Exploring New Pockets of Demand

With nearly 95 percent of the world’s consumers living outside the United States, overseas markets offer momentous growth opportunities for U.S. agriculture. The heart of the Council’s work is to build specialized programs for market development to capture these opportunities for U.S. farmers and agribusinesses.

For example, when the Obama Administration announced it would seek to dismantle the 50-year-old restrictions on how companies and individuals interact with Cuba, the Council responded by refocusing attention there. This included sending leaders to the country as part of an agricultural learning mission and following up with several targeted trade servicing visits to assess barriers and potential for programs in the market.

USGC staff and consultants also launched two independent aqua feeding distiller’s dried grains with solubles (DDGS) trials in Vietnam, a historic first for that market. This research studied the impacts of different DDGS inclusion rates on feed conversion ratios and color of final filets to provide Vietnamese catfish producers with information about U.S. DDGS as a high-value feed ingredient.

In Mexico, the Council has ramped up barley promotion by hosting teams and workshops for longtime end-users and new craft brewers just entering the market. Bringing U.S. producers and farmers together with malting plants and other industry leaders allows for direct interaction that will simulate and expand demand for U.S. barley malt.

In Canada, the Council’s focus has been on creating expanded opportunities for U.S. DDGS through beef feeding trials. The results of the trials will assist in demonstrating that DDGS can be used at higher inclusion rates than previously thought relative to competing Canadian feed ingredients, which will help continue to grow exports of U.S. DDGS to Canada.