Penetrating foreign markets with marketing help from the government

Stephen W. Colyer


In entering foreign markets, one faces controllable and uncontrollable variables not encountered in the US market. These variables make entry into foreign markets more difficult than entering a new market in the US. Realizing this, the US Government (USG) has developed a variety of programs that can significantly ease market entry. Of these, two of the most significant are: (1) the quot;Market Access Program-Branded,quot; (MAP-Branded Program), which reimburses 50% of a wide array of international marketing expenses; and the quot;Gold Key Servicequot; which (a) qualifies potential buyers in a foreign market for you, and then (b) arranges face-to-face meetings between you and them. For growers/wholesalers of ornamental horticulture, these programs can be used to (1) help determine if market entry is desirable and (2) reduce marketing expenses. Also, under the right circumstances, the Florida Dept. of Agriculture and Consumer Services (FL DACS) can help industry international marketing efforts. Both the Florida citrus and tomato industries banded together and have received Florida DACS aid. The same potential exists for Florida growers of other products.


exporting; MAP-Branded Program; Gold Key Service

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Proc. Fla. State Hort. Soc.     ISSN 0886-7283

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