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WUSATA-FAS Partnership Spells Success at Grocery Showcase West
By Kathleen Wainio
East is East and West is West in the Canadian market for U.S.
agricultural products, and the Western U.S.A. Trade Association
(WUSATA) is well aware of the distinctions.
WUSATA, a regional trade group made up of producers in 12 states and territories and headquartered in Vancouver, Wash., took the lead in recruiting exhibitors for the USA Marketplace pavilion at the Grocery Showcase West show (March 4-5, 2000) in Vancouver, British Columbia, with winning results.
Without the successful efforts of WUSATA, there would have been no USA Marketplace Pavilion at this important show, the largest grocery show in Western Canada.
A Big Market for the U.S.
The importance of British Columbia as a U.S. market cannot be overlooked. Two-way trade between the United States and the province of British Columbia exceeds $25 billion annually.
In terms of U.S. agricultural exports, if British Columbia were an independent country, it would rank No. 8, with U.S. sales exceeding $1.6 billion. The largest U.S. agricultural exports to British Columbia are fresh fruits and vegetables, processed fruits (including juices), snack foods, bakery products, red meats, nursery products, sugars and confectionery products, wines, beers and other alcoholic beverages, and flavored waters and non-alcoholic beverages.
FAS/Ottawa and You – A Winning Team!
Exporters who are worried about missing FAS-sponsored trade shows in Canada can turn to state/regional organizations and state departments of agriculture for help. These cooperators often recruit firms to participate in USA pavilions, typically booking blocks of booths for a unified U.S. presence at Canadian shows.
The effort is well worth it. Canada is the ideal, close-to-home export market for U.S. companies that are new to exporting. Regional offices can reach and recruit companies on a much more local level, while the FAS Office of Agricultural Affairs in Ottawa can provide assistance in working with show organizers and ensuring that the trade show experience is worthwhile.
For example, FAS/Ottawa partnered with the Ohio Department of Agriculture at the Canadian Food and Beverage Show in Toronto last February. The Ohio Department organized a block of exhibitors as the USA Marketplace Pavilion, as well as a breakfast seminar for Ohio companies that wanted to get involved in the Canadian market. Two chefs secured by FAS from the New England Culinary Institute showcased the Ohio firms’ products throughout the show (see AgExporter, July 2000 issue). One small Ohio exhibitor reported sales of well over $500,000.
In addition, smaller companies discovered the advantages of being side-by-side with some of the larger exporters in the U.S. pavilion, such as the New York Wine and Grape Institute and the Catfish Institute. Such well-known companies created their own attraction in the pavilion and generated additional walk-through traffic that benefited lesser known firms.
Upcoming trade show opportunities for regional and state departments of agriculture to join FAS marketing activities in Canada include:
For more information, contact Marilyn Bailey, Office of Agricultural Affairs, American Embassy-Ottawa at (613) 688-5267.
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Wide Range of Products Displayed
The product mix in the USA Pavilion reflected the demands of Western Canadian consumers, who tend to be more concerned about health and nutrition than their Eastern counterparts, as well as about the importance of organic foods, ethnic Asian prepared foods, vegetarian foods and health foods.
USA Marketplace offerings included pre-cut vegetables, energy bars, flavored sport-pack waters, won-ton noodles and spring rolls, barbecue rubs and gourmet vinegars from U.S. suppliers/exhibitors from Arizona, California, Colorado, Texas, Washington and Wyoming.
The USA Pavilion exhibitors at Grocery Showcase West benefited from the FAS-WUSATA partnership as the Office of Agricultural Affairs arranged one-on-one meetings between exhibitors and brokers and distributors in the Vancouver area. The result was that many exhibitors found brokers/distributors for their products a key to success in exporting to Canada.
FAS/Ottawa Adds Some Zip
FAS/Ottawa also sponsored a popular U.S. trivia game with prizes, which attracted a lot of traffic to the U.S. pavilion, and gave away colorful USA bags. Canadians tested their knowledge of the United States by responding to questions such as "What restaurant chain did Ray Kroc build?" (McDonalds) What was the entree of the first frozen TV dinner?" (Turkey)
FAS/Ottawa also set up a business center and helped out with the decorations and signs. It’s all in a day’s work when you’re trying to bring home the sales.
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The author is the U.S. agricultural attachè at the American Embassy in Ottawa, Canada. Tel: (613) 688-5267; Fax: (613) 688-3124. E-mail: usagr@istar.ca
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