Effective trade servicing utilizing MAP funds plus the QSP program in the United Kingdom has allowed the U.S. tart cherry industry access to a number of business platforms and categories. As a result Michigan dried tart cherries now enjoy listings/stocking across all major UK retail chains, with dried tart cherries found as a snack pack for children’s pack lunch, and in home baking. Dried tart cherries have been included as a recipe ingredient in a whole range of Kellogg’s healthy choice breakfast cereals. This exciting trend has been taken up by the premium and organic/fair-trade cereal suppliers adding value and taste in a vast range of products. The indulgent market for high end confections has also joined the party and Michigan dried tart cherries are found enrobed in chocolate. This trend had Cadbury reviewing Michigan dried tart cherries and this is still under discussion with its new product development people. Michigan tart cherry drinks are now being marketed in a number of retailers including the national chain of Holland and Barrett, the UK’s primary health and well being store. Cherry Active is used by premier league football teams and England Rugby as part of their post training recovery regime. Although the industry has a long way to go, the results of CMI’s efforts in this market are nothing short of remarkable and testament to the benefits of industry working closely with FAS USDA.

In spite of the swine ‘flu epidemic and disagreements over border issues, Mexican importers, retailers and consumers continue to relish the taste of California cling peaches. Exports to Mexico in 2008 showed a 17.96 percent increase in terms of value from the prior year with total market share growing from 13.02 percent in 2007 to 22.55 percent in 2008 even with the increase in the rate of the U.S. dollar to the Mexican peso. CCPB’s activities funded through the Market Access Program are credited by the trade for achieving this success.

The iconic American denim brand Wrangler has teamed with COTTON USA in Colombia to promote its U.S. cotton-rich jeans. In the last year, Wrangler labeled 30,000 pairs of jeans with the COTTON USA Mark at retail in Colombia.

Sustained trade and technical service in the emerging Indonesian market by U.S. Wheat Associates through MAP and FMD funding has helped increase U.S. wheat sales and share in a market dominated by nearby Australia. The incremental sales are worth $252 million to producers.

COTTON USA licensee Blue Corner, a leading Thai fashion brand, purchased 4,800 yards of 100 percent cotton fabrics worth $14,500 from a Chinese textile mill they met during a COTTON USA Buyers’ Tour to China in October 2008.

Global COTTON USA promotions of U.S. Pima cotton products have boosted demand for Supima® (i.e. U.S. Pima) throughout the supply chain and increased sales of bales.

Ocean Sky, an El Salvador-based apparel manufacturer, has switched its sourcing to include more U.S. cotton fabric and also found a new retail customer after participating in COTTON USA Sourcing Program events.

The COTTON USA Fashion Design Challenge in Thailand in 2008 proved itself as an increasingly powerful PR tool for U.S. cotton, generating $1.8 million in earned advertising value (EAV) while heightening consumer awareness of the fashionable side of cotton and COTTON USA. This third annual design competition for fashion students advocated young designers to support the Thai textile and garment industries and U.S. cotton.

Consumers in Taiwan can now stay even more comfortable in cotton clothing, thanks to collaboration between Cotton Council International (CCI), its COTTON USA licensees and Cotton Incorporated implementing new moisture management technology into T-shirts.

Major French-European Canning Company Visits US dry bean growing regions

US Dry Bean Council ASEAN 2009 Success Stories

USDBC Invited to Take Part in the Second Annual School Feeding Roundtable Enhancing School Feeding Effectiveness, Impact and Sustainability

CCI’s 14th annual Cotton Day celebration in Japan, a public relations fete featuring COTTON USA Mark branded consumer events and executive interviews, was the most successful to date in communicating U.S. cotton’s advantages to consumers.

Natural U.S. cotton took center stage in China as CCI’s groundbreaking COTTON USA “Natural World” campaign used celebrity endorsements and multi-media promotional events to increase awareness of, preference for and consumption of U.S. cotton.

The TV Osaka network broadcast a documentary highlighting U.S. cotton throughout Japan in February 2009, leading seven new companies to join the COTTON USA Mark licensing program and three existing licensees to add eight new product lines.

Algodonera Sudamericana S.A., a Peruvian mill, stopped sourcing cotton exclusively from local sources and now annually uses about 13,000 bales of U.S. cotton valued at $3.2 million.

Since CCI launched the COTTON USA Sourcing Program in 2000, amidst preferential trade legislation, the Western Hemisphere has consistently ranked in the top three export markets for U.S. cotton. In 2008, the Western Hemisphere consumed more than 6.0 million bales of U.S. cotton in various forms—including fiber, yarn and fabric exports—valued at $4.7 billion.

COTTON USA licensee Tennis S.A., an important Colombian producer of knit and woven garments, increased its usage of U.S. cotton after receiving technical assistance from CCI and Cotton Incorporated that improved its manufacturing process.

CCI’s Bogotá office generated free press worth $475,000 following the release of results from the Colombian edition of the 2008 Global Lifestyle Monitor (GLM), a biennial survey of consumers’ clothing preferences and shopping habits.

In March 2009, The Catfish Institute (TCI) used MAP funds to partner with retailers on a series of retail flyer advertisements tied into extensive media coverage reaching a large Canadian audience. To spark consumer interest, the flyer advertisements featured U.S. farm-raised catfish at $1-$2 off its regular price in three top retail chains in Ontario: Loblaws, Sobeys and Metro. Simultaneously, articles on U.S. farm-raised catfish appeared in numerous media including Canadian Living and Homemaker’s magazines, the Canada AM talk show and Chef at Home cooking show on Food Network Canada, CTC.ca, and the Canadian Living e-newsletter, which together reached over 3.3 million consumers. TCI’s in-store promotions backed up with media coverage resulted in an average increase across all three retailers of 300 percent in volume and over 100 percent in value above comparable periods without promotion. Sales for the three chains totaled 7,060 pounds during their week-long promotions. The supermarkets’ sales value totaled about $53,400 for an investment of $7,500 to support the promotion, a return of over 7:1 on the MAP expenditure. The substantial sales gain underscores the effectiveness of TCI’s integrated retail and public relations program. Moreover, TCI’s strategy reinforces the long-term retail relationships needed to grow the Canadian market for catfish.

To grow U.S. exports by expanding the potato varieties sold, the USPB worked with three of Hong Kong’s major retail chains to promote U.S. table-stock potatoes throughout the 2008/2009 marketing year.

The USPB propelled U.S. frozen potatoes into an alternative sales channel in Korea with its new popularity on home shopping networks.

Past years’ successes continue to pay dividends for the dehy program in Mexico, as Knorr brand launched yet another product using U.S. dehy in their soup line in November 2008.

USPB seed marketing in Uruguay was helped considerably by market access work last year.

Demand for almonds in South Korea is reaching new heights as reflected by the record-breaking exports for calendar year 2009. Consumer and food industry demand for almonds is on the rise due to the fresh perspective on almonds as an integral food in a well-being lifestyle.

Stellar growth in California Almond export shipments to China propelled the world’s most populous nation to become the second largest export market for the California Almond industry in calendar year 2009, surpassing Germany for the first time.

Based on preliminary research to assess Russian consumer receptivity to California prunes, the California Prune Board (CPB) launched an EMP-funded effort to introduce California prunes to the Russian trade via a seminar conducted in conjunction with World Food Moscow in September 2009.

Unbelievable….a small market like Australia consumed 281,353 cartons of fresh sweet cherries from the Northwest (Washington, Oregon, Idaho, Utah and Montana) in the June-August 2009 cherry season, nearly doubling the previous 2007 record of 145,922 cartons. The export value increased from ....

During a record breaking June – August 2009 Northwest Cherry Grower (NWCG) season, with the financial boost of funds from the USDA-FAS Market Access Program (MAP), the fresh sweet NW cherry market in the China/Hong Kong Region consumed 945,565 cartons

The Northwest Cherry Growers (NWCG) moved the largest fresh sweet cherry crop on record during the short period of mid-June to mid-August 2009.

Unbelievable….a small market like Australia consumed 281,353 cartons of fresh sweet cherries from the Northwest (Washington, Oregon, Idaho, Utah and Montana) in the June-August 2009 cherry season, nearly doubling the previous 2007 record of 145,922 cartons. The export value increased from ....

With limited budgets, CMI encourages the Japanese trade to purchase U.S. tart cherries by participating in targeted trade shows. The development of sales from this activity and the growth in trade contacts has been dramatic. Success ranges from one firm placing an order for 1,000 cases of product in order to initiate a trial for several thousand sufferers of arthritis and gout to another importer placing orders for cherry jam, IQF cherries and cherry wine. Another sourced IQF tart cherries in container loads following the March 2009 FOODEX show. The list grows – another development is at retail with the Karuizawa group launching U.S. tart cherry products in the fresh produce section of its stores. This is a major break through since most dried fruit is currently sold next to dried fish! In addition a major confectionary company is developing a dried fruit product using 30 tons of dried cherries per year. The down side is there is no accurate method of measure for these successes. Dried cherries are lumped with all other dried fruit; tart cherry juice concentrate enters with all other juices.

Over the past two years, CCPB has consistently met with Wal-Mart executives based in Mexico City in an effort to shift their purchases of canned peaches from South America to those from the USA. Recently CCPB scored a major success in the Mexican market by gaining access to Wal-Mart stores in Mexico City and throughout the country. To achieve this success CCPB worked closely with the importers handling the account. Using MAP funds, promotions for the fruit will commence in Mexico City at the beginning of May and will continue through the end of June 2010. Further promotions are also planned for 2010 CCPB’s new program year. The value of these sales will not be known until mid-summer 2010.

In spite of the current economic situation in Japan during 2009, the import level of California pistachios increased over the prior year. A leading importer of vegetables and fruits called Royal aided in this success by aggressively selling California pistachios nationwide. The dried fruits and nut division of Royal is now enjoying excellent sales results with pistachios. This success has also led Royal to now import California pistachios on a direct basis. Their initial order is three containers this year and the company plans to import more than double that amount next year. Another good example of CPEC’s market success is that one of Japan’s major supermarkets, Daiei, notes that California pistachios are the number one seller among dried fruits and nuts in its stores. CPEC credits this success to its MAP program which allows the organization to promote its product thus realizing its export increases. Exports of California pistachios to Japan in 2009 reached 2,950 metric tons valued at $13,996 million, a 36.3 percent increase in quantity and a 25 percent increase in value.

To further the promotion of healthy nutritional habits, the California Walnut Commission launched a new advertising campaign in 2009, with Twiggy the water-skiing squirrel, designed to instill the habit of eating California Walnuts by increasing consumption occasions, and to build brand awareness.

The California Walnut Commission (CWC) launched a new and improved website and online community for the Spanish market. The new website and online community has generated awareness and strengthened the key messages of the CWC, health, origin and versatility attributes, which helps to increase sales of in shell and shelled walnuts in Spain and increase year round consumption.

In 2009, to revitalize the new product development and launching of walnut bread in bakery market, the CWC focused on tie-in promotions with bakery industry and conducted tie-in promotions with most of the top bakery companies.

In its efforts to diversify the Korean market the California Walnut Commission (CWC) began the “Product of the Year Award” program in 2007, and by 2009 it became one of the most well-received industry events.

The California Walnut Commission developed a “brain food campaign” aimed at university students to build on a study published in the British Journal of Nutrition.

The CWC utilizes MAP funds to educate consumers to the benefits of walnuts, with a specific emphasis on health. The marketing and on pack use of health claims toward consumers is now being regulated by the European Food Safety Association (EFSA) as a result of the 2007 “Health Claim Regulation” which aligned the 27 member states, thus easing competition and improving consumer protection. The CWC subsequently applied for health related claims based on the CWC’s body of scientific evidence.

The California Walnut Commission developed a DVD reference resource that would provide journalists with California walnut information, recipes and photography that they could access quickly and easily.

The CPB, together with Pokka, conducted a display contest in 130 Ito Yokado stores, Japan’s largest supermarket chain, to increase traffic to drug store sections. As a result, prune volume delivered to the chain in October and November surged by 58% and 39% respectively from a year earlier. This promotion stimulated other drug store chains such as HAC (250 outlets) and Kirindo (300 outlets) whom the CPB provided with generic POS materials such as nutrition brochures, posters and mini flags. Consequently, prune imports from the US (mostly from California) in the month of November soared by 58% in volume and 23% in value from a year earlier.

Television advertisements which aired during the festival season in India increased the visibility of California Prunes among the key target consumers. NDTV Goodtimes is the no. 1 lifestyle channel in India with a viewership of 2 million upper class and upper middle class consumers. The California Prune ads aired for one month prior to the fall festival of Diwali which is India’s largest dried fruit gifting season. A broader consumer segment ranging from 25 to 70 years old was targeted which has helped increase the awareness about California Prunes among the target and identified consumer base to around 65%. This along with other focused activities has not only helped establish California Prunes as a nutritive and healthy natural snack item but also has driven the sales volume.

Having successfully demonstrated the high quality of U.S. seed through field trials in recent years in Uruguay and carved out sizable market share, the USPBtook its program to the next step in 2008/2009: putting key information in the hands of the Uruguayan industry so it can better market U.S. varieties to consumers.

U.S. Potatoes Tap New Market of Central America. The U.S. industry is seeing immediate payback after kicking off a new marketing program in Central America in July 2008.

The bakery industry in Japan is proving to offer good opportunities to showcase U.S. dehy’s benefits, as two additional bakeries added products with U.S. dehy during 2008/2009. In Fujisawa City, Japan, residents can now enjoy U.S. diced potatoes at POURQUOI, a popular bakery that recently launched four new menu items utilizing U.S. dehy potatoes.

Ongoing education and promotion such as the USPB Fresh Buyer’s Guide continue to pay dividends for growers.

Thanks to a collective effort by American Trade Alliance members, the USTR, USDA and the U.S. embassy in Tokyo, the U.S. potato industry avoided a situation in Japan that would have hugely impacted U.S. exports.

Using MAP funds, the USPB waged an effective public relations campaign in Japan that greatly expanded the program’s reach.

The Loaf, an upscale bakery in Malaysia, recently launched seven different baked products for a promotion starting in June 2009, as a result of the Quality Samples Program and one-on-one meetings with USPB.

The USPB’s Hong Kong school education campaign continued to build a positive image for U.S. potatoes among current and future consumers by teaching them how to include potatoes in a healthy diet.

Market access works hand-in-hand with seed marketing efforts in the USPB program.

By focusing on new and innovative uses for U.S. frozen potatoes, the USPB has increased the role potatoes play on menus throughout Japan.

In-store promotions with five retail chains in Singapore during 2008/2009 hiked consumer purchases of U.S. potatoes and expanded the variety offerings at participating stores.

As a result of USPB activities, the varieties of U.S. seed potatoes available to Nicaraguan importers have expanded.

Despite the downturn in the world’s economy, the USPB’s frozen program continued to deliver a strong return on investment for growers in the July 2008—June 2009 marketing year. The value of U.S. frozen exports to the USPB’s target markets climbed 7% to reach $494 million, while volume rose to 530,208 MT.

U.S. exports of fresh potatoes to target markets for chip-stock grew 9% by volume to 17,334 MT and 16% by value to $6.7 million in marketing year 2008/2009.

During the July 2008—June 2009marketing year, the USPB conducted activities in Uruguay, the Dominican Republic, Sri Lanka and Nicaragua.

U.S. potato and product exports reached a record $1.2 billion for the July 2008—June 2009 marketing year.

Using MAP funds, CAC taps into the Swiss liking for California jumbo asparagus. FNG magazine ran a five page article on asparagus highlighting California’s jumbo product. Retail promotions with the GLOBUS delicatessen were a great success with sales increases of 8.9 percent during the period of promotional activities over the prior season—3,606kgs sold in 2008 and 3.930kg in 2009. Promotions were held in Basel, Bern, Lucerne, Laussane and Geneva. The VOLG Konsumwaren AG chain of “small corner shops” increased its sales of California jumbo asparagus again during the 2009 season by 25.53 percent selling 13.62 metric tons. Imports of California asparagus from January through June 2009 totalled 1,552 metric tons.

Trade Shows work! CMI knows firsthand that participation in the U.S. Pavilion at FOODEX, Japan’s pre-eminent food and beverage show, bears fruit. This does not happen overnight but six years of a constant presence has brought about major results. A direct result from the 2009 show is that seven supplement producers placed orders for tart cherry concentrate in bulk. CMI’s past participation has encouraged several of its processors to participate with three attending in 2009. U.S. tart dried cherries are now being sold in fresh produce sections of Japan’s supermarkets. Plus, the largest over the counter marketer of herbal remedies now has four tart cherry tablets and capsule products under development. Trade show participation also has important side effects. March 2008 saw buyers from Korea, China and Taiwan placing orders for tart cherry products as a result of CMI being at FOODEX. CMI has witnessed an increasing shift in trade members showing specific interest in, and more importantly, utilizing U.S. tart cherries. These number over 30 prominent companies and range from a major supplement manufacturer to cosmetics firms, juice processors, condiment and sauce manufacturers, brewers of vinegar’s, bakers, cake and cookie manufacturers. Costco Japan now imports an estimated 33.5 metric tons of dried cherries from the U.S. In addition, CMI’s representative also estimates that there are between 2,000 and 3,000 websites selling U.S. tart cherry products. U.S. tart cherries are sold by pharmaceutical and nutraceutical firms plus supermarkets now feature them in their fresh produce sections, quite a precedent since this is not a usual area for dried fruits. Three of Japan’s largest beverage manufacturers are either marketing U.S. tart cherry beverages or are in the market development state. Shoreline Fruits, who attended the shows for a few years before actually having their own booth at Foodex this year, had actually developed sales along the way some to Japan but others to Taiwan, China and Korea. Some 60 or 70 inquiries, were received, about 25 of which were quite serious. This company signed with a major agent in Japan, which is now selling to firms throughout the country. Another longstanding contact, who has attended CMI’s technical seminars and trade shows in the past, is now in negotiations to source 2.5 metric tons of dried cherries per month for one of Japan's largest confectioners, who will be débuting a dried fruit bar for the growing healthy food sector here. This year, it has been three years in the making. 2.5 metric tons of product per month is a lot of dried cherries and translates into even more fresh cherries originally. ANECDOTAL EVIDENCE: Although CMI cannot verify the sales of tart cherries due to lack of H.S. codes, discussions with the trade note the following: 24,500 gallons of tart cherry concentrate valued at CIF $45-50 (225,000) were sold in 2008; 23,000 gallons sold to date in 2009 with 17 companies importing; Shopping channels (“Home Shopping” and “TV Shopping”) which broadcast nationally are featuring tart cherry products; CMI can verify that five pharmaceutical/supplement firms are using tart cherry products; “Tart” cherry has become a well established supplement product in Japan. It is estimated that 2,000 to 3,000 websites sell U.S. tart cherry products.

In 2008 and 2009 the California Strawberry Commission shifted its MAP funded trade development and retail promotions in Japan from frozen to fresh California strawberries with remarkable success. Through a combination of in-store promotions, sampling and demonstrations, along with a technical trade seminar focusing on category development and the health benefits of strawberries, the CSC helped major Japanese retail grocery chains see company-wide sales lifts of between 210% and 410% in 2009. Two examples demonstrate this success. After attending the CSC technical seminar in May 2009 and working with the CSC in-country trade representative, one international wholesale membership chain began to import, market, and promote CA strawberries for the first time ever in Japan. A CSC supported in-store sampling demonstration kicked off a 3-day chain-wide promotion in July. During that period the retail chain reported selling 1,527 cases of California strawberries at 9 stores; an increase of 260% after the first week of importing the fruit and an estimated residual sales lift of 210% over a month after promotions ended. In a produce management practice nearly unheard-of in Japan, another of the country’s largest retail grocery chains worked with the CSC trade representative to initiate a category management approach to California strawberries and began emphasizing steady sales promotions of the imported product. Starting in July and running for four months through October, the CSC supported the category management approach by implementing in-store sampling with the retailer. Having never promoted strawberries before October, nor taken this company-wide approach to its marketing of CA strawberries, the retailer estimates a nearly 300% lift in California Strawberry sales over 2008. Through July 2009, the California strawberry exports to Japan increased by 63% in volume and 26% in value over 2008 YTD. By extending the season of marketing promotions for California strawberries, and supporting these promotions through MAP funded trade seminars and in-store promotional support, the CSC has helped shift retail practices in Japan to secure the Japanese export market for an ever increasing supply of high-quality fresh California strawberries. Export Volume of Fresh California Strawberries to Japan, 2008-2009

Canada is the strongest market for the export of California canned peaches, fruit cocktail and U.S. Bartlett pears. As shown by the following export increases in program year 2008/09, CCPB saw shipments to Canada of canned peaches increase in value by 16.74 percent, fruit cocktail by 95.24 percent and U.S. Barlett pears by 90.54 percent over shipments in 2007/08. This represents a total value of $32,949,000 as against $19,597,600 the prior year. CCPB attributes this success to its participation in the Market Access Program. Utilizing that funding, in 2008/09, CCPB’s promotional activities resulted in promotions with five grocery chains in 470 retail outlets in the west and east of Canada. On the foodservice side, 33 promotions were held with SYSCO, Gordon Foodservice and Gordon/Neptune. Across Canada SYSCO purchases resulted in over 100,000 cases exported. In addition, CCPB worked with SYSCO on a number of promotional programs which resulted in being featured on the company’s own website which gave CCPB access to that organization’s customer base. This is the primary supplier to the foodservice industry across Canada. This relationship is a good example of what can occur as a result of inviting an individual to participate in one of the CCPB’s earliest trade tours, and continuing follow-up once the tour was over. Looking across the country, Pantry Shelf, a new supplier in the market was so impressed by the quality of the U.S. canned fruit purchased in 2008 that the company now plans to purchase over 40,000 cases in 2009. Overwaitea, the major retailer in Alberta, also contributed to the success with 80,000, cases bought. That company is set to run six promotions for California canned cling peaches in 2009/10 based on the success achieved in 2008/09. Not to be outdone, CanGro Foods also plans to purchase canned fruit from California. A key part of this success is attributed to the buyer tours that CCPB conducts every two years. The Canadian trade credit the tours for having just the right mix of educational visits to orchards where they meet the growers, canneries where they can talk with the processors and the grading stations. The latter stands out in the world of canning peaches since no other country has such a thorough grading process that guarantees fruit consistency in every can.

Washington Apple Campaign for wholesale and the traditional retail market in selected Indian Cities contributes to record breaking export shipments

The California Prune Board (CPB) partnered with Sunsweet Prunes, a U.S. prune cooperative, to expand the reach of California prunes in Italy to a younger target audience seeking healthier snacking options. The MAP supported advertising produced a year on year category volume growth during the promotional period of 13% (2008/09 vs 2007/08), a 21% growth in Sunsweet overall prunes volume during the same period and the new ‘Ones’ individually wrapped snack-sized product saw an 84% increase in sales during the same period.

To create mass awareness, 20,000 boxes each containing 50 Grams of California Prunes has been given as a promotional free gift with Baggry’s Muesli Pack. Baggry’s management has been so happy with the response that they are contemplating including California Prunes in their packs on a regular basis. This will mean an additional volume of 1MT per month.

The California Prune Board-Europe office worked with a major independent store group to ensure their private label stayed loyal to California. The resulting sales from the 330 stores during the funded promotional period showed an 18.7% increase in volume in phase one and a 58.4% increase in volume in phase two versus the same time frame the previous year.

CPB - China/HK led an importer and media delegation to California for education on California prunes and tours of orchards and processing plants. Convinced by the quality of California prunes through this trade mission,two major importers dramatically increased their prune imports from California and three journalists provided valuable media coverage to California prunes and their health benefits.

The California Prune Board - Japan office conducted spot television advertising to stimulate market demand. As a result, the average sales amount per 1,000 shoppers at supermarket stores per week in Tokyo increased by 21% during the advertising period (6 weeks) versus the same period before advertising (source: Nikkei POS Data). The residual effect can be seen even after the advertising period when sales continued 10% higher than the before advertising period.

Northwest Cherry Growers’ Market Development Program Benefits Local Economy. The Northwest Cherry Grower’s annually reports on the economic impact of exports on the local economies and growers. In 2008, exports generated a local economic impact of $560 million, bringing a $4.38 return on every export dollar realized. They reported that cherry exports, supported by $4.3 million in MAP funding over the past five years, generated $131 million in federal and state taxes. In addition, they estimated that over the past five years, an annual average of 31,128 jobs have been generated from the export of sweet cherries. The Grower’s have members in five states – Washington, Oregon, Idaho, Utah and Montana. The Grower’s reported a farmgate value of $128 million in exports in 2008. A little less than a third of the production of the five-state region was exported. A short crop in 2008, generated a 34 percent decline in total volume but the value of exports declined only about 25 percent. About 40 percent of exports are destined to Far East markets, with China an increasingly important growth market. Exports to China and Mexico increased in 2008, despite the production decline.