Export Your “Made In USA” Brand

Hanson Marketing is a member of the San Diego & Imperial District Export Council, and today we gathered at the World Trade Center San Diego to meet Mr. Suresh Kumar, Director General of the US & Foreign Commercial Service. His talk brought us up to date on the National Export Initiative and ways in which the federal government is enabling growth, through such programs as committing 3% of US GDP to R & D tax incentives.

His background in consumer marketing shone through, as Mr. Kumar likened the US’ 1400+ commercial service officers to the “Distribution” pillar that must be solidly in place before US exporters begin meaningful promotions.  These officers are truly commercial diplomats, but they think and act like startup entrepreneurs and hold to the 4Ps of marketing and sales management.

Mr. Kumar presented Export Achievement Awards to area companies and to World Trade Center San Diego. The region’s expertise in water technology and maritime systems infrastructure is evident. (Hanson Marketing is proud that client Hawaii Kai Corporation won the same award, due in part to the global channel strategy we formed for the company)

Made In the USA is still the world’s #1 brand cachet, according to Mr. Kumar; and a Designed In California tag signals world-leading innovation.

Learn more: National Export Initiative, US & Foreign Commercial Service. Bellamare, The Maritime Alliance and The Security Network.

Stalking Healthy Alternatives at 2009 Natural Products Expo West

There are no bad days at a trade show where a potluck of world delicacies is featured as giveaways. There’s a spring in my step whenever I enter Expo West in Anaheim, CA. Maybe it’s the thrill of rubbing elbows with über-healthy people who are passionate about nutrition and keeping bodies in good working order, inside and out. Or, it could be that I’m like a fine thoroughbred heading for the feed bag.  Where else can you tantalize your tongue with smoky tapas of Spain’s finest jamón Serrano and wash it down with Ayala’s Herbal Water, (Lavender Mint flavor, by the way…) which was created by a pediatrician on a quest to provide healthy, tasty beverages for her family and friends?

In every aisle, “chow-n-chat” sessions proved that sellers and makers of healthy, organic foods and personal care products see gold in the modern consumer’s quest for balanced living and responsible consumerism.  All those “why-didn’t-I-think-of-that?” moments reminded me that the natural food and personal care industry is full of innovative folks with can’t-lose attitudes and the guts to make products that are both healthy and tasty. The result? Smart, novel, and tasty products like new Buddy Fruits fruit paste in a squeeze tube from Ouhlala in France (as in Ooh La La!), perfect for lunches; Pukka Herbs, from clever Brits who craft herbal teas and personal care; and Fruitwell, freeze-dried fruit snacks from the Pacific Northwest, aka God’s Country (so says Grandma Julie).

Stories of regional allure abound at Expo West. Hawaii Kai, maker of pure sea salts from Molokai, tells of their microeconomic business model that honors the island’s quest for the delicate balance between nature and commerce, while resurrecting the time-honored Hawaiian craft of salt making. Also on hand was the self-described “rocket-scientist-turned-spice connoisseur” whose Awaken Savor handcrafted blends enhance regional cuisines. Canaan Fair Trade’s delicacies and personal care lines from Palestine promote Fair Trade.

The presence of marquee exhibitors like Clif Bar and Aubrey Organics sets a smart, confident tone that rubs off on smaller exhibitors, and reminds everyone who has a stake in the game that growth, success, and brand dominance are within reach. 

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