Southern United States Trade Association

What Southern United States Trade Association does

The Southern United States Trade Association (SUSTA) is a non-profit trade association established in 1973 and headquartered in New Orleans, Louisiana, that facilitates international export market access for small and medium-sized food and agricultural companies across 15 Southern US member states (Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Puerto Rico, South Carolina, Tennessee, Texas, Virginia, and West Virginia). SUSTA operates as a State Trade Group under USDA Foreign Agricultural Service authority, and its service portfolio comprises three principal programs: Global Events (inbound and outbound trade missions plus organized pavilions at major international trade shows including SIAL Paris, Gulfood, Fruit Logistica, Seafood Expo Global, and Summer Fancy Food Show), the 50% CostShare reimbursement program (covering up to half of eligible international marketing expenses including travel, booth fees, promotional materials, and freight), and Export Education programs including Export Readiness Training and a complimentary Export Helpline staffed by advisors with 15+ years of industry experience. Supporting infrastructure includes the CONNEX 365 trade matching platform, the MySUSTA member account portal, and one-on-one virtual consultations with in-country consultants covering 13 international markets (Africa, Canada, Central America, Caribbean, China, Hong Kong, Europe, India, Mexico, South America, Middle East, Japan, and Southeast Asia).

SUSTA's underlying technology stack is modest and web-centric: CONNEX 365 handles online buyer-seller networking, MySUSTA serves as the member portal for event registration and CostShare applications, and the organization uses a designated freight forwarder (Winn Expo) for product sample logistics. There is no public API, SDK, or documented machine learning component; the platform is functional rather than differentiated on technical grounds. The primary technology assets are institutional: a half-century of USDA co-development, established relationships with 15 state Departments of Agriculture, and a curated consultant network that provides market intelligence and regulatory guidance.

Revenue mechanics combine federal grant funding with event-based participation fees. SUSTA was awarded more than $6 million through the USDA America First Trade Promotion Program (AFTPP) in 2026, distributed over two years. Event participation is priced by unit, ranging from free webinars and $35 buyer-mission sessions to $400-$600 outbound trade mission fees and $4,545-$12,930 trade show booth configurations at SIAL Paris 2026. The 50% CostShare reimbursement is funded through USDA rather than billed to participants. Customer segments are predominantly SMBs in food processing, rice, lumber/forest products, produce, seafood, distilled spirits, and horticulture, with state Departments of Agriculture acting as distribution intermediaries to local agribusinesses.

Name

Southern United States Trade Association

Legal name

Southern United States Trade Association

Website

https://susta.org

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Non-profit trade association established in 1973 that facilitates export market access for small and medium-sized food and agricultural companies across 15 Southern US states through trade missions, trade show pavilions, a 50% CostShare reimbursement program, and export education, primarily funded by USDA.

Ownership category

akta.pro rank

Product category

Export Trade Services

NAICS

Wholesale Trade Agents and Brokers (4251)

SIC

Services-Membership Organizations (8600)

akta.pro industry

PRIMARYBPADANAG

Trade Facilitation, Customs & Border Regulatory Cooperation

Business & Public Services/International Organizations & Development/International Standards, Policy & Regulatory Cooperation

SECONDARYBPADAMAB

Trade Facilitation & Customs Modernization

Business & Public Services/International Organizations & Development/International Trade & Economic Development

SECONDARYBPAHAFAN

Trade, Export Controls & Customs Compliance

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Risk, Compliance & Governance Advisory

SECONDARYBPAHAHAG

Global Trade & Customs / Trade Compliance

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Operations & Supply Chain Consulting

Keywords

• Export trade facilitation
• Food and agriculture exports
• International trade missions
• USDA export programs
• Market access services

Headquarters

HQ city

New Orleans

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. USDA/Federal Funding: SUSTA receives federal funding through the USDA Foreign Agricultural Service and the America First Trade Promotion Program (AFTPP). In 2026, SUSTA was awarded more than $6 million to support trade activities over two years.
2. Event Participation Fees: Companies pay registration and participation fees for trade missions, trade show booths, and virtual consultations. Fees vary by event type and range from $35 for webinars to over $12,000 for international trade show booths.
3. CostShare Program: SUSTA offers 50% reimbursement of eligible international marketing expenses including participation fees, international travel, promotional materials, and freight costs. This is funded through USDA programs, not charged to participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Southern United States Trade Association (SUSTA) is a non-profit trade association that facilitates international trade for small to medium-sized food and agricultural companies in 15 Southern US states. Its core offering combines subsidized international trade missions and trade show pavilions, a 50% CostShare reimbursement program for eligible international marketing expenses, export helpline advisory services, and readiness training — all designed to lower the cost and risk of entering overseas markets.

Product overview

SUSTA is a non-profit trade association (established 1973) that operates a portfolio of export facilitation programs and services for small to medium-sized southern U.S. food and agricultural companies. The organization's core offerings consist of Global Events (trade missions and trade show pavilions), the 50% CostShare reimbursement program, Export Helpline advisory service, Export Readiness Training, CONNEX 365 trade matching platform, MySUSTA member portal, and Virtual Consultations with regional market consultants. Together, these services guide companies through the complete export cycle from market research and readiness training through trade mission participation to cost reimbursement.

Differentiator

Problem solved

Functional benefit

Products and services

• Global Events SUSTA's primary trade facilitation program enabling Southern US food and agriculture companies to participate in international trade missions and exhibit in trade show pavilions at major industry events worldwide, including Fruit Logistica, CPMA, IPM Essen, Seafood Expo Global, Seafood Expo Asia, SIAL Paris, and Summer Fancy Food Show.
• 50% CostShare Program Reimbursement program offering 50% reimbursement of eligible international marketing expenses, including foreign country advertising, product sampling at foreign retailers, trade show booth fees, international travel, promotional materials, and freight costs. Available to companies with eligible MySUSTA accounts.
• Export Helpline Complimentary advisory service staffed by industry-recognized export experts with over 15 years of experience, providing guidance on the export process including market research, pricing for export, documentation, logistics, and regulatory compliance. Available to all companies with an eligible MySUSTA account.
• Export Readiness Training Educational program providing agribusinesses with tools to create successful international marketing strategies, including assessment of exporting capacity, regulatory compliance, market selection, and strategic planning for export expansion. Includes a pilot 'Export Readiness Training 2.0' program.
• CONNEX 365 SUSTA's trade matching and networking digital platform designed to connect Southern US exporters with international buyers through online facilitation of trade relationships and business matchmaking.
• MySUSTA Member Portal Member account portal providing registered companies with access to SUSTA's programs, event registration, Export Helpline services, trade leads, market research resources, and the Export Readiness Training program.
• Virtual Consultations One-on-one market consultation services with SUSTA's in-country consultants covering 13 markets: Africa, Canada, Central America, Caribbean, China, Hong Kong, Europe, India, Mexico, South America, Middle East, Japan, and Southeast Asia. Consultants provide market research, labeling requirements, and product market fit analysis.

Quantifiable outcome

• Over 50 years of helping export thousands of products around the world
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• USDA Foreign Agricultural Service (FAS)coreStrategic or Co-development Partner · 1 January 1973USDA FAS provides federal funding, co-develops export promotion programs, and supports SUSTA's mission to increase exports of Southern US food and agricultural products. SUSTA works with FAS offices domestically and internationally, including ATO (Agricultural Trade Office) offices in target markets.
• State Departments of Agriculture (15 states)coreStrategic or Co-development PartnerAlabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Puerto Rico, South Carolina, Tennessee, Texas, Virginia, and West Virginia. These departments assist agribusinesses with international sales goals and participate in SUSTA programs.
• Food Export Midwest/NortheastminorStrategic or Co-development PartnerSUSTA partners with Food Export Midwest/Northeast for the Caribbean and Latin America Inbound Trade Mission 2026.
• Specialty Food AssociationminorStrategic or Co-development PartnerSUSTA exhibitors at the Summer Fancy Food Show must be Tier 2 members of the Specialty Food Association.
• In-Country Consultants (13 markets)coreImplementation/ SI/ Consulting PartnerSUSTA maintains consultants in 13 international markets: Zurcom International (Africa), SMH (China/Hong Kong), AviaReps Japan (Japan), Ecreati (Southeast Asia), Phaff Export Marketing (Europe), ChangeMakers/Argyle (Canada), Imalinx (Mexico), Strategos Consulting Group (Central America/Caribbean), River Global (South America), i2i Consulting (India), Focus M World Marketing Management (Middle East).
• Winn Expo (Freight Forwarder)minorOthersSUSTA's designated freight forwarder for shipping product samples to international trade shows and trade missions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Food Export USA Northeast / Food Export Midwest: State Regional Trade Group operating the same USDA-funded State Trade Expansion Program (STEP) model as SUSTA, providing trade missions, CostShare reimbursement, and export education for Northeastern and Midwestern U.S. food/ag companies. Functionally the closest peer; SUSTA even partners with them on co-branded inbound missions.
• Western U.S. Agricultural Trade Association (WUSATA): Sibling State Regional Trade Group covering 13 Western U.S. states, operating the same STEP/federal grant-funded trade facilitation playbook — Global Events, CostShare, export education — for agribusinesses in WUSATA's member states. Direct geographic complement to SUSTA and the most apples-to-apples peer in the SRTG network.

Broad incumbents

• USDA Foreign Agricultural Service (FAS): Federal agency that funds, co-develops, and oversees SUSTA's programs and operates the Agricultural Trade Offices in the same 13 markets where SUSTA places consultants. The upstream parent/funder in the U.S. government export promotion stack.
• National Association of State Departments of Agriculture (NASDA): Umbrella association representing the state agriculture departments that sit on SUSTA's governance bodies; overlapping membership and policy advocacy mandate for U.S. agricultural exports.
• U.S. Grains Council: Federally and member-funded commodity-specific export promotion organization that develops international markets for U.S. grains and ethanol — comparable export-promotion model focused on a single commodity vertical rather than a multi-state SME model.
• National Foreign Trade Council (NFTC): U.S. trade policy advocacy organization spanning all sectors; addresses trade facilitation, customs modernization, and export compliance that intersect with SUSTA's market access mandate but at the policy level rather than company-level execution.

Emerging players

• USA Poultry & Egg Export Council (USAPEEC): Commodity-vertical export promotion association for U.S. poultry and eggs. Overlaps with SUSTA's work on poultry exporters like Integra Foods, but serves a narrower product set through its own international office network.
• American Hardwood Export Council: Industry-funded export promotion organization for U.S. hardwood producers, focused on market development in Europe and Asia. Comparable to SUSTA's lumber/forest products beneficiaries (Cherry River Lumber, Meadow River Hardwood Lumber).

Others

• Specialty Food Association: Industry association for specialty food manufacturers — required Tier 2 membership for SUSTA pavilions at the Summer Fancy Food Show — making it a complementary channel partner rather than direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SouthernUSTrade
• Facebookfacebook.com/SUSTA.ORG
• LinkedInlinkedin.com/company/southern-united-states-trade-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Southern United States Trade Association