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Allison Miller
International Marketing Program Coordinator
It’s been a busy summer for the International Marketing Program at the Michigan Department of Agriculture and Rural Development (MDARD). After wrapping up three trade shows in May and June, we turned our attention to the Midwest Buyers Mission at the end of July. This event, held in collaboration with the Food Export Association of the Midwest, returned to Michigan for the first time since 2018. We were proud to host buyers from 15 countries in Grand Rapids and connect them one-on-one with Michigan companies. Though Mother Nature threw us a curve ball in the form of a severe storm causing flight delays and a power outage at the hotel, the event was ultimately a success. Suppliers reported actual sales for $368,000 and projected sales of $2.5 million.
Now, we’re focused on the Michigan Pavilions at SIAL Paris and the Global Produce and Floral Show hosted by MDARD’s International Marketing Program. In addition, we continue connecting businesses with resources and financial assistance. In this issue, we look at some of the programs, activities, and news from the International Marketing program:
How can our team help your business grow? Contact us at MDARD-AgD@Michigan.gov.
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SUCCESS STORY
 Cruz Burgers exhibited at the 2022 National Restaurant Association Show in Chicago.
During May and June of 2022, The Mushroom Angel Co., creators and producers of Cruz Burgers, attended Food Export-Midwest Buyers Missions at the Summer Fancy Food and National Restaurant Association Show. The buyers missions, which ran parallel with the tradeshows, provided the Detroit supplier the opportunity for private one-on-one meetings with international buyers. Additionally, The Mushroom Angel Co. also exhibited under the MDARD sponsored Michigan Pavilion helping the veggie burger supplier gain access to more foreign buyer contacts and industry connections if they otherwise exhibited on their own.
“Attending the trade shows exposed our start-up business to an array of new customers and buyers, exponentially increasing our ability to secure new sales domestically and internationally faster,” said W.E. Da’Cruz, co-founder of Mushroom Angel Co. “The interests we received at the events with Food-Export Midwest and MDARD helped us to begin scaling production and expanding our hiring efforts to meet the projected demands.”
MARKET SPOTLIGHT
 In 2021, China ranked as the third largest market for Michigan food, agriculture and forest product exports with a total of $168 million in exports according to the U.S. Census Bureau. For the entire U.S., China is the largest agricultural export market, with a total export value of approximately $36 billion in 2021. The top exported products from the U.S. to China were soybeans ($14 billion); corn ($5 billon); forest products ($2 billion); coarse grains ($1.8 billion); and pork ($1.7 billion).
 According to a report from the U.S. Department of Agriculture (USDA) Foreign Agricultural Service (FAS), there are several strengths for U.S. food and agricultural exporters:
- U.S. exports are seen as high-quality, sustainably produced, and safe.
- The U.S. exports a wide range of products at competitive prices.
- The U.S. has a long history of food and agricultural exports to China.
However, according to USDA FAS, there are still several weaknesses exporters may face in the Chinese market:
- High tariffs and bilateral political tensions continue.
- Outside of major cities, supply chains can be inconsistent and fragmented.
- Food and agricultural import restrictions can be vague, unjustified, and unevenly enforced.
The U.S.-China (Phase One) Trade Agreement continues to support U.S. food and agricultural exports to China. However, exporters to China should be informed about Decrees 248 and 249. According to USDA FAS, effective January 1, 2022, Decrees 248 and 249 require foreign suppliers of specific food products to China be registered with the General Administration of Customs of the People’s Republic of China (GACC) prior to having products be presented for customs clearance.
The Food Export Association of the Midwest will be offering Food Show PLUS! at SIAL China, Asia’s largest food and beverage innovation exhibition. Food Show PLUS! can enhance your international tradeshow results with introductions to qualified buyers, in-market briefings, on-site assistance, self-guided retail tours and post-show lead qualifications. The event will be December 7-9 in Shanghai, China.
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This information is being shared as a public service by MDARD on behalf of the Food Export Association of the Midwest.
Food Export Association of the Midwest USA is now accepting applications for the 2023 Branded Program year. The Branded Program enables U.S. suppliers of food and agriculture products to increase their overseas marketing budgets to maintain and expand their share of export markets, as well as encourage new market exploration.
Once approved, participants receive 50% cost reimbursement on eligible marketing and promotional activities such as:
- Exhibiting at international and select U.S. tradeshows,
- Advertising, public relations, in-store promotions and merchandising,
- Marketing and point-of-sale materials,
- Freight costs for samples,
- Foreign market-compliant packaging and labeling,
- International web site development, online marketing and more.
Projects may range in size from a few thousand dollars to several hundred thousand dollars in their scope.
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TRADE SHOWS
MDARD is offering five domestic and international trade show pavilions in 2023 for Michigan companies. Each show has a discounted rate for Michigan companies to participate with limited availability.
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Chicago, Illinois | May 20-23, 2023
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Chicago, Illinois | May 22-25, 2023
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New York City, New York | June 25-27, 2023
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Cologne, Germany | October 7-11, 2023
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Anaheim, California | October 19-21, 2023
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Contact Liz Smith (smithe62@michigan.gov) or Allison Miller (stubymillera@michigan.gov) if you are interested in participating.
MICHIGAN CRAFT BEVERAGE COUNCIL
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Stories from the latest issue of the Michigan Craft Beverage Council Industry Newsletter:
- Qualified Small Distiller Program
- Michigan Craft Beverage Council Research Grants
- Barley and Malt Quality: A Field to Brewhouse Perspective
- Spotted Lanternfly Found in Oakland County
- MSU Quality Labs Accepting Samples for Craft Beverage Testing
- Michigan Distilled – A New Spirits and Cocktail Festival
- MDARD International Marketing Program Helps with Export Assistance
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NEWS AND RESOURCES
MDARD Rural Development Infrastructure Survey
The State of Michigan is hard at work maximizing the new funding resources sent to Michigan through the Infrastructure Investment and Jobs Act (IIJA). In addition to making use of the resources available to the state, agencies like the Office of Rural Development in the Michigan Department of Agriculture and Rural Development, Michigan Infrastructure Office, the Michigan High Speed Internet Office, the Michigan Department of Transportation, and the Michigan Economic Development Corporation seek to help communities access and deploy IIJA funding available to them.
Please take a few moments to respond to a short survey by Friday, September 23 to share general information about your community’s infrastructure priorities and needs. Any stakeholders engaged in planning for infrastructure at the local or regional level may participate. This information will be used to plan for communications and support to rural communities as the new infrastructure funding becomes available.
This survey is designed to help these agencies better understand and respond to local and regional infrastructure needs, plans, and readiness to apply for and administer new infrastructure resources.
MDARD's International Marketing Program is pleased to continue offering Worldwide Credit Reports to Michigan food and agriculture companies for potential international customers. Qualifying Michigan food and agriculture companies can receive one Worldwide Credit Report free of charge. This service, administered in partnership with the Van Andel Global Trade Center, will provide the most up-to-date credit information on in-country businesses.
MDARD offers a Farm Innovation Program to in-state educational and research centers to develop and support innovative solutions to real, immediate, and future farm problems facing Michigan’s food and agricultural industry. The 2022 Grant Cycle Request for Proposals are open as of July 27, 2022 and will close on October 27, 2022.
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Michigan Department of Agriculture and Rural Development
Agriculture Development Division
MDARD-AgD@Michigan.gov
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