Branded Program

Organization: Food Export USA–Northeast and Food Export Association of the Midwest USA

The Branded Program provides 50 percent cost reimbursement for a wide variety of international marketing activities for food and agricultural exporters.

Geographic Scope

• Serves 23 member states including Pennsylvania (Northeast region: Connecticut, Delaware, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont)

Eligible Activities for Reimbursement

• International website development
• Foreign market-compliant packaging and labels
• Advertising and public relations
• In-store promotions and product demonstrations
• Fees for exhibiting at select overseas and domestic trade shows
• Marketing and point-of-sale materials
• Freight costs for product samples
• Lodging (up to two company representatives at eligible foreign trade shows or FAS-sponsored trade missions)
• Travel costs to and from eligible international trade shows (with pre-travel notification)
• Trade show booth setup, promotional literature, posters, giveaway items

Equipment/Furniture Requirements

• Equipment and furniture must be rented (not purchased) to be eligible for reimbursement
• Examples: refrigerator displays, chairs, microwave ovens for serving samples

International Trade Show Requirements

• For international shows, a US Origin Statement must be visible on all submitted materials (booth, sell sheets, posters, giveaway items)
• Pre-travel notifications required for international travel (must notify local FAS post with traveler names, dates of stay, and event details)
• Hotel folios required as proof of lodging (must show check-in and check-out dates and guest name(s))
• Claims must be submitted within 60 days of event completion

Documentation Requirements

• Photographs of booth and all promotional materials
• All invoices and receipts (no matter how small)
• Hotel folio from hotel (not third-party booking confirmations alone)
• Online booking confirmations paired with hotel receipt
• Pre-travel notification emails for international travel

Funding Source

• Funded through the Market Access Program (MAP) and Regional Agricultural Promotion Program (RAPP), administered by USDA's Foreign Agricultural Service (FAS)

Eligibility Criteria

• U.S. food and agricultural suppliers from member states
• Priority given to suppliers with clear international focus
• Companies focusing solely on domestic activities for 2+ years encouraged to begin international activities
• Applications evaluated on: performance history, return on investment, international markets
• Must be in compliance with applicable FDA requirements

Program Year

• 2025 program year opened with updated pricing structure
• Early bird discount available for applications submitted by December 31, 2024

Contact

• Branded Program Team available for questions regarding eligibility
• Contact through foodexport.org or Liaison representatives

Non-Funding Notes

• Food Export reserves the right to deny services to any firm that does not comply with FAS, MAP, or Food Export regulations
• Submission of false or misleading information may result in rejection or revocation of application or participation

Application Process

1. Pre-qualification Phase
   • Submit pre-qualification form at https://www.foodexport.org/programs/market-promotion/branded-program/
   • Food Export staff reviews company eligibility
   • Company receives approval to proceed to full application
2. Application Submission
   • Complete full Branded Program application in Food Export portal
   • Submit application fee (see deadline section for fee amounts)
   • Application fee must be paid before application can be submitted
   • No further edits possible after submission
3. Food Export Review
   • First step: Internal review by Food Export staff
   • Applications reviewed on: performance history, return on investment, international markets
4. State Review
   • Application reviewed by representative from state's Department of Agriculture
   • State rating approved status assigned
5. Final Approval
   • Application approved by Food Export
   • Contract documents sent via email to application contact
   • Company has 30 days to return signed documents and administrative fee to secure allocation
   • Failure to return within 30 days results in application being dropped
6. Contract Execution
   • Required documents to return:
   • Branded Program Agreement (signed)
   • IRS Form W-9
   • Brand Ownership Form (if applicable—when promoting brands not owned by company)
   • Invoice for Administrative Fee (signed)
   • Conflict of Interest Form
   • ACH Form (for receipt of reimbursements)
   • Once both company and Food Export Executive Director sign, contract is finalized
   • Company officially becomes Branded Program participant
7. Claim Submission
   • Submit marketing activity and trade show claims within 60 days of activity completion
   • Claims submitted beyond 60 days may be denied
   • Provide all documentation (photos, receipts, invoices, hotel folios)

Required Materials

• Pre-qualification form
• Full application through portal
• Photographs of booth and promotional materials
• All invoices and receipts for expenses
• Hotel folios for lodging (if applicable)
• Online booking confirmations
• Pre-travel notification documentation (for international travel)
• IRS Form W-9
• Brand Ownership Form (if applicable)
• Conflict of Interest Form
• ACH Form

Application Fee Structure

• By December 31, 2024: $300 (early bird rate)
• On or after January 1, 2025: $350 (regular rate)
• Administrative Fee: Required at contract signing (amount varies)

Application Portal

• Access through Food Export portal at foodexport.org
• Applicants can track application status at any time

Branded Program Manual

• Updated 2025 Branded Program Exporter Manual available at: https://www.foodexport.org/wp-content/uploads/Branded-Program-Exporter-Manual.pdf
• Essential resource with information on eligibility, rules, and reimbursement guidelines