Agricultural trade offices - a starting point for U.S. exporters

AgExporter, Oct, 1996

The ATOs supply U.S. exporters with up-to-the-minute information on the market, potential customers, and promotional opportunities. ATOs also include facilities for representatives of the nonprofit U.S. market development cooperators that work with FAS to develop and service foreign markets.

ATOs provide a starting point for U.S. companies, trade associations, export cooperatives, and state departments of agriculture with an interest in overseas markets. Market information is generally available for individual product areas in the ATO trade library. The ATO staffs are knowledgeable about their markets and, while not a research service, can provide answers to specific questions about the market and product potential. For example, agricultural trade officers report on the market situation for key commodities in the countries they monitor. These reports cover the country's distribution system, trade policies and practices, and products of interest.

Generally ATOs have conference and seminar facilities that are available for use by companies in their initial forays into the market. In addition, for companies that are further along in their marketing efforts, some ATOs have kitchen and food demonstration areas that can be used to hold food tastings for potential clients.

Trade offices can also put American exporters in touch with other services in the foreign country, such as public relations and advertising firms, research services, and interpretation and translation services.

Promoting U.S. Products

FAS organizes many market development activities, including exhibitions promoting U.S. food and agricultural products abroad. U.S. exporters can participate in these large, multinational exhibitions that draw tens of thousands of buyers. On a somewhat smaller scale, FAS officers sponsor hotel and restaurant menu promotions, solo food shows, and in-store promotions of consumer-ready products. They also help organize seminars on the quality and variety of U.S. commodities available for foreign buyers.

Trade officers meet with U.S. corporate sales teams and state and federal government trade missions to discuss how they can best market their agricultural products. They focus on consumer-ready products, such as fresh fruits and vegetables, snacks, nuts, wines, breakfast cereals, and canned, packaged, and frozen foods, including meat and poultry.

Trade officers also organize buying teams of foreign importers and buyers to visit U.S. food exhibitions and meet with potential U.S. suppliers. They provide one-stop service to potential foreign customers. Each office displays buying guides and other information useful to foreign buyers, facilitates trade contacts, answers inquiries, and maintains a buyer-seller database.

Some trade offices also publish newsletters that feature U.S. products, local sales success stories, and trade news.

AgExport Services

Back in Washington, DC, FAS' AgExport Services Division (AGX) can help U.S. exporters break into overseas markets. For example, the Trade Assistance and Promotion Office (TAPO) serves as an initial contact point for U.S. companies with export-related questions. TAPO also maintains a wide range of information, including market overviews and other research generated by the ATOs.

The AgExport Connections branch of AGX manages a variety of services designed to help U.S. exporters establish direct contact with foreign buyers. Trade Leads, which are received electronically in Washington, DC, from offices overseas, are made available to U.S. companies electronically, by fax, or in print form.

The AgExport Connections office also offers Foreign Buyer Lists sorted by specific product or country. These lists are generated from a database of more than 19,000 foreign buyers, which is updated annually by FAS' overseas offices. For a small fee, U.S. exporters can also advertise their products in a biweekly publication called "Buyer Alert" that is distributed through FAS offices to more than 16,000 potential foreign buyers.

The Trade Show branch provides another cost-effective way for U.S. exporters to tap into foreign markets. This office works closely with FAS overseas offices to organize U.S. participation in international trade shows and sales missions. A single participation fee covers a fully appointed booth, shipment of product samples, market information, and promotional services.

Where To Get More Information

For more information on U.S. trade offices, contact:AgExport Services Division, Agricultural Trade Office Coordinator, Stop 1052, Foreign Agricultural Service, U.S. Department of Agriculture, 1400 Independence Ave., SW, Washington, DC 20250-1052. Tel. (202) 690-6343, fax (202) 6900-193.

For more information about AgExport Services' programs, contact:AgExport Services Division, Stop 1052, Foreign Agricultural Service, U.S. Department of Agriculture, 1400 Independence Ave., SW, Washington, DC 20250-1052. Tel. (202) 720-6343, fax (202) 690-4374.

For more information on FAS' overseas offices and programs, contact:Assistant Deputy Administrator, Foreign Agricultural Affairs, Foreign Agricultural Service, U.S. Department of Agriculture, 1400 Independence Ave., SW, Washington, DC 20250.Tel. (202) 720-3253, fax (202) 720-6063.