American Peanut Council Reverse Trade Missions Spotlights U.S. Peanuts

Tracey Grondine, American Peanut Council

What makes U.S. peanut exports so successful? When all is said and done, it comes down to relationships. One of the American Peanut Council’s (APC) primary roles is to help establish and facilitate the relationship between the U.S. industry and foreign decision-makers. Each year, APC leads trade missions to various overseas markets. Just as important are reverse trade missions, where APC brings foreign buyers to the U.S. for networking, education and to help highlight the people who make their purchases of U.S. peanuts possible.

Networking helps the U.S. industry develop better relationships with export customers and is a vital element to building international demand. Second, is education. There is no replacement for export customers being able to see the U.S. industry at a grower, sheller and manufacturer level, thus reinforcing the industry’s messages on food safety and reliability. And last is the human element. Reverse trade missions humanize U.S. peanuts by spotlighting farmers on their own soil. It gives a voice to growers to share stories about their farm and family history, sustainability efforts and unique challenges they face each season.

For nearly 20 years, APC has annually hosted a Mexican trade delegation to the U.S. In that time, exports to Mexico have increased 930% by value and U.S. import share has risen from 30% to nearly 90%. While commercial considerations still drive trade, this growth is in part due to the strong relationships that have developed between the two countries. Mexicans make sourcing decisions based on long-term historic relationships; for them it is personal as much as it is about business. This year, APC hosted a delegation from Mexico in Georgia and Alabama, Sept. 30-Oct. 3.

“For a market like Mexico, reverse trade missions are crucial and a key component of our program strategy,” said Mónica Moreno Arellano with Grupo PM, APC’s Mexican marketing partner. “This activity has allowed us to show the Mexican

industry firsthand what the U.S. peanut industry represents, including high-quality technology usage and sustainability practices, among others. But most important, this activity has allowed us to create long-lasting business relationships that have allowed our export volumes to grow each season and turn Mexico into the top destination for U.S. peanut exports.”

Japan is another market APC continues to cultivate through reverse trade missions, which officially began in 2008. Since then, U.S. peanut exports to Japan have increased 51% by value. At the same time, the U.S. share of raw kernel imports has risen from 17% to 45%. With Japan, APC brings together key customers who may have previously been doing individual supplier visits. By curating reverse trade missions, APC offers a more educational experience that encourages networking and is bespoke to each delegation. APC hosted the Japanese trade in Washington, D.C. and Virginia, Oct. 28-31.

“Japanese trade missions to the U.S. provide participants with invaluable insights into the American peanut industry, offering firsthand experiences and knowledge, while building collaboration and strong, long-lasting international partnerships,” said Izumi Amano with Motix, APC’s marketing partner in Japan. “These tours showcase the quality, innovation and versatility of U.S. peanut products, bridging cultural and business gaps, supporting the U.S. industry’s export promotion goals, driving market expansion and reinforcing American peanuts’ global reputation."

Over the years, APC has also hosted trade delegations from China and Europe, as well as groups of journalists and bloggers from Canada and Europe. These reverse trade missions would not be possible without help from other industry organizations and a special thank you goes to the National Peanut Board, American Peanut Shellers Association, the Peanut Institute, and various state grower groups for their continued support.