WASHINGTON, May 21, 2024 – The future of American agriculture is looking brighter than ever as the U.S. Department of Agriculture (USDA) has announced a monumental investment of $300 million into the Regional Agricultural Promotion Program (RAPP). This significant allocation will be divided amongst 66 U.S. organizations, with the goal of promoting and expanding demand for American food and farm exports in key global markets.
Agriculture Secretary Tom Vilsack made the exciting announcement today, stating, “This is a critical step towards strengthening our agricultural industry and supporting our farmers and ranchers. By investing in the promotion of American agricultural products abroad, we are not only expanding our markets but also creating new opportunities for our producers.”
The RAPP program, which was established under the 2022 Farm Bill, aims to build demand for American food and farm exports in high-potential markets around the world. It focuses on developing and implementing promotional activities that showcase the quality, safety, and variety of American agricultural products to international buyers, ultimately driving increased sales and revenue for U.S. producers.
The $300 million investment will be utilized to support a variety of promotional activities, including trade shows, market research, advertising, and education programs. These activities will be carried out by the 66 selected U.S. organizations, which include agricultural trade associations, cooperatives, and state and regional agencies.
“The selected organizations represent a diverse range of American agricultural products, from fruits and vegetables to meat and dairy, and will help to showcase the incredible variety and quality of American food and farm goods to the world,” said Secretary Vilsack.
According to the USDA, the 66 organizations were chosen based on their proposed activities, their ability to contribute matching funds, and their experience in promoting agricultural products to international markets. This selection process ensures that the allocated funds will be utilized effectively and efficiently to promote American agriculture in key global markets.
This significant investment comes at a time when U.S. agriculture is facing challenges such as changing consumer demands, trade barriers, and global competition. However, with this investment, the USDA is taking proactive measures to address these challenges and strengthen the U.S. agricultural industry.
“Through RAPP, we are not only promoting American agricultural products, but we are also promoting American values such as sustainability, innovation, and quality. These are the values that set our agricultural products apart from others in the global market,” stated Secretary Vilsack.
The benefits of this investment are not limited to just the agricultural sector. As American agricultural products become more in-demand in international markets, it will have a positive ripple effect on the entire U.S. economy. It will create new job opportunities, increase rural economic growth, and contribute to a stronger and more resilient agricultural sector.
Moreover, this investment is a testament to the USDA’s commitment to supporting American farmers, ranchers, and producers. It showcases the government’s dedication to promoting American agriculture and helping it thrive in the global marketplace.
In conclusion, the $300 million investment into the Regional Agricultural Promotion Program is a game-changer for the U.S. agricultural industry. It will not only promote American agricultural products but also open up new markets and opportunities for our farmers and ranchers. This investment is a clear indicator of the USDA’s commitment to the growth and success of American agriculture. Together, with the selected organizations, we can showcase the best of American agriculture to the world and drive increased demand for our quality products.
