International Marketing
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 wines.
The Oregon Wine Board develops and supports programs that assist wineries in gaining access to key markets 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 OWB establishes partnerships with in-market representatives to assist with communication and growth while providing access to Oregon for wine, food, and lifestyle media.
The export program focus is currently on markets in Europe, Japan, and Canada with increasing efforts within Mexico and other markets in Asia.
The funding structure for the export program is unique in that the OWB, as part of the Northwest Wine Coalition, receives funding from the U.S. Department of Agriculture’s Market Access Program. These funds are specifically earmarked for the promotion of Oregon wines outside the U.S.
International newsletter
To learn more about OWB’s international marketing activities and be added to our email list, contact [email protected]. Be sure to include your first and last name, business affiliation, and role.
International Marketing & Export Committee overview
The International Marketing and Export Committee (IMEC) meets on a regular basis. There is an open invitation to any industry member interested in attending committee meetings. Contact [email protected] for meeting details.
An Export Advisory Committee that includes the committee Chair and Vice Chair has been formed to guide the specific goals and objectives of the OWB marketing team.
Committee meetings
International Marketing & Export Committee Meeting
The newly chartered International Marketing & Export Committee (IMEC) will be meeting to discuss FY24-25 programming and future committee work.
Thursday, June 20, 2024
Recording link
2025 – 2026 International program calendar
2025 |
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July |
August |
September |
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July 9 – 11 USAEDC Attache Conference – Washington DC
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No programming scheduled
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September 25 – October 7 Canada Meetings and Programs
September 29 Registration Opens for All Events
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October |
November |
December |
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Oregon Retail Promotion with The Good Wine Shop – UK
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November 10 – 12 NW Wine Certification Level 2 – Aarhus November 13 Trade and Media Lunch and Masterclass – Copenhagen
November 17 Destination Pacific Northwest – London
November 18 Trade and Media Masterclass – Bristol
November 28 Flagstaff Nordics Launch – Stockholm
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2026 |
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January |
February |
March |
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No programming currently planned
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February 2 Stockholm Trade Tasting
February 5 London Trade Tasting
February 9 – 11 Vinexpo Paris
February 13 Oslo Trade Tasting
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March 15 – 7 Prowein – Dusseldorf
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April |
May |
June |
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April 28 Mexico City Trade Tasting – Register
April 30 Puerto Vallarta Trade Tasting – Register
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May 19 Trade Programming – Busan, Korea – Register
May 21 Seoul Trade Tasting – Register
May 26 – 28 Vinexpo Hong Kong – Register
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June 20 – 26 Summer Tour and OPC
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Summer Tour / Oregon Pinot Camp nominations
Every year, OWB hosts 20+ international trade on a visit to Oregon and attendance at Oregon Pinot Camp, a program produced by the Willamette Valley Wineries Association. The Summer Tour provides in-depth education and exposure to Oregon’s major winegrowing regions, and fosters buyer relationship building for those Oregon producers interested in export sales channels.
Hosted campers are chosen each year from among nominations made by industry members.
Resources and information
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.
Target market strategy
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.
Market reports
See links below for more information about our current target markets:
- United Kingdom – Market Report
- Japan – Market Report
- European Union – Market Report
- Canada – Market Report
- China – Market Report
- Korea – Market Report
Winery resources
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
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.
EXIM Bank
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.
