Global Growth, Local Roots: Potatoes USA’s 2024 Reverse Trade Mission Delivered Impact

In October 2024, Potatoes USA hosted a high-impact Reverse Trade Mission (RTM) with support from Market Access Program (MAP) funding, strategically targeting the global foodservice and retail sectors—both critical to the long-term success of U.S. potato export initiatives. Designed to deepen engagement with key international stakeholders, the RTM brought chefs, importers, and buyers from top export markets—including Central America, China, the Gulf Cooperation Council, Japan, Mexico, the Philippines, South Korea, Taiwan, and Vietnam—to the states of Oregon and Washington in the United States.

Designed to forge stronger commercial ties and highlight the competitive advantages of U.S. potatoes, the RTM offered a comprehensive look at the supply chain. Attendees toured farms, research centers, processing plants, and packing facilities, gaining firsthand insights into product quality, innovation, and sustainability. Programming also included technical trainings, culinary demonstrations, and a “Why Buy U.S. Potatoes” session, all aimed at showcasing practical applications for U.S. potatoes in retail and foodservice environments.

The RTM resulted in measurable commercial gains:

• China: Importer-distributor Angliss Hunan used RTM connections to win high-end restaurant accounts, increasing sales by 15%. Meanwhile, Beijing Xianglong Taida launched a targeted e-commerce campaign based on RTM insights, driving a 182% boost in retail sales.
• Southeast Asia: Vietnam-based importers expanded their U.S. potato volumes by 20% and secured new retail listings in prominent chains like Aeon and MM Mega—growth catalyzed by their participation in the RTM.
• Taiwan: The RTM supported a 3% rise in U.S. potato volume and enabled the first-ever import of white fingerling potatoes.
• South Korea: RTM participation inspired innovative applications in school lunch programs and enabled the successful reintroduction of U.S. fresh potatoes to retail shelves after a four-year absence.
• Mexico: Relationships built during the RTM helped U.S. potatoes enter 20,000 Oxxo convenience stores, generating over $100,000 in monthly sales.

These results underscore how the RTM accelerated market penetration, expanded product portfolios, and built buyer confidence in U.S. potatoes. As a catalyst for sustainable international growth, the RTM continues to demonstrate the value of in-person engagement, which remains essential to Potatoes USA’s global strategy.