With New York state exporting $137 billion worth of agricultural products in 2011, the marketing potential for locally produced wines, fruits, meats and dairy continues to grow exponentially ”“ with China rapidly becoming interested in American products.
About 75 members and guests of the Hudson Valley Food and Beverage Alliance last week got an in-depth learning session from Kathryn Bamberger, marketing promotion specialist for the state Department of Agriculture and Markets in Albany and Michael Grossman, senior international trade specialist with the U.S. Dept. of Commerce”™s Westchester office.
“Navigating the Funding Process ”“ A Guide to Agriculture and Rural Development Funding Opportunities and Incentives” was hosted by U.S. Sen. Kirsten Gillibrand”™s office at Anthony”™s Pier 9 in New Windsor.
Through an Agriculture and Markets program, a component of nonprofit Food Export Northeast, its cost-share reimbursement plan can help qualified companies expand their marketing budgets by up to 50 percent, ranging from $2,500 up to $250,000 per year.
To be eligible, companies must meet certain U.S. Small Business Administration guidelines and be incorporated in the U.S. Agriculture Department”™s producer cooperatives. There is a $200 application fee for the program and a 6 percent fee on the funding requested as well.
Products must contain 50 percent or more of U.S. agricultural ingredients, excluding water and packaging, and be clearly labeled as Product of the U.S.A.
Money received through the program can be used for travel to exhibit products at international trade shows, in-store promotions of food items, advertising expenses, as well as packaging and label changes.
“It”™s an incredible program,” said Bamberger, “and I highly recommend you take advantage … it sounds tedious, and yes, it can be somewhat tedious, but the overall benefit makes it worth the effort, particularly when you see the return on investment. Overseas, American food products are in demand and kosher products are attractive because the certification gives it an extra safety certification, even if it is not necessarily better than its non-kosher counterpart.”
Shanghai has become a destination in China for tourism and international trade shows. Jinshui Zhang, international business development director with the New York State Small Business Development Center, encouraged wineries to get involved with the New York State Wine Outlet, which has partners in the Chinese marketplace.
“There is an emerging middle class in China and as a result, a growing appetite for American wines, beverages and foods,” Zhang said. More than 30 New York state wines will be taking part in an international wine exhibition. Among them are Hudson Valley wineries Brotherhood, Clinton Vineyards and Millbrook. There is no limit to the number of wines each company can market at the show.
“The Hudson Valley has tremendous selling power,” added Zhang, “but made in Hudson Valley, New York,” takes on even greater significance when dealing with the overseas marketplace.”
Bamberger said the Department of Agriculture and Markets is nearly ready to roll out its Empire of Abundance website, which will guide New Yorkers and visitors to wineries, restaurants, farm markets, specialty food markets and more.
“It is going to be a tremendous resource for our agricultural community,” said Bamberger. The site, a statewide database of foods, farms and restaurants, will be searchable by product and location and is expected to be in operation by mid-June.
TC Sauces owner Chris Selkirk, of Mechanicville, made the trip down to the seminar to learn more about getting his specialty marinades to a broader market. “I”™d like to grow my business, so that”™s why I”™m here. I know it”™s a lot of work to get involved in the application process, but if I don”™t do it, I will never move any further along. It”™s time to sit down and start learning how to do it.”
