What are the MAP Branded and Generic Programs?
The Branded Program provides 50 percent cost-reimbursement for a variety of eligible international marketing and promotional activities including advertising, in-store promotions and product demonstrations, fees for exhibiting at overseas trade shows, promotional publications, and freight costs for samples. (Only “small” companies, according to the Small Business Administration guidelines, and agricultural producer cooperatives are eligible for this program.) The Generic Program focuses on promoting an industry as a whole. For example, the Southern U.S. Trade Association (SUSTA) has conducted promotions of snack foods, pet foods, and fresh fruits and vegetables. The program offers a wide range of activities including trade shows, trade missions, in-store promotions and market research. Some activities are industry-specific while others are for any consumer-orientated agricultural product.
