Western U.S.
Agricultural Trade Association Increasing International Growth of Western Agribusinesses by providing
Financial Support, Export Readiness, and Business Development Services.

Western U.S.
Agricultural Trade
Association

Address Update We've relocated! Our new address is: 4400 NE 77th Ave, Ste 275, Vancouver, WA 98662. Please update your records accordingly.

2026 FundMatch Applications are Live! The 2026 FundMatch application period opens—two months later than usual to implement key enhancements that will improve your application experience.

Alert: Suspicious Bill.com Payment Requests If someone claiming to be a bill.com employee requests virtual card payments or asks about invoice verification, it's a scam. When in doubt, verify with us first!

Important 2025 FundMatch Program Policy Update Effective January 31, 2025, Airbnb accommodations will not be eligible for FundMatch reimbursement. Bookings made prior to this date will be honored.

Make the World Your Customer WUSATA is a nonprofit trade association funded through the Market Access Program.

Country Market
Intelligence Reports Read about monthly market changes in China, Korea, Japan, the ASEAN region, and Latin America.

Address Update We've relocated! Our new address is: 4400 NE 77th Ave, Ste 275, Vancouver, WA 98662. Please update your records accordingly.

2026 FundMatch Applications are Live! The 2026 FundMatch application period opens—two months later than usual to implement key enhancements that will improve your application experience.

Important 2025 FundMatch Program Policy Update Effective January 31, 2025, Airbnb accommodations will not be eligible for FundMatch reimbursement. Bookings made prior to this date will be honored.

Make the World Your Customer WUSATA is a nonprofit trade association funded through the Market Access Program.

Country Market
Intelligence Reports Read about monthly market changes in China, Korea, Japan, the ASEAN region, and Latin America.

About

WUSATA is a nonprofit organization that works closely with the western state Departments of Agriculture to provide exporting resources to food and agriculture companies. Our programs help companies Learn, Connect, and Compete in international marketplaces.

Export Readiness

If you're just getting started, no worries! Our Export Readiness program is a collection of resources for new-to-export or new-to-market companies including market intelligence reports and webinars.

Global Connect

Looking to meet with international buyers? Global Connect is our event-based program where we introduce participants to pre-qualified buyers at trade shows, missions, and through trade leads.

FundMatch

Double your international marketing budget with our FundMatch program! The FundMatch program helps companies expand their reach through 50% reimbursement of eligible international marketing initiatives.

Events

All Events

Dec 04, 2025 Trade Show Prep — Leveraging WUSATA Reimbursement for California Vineyards Webinar Link: Riverside.FM | WebinarJoin us for a dedicated session, presented in partnership with the California Wine Institute (CWI), designed for wineries participating in WUSATA’s FundMatch program and preparing for 2026 international trade shows such as Wine Paris, ProWein, and Vinexpo Hong Kong.During this webinar, Hayden Romig, California FundMatch Representative and Senior Engagement Executive with WUSATA, will walk you through everything you need to know to make the most of your FundMatch benefits. Learn how to properly document and claim reimbursement for booth costs, shipping samples, and international travel expenses - including airfare, lodging, meals, and more. Hayden will also cover best practices for your on-site activities to ensure your claims are fully compliant and successful.Whether you’re a first-time exhibitor or a returning participant, this session will help you navigate the process with confidence and maximize your 50% reimbursement opportunities.

Virtual

Dec 17, 2025 Beyond Seoul: Second-Tier Cities and Emerging Markets in Korea Presented by Bryant Christie Inc.,This seminar is designed for Western U.S. food and agricultural exporters who are seeking to introduce or expand their products in South Korea, with a focus on opportunities beyond the Seoul metropolitan area. The session will provide a practical overview of key second-tier cities, including Busan, Daegu, Daejeon, Gwangju, and Incheon, and explain how regional demographics, retail structures, and consumer behaviors differ from those in the capital. Participants will learn how to assess market potential in these cities, identify suitable distribution partners, and adapt packaging, pricing, and promotional strategies to regional expectations. The seminar will also explore product categories with strong demand in second-tier markets, logistics considerations for reaching multiple destinations, and effective ways to engage with local retailers and foodservice operators. Attendees will leave with actionable steps to refine their Korea market entry plans, target the right regional opportunities, and build long-term commercial relationships across this growing and increasingly influential marketplace.Detailed Webinar Overview:1. Welcome & ObjectivesOverview of seminar objectives Brief introduction to the Central American market landscape for U.S. snack foods Why Western U.S. snack products are well-positioned for regional demand 2. The Regionalization of Korean Food DemandShift from Seoul-centric purchasing to broader regional consumption Growth of retail modernization across the country Differences in demographics, spending, and food culture outside the capital 3. Profiles of Key Second-Tier CitiesBusan Daegu Daejeon Gwangju Incheon 4. Retail & Foodservice Differences Across RegionsRegional variations in supermarket chains and buyer preferences How cafés, bakeries, and convenience stores shape regional trends The role of local distributors vs. Seoul-based importers E-commerce adoption differences by metro area 5. Product Categories With the Best Regional PotentialSnack foods, confectionery, nuts Fresh and frozen fruits Premium specialty foods Functional and health-positioned items Ingredients for regional foodservice chains 6. Strategies for Successful Regional Market EntryHow to evaluate which city fits your product Working with regional distributors, sub-distributors, and brokers Adjusting packaging, pricing, and case sizes for local expectations Leveraging regional trade shows and food festivals Running promotions and in-store demos outside the capital Logistics and cold chain considerations across cities 7. Exporter Action PlanMarket readiness checklist How to prioritize cities and build a phased expansion strategy How to verify demand and identify reliable partners 6. Case Study: Success Story from an exporter working in the market7. Q&AInteractive Q&A Learning Outcomes:Identify key second-tier cities in South Korea and understand their unique market characteristics compared to Seoul. Assess regional consumer preferences, purchasing behaviors, and trends relevant to Western U.S. food and agricultural products. Understand retail and foodservice structures in second-tier cities, including supermarkets, convenience stores, cafés, bakeries, and emerging e-commerce platforms. Evaluate logistics and distribution options for reaching multiple regional markets efficiently. Determine which product categories have the strongest potential in different second-tier cities. Adapt packaging, pricing, and promotional strategies to meet local expectations and regional demand. Identify and establish relationships with reliable local distributors, importers, and sub-distributors. Develop a phased market entry plan targeting high-potential second-tier cities while mitigating risk. Leverage regional trade shows, buyer programs, and other engagement opportunities to expand market presence. Apply practical strategies to build long-term, sustainable business relationships in emerging Korean markets.**The meeting link will be sent to registered companies the day before the meeting via email**

Riverside

Jan 14, 2026 Japan Inbound Mission to Winter FancyFaire and Nevada Japan Inbound Mission to Winter FancyFaire and NevadaJanuary 10-14, 2026San Diego, CA and Las Vegas, NVJoin WUSATA® for an inbound mission designed to connect U.S. suppliers with six Japanese specialty food buyers through structured meetings in two U.S. locations.Benefits of Participation: Meet with six specialty food buyers from Japan in the U.S.. either at Winter FancyFaire in San Diego or in Las Vegas. Meetings in San Diego will be held on-site at the San Diego Convention Center before and after Winter FancyFaire show hours. Exhibitors and non-exhibitors may participate in the meetings in San Diego. Exhibiting suppliers who prefer booth-side meetings during show hours may coordinate with the Project Managers. Receive product feedback from Japanese buyers and explore what’s new in the U.S. specialty food sector during Winter FancyFaire.ItinerarySan Diego (January 10-12):Each registered company may choose one of three available days for 15-minute meetings. Companies interested in extended discussions are encouraged to continue conversations during the show. Saturday, January 10 from 8:00 am - 11:00 am or 1:00 pm - 4:00 pmSunday, January 11 from 4:00 pm - 7:00 pmMonday, January 12 from 7:00 am - 10:00 amLas Vegas (January 13-14):Meet with the six Japanese specialty food buyers at your office, with the option to host a site tour to showcase your company’s capabilities.Participation Fee: $50Registration Opens: December 1stRegistration Deadline: December 19thPasses Available: San Diego - January 10 (AM Session): 8 San Diego - January 10 (PM Session): 8 San Diego - January 11: 8 San Diego - January 12: 8 Las Vegas - January 13–14: 10

San Diego, Las Vegas

Jan 30, 2026 Africa Buyer Mission to Gulfood WUSATA® Africa Buyer Delegation to Gulfood 2026Dubai, UAE | January 28–29, 2026WUSATA® invites qualified Western U.S. suppliers to participate in the Africa Buyer Delegation at Gulfood 2026 one of the world’s largest food and beverage trade shows. This activity will bring pre-qualified buyers from Algeria, Egypt, Morocco, and Nigeria to Dubai to connect with Western U.S. food and ingredient suppliers. The goal is to expand awareness of Western U.S. products in Africa and facilitate one-on-one, pre-scheduled business meetings during Gulfood.Suitable ProductsConsumer-oriented food products, dried fruit and nuts, ingredients, beverages, and dairy products.Benefits of ParticipationDirect access to African importers and distributors from key and growing markets.Pre-scheduled 20–30-minute one-on-one meetings at your booth (for exhibitors) or at a U.S. Pavilion meeting space (for non-exhibitors).Maximize your Gulfood investment by connecting with buyers who are actively sourcing U.S. products.Build new market opportunities in high-growth regions of Africa. Draft ItineraryWednesday, January 28, 2026Pre-scheduled one-on-one business meetings with African buyersThursday, January 29, 2026Pre-scheduled one-on-one business meetings with African buyersMeetings will be held at each exhibitor’s booth or in the U.S. Pavilion meeting area at Gulfood (Dubai Expo City).Passes & Participation DetailsNumber of Passes Available: 20 (priority given to Gulfood exhibitors)Participation Fee: WUSATA Gulfood Exhibitors (Complimentary); Non-Exhibitors/Attendees - $75 per companyRegistration Deadline: January 9, 2026Project Manager: Josh Eddy Why Africa?Africa represents a rapidly growing, opportunity-rich market for U.S. suppliers. By engaging with importers and distributors from Algeria, Egypt, Morocco, and Nigeria, companies can diversify their export portfolio and tap into demand for high-quality Western U.S. food products. Gulfood’s scale and buyer diversity make it an ideal platform for these introductions.

Dubai, UAE

Events Dec 04, 2025 Trade Show Prep — Leveraging WUSATA Reimbursement for California Vineyards Dec 17, 2025 Beyond Seoul: Second-Tier Cities and Emerging Markets in Korea Jan 14, 2026 Japan Inbound Mission to Winter FancyFaire and Nevada Jan 30, 2026 Africa Buyer Mission to Gulfood

All Events

Participant Success

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Over the past year, Pacific Seafood has participated in more than five trade missions and hosted several groups for tours of its facilities. These opportunities have been invaluable in showcasing its operations and forging new business connections.

FundMatch

Global Connect

WUSATA brings buyers straight to us. Even if the buyer you’re talking to isn’t necessarily looking at beverages, they might be able to connect you with the person who is. That’s what I love about WUSATA.

Global Connect

Without WUSATA's Branded program we wouldn't have been unable to afford international travel and participation in key trade shows that have contributed to their expansion into new markets and the subsequent increase in sales.

FundMatch

Our Participants

FundMatch

Global Connect