Ag business students compete at USDA export challenge

 
(May 2, 2023) -- Fresno State Agricultural Business Dept seniors Zach Dilldine, Amber Kelton and Logan Stout enjoyed competing in the Export Market Challenge case study contest earlier this semester and sponsored by the U.S. Department of Agriculture Foreign Agricultural Service.

Competing against 15 other university teams from across the nation, the trio presented a multi-year, marketing and promotional plan for a soy protein nutrition bar. After doing an export market analysis, competitors emphasized foreign market export strategies through a 10-minute oral presentation and one-page summary.

The Fresno State students targeted Japan based on its demand for new products, U.S. import and export ties, and consumer willingness to pay more for high quality products. The group also considered Indonesia and Vietnam based on their soybean product consumption, yet favored Japan based on its increased demand for high-protein products and consumer preference for informative labeling (which could emphasize its healthy and climate-smart aspects).

Besides guidance from Department Chair Dr. Srinivasa Konduru, the group attended virtual USDA training sessions tied to market data and analysis, overseas port operations and agricultural market development.

Our students were also mentored by two USDA FAS employees, Kelly Skupnik (director) and Lazaro Sandoval (senior agricultural attaché to the European Union). Sandoval, a 2010 Fresno State agricultural business alumnus, had served prior USDA attaché roles to India and Argentina and economist.

Student teams were judged by USDA officials on their understanding of the topic, economic analysis, marketing plan, presentation and summarization.

A team of students from North Carolina A&T State University won the overall competition that was held in March and will present their project in-person to USDA leaders in Washington D.C. later this year.

Fresno State was one of two honorable mention selections in the one-page, summary category. Among the HACU - Hispanic Association of Colleges and Universities that competed, three others hailed from the California State University system (Cal Poly Pomona, California State University, Bakersfield and Chico State).

More information on the competition is at: https://fas.usda.gov/market-challenge, and a press release with final results is at: https://bit.ly/USDA23-ag-export-challenge-results