beef Products
Syrups and Sweeteners
Processed Vegetables & Pulses
Syrups and Sweeteners
Dried Fruits + Nuts
Condiments, Sauces,
Prepared/Preserved Seafood
Wine + Distilled
HIGH GROWTH FORECASTED PRODUCTS
Snack Foods
Processed
Condiments, Sauces, Jams & Jellies
Food Preparations & Ingredients
Specialty
Sweet Spreads Savory Snacks Processed Fruits and Vegetables Breakfast Cereals
Snack Foods
Processed Meat, Seafood, and Meat Alternatives
Chocolate & Confectionery
Prepared/Preserved
Prepared/Preserved Meats
Frozen Cakes
Baked Goods Rice, Pasta, and Noodles
Chocolate & Confectionery
Dairy Products
Food Preparations
Processed/Prepared Dairy Products
BEST PRODUCT PROSPECTS
FAS Post Nairobi reports that U.S. food ingredient suppliers may find opportunities in Kenya’s food processing sector, where local production often falls short of industry demand – particularly for key ingredients like soybeans, corn, wheat, and rice.
Dairy Products
Oilseeds
Alcoholic Beverages
UPCOMING FOCUSED TRADE MISSION TO KENYA AND SOUTH AFRICA
Oilseeds
Baby Food Sweet Spreads
Prepared/Preserved
This FTM offers U.S. suppliers a strategic opportunity to connect with key buyers and explore the growing demand for imported food and feed ingredients in these rapidly expanding markets.
Processed/Prepared
Non-Alcoholic Beverages
Seafood and Aquatic
Nairobi, Kenya and Johannesburg, South Africa August 3-8, 2025
Registration Deadline: May 07, 2025, $625
Seafood and Aquatic Food
Alcoholic
Fats & Oils
Soups
Market Profiles
Alcoholic Beverages
Syrups
Non-Alcoholic Beverages
Fats & Oils
Processed Vegetables & Pulses
Syrups and Sweeteners
Prepared/Preserved Seafood
#1 market for U.S. processed foods
29.5% increase in retail sales since 2019 $62.9 billion estimated total of retail sales of packaged food products in 2023
Learn more about Canada’s evolving consumer trends and how U.S. suppliers can identify key opportunities in this full market
Seafood and Aquatic
Food Preparations & Ingredients
Condiments, Sauces, Jams & Jellies
HIGH GROWTH FORECASTED CATEGORIES
Syrups and Sweeteners
Snack Foods
Prepared/Preserved Meats
Dog + Cat Food
Processed/Prepared
Chocolate & Confectionery
Condiments,
BEST PRODUCT PROSPECTS
Dairy Products
Alcoholic Beverages
Sweet Biscuits, Snack Ready Meals
Canadian consumers are seeking more convenient, healthfocused foods post-pandemic. Meal kits, ready meals, salads, and frozen soups are trending, driven by interest in immunity, gut health, and reduced red meat consumption. Inflation is boosting private label demand, while premium growth slows. Healthy snacking (especially veggie and pulse-based) is rising, fueled by Gen Z interest in wellness and an aging population.
Oilseeds
Non-Alcoholic Beverages
Chocolate & Confectionery
Breakfast Cereals
UPCOMING EVENTS IN CANADA
Fats & Oils
Seafood and Aquatic Food
Focused Trade Mission to Canada for Retail and Food Service
September 3-4, 2025 | Toronto, Canada
Dairy Products
Food Show PLUS! at Pets Canada Industry Show
Canned/Dried
September 17-18, 2025 | Toronto, Canada
Early Registration Deadline: July 15, 2025, $250
Food Show PLUS! at Grocery Innovations Canada
Syrups and Sweeteners
October 28-29, 2025 | Toronto, Canada
Early Registration Deadline: August 26, 2025, $250
Snacks Pet Food Cheese
2025 Summer in the Cities Buyers Mission Registration Now Open
Food Export is set to host its premier event, Summer in the Cities Buyers Mission, connecting U.S. food suppliers with international buyers from around the world. Taking place across three major cities – Chicago, Illinois; Columbus, Ohio; and Jersey City, New Jersey – this event offers unparalleled opportunities for suppliers to showcase their products and secure global partnerships.
In 2024, the two stops (Boston, Massachusetts and Grand Rapids, Michigan) generated $14 million in sales and had nearly $15 million in projected sales following nearly 500 meetings between buyers and suppliers.
Unlike other missions tied to large expos, this standalone event offers enhanced networking opportunities, deeper engagement, and customized educational components designed to support U.S. suppliers in expanding their global reach.
Is your Food Export profile up to date?
Summer in the Cities is unique in its approach, combining the strengths of both the Midwest and Northeast agricultural regions in a single mission. Unlike other missions tied to large expos, this standalone event offers enhanced networking opportunities, deeper engagement, and customized educational components designed to support U.S. suppliers in expanding their global reach.
Register by location at:
‣ 2025 Summer in the Cities Buyers Mission: Chicago Stop
‣ 2025 Summer in the Cities Buyers Mission: Columbus Stop
‣ 2025 Summer in the Cities Buyers Mission: Jersey City Stop
Join us for a behind-the-scenes preview of the Summer in the Cities Buyers Mission by listening to our podcast
For more information, reach out to your liaison!
Did you know? If your company uses any type of sustainable practices, you can now highlight those efforts with a quick update to your organization profile. Simply check the “Sustainably Produced” option under Industry Segments to showcase your dedication to responsible production methods.
You can also tag individual products as “Sustainably Produced” under Product Label Claims, linking your sustainability efforts directly with your products as well as your company.
These small steps can help you connect with like-minded partners and market your products more effectively – especially in international markets where sustainability may be an additional selling point.
Incoterms 101: What Every Food Exporter Needs to Know
From Food Export’s point of view, Incoterms – short for International Commercial Terms – are essential tools that help define the responsibilities of buyers and sellers during the international shipping process. These standardized terms are published by the International Chamber of Commerce (ICC) and serve as a universal language for global trade.
In the context of Food Export’s work supporting U.S. food and agri-food suppliers, understanding Incoterms is crucial because they clarify who is responsible for what – from shipping and insurance to customs clearance and final delivery. This can help reduce confusion, minimize risk, and build trust between international buyers and exporters.
Why Incoterms Matter to Exporters
When working with Food Export programs, U.S. companies often enter negotiations or participate in buyer meetings where Incoterms determine the transfer of risk, cost obligations, and logistical responsibilities. The right choice of Incoterm ensures exporters are not taking on unexpected liabilities or costs they didn’t plan for.
For example:
• Under EXW (Ex Works), the buyer takes on most of the responsibility, even picking up goods at the seller’s facility.
• At the other end, DDP (Delivered Duty Paid) places nearly all the responsibility – transport, customs, duties – on the seller.
Food
Export’s Role
Food Export helps exporters understand these terms and integrate them into their export strategy. Through educational tools like the Incoterms Cheat Sheet, Food Export outlines:
• Who bears the cost and risk at each stage of the shipment.
• Where responsibility shifts from seller to buyer.
• What level of insurance is required for certain terms (e.g., CIF and CIP)
The chart featured on the Incoterms Cheat Sheet is a quick-reference guide, helping exporters determine the best Incoterm based on how much control and responsibility they want to retain versus pass on to the buyer. This is especially valuable during contract negotiations and when preparing for meetings with foreign buyers.
Bottom Line
For food exporters, mastering Incoterms is about mitigating risk, controlling costs, and building better deals. Food Export provides the education and support necessary to use these terms confidently and effectively when expanding into global markets.
Food Export to Host Webinar on Wood Products Program
Food Export will host a webinar on the Wood Products Program May 22 at 11 a.m. ET/10 a.m. CT. The Wood Products Program will aid the industry in expanding value-added wood product exports. Eligible companies will be able to utilize virtual consultations with Food Export’s In-Market Representatives, receive customized research to uncover new international markets, and secure 50% cost reimbursement for approved international marketing activities through Food Export’s Branded Program.
Eligible products include Construction/Building and Consumer/Retail. Any interested companies should contact the Liaison team directly.
Be sure to register for the webinar to learn more.
Global Food Marketer™
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 origin, religion, sex, gender identity (including gender expression), sexual orientation, disability, age, marital status, familial/parental status, income derived from a public assistance program, political beliefs, reprisal or retaliation for prior civil rights activity. To file a program discrimination complaint, go to https:// www.ascr.usda.gov/filing-program-discrimination-complaint-usda-customer. Food Export–Midwest and Food Export–Northeast are equal opportunity employers and providers. Food Export–Midwest and Food Export–Northeast do not tolerate fraud and are vigilant in preventing fraud in any of their programs. Food Export–Midwest and Food Export–Northeast reserve the sole right to accept or deny companies into their programs. For complete participation policies and our code of ethics, visit: www. foodexport.org/termsandconditions. Global Food Marketer© is published by Food Export–Midwest and Food Export–Northeast.
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