Gov. Brown leading Oregon trade mission to Asia

(Update: Adding Oregon Dept. of Agriculture news release)

Governor Kate Brown announced Wednesday details on her upcoming trade mission to Asia to promote foreign investment in Oregon, Oregon goods and tourism. The governor will lead the mission in Hong Kong and Japan from Oct. 9-15.

“Trade missions abroad drive jobs and economic growth here in Oregon,” Brown said. “In my first visit to Asia as governor in 2015, our meetings with leaders from Hong Kong, Vietnam, and Japan expanded Oregon’s business and trade partnerships and helped drive the record economic growth we’ve seen since.

“I am returning to Asia to strengthen the relationships we’ve built as I continue to find new ways to grow Oregon’s economy, promote our booming agricultural market, and support jobs for Oregonians throughout the state.

“I am proud to share our uniquely Oregon products with the rest of the world.”

As part of the delegation, the governor is bringing 12 manufacturers from Oregon, mostly in the food and beverage industry. Together, these companies have more than 40 meetings in Japan to explore export opportunities with Japanese distributors and retailers.

The companies join Governor Brown’s delegation of more than 50 public and private sector leaders, including representatives from Business Oregon, the Oregon Department of Agriculture, Travel Oregon and the Port of Portland.

As part of the trade mission, the governor will lead several business development meetings, host a “Women in Leadership Forum” and kick off the “Doing Business in Oregon Seminar” and “Oregon Ingredient Showcase” in the heart of Tokyo.

Other meetings will include U.S. Ambassador William Hagerty, as well as consulate and state officials in each destination.

Asian trade and tourism are critical drivers to Oregon jobs and our economy. Asia is the largest trade partner region for Oregon products, particularly for the agriculture and food products industry. Hong Kong is a key and expanding export market for Oregon, and Japan is one of Oregon’s largest foreign investors. Oregon’s food and agriculture products, along with notable apparel and outdoor recreation companies, are finding new opportunities in growing markets throughout Asia.

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Oregon Dept. of Agriculture news release:

A one-week trade mission to Asia will have a decided emphasis on Oregon food and agriculture as Governor Kate Brown and Oregon Department of Agriculture Director Alexis Taylor lead a delegation that will focus its efforts on doing business with Japan, the state’s top export market for agricultural products. Among the delegates are representatives of eight Oregon companies connected to food and agriculture who hope to make a strong impression throughout the week.

“We have invested in Japan for decades and have established strong relationships with Japanese importers and consumers,” says Taylor. “It’s important for our companies on this mission to build on those relationships already made and also make new ones.”

The ag delegation includes some companies experienced in selling into Japan and others who are making their first effort: Willamette Valley Fruit Company of Salem; OFD Foods of Albany; Northwest Hazelnut of Hubbard; Ponzi Vineyards of Sherwood; 2 Towns Cider of Corvallis; Bossco Trading of Tangent; Weaver Seed Processing of Scio, and Pacific Seafood, headquartered in Clackamas.

There will also be a strong presence by Oregon State University and the Portland-based Food Innovation Center.

Director Taylor and two ODA staff members experienced in the international market will provide assistance to all companies making the trip.

“For someone who has been exporting into Japan already, we can introduce them to new buyers or to some new markets in Japan,” says Taylor. “Maybe they have concentrated their efforts in Tokyo but other parts of the country might have interest in their products. For the first time exporter, we will help them learn about the Japanese market, the taste profiles, what the Japanese consumer is looking for from American products, and how you brand and market the product.”

Taylor says ODA’s expertise provides value to those who are part of the trade mission.

“We want to make sure our companies leave Japan having made solid relationships that lead to solid sales.”

The trade mission begins with a one-day stop in Hong Kong, a gateway for trade into Asia, that includes a tour by Governor Brown of Cathay Pacific’s new air cargo facility. Nearly a year ago, Cathay Pacific began direct air cargo flights from Portland to Hong Kong which are key for export of Oregon’s perishable ag products such as fresh cherries, live Dungeness crab, and cut greens. In response to demand during the harvest season, Cathay Pacific added two extra flights each week through the summer.

From Hong Kong, the full agricultural delegation will join the governor in Japan for the balance of the trade mission.

Among the highlights next week will be an Oregon reception in Tokyo with key customers of Oregon food and agricultural products attending, a panel discussion of women in leadership from Japan and the US, and a special “Doing Business in Oregon” seminar targeting Japanese food processing companies that may want to open operations in the state.

Governor Brown and Director Taylor will be part of the women in leadership panel.

“Having led the Women in Agriculture Initiative my last year at USDA, women leadership is near and dear to my heart,” says Taylor. “It’s an exciting time to see women taking on more leadership roles in the US and in Japan. For example. the current mayor of Tokyo is a woman.”

The seminar for food processors gives OSU and the Food Innovation Center a chance to be introduced. OSU’s research chef, Jason Ball, and the FIC’s Sensory Program Manager, Ann Colonna, will demonstrate some of the resources available to Japanese companies interested in operating in Oregon- the same resources available to US companies. Specifically, Colonna will conduct a taste test using four different craft ciders from Oregon. In the past three years, Oregon has gone from having zero craft ciders in the Japanese market to eight brands.

Chef Ball will also showcase several Oregon ingredients- including hazelnuts, blackberries, rockfish, and freeze dried chicken- as part of uniquely created dishes that will be sampled by Japanese attendees.

In Japan, food service is a huge sector. Japanese consumers are increasingly dining out. They also expect top notch quality. That’s why Japanese food buyers are looking for quality ingredients and products from Oregon to sell into restaurants and retail grocery stores.

“The mission is largely focused on food ingredients and beverages, which is exciting because Oregon grows and produces high quality and safe food products,” says Taylor. “Japan is an evolving market looking for the things we excel at growing. With Oregon’s proximity to the Pacific Rim, there continues to be a huge opportunity. We’ve capitalized on that in Japan over the past several years and decades, we want to continue building upon that success now and in the future.”

Rank and title carry a great deal of importance in Japan. Having a governor and a state director of agriculture on the mission helps cement existing relationships and opens some doors to meetings that the accompanying businesses would not get otherwise.

For a state that doesn’t have the population to consume all that it produces, an export market is important. And there hasn’t been an export market any more important than Japan.

“When you look at the numbers, more than $1.5 billion of agricultural goods from Oregon go to Japan every year,” says Taylor. “That’s an amazing number. Think about how many jobs that stimulates in the economy of our state, how much additional economic value that’s bringing to Oregon.”

Maintaining strong relationships in Oregon’s top export market and building new ones is a lot easier don