A NSW Government website

Natural and Organic Wine, Food & Beverage and Consumer Goods to the USA

The Going Global Export Program provides export support for NSW early-stage exporters or new to-market exporters. Eligible businesses can apply for free support to export natural and organic wine, food & beverage, and consumer goods to the United States. Applications open on Monday 2 September 2024 and close on Sunday 29 September 2024.

Information Session

An information session webinar was held on Tuesday 10 September 2024.

Program dates

October 2024 to April 2025

Key event

Selected businesses attend the Natural Products Expo WestExternal Link Tradeshow in California from 4-7 March 2025.  

In-person attendance at the event is required either as an exhibitor or non-exhibiting delegate.  

Why this market

The United States of America (USA) packaged food market size was valued at USD 1.03 trillion in 2021 and is expected to expand at a compound annual growth rate of 4.8% from 2022 to 2030. Supermarkets and grocery stores account for the vast majority of retail food and beverage sales in the USA and nine of the 15 largest food retailers worldwide are headquartered in the USA. 

This ever-evolving consumer market provides new opportunity for a wide range of natural and organic products. This includes surging consumer demand organic and natural wine and health foods made with natural ingredients (low-calorie, low fat, free from genetically modified organisms, etc.)  

Expo West is the world's leading trade show for natural, organic, and/or health consumer goods products with nearly 100,000 attendees and buyers. 

Participation requirements and success factors

Eligibility for the overall Program

  • Have headquarters in NSW
  • Have a valid Australian Business Number (ABN) registered for NSW 
  • Be export-capable and export-ready 
  • Have an employee number between 3 and 199 full-time equivalent (FTE) employees 
  • The product or service must be produced primarily in NSW
  • The product or service is achieving sales already
  • Have a website featuring the product or service
  • Be prepared to adapt the product or service for the new market
  • Be flexible regarding market-entry method
  • Have resources to support marketing and development for a new market
  • Be willing to travel to the selected market and/or to Sydney for events, and must cover own travel expenses

Note this program is designed for NSW businesses who produce and own their own brand. This program is not for aggregators, traders, or businesses who sell services to exporters.

Additional eligibility requirements for this stream

  • Eligible exhibitor companies chosen to showcase products at the Expo West show must have products that are fully compliant with USA Food and Drug Administration (FDA) requirements in alignment with the Expo West exhibitor policies.  
  • Eligible companies chosen to showcase products at the Expo West need to independently facilitate delivery of sufficient samples for their exhibition space.  
  • Participants must be willing to accept the conditions of participation in the program and travel to the Expo West tradeshow. 

The ideal participant

Participants will have the option of attending Expo West as either an Exhibitor or a Visiting Delegate. 

  • Exhibitors should already be in a position to make in-market sales at Expo West and demonstrate a strong likelihood of securing a product sale from a USA retailer or target chain within 12 months of undergoing the program. They should have a progressive market track record for example; use third-party logistics. 
  • Visiting delegates are early-stage companies looking to secure a sale within 12-24 months (about 2 years) of starting the program. Visiting delegates will be included in all virtual sessions and will be given the opportunity to attend and network at the trade show. They will also be given the opportunity to leave samples and company collateral at Expo West for display at the trade show (provided that these companies meet trade show exhibition requirements).  

Ideal product categories 

  • Natural, vegan, and/or organic wines   
  • Ambient temperature organic, natural, and additive-free food and beverages 
  • Natural/organic supplements/nutraceuticals fit for human consumption 
  • Ambient temperature low Glycaemic Index (GI) and gluten-free foods   
  • Natural, organic consumer products (cosmetics, beauty, skincare, etc.) 
  • Health-oriented oils, olive oil, meat and produce products 
  • Dry fruits and dry nuts    

Note: Frozen and chilled products will also be considered, but exhibitors will be required to independently arrange sample storage needs (such as freezers and coolers) at the trade show.  

Businesses not eligible for this stream

  • Aggregators, traders, or businesses who sell services to exporters 
  • Businesses whose products are not sourced or packaged in NSW 
  • Non-natural or organic products containing food additives 

Note: Applicants who have not previously participated in a Going Global program to the United States will be given priority. Applicants who have already participated in a Going Global program must demonstrate previous commitment and participation in the program and an ongoing commitment to deliver on previous support. 

Curriculum

Introductory sessions

  • Welcome session – week commencing 14 October 2024. 
  • Introduction to the natural products ecosystem and doing business in the USA. 
  • Access to 13 self-serve factsheets developed by the Export Council of Australia exclusively for Going Global participants. 
  • Access to Intellectual Property protection briefings from IP Australia.  

Market intelligence briefings and business readiness webinars 

  • USA market briefing and sector-specific opportunities.  
  • USA business preparedness briefings. 
  • Regulatory requirements for doing business in the USA. 

Ongoing advice and follow up

  • Ongoing support provided by a dedicated NSW Government Export Adviser.

*Note: Final dates are to be confirmed and the curriculum is subject to change.

How to apply

Applications closed on Sunday 29 September 2024.