About Southern United States Trade Association (SUSTA)
The Southern United States Trade Association (SUSTA) is a non-profit organization dedicated to assisting small and medium-sized agricultural and food businesses in the Southern United States expand their global reach. Established in 1973, SUSTA works in partnership with the United States Department of Agriculture (USDA) and the Foreign Agricultural Service (FAS) to help exporters access international markets, secure funding, and navigate export regulations.
Based in New Orleans, Louisiana, SUSTA represents 15 Southern U.S. states and Puerto Rico, supporting businesses in overseas trade shows, marketing initiatives, and export education programs.
Core Services and Programs
SUSTA provides a variety of programs and services designed to help businesses expand into international markets. These programs are funded in part by the Market Access Program (MAP) of the USDA.
Export Assistance Programs
- 50% CostShare Program – Assists small and medium-sized agribusinesses by reimbursing 50% of approved international marketing expenses such as advertising, trade show participation, packaging modifications, and marketing materials.
- Global Events Program – Supports businesses in attending international trade shows, buyer missions, and trade missions, facilitating connections with potential importers, distributors, and retailers.
Educational Resources
- Export Helpline – Provides one-on-one consulting services to help businesses understand export regulations, logistics, and documentation.
- Market Research Reports – Offers customized data and insights on global market trends, consumer preferences, and trade policies.
- Webinars & Training Programs – Educates businesses on export strategies, compliance requirements, and foreign market entry.
Specialization and Unique Selling Proposition (USP)
- 50% Cost-Share on Export Marketing Expenses – Helps reduce financial risks for small businesses entering new markets.
- Access to Global Trade Shows & Buyer Missions – Facilitates direct connections with international buyers and distributors.
- Comprehensive Export Support – Provides market research, regulatory guidance, and branding assistance.
- Strong Government Partnerships – Works alongside the USDA, state agricultural departments, and international trade organizations.
Financial Performance and Impact
SUSTA has played a significant role in boosting Southern U.S. agricultural exports. Key performance indicators include:
- $1 Billion+ in Export Sales – Supported through its export assistance programs.
- Hundreds of Small & Medium Businesses Assisted – Helping agribusinesses expand globally each year.
- Increased Market Access in Over 30 Countries – Connecting U.S. exporters with retailers, distributors, and food service providers worldwide.
Export and Trade Support
SUSTA's programs help U.S. agricultural and food businesses enter new markets by providing financial support and trade connections.
- Primary Export Markets: Europe, Asia, Middle East, Latin America, and Canada.
- Key Trade Shows & Events: Food & beverage expos in Germany, Japan, China, UAE, Canada, and Latin America.
- Trade Partnerships: Works with importers, food retailers, and restaurant chains to facilitate U.S. product placements.
Target Audience
SUSTA's services are tailored to Southern U.S. agricultural and food companies, including:
- Small & Medium-Sized Agribusinesses – Companies looking to expand their export reach.
- Food & Beverage Producers – Businesses interested in international trade shows and marketing support.
- State Agricultural Departments – Collaborating to increase regional agricultural exports.
Operational Capabilities
- Dedicated Export Assistance Teams – Providing hands-on support for businesses looking to enter foreign markets.
- Strong Global Network – Partnering with trade offices, USDA representatives, and international buyers.
- In-Depth Market Research & Insights – Offering customized reports on industry trends and regulatory updates.
Certifications and Compliance
SUSTA operates in compliance with U.S. trade regulations and international export laws.
- USDA Market Access Program (MAP) Approved – Ensuring funding support for exporters.
- Federal & State Agricultural Compliance – Working within legal frameworks for export facilitation and trade policies.
Customer Testimonials
- "Thanks to SUSTA’s CostShare Program, we were able to showcase our products at international trade fairs, resulting in multiple new export contracts." – U.S. Food Producer
- "Their Export Helpline provided us with invaluable guidance on navigating international trade regulations." – Agribusiness Owner
- "Participating in SUSTA’s trade missions has expanded our customer base in the Middle East and Asia." – Specialty Food Exporter
Major Achievements
- Helping Small Businesses Expand Globally – Assisted hundreds of Southern U.S. agribusinesses in increasing export sales.
- Successful Participation in International Trade Shows – Supported companies in securing deals with international retailers and distributors.
- Growing U.S. Agricultural Trade – Played a role in boosting Southern U.S. food and beverage exports worldwide.
The Southern United States Trade Association (SUSTA) continues to be a driving force in helping agribusinesses enter international markets, providing financial assistance, educational resources, and strategic trade connections to empower American food and agricultural exporters.
