Farm2Food: Market Diversification & Export Readiness Program (Nationwide)

Program Overview

The Farm2Food: Market Diversification & Export Readiness Program helps small and mid-sized food and beverage businesses strengthen their foundations, refine their brands and operations, and prepare for new market opportunities both at home and abroad.

This program supports producers who have already achieved local traction and are ready to take the next step toward scaling domestically and exploring international markets.

Through expert instruction, small-group coaching, and individualized guidance, you’ll gain the confidence, network, and strategy needed to explore export opportunities in Europe, Latin America, and the Caribbean.

Farm2Food California Graduates at SIAL America and the Good Food Foundation Mercantile. Honing trade show skills is a key element in the Farm2Food: Market Diversification & Export Readiness Program (Nationwide) Program.

WHO SHOULD APPLY / ELIGIBILITY

This program is designed for small food and beverage businesses that produce or sell value-added products—ideally using locally or regionally sourced or self-produced ingredients—and are eager to grow beyond local markets.

You’re a great fit if you:

  • Already have a packaged product for human consumption in market, complete with licensing, packaging, and pricing.

  • Have a customer base and a working understanding of costs, margins, and production.

  • Are open to feedback, collaboration, and refining your product and business.

  • Are interested in scaling into new U.S. regions and exploring export opportunities in Europe, Latin America, and the Caribbean.

  • Are energized by growth, peer learning, and new experiences.

You’ve moved beyond the startup phase but are still building toward larger-scale and export readiness.

PROGRAM at a Glance

The program runs from December 2025 through September 2026 and includes virtual learning, group coaching, and an in-person trade show experience for select participants.

  • Timeline: December 4, 2025 – September 2026 (with holiday breaks)

  • Schedule: Thursdays, 1–2 PM PT / 4–5 PM ET

  • Format: Virtual via Zoom, plus small-group coaching (Stage 1) and 1-on-1 coaching (Stage 2)

  • Cohort Size: Approx. 15 accepted into Stage 1

  • Time Commitment: 2–6 hours/week, including live sessions, coaching, and independent work

  • Focus: Market diversification, expansion, and export readiness for Europe, Latin America, and the Caribbean

“Before this program, my goals were primarily product-centered. Now, I have a clear and actionable plan for professionalizing my brand’s trade show presence, building supplier partnerships, and positioning the brand for sustainable growth both domestically and eventually internationally.”

- 2024-2025 Program Graduate

Stage 1: Building Readiness for Market Expansion

Stage 1 runs from December 4, 2025, to March 26, 2026. Weekly online discussions take place on Thursdays, 1–2 PM PT / 4–5 PM ET, with breaks for holidays.

Stage 1 helps you strengthen your foundation — refining your pricing, packaging, and profitability — while learning how exporting works. Each month alternates between live expert sessions and office hours to apply new concepts to your business.

You’ll sharpen the pieces that set your company up for growth — from pricing and profitability to packaging, operations, and storytelling — and begin connecting those dots to opportunities beyond local markets.

Highlights:

  • Overview of European, Latin American, and Caribbean markets (USDA Foreign Agricultural Service)

  • Expert sessions on brand, finance, product innovation, and supply chains

  • 10–20-minute guest talks from producers and exporters sharing real-world experiences

  • Each participant joins a small coaching group (3–5 peers) focused on goals like branding, scaling, or financial management.

Participants who demonstrate strong engagement and complete assignments will be invited to advance to Stage 2.



Stage 2: Deep Dives & Trade Show Readiness

April – July 2026 | Thursdays, 1–2 PM PT / 4–5 PM ET

Stage 2 is open to businesses that show strong engagement and follow-through in Stage 1. This is a hands-on phase where strategy becomes action. Each participant receives individualized coaching and up to $1,000 in technical support (examples: packaging updates, labeling reviews, or marketing materials).

Each month centers on one of four pillars of retail and trade-show readiness:

  • Financial Readiness — refine pricing, margins, and profitability for export and wholesale markets.

  • Product Compliance — confirm packaging, labeling, and safety meet required standards.

  • Sales Materials & Storytelling — develop sell sheets, brand decks, and outreach tools for buyers.

  • Buyer Engagement — learn how to approach, pitch, and build long-term buyer relationships.

Guest speakers include marketing professionals and retail buyers who share candid insights on how small brands stand out and connect effectively with buyers.

You’ll receive 1-on-1 coaching, targeted technical assistance, and peer discussions — all leading toward confidently representing your brand in new markets and at trade events.




Stage 3: Export-Centric & Trade Show Experience

July – September 2026 | Thursdays, 1–2 PM PT / 4–5 PM ET

Stage 3 turns preparation into opportunity. Advancement is based on completion of Stage 2 deliverables. Top participants earn full sponsorship (travel, registration, and export coaching) to attend the Americas Food and Beverage Show in Miami, Florida on September 15, 2026.

Focus areas include:

  • Country-specific market research and buyer insights

  • Export documentation and logistics

  • Relationships with State Regional Trade Groups (SRTGs)

  • Coaching from NASDA export specialists

You’ll complete final coaching, a “Know Before You Go” session, and a capstone celebration at the trade show.

 

Cost & Funding

The program is free to all accepted participants. There are no tuition or registration fees. All training, coaching, and materials are provided at no cost.

You may have small out-of-pocket expenses to prepare for market opportunities, such as:

  • Printing sell sheets

  • Producing sample inventory

  • Updating packaging or compliance materials

Funding for this project was provided by the USDA’s Regional Agricultural Promotion Program (RAPP), which aims to diversify and expand market opportunities for U.S. food and agricultural products beyond the traditional top customers.




How to Apply

Applications close at 11:59 p.m. PT on November 17, 2025. Early applications are encouraged.

Use your application to show:

  1. Excitement & Commitment: Why this program, why now, and how you’ll make time (~2–6 hours/week).

  2. Openness: Be candid about both your wins and your challenges.

  3. Growth Mindset: What you want to improve (brand, financials, packaging, operations, etc.).

  4. Market Curiosity: Your interest in exploring new U.S. markets and possibly exporting in 3–5 years.

  5. Trajectory: Where you are now and where you want to be in 12–18 months.

Be specific. Share examples and numbers where you can. We’re looking for fit and follow-through as much as scale.

Thank you to all who applied. We are currently reviewing applications and will reach out soon.

Questions? Contact Katie White at katie@kwcdconsulting.com or Chris Jones at chris.jones@nasda.org.


About the Coach

Dustin Finkel is a food and beverage strategist and entrepreneur who has helped dozens of brands move from local traction to national and international success. He helps producers strengthen their strategy, brand positioning, and profitability for sustainable growth domestically and abroad.