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Opening New Markets for American Agriculture

For generations, American farmers have fed families far beyond our borders. Today, the strength of U.S. agriculture depends not only on what we grow, but on where those products go. As global trade evolves, opening new markets is essential to keeping American agriculture competitive, profitable, and resilient.

Relying on only a few export destinations can leave producers vulnerable to economic shifts, weather disruptions, or policy changes abroad – all things that are well out of our control. Diversifying export markets is something we can control, and it spreads that risk, stabilizing and growing business so that when one market slows, another can grow. By expanding into new destinations, U.S. agriculture gains flexibility. That resilience supports farm income, reduces dependency on any single buyer, and helps producers better navigate global uncertainties.

Emerging economies in Asia, Africa, and Latin America are creating exciting new demand for U.S. food and farm products. Rising incomes and expanding middle classes in these regions are fueling interest in high-quality value-added products. American food products, known around the world for being high quality, are poised to answer that demand.

Through the USDA’s Regional Agricultural Promotion Program (RAPP), SUSTA is organizing a number of trade events in new markets, such as a Kenya trade mission to Tennessee and Kentucky, SUSTA booths at the Food & Drinks Malaysia trade show and a trade mission to El Salvador. Through events like these, U.S. producers are gaining ground in places that once seemed out of reach.

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