State Regional Trading Groups (SRTGs) are non-profit trade organizations. The SRTGS, which are FAS program participants, provide a broad range of comprehensive programs and services. Their programs are designed to assist U.S. food and agricultural companies with the entire exporting process from learning the fundamentals of exporting to identifying overseas opportunities and finding potential distributors.

SRTGs can also help companies fund international marketing campaigns and promote products overseas. Their ultimate goal is to help U.S. companies build a global business. There are 4 SRTGs - one for each region of the U.S.

Many of the programs and services that SRTGs offer are funded through the FAS Market Access Program (MAP).

Programs and services the SRTGs offer are funded through FAS’ Market Access Program (MAP) and may include:

• Trade events and activities that target markets around the globe (Generic Program);
• A matching funds program includes 50 percent cost reimbursement for approved direct promotional marketing expenses (Branded Program), for small and medium size companies promoting U.S. agricultural products internationally;
• Export Readiness seminars and/or one-on-one meetings with an international marketing consultant.

All promotional activities (Branded and Generic) conducted by the SRTGs are coordinated with FAS Washington and FAS’ overseas offices around the world and include:

• International trade exhibitions;
• international trade missions;
• reverse missions of international buyers to the U.S.;
• in-country research;
• product promotions in retail stores and restaurants;
• technical training and seminars; and
• cost of promotional materials.

The Branded Program provides 50 percent cost-reimbursement for a variety of eligible international marketing and promotional activities including advertising, in-store promotions and product demonstrations, fees for exhibiting at overseas trade shows, promotional publications, and freight costs for samples. (Only "small" companies, according to the Small Business Administration guidelines, and agricultural producer cooperatives are eligible for this program.) The Generic Program focuses on promoting an industry as a whole. For example, the Southern U.S. Trade Association (SUSTA) has conducted promotions of snack foods, pet foods, and fresh fruits and vegetables. The program offers a wide range of activities including trade shows, trade missions, in-store promotions and market research. Some activities are industry-specific while others are for any consumer-orientated agricultural product.

• Export Helpline - Whether just getting started with exporting or an experienced exporter, this service can help answer export-related questions and provide the extra support needed. It is a great resource to help identify top export markets for products.
• Distributor Development Service - Provides customized in-market research to help decide if a market is appropriate for product(s) and how a product compares to the competition. The service can also give the chance to receive product feedback from qualified importers and distributors, as well as help set up one-on-one meetings with interested buyers if visiting the market in person.
• Food Show Plus - Provides exhibitors at international shows with the information and in-market support needed to be more prepared to do business at the show. The list of services offered is customized for each show but may include: pre-show feedback on the competitive position of a product; translation of company profile; on-site interpreters; pre-arranged meetings with potential buyers; site visits to local retail outlets; in-market seminars; and follow-up assistance after the show.
• Newsletters - Includes up-to-date information about markets, programs and activities.

Not all SRTGs offer all these specific services. Please contact a particular SRTG to determine what programs and services are offered.

Hester Foods Milks Success in Philippines!

Helping its Philippine customers enjoy milk without the sometimes-uncomfortable side effects is California’s own Hester Foods. Using the finest ingredients, the company manufactures and markets low lactose, whey based milk seen throughout grocery shelves in the Philippines as HesterFARM. The Philippines is a great market to fill with low lactose products since about 90 percent of the population is lactose intolerant, says Abel Rodriquez, Hester’s Operations Manager.

WUSATA helped the company through its Branded Program by offering reimbursement for a recent marketing blitz of television commercials. The TV spots were so successful that the company has even sold out of some of its product in the greater Manila area.

“WUSATA helped double our marketing campaign,” Rodriguez said. “It was a big help for us.” In fact, Hester Foods plans to launch TV ads throughout the whole country soon. That couldn't be better news for Rodriguez who says some things in life are better served with a glass of milk; “tummy friendly,” that is.

Comments? Questions?
Contact the USDA Foreign Agricultural Service | Phone: (202) 690-3576 |