New Market Developer, May-June 2016

Issue 3: May-June 2016

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In this Issue:


International Buyers are Coming to Michigan!

Midwest Buyers Mission


Don’t miss the opportunity to meet with numerous international buyers at the 2016 Midwest Buyers Mission on August 1, 2016 right here in East Lansing, MI brought to you by the International Marketing Program and Food Export – Midwest. Approximately 20 pre-qualified buyers from around the world will travel to Michigan to participate in one-on-one meetings with companies from across the state. Products of particular interest to these international buyers include: retail and food service products, private label, fresh/organic/healthy foods, frozen/chilled products, and specialty/gourmet goods. This buyers mission has generated substantial export opportunities in the past, and this year’s event is expected to be no exception! Companies that participated in the 2014 Midwest Buyers Mission reported a collective $4.7 million in actual export sales and 118 first-time export sales to a new market.

This buyers mission presents a unique opportunity for Michigan companies to meet with a variety of international buyers without ever leaving the state! Interested companies are encouraged to register for this exciting opportunity as quickly as possible, as meetings are scheduled on a first-come first-served basis. Early bird registration for $250 closes on June 3, and the final registration deadline is June 17.

Click here to register or to learn more about the international buyers participating in the 2016 Midwest Buyers Missionhttp://bit.ly/1O5kEUM.

For more information contact Jamie Zmitko-Somers at 517-284-5738 or zmitkoj@michigan.gov


Interested in Gaining Access to Free Market Research?

The Michigan Department of Agriculture and Rural Development’s International Marketing Program partnered with Euromonitor International, the world’s leading independent provider of strategic market research, to develop export opportunity analysis reports for Michigan food and agriculture companies.

“The reports will assist these companies in identifying emerging export opportunities to further grow their global presence and expand their businesses,” said Jamie Clover Adams, MDARD director.  “New international markets are critical as Michigan focuses on growing its food and agriculture exports.”

The opportunity analysis reports provide valuable insight to Michigan growers and processors looking for new export opportunities through the identification of key and emerging export markets. The reports are designed to assist companies in mapping out an export strategy for 2016 and beyond by highlighting consumer trends as well as historical and forecasted consumption.

Reports are available for the following Michigan industries and segments: Sweet & Savory Foods, Alcoholic Beverages (beer, hard cider/perry and spirits), Dairy Products, Energy/Breakfast Bars, Apples, Dry Beans, Blueberries, Honey, Tart Cherries, Wine, Potatoes, Pickled Products, Popcorn and Onions.

The export opportunity analysis reports are available at www.miagexport.com.

For additional information, contact Jamie Zmitko-Somers at zmitkoj@michigan.gov or (517) 284-5738 or Allie Fox at foxa1@michigan.gov or (517) 284-5737.


Guest Column:

Why SEO is Critical to Your Business’s Success

By Zara Smith

Program Manager, Michigan Small Business Development Center

The emergence of technology has shifted the ways in which a business is run. As new technologies have allowed us to plan, monitor, and improve business, certain strategies and tactics have come to the forefront, such as SEO.

SEO is the process of implementing strategies or techniques to improve the visibility (ranking) of a website in a search engine’s organic (unpaid) search results. Search engine optimization, or SEO, is an important component of the online marketing strategies employed by small businesses.

Why spend time optimizing your website internationally?

Why should you bother with SEO? The better your site is optimized, the higher it will rank on search engine results. A higher ranking means that more people will see your site, resulting in more web traffic.

SEO is an especially important part of an international marketing or sales strategy.  However, the different languages, consumer behavior, and cultural norms present in an international target market means that your international strategy will need to be different than your domestic SEO strategy. 

Quality content

One of the most important components in an SEO strategy is to have relevant, engaging content on your website. Google and all other search engines exist to provide accurate answers and data to their users. Search engines determine what your website is about by analyzing the text on your site. If your site has content that answers search queries, you will rank higher

Keyword research

As you develop fresh content, make sure that you have done some keyword research. Chances are good that existing customers might search for your site/products differently than someone who has never heard of your company. Having content that reflects long-tail search queries pertaining to your industry/product is the most effective way to attract quality visitors who end up purchasing your product.

Inbound links

These are hyperlinks from other sites that point to your site. Inbound links act as a letter of recommendation for your site, meaning that some links are more valuable than others. For example, popular pages like cnn.com, google.com, or sites with a .gov, .edu, or .org domain extension tend to have higher authority. If they link to your site, they pass some of this authority on to you. These inbound links are the most influential sign of your site’s trust and authority, and will continue to be in 2016.

Optimize for mobile viewing

Recent research has found that mobile Internet usage (smartphones and tablets) has exceeded PC Internet usage for the first time in history. If your site is not mobile responsive, now is the time to make that happen. Mobile devices have become the preferred web browsing device, and Google has said that responsive designs provide a better user experience. Updating your website with responsive design, or creating a custom mobile site, will better position you against your competitors.

Though SEO is just one component of an overall international marketing strategy, it consistently and effectively attracts organic web traffic and can serve as a “foot in the door” to a target market.  The Michigan Small Business Development Center helps guide qualified Michigan companies by developing international SEO reports for their sites.

Michigan food and agriculture companies that develop, service or update their websites to target a foreign audience may be eligible to receive up to 50% reimbursement for associated costs through Food Export’s Branded Program. To find out if your company is eligible, click here, or contact the International Marketing Program at zmitkoj@michigan.gov or 517-284-5738. 


Market Spotlight: Canada

Canada


Canada is the number one destination for Michigan food and agriculture exports, totaling $1.2 billion in 2014. Canada’s proximity to the U.S. and its common culture and lifestyle have historically made it a top choice for U.S. suppliers to export to. When exporting to Canada it’s important to consider key differences in requirements such as packaging size, nutrition labeling, use of the metric system, and use of Canadian English and French. For more information about export requirements, and additional analysis of the Canadian market, read Food Exports detailed country profile here.

There are numerous growing food trends in the Canadian marketplace that Michigan suppliers can capitalize on, especially the growing demand for innovative value-added foods that are both healthy and convenient. Top opportunities in this sector for Michigan suppliers include products that are low sugar or sugar free, gluten free, organic, low calorie, low fat and functional/superfoods.

In order to best understand the local Canadian food industry landscape, Michigan suppliers are encouraged to participate in Food Export’s Focused Trade Mission to Canada for Specialty and Natural Products. This mission will take place in Toronto, Canada, September 7-8, 2016. Participants will have the opportunity to learn first-hand about the market and meet face-to-face with local buyers. Registration for this event will remain open until June 15, but register by May 4 to receive a discounted rate. To learn more or to register, click here.

For more information on the Canadian market or the Focused Trade Mission to Canada, contact Allie Fox at foxa1@michigan.gov or 517-284-5737.

Source: Food Export Association


Interested in Meeting Buyers from the Caribbean & Central American Markets?

AFB 2015


The International Marketing Program invites you to join the Michigan pavilion at Americas Food & Beverage Show in Miami Beach, Florida. The show will take place September 26-27, 2016 and include opportunities to attend seminars, view presentations, and most importantly, market your Michigan made products. Join us in celebrating the show’s 20th anniversary by purchasing a booth space and position yourself to meet thousands of interested international buyers.

Last year over 11,000 individuals representing over 100 countries visited the show. Over $179 million in projected sales were recorded for all show exhibitors. The Michigan companies that participated in the 2015 Michigan pavilion reported a total of 38 new leads with an approximate $250,000 in export sales anticipated in the following 12 months.

International buyers representing supermarkets, cruise lines, food service, restaurants, and many other major industry sectors are already registered to attend this year’s event, and the list grows daily!

Booth space in the Michigan pavilion is limited, be sure to save your space as soon as possible! The cost for a 10x10 booth is $1,450 for specialty crop companies, and $2,900 for non-specialty crop companies. Half booth options are available as well.

For more information regarding America’s Food & Beverage Show visit their website: www.americasfoodandbeverage.com

Click here for further details and a copy of the booth space application for the 2016 Michigan pavilion: www.michigan.gov/miagexport

Contact Jamie Zmitko-Somers at 517-284-5738 or zmitkoj@michigan.gov.

New Import Regulations in Korea for Exporters

South Korea recently implemented the Special Act on Imported Food Safety Management. The USDA has created a GAIN report that illustrates the changes and new requirements included in the Special Act, including mandatory foreign facility registration. 

The GAIN report is available at the following link: http://1.usa.gov/1SD1jNc


Food Export Staff Changes

In the January-February issue of the New Market Developer we introduced Molly Burns as the new Michigan Food Export liaison. Recently, Molly was promoted to the position of Branded Program Manager, succeeding Joe Yotti. Replacing Molly as Michigan's Food Export liaison is Lisa Vollen. 

Lisa Vollen


"Hello! My name is Lisa Vollen, and I am the new Liaison at Food Export of the Midwest that assists Michigan companies with our programs. I work with Jamie and Allie at the Michigan Department of Agriculture and Rural Development to encourage Michigan food and agriculture companies to export and to utilize Food Export programs to help you do so. Please don’t hesitate to contact me at lvollen@foodexport.org or 312-334-9217."

Congratulations Molly and welcome Lisa!


Upcoming Events

Caribbean & Central American Buyers Mission for Retail & Food Service 
June 15-16, 2016 | Miami, FL
Registration Closes May 3

Webinar: "How to Prepare for Meetings with Foreign Buyers"
May 4, 2016 | 3-4 PM

Focused Trade Mission to China for Food Service Products
August 8-12, 2016 | Shanghai & Shenzhen, China
Registration Closes May 23

Food Show PLUS! at Feria Alimentaria Guatemala 
September 4-7, 2016 l Guatemala City, Guatemala
Registration Closes June 12

Focused Trade Mission to Canada for Specialty and Natural Products
September 7-8, 2016 | Toronto, Canada
Registration Closes June 15 


Welcome Katherine!

The International Marketing Program is excited to welcome our newest intern Katherine Andrews! 

Katherine

Katherine is currently a sophomore at Michigan State University majoring in Comparative Cultures and Politics with a minor in Environmental and Sustainability Studies as well as Sustainable Agriculture and Food Systems. Welcome Katherine!  


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Get in Touch with the International Marketing Program

Jamie

Jamie Zmitko-Somers

zmitkoj@michigan.gov

517-284-5736

Allie

Allie Fox

foxa1@michigan.gov

517-284-5737