Food Export Branded Program: How to Leverage the Cost-Reimbursement Program
Stretch your international marketing budget, accelerate export growth, and build lasting buyer relationships by using Food Export’s Branded Program to offset eligible promotion costs.
WHY BRANDED?
Food Export's cost-reimbursement Branded Program helps U.S. suppliers expand globally by reimbursing a portion of approved international marketing expenses. Used strategically, the program reduces up-front risk, boosts brand visibility overseas, and supports stronger ROI from market development.
SHIFT YOUR FOCUS INTERNATIONALLY WITH THESE STRATEGIES:
1. Market Research & Selection
• Identify priority markets using industry research, trade data, and buyer demand.
• Prioritize countries with strong consumer interest, clear competitive advantage, or promising growth potential.
2. Brand Adaptation & Compliance
• Use program funds to update packaging and labeling to meet local regulatory requirements.
• Translate marketing materials and ensure certifications (organic, halal, kosher, etc.) to build consumer confidence.
USDA’s Foreign Agricultural Service (FAS) Agribusiness Trade Mission to Bogotá, Colombia
Food Export Branded Program (cont.)
3. Promotional Activities
• Invest in advertising, digital marketing, and social media campaigns tailored to each market.
• Leverage in-store promotions, sampling, and trade show participation to build consumer awareness and trial.
• Develop multilingual promotional literature, websites, and digital content to increase accessibility.
4. Buyer Engagement & Relationship Building
• Ship samples to potential buyers to demonstrate product quality.
• Join Focused Trade Missions, Buyers Mission meetings, and international trade shows to connect with distributors and retailers.
• Create branded giveaways and leave-behinds for decision-makers.
5. Sustainability & Growth
• Track sales and buyer leads gained from each activity.
• Reinvest reimbursement savings into additional market expansion.
• Build long-term distributor partnerships to sustain growth.
The Branded Program lowers the financial burden of entering new markets, elevates brand awareness, and strengthens buyer networks, supporting immediate export sales and long-term global market development.
Claims at a Glance (Last Year)
418 program participants
5,666 claims paid
Timely, accurate submissions—and quick responses to follow-ups—are essential.
OUTCOME
The Branded Program lowers the financial burden of entering new markets, elevates brand awareness, and strengthens buyer networks, supporting immediate export sales and long-term global market development.
As a new participant in the Branded Program, you’ll receive access to Food Export’s Branded Program Concierge Service
Once your contract is finalized, you will receive an introductory email offering this service.
Through a one-on-one phone consultation with Food Export’s Branded Program Manager, you’ll receive staged program guidance.
2025 Focused Trade Mission to Mexico for Private Label, Retail, and Foodservice in Mexico City and Monterrey, Mexico
Kickoff Call Covers:
• How to submit claims
• Eligible vs. ineligible expenses
• Required documentation
• Program timeline and deadlines
• Recommended promotions by market
Ongoing Support Includes:
• Encouragement and guidance for claim submissions
• Regular check-ins and program updates
• Tips to maximize Branded resources
PROGRAM MANAGER’S TIP BOX:
• Plan early: Align activities with the program year and deadlines.
• Document everything: Keep invoices, proofs of payment, translations, creatives, and activity proofs.
• Measure ROI: Track leads, sales, and lift by market to guide reinvestment.
For full guidelines and deadlines, visit Food Export or contact your Branded Program Manager.
LEARN MORE
Listen to Food Export’s podcast: “Introducing the Branded Program.”
WATCH
The Branded Program: Boost Your Brand’s Global Reach
Training Webinars
Stay informed with our insightful webinars for the latest market updates and trade strategies. Watch for announcements of upcoming webinars and browse our library of past webinars at www.foodexport.org.
FOOD EXPORT ROADMAP: FOR BEGINNERS AND EXPERIENCED EXPORTERS November 12, 2025
Food Export Roadmap
Your
Path to Export Success
Whether you’re just getting started or scaling to new regions, Food Export’s Roadmap gives you step-by-step guidance, tools, and people to move your products into global markets—confidently and efficiently.
WHAT THE ROADMAP IS (AND WHY IT MATTERS)
The Food Export Roadmap is a structured, chooseyour-path guide that helps suppliers assess readiness, pick next steps, and plug into the right services at the right time. It includes two tailored tracks—New to Export and Experienced Exporter so your team isn’t guessing what to do next.
WATCH THE OVERVIEW VIDEOS TO PICK YOUR PATH:
• New to Export (5-step starter roadmap) — quick primer to understanding core resources and how to use them.
• Experienced Exporter (advanced roadmap) — focus on market selection, channel strategy, and scaling what already works.
START HERE: TWO COMPANION BLOG GUIDES
• Embark on Your Export Journey breaks down essential building blocks—market research, documentation, and first activities for beginners.
• Deepen Your Export Journey helps seasoned teams refine strategy, strengthen distributor relationships, and optimize spend across markets.
LEARN IT LIVE: UPCOMING ROADMAP WEBINAR
Join Export Readiness Specialist Logan Zweifel for a live walkthrough of the Roadmap tools and resources for both tracks, with time for Q&A and practical next steps your team can implement immediately. (Great for aligning sales, marketing, and ops.)
LISTEN ON THE GO!
Prefer audio? Queue up the Food Export Podcast episode “Export Readiness Roadmap: Succeed in Global Markets” for a concise primer you can share with your team.
HOW TEAMS USE THE ROADMAP (REALISTIC NEXT STEPS)
1. Pick your track (watch the 2–3 minute overview).
2. Book time with your Liaison to map the next 90 days.
3. Schedule the Roadmap webinar for your core team.
4. Pull a quick plan from the companion blogs—then execute your first activity!
With a clear path, live support from Liaisons, and right-sized tools for every stage, the Roadmap turns exporting from a leap of faith into a repeatable growth process.
Food Preparations & Ingredients
Dominican Republic
$121 billion +
U.S. exports of consumer-oriented products to the DR in 2024
top 3 destination markets for U.S. consumer-oriented products in the Western Hemisphere
$613.8 million
U.S. exports of processed foods to DR in 2024
Prepared/Preserved
Prepared/Preserved Meats
Processed Vegetables & Pulses
Food Preparations
Processed/Prepared Dairy Products
Prepared/Preserved Seafood
Alcoholic Beverages
Prepared/Preserved
Processed Vegetables
Food Preparations & Ingredients
Processed Vegetables
Non-Alcoholic Beverages
Prepared/Preserved Meats
Prepared/Preserved
TOP 2024 U.S. PROCESSED FOOD EXPORTS TO THE DOMINICAN REPUBLIC
Fats & Oils
Processed/Prepared
Prepared/Preserved
Processed/ Prepared Dairy Products
Food Preparations and Ingredients
Condiments, Sauces, Jams, and Jellies
Processed/Prepared Dairy Products
Alcoholic
Food Preparations
Alcoholic and Non-alcoholic Beverages
Fats and Oils
Food Preparations
Syrups and Sweeteners
Alcoholic Beverages
Prepared/Preserved
Condiments, Sauces, Jams & Jellies
Prepared/Preserved Meats
Prepared/Preserved
Snack Foods
Non-Alcoholic Beverages
Processed/Prepared
Snack Foods
MARKET OPPORTUNITIES
Fats & Oils
The Dominican Republic’s expanding tourism sector continues to drive demand for highvalue, convenient, and health-oriented food products. Urban growth and a modernizing foodservice industry are strengthening opportunities for U.S. processed foods, supported by improved highways, ports, and airports. While competition from CAFTADR partners and import permit delays present hurdles, strong consumer trust in U.S. brands keeps demand high.
Processed/Prepared
Chocolate & Confectionery
Alcoholic Beverages
Non-Alcoholic Fats & Syrups
Alcoholic Beverages
Syrups and Sweeteners
Learn more about the Dominican Republic market in this full profile.
Dairy Products
Non-Alcoholic Beverages
Condiments,
Non-Alcoholic
Condiments, Sauces, Jams & Jellies
$34.5 billion
estimated total of retail sales, packaged food products in 2023
$168.6 million
total U.S. processed food imports in 2023
58.4%
increase in retail sales since 2019
Processed Vegetables &
Prepared/Preserved Seafood
Food Preparations & Ingredients
Processed Vegetables & Pulses
Prepared/Preserved Meats
Prepared/Preserved Seafood
Processed/Prepared Dairy
TOP PROCESSED FOODS EXPORTED TO POLAND IN 2024
Food Preparations and Ingredients
Food Preparations & Ingredients
Alcoholic Beverages
Alcoholic Beverages
Canned, Dried and Frozen Fruit
Bakery Ingredients Dog + Cat Food
Processed Vegetables
Condiments, Sauces, Jams and Jellies
Non-Alcoholic Beverages
Prepared/Preserved Meats
Prepared/Preserved
Fats & Oils
Processed/Prepared Dairy Products
MARKET OPPORTUNITIES Poland—Central Europe’s most populous market—offers nearly 40 million consumers, a growing middle class eager to try new products, and strong recognition of U.S. quality. Its EU membership and strategic location enable efficient transshipment and re-export throughout the bloc. Ingredient niches such as dried fruit, nuts, baking mixes, functional foods, and organic components present attractive entry points for U.S. suppliers.
Food Preparations
Syrups and Sweeteners
Alcoholic Beverages
Sweet Biscuits, Snack Bars, and Ready Meals
Condiments, Sauces, Jams
Prepared/Preserved
Non-Alcoholic Beverages
Learn more about Poland in our full market profile.
Breakfast Cereals
Fats & Oils
Snack Foods
Processed/Prepared
United Arab Emirates
Fats & Oils
$510.1 million
total exports of processed foods to UAE in 2024
$13.6 billion
total US imports of consumer-oriented products in 2023
Learn more about the UAE in our full market profile. Chocolate and Confectionery Non-Alchohilc Beverages Processed Vegetables and Pulses
Fats & Oils
MARKET OPPORTUNITIES The UAE’s affluent consumer base and reputation as a high-quality market favor U.S. brands, which Emirati shoppers already perceive as premium. As a modern MENA transit hub with world-class ports, transparent import rules, and strong infrastructure, the country enables efficient market entry and regional re-export. Rapid growth in online grocery and food retail further expands channels for U.S. processed products.
Prepared/Preserved Meats
Non-Alcoholic
Alcoholic Beverages Non-Alcoholic Beverages
Alcoholic Non-Alcoholic Fats & Syrups
Processed/Prepared Dairy
Chocolate & Confectionery Dairy Products Oilseeds
Syrups and Sweeteners
Seafood and Aquatic Food
Seafood and Aquatic
Condiments,
Condiments, Sauces, Food Preparations and Ingredients
Success Stories
In this issue of the Global Food Marketer, we are highlighting suppliers who have participated in Food Export’s Branded Program to substantially expand brand awareness for their products with cost-reimbursed marketing strategies.
Banks Hardwoods used co-funded marketing and trade show outreach to open contracts in Mexico and expand in China—building brand recognition, securing new distributor relationships, and converting introductions into meaningful sales with more in the pipeline. Read the full Success Story.
FOOD EXPORT SUPPORT HELPS ELLIO’S PIZZA BREAK INTO MEXICO
New Jersey–based G.A. Productions (Ellio’s Pizza) used targeted advertising, demos, and customized packaging to launch in Mexico for the first time, securing a new distributor, new buyer connections, and more than $450,000 in sales. A co-branded line with La Huerta is now on shelves in thousands of stores, with broader expansion slated for 2026. Read the full Success Story.
FIRST-TIME SALE TO JAPAN FOR WISCONSIN-MADE LIP BALM
Oshkosh-based Bee Bella upgraded labels, ran digital campaigns, and launched an international site—opening the door to its first Japanese sale with assistance from the Branded Program. The effort generated $10,000 in initial orders, three new buyer contacts, and three distributorships, with $100,000 more projected in the next year. Read the full Success Story.
KATZ GLUTEN FREE RISES TO INTERNATIONAL SUCCESS WITH FOOD EXPORT SUPPORT
From Export Essentials and Buyers Missions to the Branded Program—Katz Gluten Free unlocked a national retail launch in Australia and expanded into new markets including Brazil and Guatemala. Continued co-funded marketing, label updates, and trade show support have accelerated growth and distribution in Canada, Australia, and beyond, propelling this family-founded, allergy-friendly bakery onto the global stage. Read the full Success Story.
Navigator Corner!
Question: Are there any similarities I should look for in determining top markets for my products?
Answer: Top markets usually share certain traits, which include:
• Demand for the product from the U.S. or elsewhere in a growth pattern
• Some similarities in sales and distribution methods to the domestic market
• A solid comparative advantage for the product with good sales potential
• Stable political and economic systems
• Positive trade relations including Free Trade and Trade Promotion Agreements
• Economic infrastructure such as a cold chain, ports, waterways, roads and bridges
• Lower tariffs, restrictions and regulations
• Relative ease of currency conversion and favorable exchange rates
• Realistic transportation costs as a percentage of the cost of goods sold
You can start by looking for similar types of customers in the destination market that you either sell to or through the U.S., and perhaps similar business practices or language. Food Export helps with this by providing up-to-date Market and Country Profiles. By utilizing this tool, you can select the country or countries of interest and learn about each market as well as the retail and food sectors of each. Explore Food Export's Market and Country Profiles.
Q &A WITH FOOD EXPORT’S LIASIONS
Who can I call to sanity-check my next step?
Your state’s Food Export Liaison is your first call. Liaisons give practical, one-on-one guidance and connect you to programs across exporter education, market entry, and promotion.
Who’s new on the team I should know?
Meet two names you’ll see often:
Juan Urbina, Liaison Coordinator—primary contact for CT, DE, MA, ME, RI, VT.
Edwin Olivieri, Liaison Coordinator—supports suppliers in IL, NE, OH, and New York City.
Where can I see the full Liaison lineup by state?
Check the liaison directory from Food Export for coverage and contact details.
Food Export YouTube Channel
Looking to grow your export knowledge? Visit Food Export’s YouTube channel for quick, practical videos designed to help suppliers succeed in international markets. From step-by-step guides on program participation to expert tips on marketing, labeling, and connecting with global buyers, our channel is your go-to resource for export education—available anytime, anywhere. Click on the titles below to watch the videos.
FIND VIDEOS ON:
1 Food Export Events and Program Resources
• Maximize Market Insights with Product Showcases: A Cost-Effective Solution
• Maximizing Global Success: Discover Food Show Plus™
• The Branded Program: Boost Your Brand’s Global Reach
2 Market Segment Overviews
• Seafood Exporting Overview: Opportunities & Insights for U.S. Exporters
• The Fun of BBQ Culture
• Harvesting the American Lobster
3 International Market Export Opportunities Overview
• U.S. Export Opportunities in Southeast Asia
• U.S. Export Opportunities in Vietnam
• Explore Market and Product Opportunities in Sub Saharan Africa
• U.S. Export Opportunities in South America
• Building Relationships in Exporting
Events
Look for Food Export teams at these upcoming global events, where we connect with industry leaders and showcase international trade opportunities.
ERD Early Registration Deadline SRD Standard Registration Deadline
‣ Product Showcase at Food Africa 2025
Cairo, Egypt | December 9-12, 2025 SRD November 9, 2025 - $100
‣ 2026 Specialty Food Buyers Mission at Winter Fancy Faire
San Diego, California | January 10-12, 2026 ERD November 7, 2025 - $175
‣ Focused Trade Mission to Central America for Retail and Foodservice
Guatemala City, Guatemala and Panama City, Panama | January 19-23, 2026 ERD November 14, 2025 - $425 for one stop, $700 for both
‣ 2026 Value-Added Feed Ingredients Buyers Mission at the International Production & Processing Expo
Atlanta, Georgia | January 28, 2026 ERD November 14, 2025 - $175
‣ Food Show PLUS! at ISM Cologne for Sweets & Snacks
Cologne, Germany | February 1-4, 2026 ERD November 21, 2025 - $250
‣ Focused Trade Mission to West Africa for Consumer-Oriented Products
Accra, Ghana | February 3-5, 2026 ERD November 21, 2025 - $425
‣ Product Showcase at Hong Kong Pet Show 2026
Hong Kong, China | February 6-9, 2026 ERD January 8, 2026 - $100
‣ Food Show PLUS! at Super Market Trade Show
Chiba, Japan | February 18-20, 2026 ERD December 12, 2025 - $250
‣ Food Show PLUS! at CHFA Now Vancouver Vancouver, Canada | February 21-22, 2026 ERD December 12, 2025 - $250
‣ Focused Trade Mission to Mexico for Cheese, Meat & Beverage Mexico City and Puerto Vallarta, Mexico | March 3-6, 2026 ERD December 19, 2025 - $425
‣ Focused Trade Mission to Vietnam for Wood Products at the HAWA Expo
Ho Chi Minh City, Vietnam | March 3-6, 2026 ERD December 19, 2025 - $425
‣ Food Show PLUS! at FOODEX Japan
Tokyo, Japan | March 10-13, 2025 ERD December 19, 2025 - $250
‣ Seafood Buyers Mission at Seafood Expo North America
Boston, Massachusetts | March 14, 2026 – ERD: December 19, 2025 - $175
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) 29 North Wacker Drive, Suite 1000 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.
2025 Focused Trade Mission to Mexico for Private Label, Retail, and Foodservice in Mexico City and Monterrey, Mexico
