Breaking into a new export market with an agricultural product is an exciting opportunity, but success doesn’t happen by chance. It requires the right combination of market intelligence, strategic planning, and strong partnerships on the ground.
Whether you’re exploring expansion on your own or working with an in-market representative, a thoughtful, well-informed approach is essential. From understanding regulatory requirements to identifying the right buyers and building long-term relationships, every step matters.
Ready to take the next step with confidence?
Read our 5-Step Guide to Success in a New Market to gain practical insights and a clear roadmap for navigating new international opportunities.
STEP 1. Market Entry Foundations: Research, Audience, and Value Proposition
Start by getting a feel for the market: Understanding who makes decisions and what matters most to them will help shape your approach. As yourself, what do consumers like to buy? How do chefs and buyers make ingredient selections? What local or imported products will my business compete with? Also, take a look at pricing, positioning, logistics, tariffs, and cold-chain or phytosanitary requirements so you have a realistic sense of costs and what it will take to make the market work. From there, set price and volume goals that make sense for your business. Think about who your first customers should be, whether that’s an importer, distributor, retailer, or foodservice operator. Pro Tip: Early traction in foodservice can be incredibly helpful, since chefs often become enthusiastic champions for new products that open doors to retail later on. Finally, understand what makes your product stand out. Whether it’s taste, consistency, nutrition, or origin, highlight those strengths in a simple, memorable way. Focus on shelf appeal for retail and performance for foodservice, and make sure partners can see and experience the qualities that set your product apart.
STEP 2. Build Strategic Partnerships
Identify an industry advocate who believes in your product and can champion it within the market. Reliable partners accelerate growth, so look for importers and distributors with strong networks and experience in your category. They can help you navigate regulations, manage logistics, and connect with key buyers. Because of the distance, consistent communication is essential: check in regularly, set clear expectations, and align on goals from the start.
Collaboration with in-market representatives, local commodity associations, and U.S. Agricultural Trade Offices (ATOs) can further build visibility and credibility. A consulting firm experienced in export program management such as Bryant Christie Inc., can help you maximize grant funding and tap into additional government-supported resources.
STEP 3. Trade-Focused Market Entry, Pricing, and Distribution
Start with B2B engagement to build credibility and awareness among buyers by participating in international, regional, and local trade shows, foodservice expos, and tastings organized by ATOs or local partners. This way, decision-makers can experience the product firsthand. Begin with a few select partners to test logistics and handling before scaling, ensuring your supply chain is reliable, and provide samples, technical sheets, clear pricing, and well-branded materials with contact details .
At the same time, align your pricing with market expectations and position your brand with the right distribution channel. For instance, premium products perform best in specialty retailers and upscale restaurants, while mainstream items fit supermarket and broadline distribution. Pro Tip: Efficient logistics and strong quality control, especially for perishables, are essential to maintaining reliability and earning long-term trust.
STEP 4. Localized Marketing and Consumer Awareness
Your message must resonate locally, so adapt your language, visuals, and storytelling to align with local culture and values. Ensure your packaging, labeling, and claims meet local requirements, and maintain consistent visuals across retail, foodservice, and digital channels.
Once trade relationships are secure, build consumer demand through localized campaigns that reflect how people cook, eat, and shop. Also, understanding whether your target consumers are urban, family-focused, health-conscious, or trend-driven allows you to tailor your message in ways that deepen relevance, connection, and engagement. Use in-store tastings, recipes, and cross-promotions at retail, and support restaurants that feature your product. Digital tools such as videos, influencer partnerships, and origin-focused storytelling help amplify awareness.
STEP 5. Measure and Evaluate Performance
Measure and evaluate performance by setting clear metrics such as retail listings, importer orders, menu placements, or consumer awareness. Anecdotal feedback is important, too: Gather input from your in-market representative and key buyers at consistent intervals to identify trends, strengths, and areas for improvement. Use these insights to refine pricing, marketing, or logistics strategies as needed. When positive results emerge, share them through internal updates and partner communications to generate enthusiasm.
It is highly recommended to work closely with your in-market partners to fine-tune metrics and ensure steady, reliable data collection. A proactive, responsive approach strengthens your reputation as a professional, dependable supplier and reinforces long-term customer relationships.
Conclusion: Become a Trusted, Familiar Part of the Local Food Community
Long-term success comes from showing up consistently and being flexible as the market evolves. Keep the conversation going with your distributors, retailers, and foodservice partners, whether through joint promotions, seasonal ideas, or simple check-ins and training sessions. Celebrate wins together by sharing results and success stories; they reinforce your commitment and keep everyone excited about what’s next to come. As your brand starts gaining momentum, you may find opportunities to introduce new products or expand into nearby markets. Over time, the goal is to grow beyond individual transactions and establish a long-term market presence.