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The Southern United States Trade Association

is a non-profit organization that facilitates trade between small to medium-sized southern U.S. companies and overseas importers. Since 1973, SUSTA has worked with the Departments of Agriculture to increase the export of southern U.S. food and agricultural products and enhance the economic well-being of the region.

SUSTA offers two core programs, Global Events and 50% CostShare.

Global Events 50% CostShare
Through Global Events, you can register to participate in our trade missions and exhibit in our pavilions at trade shows. The Global Events page has all upcoming events. Through 50% CostShare, you can apply for 50% reimbursement of eligible international marketing expenses, such as advertising in a foreign country or sampling your products in a foreign retailer.

Export Helpline

Whether you are new to exporting or have years of experience, specific issues will arise where you could use some help from a trusted resource. Through SUSTA’s Export Helpline, you can ask an industry-recognized expert with over 15 years of experience questions related to the export process, from how to do market research to pricing your product for export (and everything in between). 

SUSTA’s complimentary Export Helpline is one more service designed to ease your export process. This service is available to all companies with an eligible MySUSTA account.

Recent News

Looking Down Under for New Export Opportunities

Sometimes, the greatest opportunity lies in taking a closer look at markets that are not close to home. Australia and New Zealand are two markets worth a closer look.

The Value of Looking Beyond Your Home Market

Last week, SUSTA had the opportunity to welcome Michelle Bekkering, USDA’s Deputy Under Secretary for Trade and Foreign Agricultural Affairs, to our office.

Free Resources to Help Grow Your Export Business

SUSTA provides a services to help companies navigate the export process, from understanding regulations to connecting with buyers.

Florida Company Makes Sales to Europe without Leaving the U.S.

In June 2025, Douglas and Benjamin Lapin from Ben’s Best Charcuterie traveled to Houston, Texas to meet with European buyers as part of a SUSTA trade mission. They introduced their halal and kosher charcuterie and jerky to four European buyers during the trade mission. In the months following the event, the Bradenton, Florida-based small business secured a sale to the United Kingdom in the five figures, which should be the first of many.

SUSTA Success Stories

Who We Are

We are proud to help food and agriculture companies meet the rising global demand for high-quality U.S. food and ag products. SUSTA delivers programs and services that allow Southern U.S. agribusinesses to Learn, Connect and Compete. Our programs bring results to companies at every stage of the export cycle. See how you can cultivate international markets.

Our Video

For over 30 years we have helped export thousands of products around the world. We take the complication out of exporting while connecting you to international buyers. With three unique programs you will find the perfect fit. Have questions about how to start? Watch our video to learn how SUSTA can help your agricultural business Succeed, Grow and Thrive.