U.S. Sustainability Alliance Promotes U.S. Farming Practices to EU Audience

A few years ago the U.S. Dry Bean Council joined the U.S. Sustainability Alliance (USSA), an initiative funded under a special grant from USDA/FAS. The Alliance is composed of 20 USDA market development cooperators and was established to minimize market access threats in the EU as demands for sustainability plans have increased. It also serves to build a narrative around U.S. products and farming practices.  Initial activities included workshops and trade shows, but have more recently transitioned to focus on a website, http://thesustainabilityalliance.us/, and communication pieces. The main target audiences in the EU were importers/customers of U.S. agricultural products as well as other associations.

In 2020, the Alliance has a number of new initiatives underway. It has redefined its primary targets to include European policy makers as well as importers/customers and other associations. European consumers will remain an important, but secondary target, reached primarily through the website. With its revised targeting, the USSA is reviewing and will make changes to its main activities, especially in light of the EU’s new Farm to Fork and Green Deal strategies.

Sustainability developments in the EU and elsewhere are disseminated to U.S. stakeholders via a monthly newsletter and regular emails. Members also have an opportunity to hear notable speakers, such as Jack Bobo, CEO of Futility and Rose O’Donovan, Editor of Brussels-based AgriFacts, via monthly conference calls. On most calls, a U.S. cooperator also shares its sustainability goals and messaging with other USSA members and members of the target audience. USDBC is gathering information via these calls to develop its own sustainability strategy, goals, and messaging in the near future. Development of a USDBC specific sustainability statement will be a priority in early 2021.