SSGA sees potential in Southeast Asia
Southeast Asia is a growing market with great potential for high-value crops from the United States, including those processed and exported by Specialty Soya and Grains Alliance members. Because of that strong interest in the region, SSGA Manager of Strategic Programs Shane Frederick recently traveled there, participating in the USDA Agribusiness Trade Mission to Malaysia and Singapore following meetings with importers and food manufacturers in Vietnam.
Frederick promoted the U.S Identity Preserved assurance plan, brand mark and labeling program and represented SSGA member companies, talking about the high-quality, food-grade field crops they supply.
“While in Vietnam, I had the chance to visit six different companies and update them almost exactly one year after our international launch of U.S. Identity Preserved brand in Ho Chi Minh City,” Frederick said. “They continue to show interest in U.S. soy and grains and want to learn more, whether it’s through our SSGA University courses, activities such as the Identity Preserved International Summit or by receiving sample from SSGA members.”
Frederick emphasized that now is the time for customers to talk to suppliers about contracting for the 2024 crop.
Those same messages were delivered during the USDA trade mission, as Frederick moved from Ho Chi Minh City to Kuala Lumpur, Malaysia, and then to Singapore. Frederick participated in the business-to-business sessions at the two locations, meeting with about 10 companies from the region.
Two SSGA members also participated in the meetings, WeFARM Organics (represented by SSGA board director and past chair Rob Prather) and Hang Tung Resources.
Besides the business meetings, participants had the opportunity hear from USDA Under Secretary Alexis M. Taylor and Foreign Agriculture Service officials from the region, listen to importers and exporters operating there and go on tours, including to the Port of Singapore, one of the largest and busiest container ports in the world.
Taylor said that there is a major focus on Southeast Asia as a region to diversify U.S. agricultural exports. As a region, the Association of Southeast Asian Nations (ASEAN), which includes Vietnam, Malaysia and Thailand, as well as Brunei, Cambodia, Indonesia, Laos, Myanmar and the Philippines, is the world’s fourth-largest market. The U.S is Malaysia’s third-largest supplier of ag products to Singapore and seventh-largest to Malaysia, totaling $1.7 billion and $1.2 billion, respectively.
“One point heard several times during the event was: Everyone is rushing to Southeast Asia because they see the opportunity,” Frederick said. “Vietnam, Singapore and Malaysia are some of the most important countries in the region for U.S. products. U.S. brands are well-regarded, and their young populations are receptive to new products and willing to try them. But it takes time, as each country is different and complicated.”
In all, leaders from three state agriculture departments and 29 agribusinesses and organizations accompanied Taylor on the trade mission, which took place Oct. 30-Nov. 3 with the goal of expanding export opportunities for U.S. food and farm products to the region.
SSGA members not currently in the U.S. Identity Preserved certification program should apply here and/or reach out to Frederick for more information.
Leave a Reply
Want to join the discussion?Feel free to contribute!