The U.S. offers international food commodity producers opportunities across industrial ingredients, foodservice, and retail. But a quality product at a competitive price doesn’t mean you’re ready to sell here. I’ve worked with food manufacturers, ingredient suppliers, and international producers long enough to know that entering the U.S. market can be complicated.
Here are five things I believe every food commodity producer should consider.
1. Understand Food Safety Requirements
FDA compliance is only the starting point. Many U.S. buyers require SQF or BRC certification. Other internationally recognized certifications may be valuable, but that doesn’t mean your prospective customer will accept them.
2. Know Your True Landed Cost
Your selling price at origin isn’t your delivered price in the United States. Freight, insurance, applicable tariffs and duties, port fees, transportation, storage, and processing all affect your competitiveness.
And consider your Incoterms. Selling FOB at the port of shipment may shift significant transportation responsibilities and risks to a customer who doesn’t know you. You’re already asking them to consider a new supplier. How much additional risk are they willing to assume?
3. Have Your Import Infrastructure in Place
Who will serve as the importer of record? Who handles customs clearance, transportation, warehousing, and domestic processing?
If you’re expecting your customer to manage all of this, you’d better have a compelling reason for them to do so. Price alone may not be enough. Certifications, traceability, organic status, and responsible sourcing can all influence the decision.
4. Be Ready for Buyer Due Diligence
Buyers will want product specifications, certificates of analysis, samples, verified supply capacity, and consistent quality. And don’t assume that a planned secondary processing or microbial reduction step eliminates your import compliance responsibilities. Raw ingredients still need to meet applicable food safety requirements, including appropriate documentation, hazard controls, and recall procedures.
5. Understand Your Sales Channels
Selling bulk ingredients is very different from entering private label, foodservice, or branded retail. The further downstream you sell, the greater your potential margins, but generally the more responsibility and risk you assume. Conversely, buyers taking on more processing, logistics, and distribution responsibilities will typically be more price-sensitive.
Remember: seeing a similar product on a U.S. retail shelf doesn’t automatically mean there’s a market for yours. Why should a buyer replace a product that’s already selling well? What’s your compelling sales story?
Successful market entry requires preparation, realistic pricing, reliable partners, and an understanding of what U.S. buyers and consumers actually want.
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