September 2010 
Issue: 9.2
 MDA Marketing Minute
Promoting the Strength of Minnesota's Agricultural Economy 
 
 
Welcome to the MDA Marketing Minute,
the marketing e-newsletter from the Minnesota Dept. of Agriculture
China's growing middle class creates
valuable trade opportunities
 
A Minnesota agriculture delegation to China heard some startling statistics. China's middle class is expected to increase from 200 million to 400 million people by 2025. They saw first-hand more cars than bicycles on the streets of Shanghai and more high tech factories - a result of China's population and economic boom.
 
"For many in the group, this was their first trip to China," said Minnesota Agriculture Commissioner Gene Hugoson. "So seeing the country's phenomenal growth and expansion of its infrastructure made them realize the potential it has as an export destination for our products."
 
Hugoson led the agriculture tour as part of Governor Pawlenty's trade mission to China and Japan, September 9 -18. Hugoson predicts it won't be long before China surpasses Canada as Minnesota's number one trade partner.
 
Last year, Minnesota exports to China were valued at $1.26 billion, or 8.9 percent of total state exports. This represents a 1 percent increase while Minnesota exports to Canada declined by 21 percent, or nearly $1 billion. More than half of those exports were agricultural products.
 
"We see the younger generation of Chinese acquiring a taste for foods popular in the West - such as ice cream and pizza," said Hugoson. "There's also an increasing demand for beef and that opens up more markets for Minnesota farmers."
 
Hugoson and MDA Director of Ag Marketing Services, Kurt Markham, also traveled to the city of Suzhou for the World Biofuels Symposium-a joint effort between MDA and Tsinghua University. Hugoson presented on opportunities, challenges and strategies facing the U.S. biofuels industry
and Markham moderated a panel on world biofuels featuring speakers from the U.S., EU, Brazil and South East Asia.  
 
Trade Mission Opportunities:
Hong Kong and Taiwan
 
Food Export Midwest is offering Minnesota companies the chance to meet with foodservice buyers in two key Asian markets, Hong Kong and Taiwan. The Asia Pacific region is the world's leading foodservice market. Taiwan is a $21 billion foodservice market, while Hong Kong represents another $10 billion opportunity for U.S. exporters. Euromonitor predicts that consumer disposable incomes in this region will rise 6 percent annually between now and 2014. Disposable income growth is strongly linked to increased spending on food and eating out, especially in Asian countries.
 
Companies will have one-on-one meetings with qualified buyers prearranged by the Food Export in-market representative in each market. A chef demonstration, led by a local chef, will allow potential clients to sample participating companies' product. The cost to participate is $475 per market plus travel costs. Companies can apply for Branded Program funds to alleviate a portion of their travel costs. For more information, contact Shannen Bornsen shannen.bornsen@state.mn.us or 651-201-6658.
USDA reports show strength of rural economy; growth in ag exports
 
Two recent reports from the U.S. Department of Agriculture have encouraging news for farmers and rural America. The reports show net farm cash income is expected to rise more than 23 percent to $85.3 billion - the second highest on record and above its previous 10-year average.
 
Net farm income has rebounded, up 24 percent from 2009, when demand for agricultural products fell worldwide due to the global recession. And average farm family household income is projected to reach more than $81,000 in 2010 - up 5.8 percent from 2009.
 
USDA officials attribute the recovery to an increase in the value of livestock, dairy, meat, poultry and egg production. Other factors cited include the successful implementation of the 2008 farm bill and an increase in income from exports.
 
USDA raised its forecast for agricultural exports for fiscal 2010 to $107.5 billion - the second highest year on record. This a $3 billion increase from the May forecast, and an $11 billion increase over last year.
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Upcoming Events
 
Sept. 28-Oct. 2
Madison, WI
 
Oct. 19-20
St. Paul RiverCentre
 
Oct. 21-24
State Fair Grounds
 
Nov. 4
Mpls Convention Center
 
Nov. 18-21
Northland Inn, Brooklyn Park
 
Nov. 20-21
Ramada Plaza, Mpls
 
Nov. 30-Dec.1
St. Cloud Civic Center
AG STATS
During the past decade,  U.S. ag exports to China increased by 637 percent.
 
Have questions about the Branded Program?
 
A Food Export Midwest representative will be in St. Paul on September 30 to meet individually with companies that have questions about the Branded Program. The Branded Program provides a reimbursement of export marketing expenses.
 
Companies must be promoting a product with 50 percent U.S. origin materials and have no more than 500 full-time employees to qualify. These meetings are offered at no charge.
 
If you are new to the program or would like to have some more training on using the Branded online system, contact Shannen Bornsen at 651-201-6685 to schedule an appointment.
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