Marketing Oregon to the World
The expansion of Oregon’s export business is important to raising awareness of the state’s growing reputation as a world class wine producing region and increasing the market for our wine. The Oregon Wine Board develops and supports programs that assist our wineries in gaining market access to key regions around the world. Broad market trade shows, industry specific tastings and educational programs provide the foundation of our efforts. As wineries gain representation and Oregon wines are imported, the Wine Board establishes partnerships with in-market representatives to assist communication and growth while providing access to Oregon for wine, food and lifestyle media.
Export program focus is currently on markets in Europe, Japan and Canada with increasing efforts into Hong Kong and China.
The funding structure for the export program is unique in that the Oregon Wine Board, as part of the Northwest Wine Coalition, receives funding from the US Department of Agriculture’s Market Access Program that is specifically earmarked for the promotion of Oregon wines outside the US. Additional funding comes from targeted grant opportunities and winery fees for participation in trade shows, tastings and other programs during the year.
The Export Committee meets on an as-needed basis and is open to any winery reps interested in participating while an Export Advisory Committee has been formed to guide the specific goals and objectives of the OWB marketing team.
To learn more about additional export activities and to be added to the export email list, Oregon wineries and vineyards contact [email protected].
International Activities Funding
The funding structure for the export program is unique in that the Oregon Wine Board, as part of the Northwest Wine Coalition, receives funding from the US Department of Agriculture’s Market Access Program that is specifically earmarked for the promotion of Oregon wines outside the US. Additional funding comes from targeted grant opportunities and winery fees for participation in tradeshows, tastings and other programs during the year. Below is a description of the various grants that are utilized to fund our activities
Market Access Program (MAP)
Through the Market Access Program (MAP), FAS partners with U.S. agricultural trade associations, cooperatives, state regional trade groups and small businesses to share the costs of overseas marketing and promotional activities that help build commercial export markets for U.S. agricultural products and commodities.
MAP reaches virtually every corner of the globe, helping to build markets for a wide variety U.S. farm and food products. FAS provides cost-share assistance to eligible U.S. organizations for activities such as consumer advertising, public relations, point-of-sale demonstrations, participation in trade fairs and exhibits, market research and technical assistance. When MAP funds are used for generic marketing and promotion, participants must contribute a minimum 10-percent match. For promotion of branded products, a dollar-for-dollar match is required.
Each year, FAS announces the MAP application period and criteria in the Federal Register. Applicants apply for MAP through the Unified Export Strategy (UES) process, which allows eligible organizations to request funding from multiple USDA market development programs through a single, strategically coordinated proposal. FAS reviews the proposals and awards funds to applicants that demonstrate the potential for effective performance based on a clear, long-term strategic plan.
Global Broad-Based Initiative (GBI)
The Global Broad-Based Initiative (GBI) encourages cross-promotional activities that feature more than one USDA commodity group. If awarded, grants are often re-funded for up to three years. There are no country restrictions on eligibility.
How it Works: The NWC applies for program specific grants, such as the current program in Seoul. OWB receives 40% of the funds for that specific program.
Emerging Markets Program (EMP)
The Emerging Markets Program (EMP) helps U.S. organizations promote exports of U.S. agricultural products to countries that have — or are developing — market-oriented economies and that have the potential to be viable commercial markets.
Through the EMP, FAS provides cost-share funding for technical assistance activities such as feasibility studies, market research, sectorial assessments, orientation visits, specialized training and business workshops. The EMP supports exports of generic U.S. agricultural commodities and products, meaning projects that endorse or promote branded products or specific companies are not eligible.
Each year, FAS announces the EMP application period and criteria in the Federal Register. U.S. non-profit, for-profit and government entities are all eligible to apply. Applicants submit proposals through the Unified Export Strategy (UES) process, which allows eligible organizations to request funding from multiple USDA market development programs through a single, strategically coordinated proposal.
There is no fixed list of “emerging market” countries, but the legislation defines an emerging market as any country that “is taking steps toward a market-oriented economy through the food, agriculture, or rural business sectors of the economy of the country” and “has the potential to provide a viable and significant market for United States commodities or products of United States agricultural commodities.” Guidance on qualified countries is provided each year in the program application announcement.
OWB’s international activities are guided by our target markets across the globe. These markets are divided into four categories which determine our approach to and activities in the market. These categories are as follows:
A market which the NWC has previously targeted primarily via a multi-year marketing, education, and communications campaign. In the years following the transition from primary market (see below) to mature market, the NWC will have a continued presence as the responsibility for marketing and communication passes on to importers and exporting wineries.
A core market for the NWC’s marketing, education, and communications activities, including trade tastings and seminars, trade shows, retail and restaurant promotions, in-bound missions, etc. A market selected as primary shows a high return relative the investment by the NWC, and has significant interest from both the target audience and domestic stakeholders. This type of market will often maintain its classification for 3 to 5 years before it is reclassified as a mature market. If the market continues to show a high return on the NWC’s investment or if there is a large number of wineries with interest in participating in activities in the market, it may maintain its classification as a primary market.
A market which the NWC has evaluated and determined to have conditions that would lend themselves to the organization’s mission. Funding is typically allocated for the purposes of market visits, trade tastings and seminars, dinners, buyer meetings and possible in-bound missions. Markets will generally be funded as developing markets for around three years before evaluating whether to increase funding and designate the market as a primary market, to maintain similar funding, or to reduce funding and transition those program dollars to other markets. If a developing market has promise, but only shows marginal returns in relation to marketing dollars spent, it may maintain its classification as a developing market.
A market which the NWC has had little or no presence in and is looking at as a potential future market. An NWC representative may embark on an investigative mission to a discovery market to meet with wine professionals and identify opportunities for Northwest wine. If solid opportunities exist, the market may be upgraded to developing market status.
There are a number of resources available to help offset some of your exporting costs including some of the costs for attending an OWB sponsored event in international markets.
Western United States Agricultural Trade Association (WUSATA)
WUSATA helps food and agriculture companies meet the rising global demand for high-quality U.S. food and ag products. WUSATA delivers programs and services that allow Western U.S. agribusinesses to Learn, Connect and Compete. Their programs bring results to companies at every stage of the export cycle. Click here for more information.
Business Oregon’s Global Trade team attracts inbound investment and helps Oregon businesses access global markets to enhance Oregon’s position in the global economy. In cooperation with state, local and federal partners, Business Oregon helps small- and medium-sized Oregon companies become exporters and existing exporters access new markets. Click here for more information.
Foreign Agricultural Services
Various FAS offices throughout the world are a good resource to find data and other information about markets throughout the world. Click here for more information.
The Bank is an independent federal agency that fills gaps in private export finance in order to bolster U.S. job growth at no cost to American taxpayers. EXIM provides trade financing solutions – including export credit insurance, working capital guarantees, and guarantees of commercial loans to foreign buyers – to empower exporters of U.S. goods and services. Click here for more information.
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