Petra GA » Going Global: A Brief for U.S. Agribusiness Leaders

Global Opportunity Snapshot

Rising global demand for food and agriculture innovation is being driven by population growth, food insecurity, and climate disruption. Many advanced economies, including China, Japan, and much of Europe, have already reached peak population as of 2024. In contrast, most countries across Africa, Southeast Asia, and parts of Latin America are projected to continue growing through at least 2050. Most notably, Sub-Saharan Africa’s population is projected to nearly double to around 2 billion by 2050, making it a key region for future market development.

Meanwhile, over 295 million people across 53 countries faced acute hunger in 2024, with Africa accounting for the largest share, where 20.4% of the population experienced acute food insecurity. Climate adaptation is now a necessity, as floods, storms, and droughts are more frequent than ever, prompting hundreds of resilience measures worldwide.

Global organic farmland expanded by approximately 2.5 million hectares in 2023, according to IFOAM data. The sustainable farming sector is projected to more than double by 2034, driven by public subsidies and private investments in regenerative and precision practices. Digital innovation is also reshaping agri-food systems through AI, traceable logistics, and new finance models.

Export potential remains strong across product categories, with 2024 U.S. exports totaling approximately $29.7 billion in grains, $8.2 billion in dairy, and $38.8 billion in processed foods, led by demand from Mexico, Canada, China, and other key partners.

Market Prioritization: Where to Go & Why

Asia

Southeast Asia’s rising middle class and projected per-capita GDP growth of 26% by 2033 across key Association of Southeastern Asian Nations (ASEAN) economies are driving strong demand for protein and processed foods. Exporters face complex and fragmented regulations, including strict food labeling and documentation requirements in China and India. Genetically modified organism (GMO) sensitivity and food safety concerns are widespread, and trade flows remain vulnerable to shifting U.S.–China relations.

Europe

European markets reward traceable, organic, and non-GMO products, offering high margins for compliant U.S. exporters. However, strict food safety, chemical, and subsidy rules limit market access, and long-standing product bans remain in place. Brexit introduced new quotas and procedures, creating both openings and regulatory hurdles.

Australia & New Zealand

These are reliable trade partners with strong alignment on food safety and a predictable and cooperative regulatory environment. U.S. agribusinesses can benefit from joint ventures in ag-tech and sustainable farming. Though biosecurity rules are strict, the systems are transparent and manageable.

Latin America

Trade agreements like United-States-Mexico-Canada Agreement (USMCA) and Dominican Republic-Central American Free Trade Agreement (CAFTA-DR) drive strong demand, with Mexico importing $30.3 billion in U.S. agricultural goods in 2024. Retail growth and rising private-label brands expand consumer access, but logistics costs and infrastructure hurdles limit efficiency. Latin America remains a top destination for U.S. soymeal and feed exports, supported by sustainability programs.

Africa

Urbanization and ag-tech investment are expanding markets, with South Africa leading African U.S.-bound exports under AGOA. Infrastructure and trade inefficiencies persist, though the African Continental Free Trade Area (AfCFTA) promises long-term improvement. Programs like Prosper Africa and African Growth Opportunity Act (AGOA) offer export incentives, but renewal beyond 2025 remains uncertain.

Market Entry Pathways

Entering global markets requires choosing the right strategy to balance control, cost, and risk. Direct exporting through distributors offers full control over pricing and branding but demands managing logistics and compliance internally. Local agents and trading companies ease market access by providing on-the-ground expertise, though they may reduce margins and brand influence. Licensing and franchising enable expansion with lower capital investment but often limit control and oversight. Joint ventures and wholly owned subsidiaries offer deeper market presence and operational control, though they come with higher costs and regulatory complexity.

Support from U.S. government programs such as United States Department of Agriculture (USDA) Foreign Agricultural Service (FAS), and export councils enhances market intelligence, buyer connections, and promotional funding. Ensuring your product meets destination market regulations is essential for entry. Ultimately, success depends on selecting the right entry model and utilizing local partners who can scale production while mitigating risk.

Regulatory and Legal Landscape

U.S. agribusiness exporters must navigate a complex legal environment formed by international agreements and country-specific rules. Key frameworks like the Codex Alimentarius Commission (CAC), the World Trade Organization's (WTO) Sanitary and Phytosanitary (SPS) and Technical Barries to Trade (TBT) Agreements, and Organisation for Economic Co-operation and Development (OECD) standards guide science-based food safety, fair labeling, and transparent trade practices.

Regional differences in labeling, health claims, and organic certification often require exporters to obtain multiple approvals and modify packaging to comply with local requirements. Early registration of trademarks and intellectual property is critical, while patent and plant variety protections vary widely across jurisdictions. Non-tariff barriers are rising, with a record number of WTO SPS and TBT notifications in recent years and increased scrutiny over food labeling, eco-design, and GMO approvals. USDA’s recent investments in tackling such barriers support exporters with labeling harmonization, Codex-aligned residue data, and technical assistance in key markets.

Using WTO and OECD-recommended frameworks is essential to managing risk and limiting trade costs.

Trade Finance, Grants & U.S. Government Support

A wide range of public resources exists to help U.S. agribusinesses enter and expand in global markets. The Export-Import Bank (EXIM) offers export credit insurance, working capital guarantees, and buyer financing to mitigate non-payment risk and enhance competitiveness against foreign Export Credit Agencies (ECA).

At the state level, the State Trade Expansion Program (STEP) reimburses small businesses for export-related costs such as trade shows and marketing, with some states covering up to 75% of eligible expenses.

U.S. exporters can also partner with agricultural attachés and USDA regional offices to access buyer introductions, regulatory guidance, and in-market intelligence. Through FAS, USDA organizes trade missions and supports four regional trade groups that provide exporter training, marketing support, and strategic market insights.

Together, these resources lower financial and operational barriers, helping agribusinesses grow sustainable international sales.

Risk Assessment & Mitigation

U.S. agribusinesses entering global markets must prepare for financial, operational, and reputational risks. Currency volatility can be managed through hedging strategies using forwards, options, and swaps, while letters of credit remain essential for ensuring secure payment.

Supply chains face rising instability from events like Red Sea shipping disruptions and global conflicts, which have driven freight costs up and highlighted the importance of contingency planning.

Exporters must also meet rising environmental, social and governance (ESG) standards abroad, with frameworks like the EU’s Corporate Sustainability Due Diligence Directive (CSDDD) and emerging reporting mandates across Asia and Africa becoming critical for market access. Buyers increasingly demand ESG proof and traceability, pushing firms to adopt AI and satellite tools for compliance verification.

Reputational and legal risks are heightened overseas, where violations by local partners can lead to consumer backlash or litigation. Thorough partner due diligence and adherence to food safety, labor, and ESG standards are vital to protecting brand integrity and ensuring long-term success.

Cultural Intelligence & Business Norms

Expanding into global markets requires awareness of cultural differences in communication and business practices. In high-context regions like China and Brazil, trust and personal relationships often come before formal negotiations, often extending sales cycles compared to more direct markets like the U.S. or Germany.

In-person meetings remain important in many emerging markets, where face-to-face interactions help build credibility and support collaboration. Packaging, language, and visuals should be adapted to local preferences, with clear translations and culturally appropriate messaging. Taking time to understand local norms and selecting partners with strong regulatory knowledge and reliable practices helps reduce risk and build lasting business relationships.

Next Steps & Strategic Support from Petra

Federal Policy & Regulatory Issues

We guide organizations through the intricacies of U.S. federal policy and regulatory landscapes, ensuring they stay ahead of legislative changes and compliance requirements.

Coalition Building & Stakeholder Engagement

We help trade associations form and strengthen industry coalitions, bringing together key stakeholders to drive collective action and achieve common policy objectives.

Strategic Policy & Regulatory Goal Setting

We work with trade associations to define clear policy and regulatory goals, aligning their strategies with industry priorities and government expectations.

Trade Missions & International Market Development

We organize trade missions and facilitate business development initiatives to help associations and their members explore new markets and expand their global footprint.

Grant Writing & Program Management

We assist organizations in crafting grant proposals and managing programs to drive industry growth and international outreach.

Going Global: A Brief for U.S. Agribusiness Leaders

Petra Global Affairs, LLC