WUSATA's Generic Program sponsors industry-wide food and agricultural projects that are jointly managed by state marketing specialists and WUSATA. The projects or activities sponsored by the Generic Program include everything from reverse buying missions and in-store demonstrations, to trade shows, and market research.

1. You want to attend a trade show, but are feeling a bit overwhelmed by the burden of planning such an event. When participating in a trade show sponsored by WUSATA's Generic Program, you benefit from the expertise of the state marketing specialist who lead the project. Well versed with the ins and outs of international trade shows, these project leaders can help you with many important details.
   
2. You're having difficulty finding qualified buyers and can't afford to travel abroad. WUSATA's Generic Program sponsors reverse buying missions. When participating in one of these reverse buying missions companies save time and money, and have the opportunity to substantially grow their international sales. Very successful, these buying missions are highly sought after by companies looking to grow their international markets.
   
3. You want to attend a trade show, but are worried about how you will communicate with foreign buyers. Translators are often made available to companies attending trade shows sponsored by WUSATA's Generic Program.
   
4. You've got a fantastic product, but need to educate your target market about its features. WUSATA's Generic Program sponsors in-store demonstrations and promotions that enable companies to get their products in front of consumers without having to spend large sums of money.
   
5. You're in the Branded Program, but are still looking for ways to cut costs. When you utilize Branded Program funds in conjunction with Generic activities you really stretch your marketing dollar. By participating in Generic sponsored activities you can benefit from use of a business lounge, the visibility of a large pavilion, help with booth fees, and other valuable services at no additional cost.

About Eligibility

Agricultural companies within the 13 Western United States that are not eligible to participate in another commodity group's activities are eligible to participate in WUSATA's generic activities. Companies in the Branded Program are encouraged to participate in Generic Activities.

How to Apply

Unlike the Branded Program, individual companies do not actually apply for Generic funds (that is done by the states). However, companies may participate in these low-cost activities by contacting the state project leader directly. To learn more about Generic activities, please go to our Events Calendar.