We want to announce in this World TradeWinds issue two important upcoming conferences.

On Septermber 17th in Anaheim, California at the Hyatt Regency – Orange County, the fourth seminar of the Certified Export Organic Program (COPES) will take place. Please go to the COPES seminar web page for details.

Also, on December 2, 2004, the 2nd Annual Global California Conference will take place produced by MBITA & TradePort in partnership with the CalTrade Report. Please go to http://tradeport.org/news/gbl_ca1203.html for an article and video on last years’ conference.

MBITA New Member:

Monterey Venture Partners, LLC (MVP)

MBITA Member Success Story:

McGibben International (MI)

A Virtual Global Business Model in an Expanding Niche Market

MBITA Member Success Story:

European Vegetable Specialties (EVS)

MBITA would like to share with its members and affiliates the successful story of European Vegetable Specialties (EVS). Located in Salinas, California, EVS is literally a "Two Guys From Italy" success story in America. Partners Lucio Gomiero and Carlo Boscolo teamed up with Salinas Valley growers John Tamagni and Dennis Johnson to create the world's largest single producer of radicchio.

After farming 5 years in the United States, EVS began formal operations in 1993. The Royal Rose label quickly became synonymous with Radicchio in the United States. Both the Export market to Japan and the growth of the salad industry created an opportunity for rapid growth for EVS.

Japan quickly emerged as a major market for the company. Additional export markets include Korea and Singapore. The large number of Italian restaurants, the popularity of Italian-style salads in the casual dining segment and the emergence of salad processing in Japan stimulated demand for radicchio. Most export opportunities are limited to the Asian market as Italy and France supply most of the European market.

In order to serve its salad processing base the company has diversified its growing operations from a strictly California based company to one that farms in California, Florida, and Arizona. EVS also operates in Chile and Quebec to supplement domestic production to ensure year-round supply.

Lucio Gomiero has been widely recognized for his role for helping popularize radicchio in the United States. Most recently the Italian Consulate recognized his role in introducing radicchio to this country. He hopes to focus on educating the American consumer on how to appreciate the taste of radicchio. Most Americans are only familiar with radicchio as a salad ingredient. Continued growth for EVS lies in educating the consumer on the versatility of radicchio as both a salad and cooking ingredient.

EVS continues to focus primarily on radicchio. The company is also the largest frisee grower in the country and features other Italian specialties including Treviso, Tuscan Cabbage and Mediterranean Hearts. Additional company, product and recipe information can be found at www.radicchio.com.

SANTA CRUZ -07/19/04 - TradePort.org - an online resource for comprehensive information and links to global trade assistance centers throughout California - has said it will leverage the network and trade promotion services provided by its member organizations to provide 'click & mortar' web tools to increase exports from California to Spain.

Through a statewide network of trade promotion service organizations - TradePort will provide more than 120 industry-specific marketing reports at no charge through an agreement with the US Foreign Commercial Service (FCS) office at the US Embassy in Madrid, Spain.

"The reports provide detailed industry data and target growth strategies for companies wishing to do business in, or export goods and services to the Spanish market," said Tony Livoti, resident of the Monterey Bay International Trade Association (MBITA), the organization which manages TradePort.

In addition, he said, TradePort will provide 'on-the-ground' consulting and support services to California companies that need assistance and want to begin exporting to Spain.

Through the TradePort network, international trade consultants will be matched with companies in their region to further the economic growth and business opportunities between these two regions.

According to Livoti, the Spain export program is a pilot project with TradePort seriously considering similar initiatives to link California companies with other countries and regions "in the near future."

In addition to the new California-Spain export promotion program, TradePort also provides additional resources for online learning, collaboration and web-conferencing to assist California businesses and their partners with their global trade initiatives.

The statewide TradePort network was created in 1995 and is owned by the Los Angeles Area Chamber of Commerce and the San Francisco-based Bay Area Economic Forum.

June 30, 2004 - U.S. Rep. Sam Farr, D-Carmel, says American attitudes toward international trade agreements have become less favorable.

Farr spoke before an audience of about 70 business leaders and others with an interest in international business Tuesday at a luncheon presented by the Monterey Bay International Trade Association

L-R: Congressman Sam Farr; Gary Hampsch, Intl Sales & Marketing Manager, Raytek; Tony Livoti, President of MBITA

Every year Farr is invited to inform the local business community about the developments in Congress regarding outsourcing, international competition and agriculture industry expectations about exports. This year, Farr spoke about international trade agreements, criticized the Bush administration’s economic stimulus package, addressed offshoring jobs and touched on his future priorities.

Farr said attitudes are shifting among the agricultural community with respect to trade agreements, using the example of the way inexpensive Chinese garlic has negatively affected the local garlic industry in Gilroy.

"You’re beginning to see a different attitude in America, particularly among the farmers, saying, ‘We’re not so sure we want you to enter into these trade agreements.’ Remember, these were the Cadillac lobbyists for trade, they’re the ones that said trade is great," he said. "But we’re getting a different opinion because now everyone’s going to ask before each trade agreement, ‘How does this affect me?’"

Honorable Qiu Xuejun

A representative of the China Consulate of San Francisco told a group of 50 business leaders Thursday that profound changes in the past 25 years have resulted in China becoming an important player in the economic and international trade arenas.

The Honorable Qiu Xuejun, deputy consul general of the China Consulate of San Francisco, was one of a number of speakers at the luncheon meeting of the Santa Cruz chapter of the Monterey Bay International Trade Association addressing exporting opportunities in Asia.

Xuejun said since the late 1970s, when leader Deng Xiaoping took power and opened the country to international trade and laid the foundation for rapid development, China has experienced massive growth.

"Twenty-five years ago," he said, "China’s gross domestic product was $147 billion; in 2003, it was $1.4 trillion, a tenfold increase."

China is now the world’s seventh largest economy. Foreign trade has increased dramatically, Xuejun said, going from close to $200 billion in 1997 to $850 billion last year, making it the fourth largest trading nation in the world.

With the United States being China’s third largest exporting market, the two countries are becoming increasingly important trade partners, Xuejun said. However, he said, there are outstanding issues, including the current trade imbalance in China’s favor.

Another speaker, Sheridan Tatsuno of Aptos-based Dreamscape Global, a provider of market research, business strategy and other services that has helped many companies expand into Japan and China, gave tips to breaking into the Japanese information technology market, which he said will reach $260 billion in 2009.

"Japan is a hard market to crack if you’re not willing to do the homework," he said.

Specific tips included finding a Japanese partner or adviser, studying Japanese market trends and visiting Tokyo with a consultant.

Other speakers at the event gave overviews of the intellectual property regime in Hong Kong, high-tech marketing in Asian markets, consumer trends in China and corresponding marketing strategies.

Contact Gwen Mickelson at gmickelson@santacruzsentinel.com