ANNUAL FUNDING APPLICATION REQUESTS $3.3 MILLION FOR EXPORT PROMOTION

USDBC drafted, completed, and submitted its annual application for global market development funding to USDA/FAS for $3.3 million. The Unified Export Strategy (UES) funds USDBC’s worldwide programs through the MAP, FMD, GBI, and Emerging Market Programs. All of these acronyms represent distinct programs that together support increasing awareness and consumption of U.S.-origin dry beans in developed, new, and emerging markets. These programs also tackle disruptive trade policy constraints. Last year, we began to create a more unified approach to market development that recognized all of the distinct qualities of each market, and brought all programs together under four thematic areas; US quality/service, health/nutrition, sustainability, and innovation/ingredients.

Our 2023 strategy reflects this unified and focused approach while acknowledging that not all four program areas will be present in each country/regional program. The idea is to implement a strategy that is focused yet allows for flexibility and adjustments to the current global market place which is ever-changing and ever-challenging. We are excited by a new sense of focus and excitement around beans that began during the pandemic and has sustained, helping us to make significant advances into new dietary trends among younger generations of consumers. We have launched several new programs in 2022 including new public relations campaigns, new ingredients-focused programs, and new activities designed to enhance competitiveness. While 2022 has presented some unique and significant challenges to U.S. dry bean competitiveness, we draft our strategies with the understanding that global market dynamics ebb and flow. We rely heavily on our partnership with and support from USDA/FAS to help us maintain our competitiveness and move into new markets and market segments while building on our business. We are grateful to FAS for their continual support of our global program strategy and look forward to many exciting opportunities for the remainder of 2022 and into 2023.