Are you an exporter looking for ways to expand your business and increase your profits? Look no further than trade events like our annual USAPEEC Americas Expo. 

On November 19th and 20th, 2019, the USA Poultry & Egg Export Council conducted its first “USAPEEC Americas Expo” at the Hilton Hotel in Cartagena, Colombia, thanks to ATP funding and support from the National Turkey Federation (NTF) and the United Soybean Board (USB). This event brought together more than 80 importers from across the Caribbean, Central America, and South America with 27 different exporting companies from the United States through technical seminars, a trade show, and a trade reception. The result? Stronger trade relationships, enhanced product portfolios, and exciting new export opportunities with U.S. chicken, turkey, duck and eggs.

Take the example of Angleton Group, an importer from Colombia. Thanks to the USAPEEC Americas Expo, they were able to meet with several USAPEEC exporters and increase their imported product portfolio, buying from more U.S exporters. In fact, they imported 67% more U.S. chicken from January-April 2020 than they did during the same period in 2019. 

Or consider La Unica, an importer and processor from El Salvador. Through the USAPEEC Americas Expo, they met with Case Farms and discovered the benefits of using U.S. chicken meat as raw material for their products, such as their ham and chorizo. In addition to being more competitive in pricing than local products, the U.S. chicken meat also improved the flavor, texture, and color of La Unica's products. Due to the product’s success, La Unica began to use U.S. chicken meat as raw material in two new products: chicken chorizo and ground meat. 

The benefits of attending trade events such as our USAPEEC Americas Expo are clear. Not only do they provide an opportunity for South and Central American and Caribbean importers to discover new products and services, they also offer them the chance to meet face-to-face with potential suppliers. This type of personal connection is essential in building trust and establishing a solid foundation for doing business together. 

If you're ready to take your business to the next level, consider participating in trade events like our USAPEEC Americas Expo. You never know what exciting new opportunities may be waiting for you.

Marketing a product to a diverse consumer group is essential to ensuring that our message reaches the right people. The success of our Washington Apple Effect Campaign in Colombia from October 2020 to April 2021 is a testament to this fact. The campaign was estimated to reach roughly 33.7 million consumers and achieved its stated goals of launching two new varieties, improving brand positioning, and increasing apple consumption per capita.

One of the key strategies employed in the campaign was the use of a mix of channels, including out of home (OOH) advertising, radio advertisements, point of purchase (POP) displays, in-store events, recipe development, digital advertisements, and influencer marketing. This approach ensured that our message reached different consumer groups present in Colombia, who consume media differently. For instance, while some of our consumers prefer social media, others prefer traditional media like radio.

The campaign also leveraged the power of sampling events, with more than 90 events held in the nation's largest retailers, reaching 27,900 people. These sampling kits were modified to meet COVID-19 restrictions, with innovative vacuum-sealed apple slices and information packets being offered to consumers. Furthermore, point of purchase (POP) materials were delivered to both retailers and distributors, with kits customized to meet the specific needs of wholesalers and traditional retailers, with 331 stores receiving POP kits. This approach recognized that distributors are a fundamental part of our business due to their importance in the market and the large volumes they handle from our product portfolio.

Through social media advertising, the campaign reached around 23.8 million people by using a tactic we called “Apple Week”, allowing us to make our brand and our product known through our digital channels guidelines and influencers. Campaign messaging was intentionally divided between three consumer priorities: “Apples for Smiles” highlighted Washington Apples commitment to children and education, “For a Healthy 2021” promoted a healthy lifestyle that included Washington Apples and physical activity, and “21 Ways to Eat” allowed us to show our followers the versatility of our product in different preparations, departing from the common idea that apples are eaten only in slices or whole. The use of influencers was also instrumental, with the "Healthy 2021" messaging including six influencers across the country who promoted a healthy lifestyle with apples, positioning the brand in a friendly and fun manner. 

In all, by using strategies such as a mix of channels, sampling events, point of purchase (POP) materials, social media, and influencers in our Washington Apple Effect Campaign in Colombia, we were able to market to diverse consumer groups and ensure that the message of our exporters reached the right people. Most importantly, by dividing the campaign messaging between consumer priorities, we were able to connect with our target audiences in an intimate and meaningful way.

In challenging times, it is more important than ever to stay creative and adaptable. A year following the outbreak of the COVID-19 pandemic, FTA International led a campaign entitled the ‘American Turkey Campaign’ in Colombia from September to November 2021, and demonstrated how thinking outside the box can lead to incredible results. Despite facing restrictions from the COVID-19 pandemic, we were able to reach more than 32 million Colombian consumers in a matter of three months, resulting in a 339% increase in turkey sales in the U.S. How did we do it? By using a variety of innovative marketing techniques that engaged customers in fun and unique ways.

On Instagram, we created a campaign channel and our own American Turkey account, both of which registered millions of impressions and interactions: 1.3 million impressions and 42 thousand interactions and over 18 million impressions, respectively. On YouTube, we produced short, engaging content and bumper advertisements that connected consumers with local vendors, generating 8.3 million impressions with a further 800 thousand views of our video content and 490 thousand clicks and interactions. Also, since our target audience participated in streaming music far more than consuming radio, we placed radio spots and digital banners on music streaming platforms like Spotify and Deezer, producing 884 thousand media impressions.

In an effort to capitalize on the growing popularity of shopping delivery services, FTA purchased in-app advertisements, keyword search preference, and related product promotions that tied American turkey to other similar highly searched products on RAPPI, the most popular digital marketplace in Colombia. This allowed us to reach 218 thousand shoppers with immediate purchase intent. We also launched Digital Out of Home Advertisements (DOOH) advertisements in the largest malls and gym chains in Bogotá and Medellín, reaching 21 gyms and more than 70 screens between Bogotá and Medellín, yielding 4.4 million impressions via DOOH advertising. FTA International further partnered with the two largest Colombian gym chains to reach 130 thousand of their members via email marketing, resulting in over 13 thousand opens and 2 thousand click-throughs to our Instagram platform. 

In-store promotions were also key to our success. Since this campaign was implemented during the height of COVID-19 restrictions, we had to be especially creative with in-store sampling promotions, which included installation of point of purchase (POP) materials in Exito, Carulla, and Pricesmart, the largest Colombian retailers. We could not hand out product, therefore we used our in-store teams to engage customers in a digital trivia game communicating the attributes of turkey in a more entertaining and unique way. Customers who won the game had the chance to win a one-year membership to one of the largest gym chains in the country. Properly sealed 15-gram turkey samples were also handed out to customers to try at home and distributed via a custom-designed mobile tasting cabinet that we could use to directly approach individual shoppers. Over 23,000 customers at 19 stores tried turkey products as a result of these in store efforts.

Leveraging the success of our in-store trivia promotion, FTA International took the trivia game to the largest gym chains in Bogotá and Medellín, approaching exercisers with the opportunity to win a one-year gym membership. Working at over 31 gym locations, we registered more than 1,000 participants who directly engaged with turkey promotions in this unique format. 

Overall, despite the challenges posed by the COVID-19 pandemic restrictions, FTA International was able to transform the situation into an opportunity to showcase our creativity and social impact. We were determined to meet our stated goals for the campaign: develop a communication and promotion strategy to encourage the consumption of American turkey meat throughout the year in Colombia, position the American turkey meat as a product of daily consumption and not seasonal, and present the full portfolio of turkey products available to consumers, highlighting turkey as the tastiest and healthiest protein available. By adapting to the new reality and finding innovative ways to engage consumers of American turkey meat in Colombia, we met these goals with immense success, garnering 32 million impressions from Colombian consumers across several social media platforms, having Pricesmart, one of the largest retailers in Colombia, report an increase of 339% in sales over the promotion period and as a result of the campaign, and helping Carulla, another large retailer in Colombia, introduce a new turkey product nationwide in all of its locations. This is the power of creative problem-solving. By embracing setbacks and using them as a catalyst for change, companies can achieve their goals and overcome even the toughest of challenges. Next time we encounter a setback, we will not despair - instead, we will approach it with a creative and innovative mindset, and watch as it transforms into a pathway towards success.

In 2020, FTA International partnered with USARICE to launch a digital marketing campaign entitled 'Piensa en Arroz', which used the power of influencers and digital marketing to spread the message of the health benefits and versatility of rice.

Starting with a public relations campaign featuring 20 influencers from Honduras, the campaign expanded to include influencers from Guatemala, El Salvador, and Costa Rica who showed how to prepare different recipes and spoke about the benefits of eating rice, on social media. Across four influencers in three countries, nearly one million impressions were generated with an impressive engagement rate just shy of 10%. 

However, the campaign didn't stop there. FTA International also created recipe content, videos, and health discussions for USARICE's Latin American Social Media channels, gaining over 12,000 new organic followers during the campaign dates. Programmatic advertising targeted pages most visited by the selected group, generating over 2.5 million impressions and social network advertising generated an additional 44 million views.  

And the results speak for themselves. In May of 2020, when the campaign began, sales in supermarkets increased by 137% compared to the same month in 2019. By August of 2020, accumulated sales reported an increase of 107% compared to the same period in 2019. 

By leveraging the power of influencers on social media and digital marketing, FTA International was able to amplify the reach of USARICE's message and increase its sales in the South and Central American markets. Thus, if you're an exporter looking to extend your reach in the Latin American market, consider partnering with FTA International to create a cohesive and effective digital marketing campaign. Together, through the use of creative social media and digital network tools, including influencer posts, micro influencer competitions, and traditional digital advertising, we can ensure your message reaches the right audience and increases your company sales.

At FTA International, we believe that fostering international trade relationships is essential for the growth and success of businesses in the market. That's why we are dedicated to bringing South and Central American and Caribbean importers together with American exporters through our trade events.

One of our key trade events is the America’s Food And Beverage Show hosted in Miami, Florida. Each year, this trade show brings together our members and existing South and Central American and Caribbean customers in a single location, allowing them to learn about the latest products and services in the industry, meet potential clients, and gain invaluable insights into global market trends. Our members associate the show with an estimated $100M in recurring revenues as well as $15 to $20M in deals made during or immediately following the trade show. With return-on-investments like these, it is no surprise that the interest in this Latin American focused trade show has been growing consistently over the last few years. 

During the trade show, members participating during the event and with booths within the pavilion enjoy the added benefits of participating in round robin sessions with reverse trade mission participants from South and Central America, who are carefully selected by our team. This reverse trade mission allows for 250 direct meetings with qualified sales candidates from across the region. 

To accompany the trade show and further connect South and Central American and Caribbean importers with American exporters, we also host an annual USAPEEC/USMEF trade reception in Florida. In years prior, our trade reception has come to boast a record-setting 267 participants, most of which were importers from South America, Central America, and the Caribbean. Moreover, this event provides a relaxed setting for industry professionals to connect and discuss business opportunities in a casual environment.

Lastly, we also host educational seminars during the trade show, covering topics such as international trade, export regulations, and market entry strategies, where all participants can learn valuable insights into industry trends and upcoming developments. South and Central American and Caribbean importers learn about the latest technologies and strategies, giving them a competitive edge in their respective markets, while American exporters obtain practical insights and actionable advice that can help them navigate the often complex world of international trade and grow their operations overseas.

Through our trade events, we aim to foster meaningful connections that lead to lasting partnerships and successful business ventures for all parties involved. We believe that by bringing together importers and exporters from diverse backgrounds through different trade events, we can help businesses of all sizes thrive in the marketplace. 

The COVID-19 pandemic has undoubtedly caused disruptions in various aspects of our lives, including the way we conduct business. In these times, it is inspiring to see organizations and individuals rising up to the challenge and finding innovative solutions to keep moving forward.

Our team at FTA International is no exception. Despite the uncertainties and challenges posed by the COVID-19 pandemic, we remained steadfast in our commitment to connect South and Central American and Caribbean importers with American exporters in our annual USAPEEC Americas Expo trade event. 

The USAPEEC Americas Expo was in its second year in 2020. This event was slated to be in person for its second year, however, with COVID-19 precautions and the safety and well-being of our attendees and staff as our top priority, we explored various options and ultimately decided to host the event in an online format. FTA team members worked tirelessly for a total of three months, ensuring not only standard participation procedures but also internet capabilities and platform access for more than 163 participants. Given the inconsistency of internet access and even power stability across the Latin American and Caribbean region, FTA made system testing and backup a priority for all participants. 

The event was a huge success, with 76 agricultural importers taking part in over 250 meetings with 27 USAPEEC member companies in attendance. The attendees expanded their knowledge of the U.S. poultry industry and likely impacts of COVID-19 during seminars with investment executive Christine McCracken of Rabobank and international poultry economist Dr. Paul Aho of Cornell University.

While the online format was a departure from our usual in-person Americas Expo event, we were excited to embrace this new format and provide a platform for our attendees to connect and engage with one another. The online event also allowed FTA to reach a wider audience and provided an opportunity for those who may not have been able to attend in person to participate. Specifically, American exporters found the show particularly useful for connecting virtually with geographically distant customers and especially appreciated the event's exclusivity with its focus on purchase-ready large quantity importers. 

Early sales estimates totaled $7.5 million in new business coming directly from this event, with a significant additional boost in recurring revenue for attending companies. Moreover, USAPEEC, the sponsoring commodity association, found event statistics especially useful as the FTA team was able to provide granular user data on meeting length, webinar attendance, and meeting follow-through on a company by company level. This success is a testament to the power of determination and innovation in the face of adversity.

While the COVID-19 pandemic has certainly presented its share of challenges, it has also provided opportunities for growth and breakthrough. FTA International is committed to continuing to find new and creative ways to connect and engage with our exporters, both online and in-person. Through unprecedented times, we have learned to remain determined, resilient, and dedicated to finding new ways to adapt to uncertainty and continue our dedication to providing our exporters with the best possible service, support, guidance, and resources required to be successful and build a promising future for themselves and their businesses.

At FTA International, we are committed to supporting our exporters in their efforts to expand their businesses and launch their products in the South and Central American markets. In 2023, we collaborated with the Indiana Soybean Alliance to execute two successful events in Colombia called “Noche del Pato”. The events provided a platform for stakeholders of the duck industry to network and learn about the use and techniques of U.S duck in gastronomy.

The events, which took place in Bogotá and Medellín on July 10th and 13th, 2023, showcased different duck preparations, benefits, and varieties. The objective was to expand purchase opportunities for U.S duck products with importers and their clients. Thanks to the development of these activities and our efforts to promote duck products in the HRI industry, the growth of duck imports have boosted and importers have maintained a strong presence in Colombia’s market.

One of the attendees at the events was Edwin Salgado, an executive of the company Tasty Duck. As a result of his attendance, he established a new commercial relationship with the Colombian importer De La Sabana to acquire the product “Duck Fat”, which is a new duck product for the Colombian market. This new duck product has a long shelf life, durability, and provides excellent performance during use, which can particularly assist hotels, mid-priced fast food restaurants, cooking schools, artisan or gourmet-style bakeries, and pastry shops in preparing special artisan breads, frying special hamburgers, giving different flavors to fried foods, and much more.

Through the gamut of services provided here at FTA International, we support our exporters in showcasing and promoting their products and establishing new commercial relationships in the South and Central American market.

As a company, we are proud to work alongside successful businesses such as Supermercados Peruanos S.A. (SPSA), one of the largest supermarket chains in Peru. Under the sponsorship of the South Dakota Soybean Program and the United States Poultry and Egg Council (USAPEEC), we have been able to develop a strong relationship with SPSA and increase sales of American poultry products in their stores, allowing us to reach more customers in Peru and increase the import of American poultry products.

Supermercados Peruanos S.A. (SPSA), which operates under four different brands, including PlazaVea, Vivanda, Mass, and Makro, has 646 stores throughout Peru and has become one of the few companies with 100% Peruvian capital, and they continue to expand their reach.

In November 2023, the United States Poultry and Egg Council (USAPEEC), sponsored by the South Dakota Soybean Research and Promotion Council,  conducted the “Trade Show and Poultry Sampling Event” in Lima, Peru, which allowed over 220 attendees to sample American poultry products available in the Peruvian market and make contacts in the HRI sector, including hotels, caterers, restaurants, chefs, importers, food distributors, and supermarkets. One of the many attendees was Supermercados Peruanos S.A. (SPSA). Following the event, the imported value of American poultry products to Supermercados Peruanos S.A. (SPSA) increased significantly from January to December 2023, with a 159% increase in metric tons and a 161% increase in value, compared to the same period in 2022, demonstrating the growing demand for American poultry products in Peru and our commitment to securing success for our partners.

We remain hopeful about the future of our partnership with Supermercados Peruanos S.A. (SPSA) and the potential for growth of American poultry products in the South and Central American market.

As an exporter, there are times when the market slows down and it becomes increasingly challenging to maintain your presence. This is a common challenge for many exporters, however, it doesn't have to be a roadblock for your business. At FTA International, we understand this challenge and strive to provide exporters with the right strategies to navigate low seasons and have them back on track to thriving in the market.

One of our main strategies is conducting successful marketing campaigns. Take for instance a campaign we administered in Colombia from February to September 2023, aimed at boosting sales of U.S. turkey products during the low season.

In this campaign, we carried out diverse activities such as in-store promotions, point of sale (POS) materials distribution, digital marketing, and digital out of home (DOOH) advertising. The campaign was a success. More than 146 in-store promotional activities were conducted in well-known supermarkets like Price Smart and Jumbo Cencosud, and 127 promotional activities were conducted at gyms like Smart Fit and Stark. Our digital marketing strategy achieved 26 million impressions, reaching 20.6 million people through social media channels such as Facebook, Instagram, YouTube, and DOOH. All-in-all, our multi-channel campaign had a lasting impact on the market and motivated retail chains like Cencosud (Jumbo supermarket stores) to import new value-added products, who highly valued the campaign as a support for its business. 

Through our digital campaign, we were able to help our exporters find ways to expand their reach within the existing market and tap into new opportunities while maintaining steady growth. At FTA International, we believe in helping our exporters achieve their goals by providing them with tailored strategies that work. We understand that navigating a fluctuating market can be challenging, yet with the right approach, it can be an opportunity for growth.

Small businesses hold a vital role in our communities, offering unique products and services that enrich our lives. By providing them with the resources they need, we can help them expand their business and establish their presence in a competitive marketplace.

Let’s take a look at Productora de Alimentos del Litoral - PALIT, a Salvadoran food processing plant. PALIT specializes in products derived from chicken, such as breaded and fried chicken wings, chicken chunks, and chicken nuggets. Initially, they bought chicken wings from national producers, however, as their demand grew, they were denied sales by local producers who saw them as competitors.

PALIT then turned to the United States to source their chicken wings and began working with an established importer. Over time, their expertise in the product grew, and their demand for high-quality and sized wings increased. In September 2022, they contacted our Central American team for support in finding contacts and opportunities to meet producers and suppliers of their chicken wings. With the help of our team, PALIT made their first contact with a new buyer. Through FTA, PALIT was able to submit information about the products they were looking to export and the countries they were interested in exporting to. This information was then shared with buyers who FTA is in contact with. This approach offers our exporters exclusive access to a variety of potential buyers who are actively seeking the products they offer. Our large network of potential buyers is especially helpful if you are an exporter who is just starting out in the exporting business and are unsure of where to find reliable suppliers.

In February 2023, PALIT was able to import their first container of 44,000 pounds of chicken wings at a value of $20,000.00. By July, they had already imported four containers and continued to experience growth in demand. In June 2023, PALIT began relations with one of our trading company members, importing a container of 50,000 at $21,500.00. PALIT’s growth has allowed them to expand their business to two of the most important supermarkets in El Salvador: Walmart and Super Selectos.

Thus, by partnering with FTA International, exporter businesses can increase their chances of finding new customers and expanding their business just as PALIT has. Whether you are new to exporting or looking to expand your business, we offer you the resources you need to achieve your goals.