The USDA announced $300 million in grants to boost trade in emerging markets on May 21, and recipients included organizations representing growers of apples, pears, blueberries, cherries, potatoes and wheat, as well as the meat, dairy and wine industries.

The Regional Agricultural Promotion Program was launched in October 2023 and authorized $1.2 billion in Commodity Credit Corporation funding to help U.S. exporters expand their customer base beyond traditional and established markets.

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The grants are designed to help organizations focus on regions such as Africa, Latin America and the Caribbean, and South and Southeast Asia, where consumer demand and purchasing power are growing.

“We know the potential is out there, but it takes time and money to grow into new markets,” said Agriculture Secretary Tom Vilsack in a news release.

Notable grant awards

Among the notable recipients for the West Coast in the first round of RAPP awards are:

• American Pistachio Growers/Cal-Pure Produce, Inc., $5 million.

• American Sheep Industry Association, $1.2 million.

• Blue Diamond Growers-Almond Board of California, $10 million.

• California Agricultural Export Council, $1 million.

• California Cherry Marketing and Research board, $750,000.

• California Fresh Fruit Association, $1 million.

• California Table Grape Commission, $3.35 million.

• California Walnut Commission, $7 million.

• Cherry Marketing Institute, $450,000.

• The Cranberry Institute, $1 million.

• Hazelnut Marketing Board, $455,000.

• Hop Growers of America, $1.2 million.

• National Potato Promotion Board, $6.5 million.

• Northwest Wine Promotion Coalition, $2.4 million.

• Pear Bureau Northwest, $4 million.

• U.S. Dairy Export Council, $10 million.

• U.S. Grains Council, $17 million.

• U.S. Highbush Blueberry Council, $1.3 million.

• U.S. Meat Export Federation, $21 million.

• U.S. Wheat Associates, $13 million.

• Washington Apple Commission, $7 million.

• Western United States Agricultural Trade Association, $6 million.

• Wine Institute, $13 million.

Fruitful opportunities

The Washington Apple Commission’s award will be used over 5 years to increase brand awareness and consumer loyalty in international markets.

“The RAPP funds come at an excellent time,” said Todd Fryhover, president of the Washington Apple Commission.

“With so many new apple varieties and increased production, it’s important we support continued international expansion through innovative programs benefiting our growers, and these RAPP dollars will take us to the next level,” he added, in a news release.

The new award will allow Washington’s apple industry to build on the success of strategies put into place by Market Access Program funding and add to a $5.4 million MAP grant for the upcoming season.

Commodity groups have worked to increase MAP money, which is provided through the Farm Bill and has remained stagnant at $200 million for more than 15 years.

Pear Bureau Northwest plans to use its $4 million to improve its social media outreach, develop more video and photo content for use in all markets and fund promotional activities for the next two to five seasons, said Jeff Correa, director of international marketing.

The group aims to explore new opportunities in the Philippines and the Caribbean, and reenter Singapore, Malaysia and Thailand.

“The addition of RAPP funds to the export promotion budget will allow PBNW to maximize the Market Access Funds towards the industry’s top two export markets, Mexico and Canada, which are ineligible under the first tranche of RAPP funds,” Correa said.

Kasey Cronquist, president of the U.S. Highbush Blueberry Council, applauded the support.

“This allocation will undoubtedly foster growth, innovation, and sustainability for our blueberry growers as we work to carry out our vision to empower the industry to make blueberries the world’s favorite fruit,” he said, in a news release.

Big plans

The Cranberry Institute plans to conduct trade education seminars and other consumer-focused activities to target export opportunities in India, Brazil, Columbia and Southeast Asia.

The Hazelnut Marketing Board will conduct market research and trade missions to facilitate market development in several African countries.