In This Issue
Laboratory Services & Export Service Center
Administrative Services Division
Measurement Standards Division
Agricultural Development & Marketing Division
Animal Health & Identification Division
NOTE: This information current as of the date of publication. For the latest Ag Quarterly newsletters and reports visit the AQ index page.
Agricultural Development & Marketing Division
- Administrator Dalton Hobbs
Mission Statement
To
foster a sustainable, profitable agricultural economy in Oregon through
business and market development.
- Budget $2,324,133
- General Fund $2,015,827
- Federal Funds $57,856
- Other Funds $250,450
We are happy to report that during the course of the current biennium the Agricultural Development and Marketing Division (ADMD) has made good progress towards reaching its goals and objectives. We are doing so through an active marketing plan designed to meet the needs of Oregon's agricultural and fisheries sectors.
This progress has not been without challenge as Oregon exporters have faced the harsh realities of contracting economies throughout most of Asia and now Latin America. As this biennium began, we saw the first indicators of the impending economic uncertainty.
To address these global realities the ADMD retooled many of its traditional approaches to export development. We have focused increasingly on issues of market access and non-tariff barriers. We have stepped up efforts to develop new niches for traditional and non-traditional products.
In part, this ability to readjust program and priorities reflects the considerable experience of our unique international marketing team. This unique program is recognized worldwide for its scope and experience. On the national level, it is held up as model for other states and is considered to be one of the best food and agricultural marketing programs of its kind in the country.
Ultimately, this dynamic program serves one purpose: To meet the marketing needs of Oregon's food and agricultural industry. Since the beginning of this biennium, the ADMD marketing development team has achieved an impressive record.
This achievement has meant numerous Oregon companies-from potato packers in Klamath Falls to Dungeness crab fishermen in Astoria-have been provided real-world access to markets both here and abroad.
Trade shows
Trade shows have been an important part of the program since its inception more than thirty years ago. They offer cost effective ways to reach targeted audiences of buyers within a concentrated time frame. Principal shows this biennium include:
- In October 1997 and again in October 1998, the ADMD organized Oregon pavilions at the Produce Marketing Show.
- Coordinated participation in the European Seafood Exposition in Brussels, April 1998.
- Coordinated an Oregon pavilion at the first ever Beijing International Seafood Show in October 1997.
- Organized an Oregon pavilion at the US Food Export Showcase, Chicago, in May 1997 and again in May 1998.
- ADMD organized two wholesale food pavilions in cooperation with Ashai Shokuhin, a large Japanese grocery product importer.
- Coordinated ADMD booth at the Great American Food Show in Seoul, Korea, March 1998.
Governors Missions/Special Events
Because of the ADMD's recognized offshore experience, we have been central to the planning and execution of no fewer than ten Oregon Governor offshore trade missions. Our experience in this regard dates to the Atiyeh administration of the early 1980s. This biennium, we assisted with the development and staffing of Governor Kitzhaber's missions to both Europe and Japan, and led his spring 1998 mission to China.
- In October 1998, Oregon hosted the Gore/Chernomyrdin Ad Hoc Working Group Annual Meeting in Portland. Coordinated with this meeting was a second annual Marketing and Transportation conference on doing business in the Russian Far East (RFE).
Wholesale technical seminars
The ADMD has pioneered the use of technical seminars to introduce Oregon products to targeted audiences of export buyers. These are very efficient tools to reach selected buyers with a focused selling message. These events typically include:
- A series of Food Service Seminars for key Malaysian hotel and food service operators was conducted in April 1998 to introduce Oregon foods.
- We conducted two Seafood Technical Seminars in Tokyo, Japan in October 1997 and again in Shimane prefecture in June of 1998.
Inbound Trade Missions
Inbound missions are excellent ways for the ADMD to tell the story of Oregon's bountiful agricultural and fisheries industry. There is no better way for an export buyer to experience our state and its products. This biennium we have hosted numerous missions including:
- Japanese Organic Study Tour, April 1997
- Korea Trade Delegation, May 1997
- Russia Trade Delegation, May 1997
- SE Asia Trade Delegation, May 1997
- Shanghai Trade Delegation, May 1997
- Korean Buying Team, November 1997 and November 1998
- Chinese Seafood Delegation, March 1998
- Japan Food Service Association, September 1998
Outbound Trade Missions
ADMD organized outbound trade missions are an important way to introduce export markets to Oregon producers. Missions provide critical market intelligence and context for Oregon exporters.
- As a follow-on to the Governor's Spring 1998 mission to China, the ADMD has actively participated in a four part effort to develop Oregon grass seed and nursery stock exports for use at the Three Rivers Gorges project in China. ADMD efforts are coordinated with agronomic researchers from OSU, the Oregon Seed Council and the Oregon Association of Nurserymen.
- Coordinated Oregon's Trade Mission to the Russian Far East in Summer 1998. Oregon agriculture and fisheries representatives visited the cities of Khabarovsk and Vladivostok on the Pacific coast of Russia.
- Oregon Sea Urchin diver trade mission to Japan. ADMD organized a comprehensive mission to Japan to help Oregon sea urchin divers explore and develop alternatives to supplement declining urchin production and prices.
Market Access/Non-Tariff Barrier Reduction
Often times, bringing buyer and seller together is not enough to complete export transactions. Archaic and protectionist trade barriers often impede Oregon exports. The ADMD has found itself "trouble-shooting" for Oregon companies by working with offshore customs and inspection authorities to ease the flow of products from the state.
- A phytosanitary protocol for fresh potatoes developed jointly by ADMD and the ODA Commodity Inspection Division has permitted the export of nearly 100 containers of potatoes to Taiwan. Oregon's lead in this effort helped establish a 40% share of this newly opened market in Taiwan.
- ADMD worked closely with the ODA Food Safety Division to retool existing ODA certificates for seafoods to allow for efficient export documentation.
Industry Development and Outreach
Incorporated into the ADMD are specific program responsibilities for expanding, retaining and recruiting agricultural and food processing capacity in Oregon. Our efforts this biennium have focused primarily on the rural areas of Oregon where food processing is a natural and integral part of the local economy. We are active in assisting companies in these parts of the state expand their operations. When there may be difficulties keeping food processing companies operational, we will also help the companies develop and implement strategies to keep them up and running.
To better assist our customers, the ADMD has initiated a comprehensive survey of Oregon agricultural and food processing companies. When completed in spring of 1999, it will provide the most comprehensive picture of Oregon's agricultural and food-processing sector. Currently underway is a Competitive Advantage Study to determine Oregon's strengths and weaknesses relevant to competing out-of-state locations for food processing development.
ADMD Market Research projects
An active part of the ADMD's program includes conducting applied, real-world market research.
- We researched and then formed the first ever Oregon Produce Exporters Network (OPEN). This project provides small to medium sized Oregon growers real-time market research-through product sample shipments-in developed Asian markets of Japan and Hong Kong.
- To assist in increasing transportation efficiencies, the ADMD conducted a refrigerated break bulk ship study. This effort explored how Oregon shippers could benefit through the whole or part charter of refrigerated vessels to move frozen and perishable products to global markets.
Commodity Commissions
The ADMD is responsible for oversight and management of Oregon's Commodity Commission Program. Oregon's 29 Commodity Commissions play a vital role in product promotion and research and "telling the story" of the various Oregon commodities through public education activities and outreach programs.
- Oversaw the appointments of over 70 commissioners and conducted 6 commission elections per year.
- Provided direct, on-going administration for the Sea Urchin Commission and one-year administration for the Sheep Commission.
- Developed an Administrators' Handbook and revised a Commissioners' Handbook to assist in compliance with state regulations. Additionally, workshops and meetings were available for implementation of new or changed regulations.
Goals and Objectives
Provide market access opportunities for high-value and value-added products to enhance profitability.
- Implement a step-wise market access program to develop Oregon companies' awareness and participation in the global marketplace.
- Assist Oregon food processing companies to meet international requirements and preference standards.
- Provide comprehensive production, handling and market assistance for four targeted high-value products.
- Coordinate existing resources to ensure competitiveness of value-added agricultural firms.
- Encourage new targeted investment in food processing in Oregon.
Increase ADMD's communication with the agricultural and food processing industries.
- Define key production agriculture and food processing sectors in Oregon that can benefit from ADMD assistance.
- Maintain an understanding of the production and marketing capabilities of Oregon companies and Commodity Commissions.
- Communicate and advocate on behalf of Oregon production agriculture and food processing to overcome regulatory impediments and facilitate market growth.
Increase buyer awareness and demand for Oregon's high value and value-added products.
- Develop and implement a consistent communications program in global markets to position Oregon food and agriculture products as high quality, available, and good value.
Increase knowledge and improve the use of transportation options.
- Consult with targeted Oregon agribusiness sectors to improve transportation efficiencies.
- Advocate improving transportation infrastructure through on-going
partnerships with the private sector and other public agencies.
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