World Tradewinds

October-November 2003 - Issue N. 120
A Publication of the Monterey Bay International Trade Association (MBITA)


Pacific IDS

Central Coast Angel Network

SOV Interactive Media







Thu, Nov 13th
Organic Export - Succeeding in the Global Marketplace

The National Steinbeck Center
Salinas, CA
Time: 8:30am - 4:00pm
Admission: $30
(includes lunch)

For more info and online registration click

Fri Dec 5th
Global California
Economy In Transition
Cisco Conference Center
San Jose, CA

For more info and online registration click here

To register for MBITA luncheons and events, call 831-469-0148 or email including the event specifics you are signing up for in the subject line.

For more detail on MBITA business events, go to


Tony Livoti

Vice President
Shay Adams
Digital Tech Displays


Dr. Edward Valeau
Hartnell College

Victor Cordell
Monterey Institute of International Studies (MIIS)

Marcelo Siero

Jim Faith

Cristina Polesel
Membership/Event Manager

MBITA Contact Info

725 Front St. Ste 104
Santa Cruz, CA 95060 U.S.A.
Phone: 1-831-469-0148
Fax: 1-831-469-0917

If you would like to have an article published on this newsletter please contact the editor by email.

This newsletter has been created by MBITA's editor
Cristina Polesel

MBITA Members and Corporate Sponsors' Newsletter Links:

CalTrade Report

Small Business Technology Review



This issue of World TradeWinds contains information on two important conferences that MBITA is co-producing.

On November 13th the 'Organic Export - Succeeding in the Global Marketplace' Seminar will take place as part of the CIMPA grant received from the California Department of Agriculture (CDFA) to the California Certified Organic Farmers (CCOF) and MBITA.

On December 5th MBITA is co-producing 'Global California - Economy in Transition' with the CalTrade Report. This conference will feature leaders in California's Trade Promotion community discussing how California's global economy will change in the months ahead as funding from the State of California for trade development and promotion is scheduled to disappear. We hope you can attend!

Please go to MBITA newsletter archives to see MBITA Members profiles and visit MBITA's Export Promotion Services.

Tony Livoti

MBITA New Corporate Sponsor: IdeasSiero

MBITA is proud to introduce its new corporate sponsor, IdeasSiero. IdeasSiero is currently developing and integrating several brick and mortar and Internet-based businesses. The business model takes full advantage of the recognition that even during a dot-com adverse economy, the Internet is not going away as a catalyst of business activities.

IdeasSiero contributes its technical expertise, along with the managerial, legal, logistic and marketing infrastructure necessary for these companies to grow. The aim is to create a safe and creative environment for the start-up companies. In the current economic environment, IdeasSiero’s innovative thinking is directed not only at technology development, but also at its approach to designing and meeting the financial needs of each of the companies being built.

The basic formula for building these businesses is to start with a unique and powerful business concept which meets a social need in emerging industries that are well suited to take advantage of what the Internet has to offer. IdeasSiero’s team of highly skilled professionals provides the necessary infrastructure to incubate these businesses from seedling stages all the way to maturity. The company also uses its own technical expertise to provide software, design, and quality Internet access servers, information technology, and needed system administration at affordable prices.

The current companies undergoing incubation are: Business With Pleasure, Sign City,,, InnerVision Computers, and

InnerVision Computers is the legacy consulting company, which has very successfully provided a broad spectrum of computer-consulting services for large and small firms in the Silicon Valley and Japan since 1982. Its focus is primarily in the areas of computer-aided design, computer architecture and design related services.

Business With Pleasure and Sign City have over the last year been integrated to provide a very broad range of business services for the communities of San Lorenzo Valley, Scotts Valley, and peripherally for the rest of Santa Cruz County. The key services included are quality black and white and color printing, wide format printing, tradeshow support, computer rental, design services for web development, desktop publishing and graphics, and last but not least shipping and receiving. These activities are being well received by the community. These two businesses are designed to provide the necessary foundation to support its partner Internet businesses. is meeting needs that are crucial to artists, especially in the current economic climate. While the economy is more and more shrinking the resources available to art practitioners and support organizations, is building a business model that helps artists market their services, and helps art lovers acquire art in affordable ways.

With the cooperation of its sister companies Business with Pleasure and Sign City, will act as a print shop and fulfillment center for quality art reproductions. will use the Internet as its primary marketing vehicle.

Like other IdeasSiero Internet businesses the model is being tested in the Santa Cruz and Monterey region, but has been designed to organically grow and extend itself over time to serve artists and customers on an international scale.

In addition to helping visual artists, has also ventured into producing several CD’s for very talented California artists, with the notion of adding a grass-roots recording company component to its list of activities. is scheduled to be officially launched on November 15th of 2003, with an initial contribution of 4 artists. The number of artists featured is expected to grow dramatically in 2004. offers a unique program to match buyers with sellers through on-line analysis (OLA’s) and local real estate affiliates. Their model has been proven very successful in its test market area of Milwaukee, Wisconsin, evident by the huge savings it has afforded its customers. The hands-on service customers receive empowers them and at the same time is significantly less expensive than working through conventional real estate agents. will be coming to California in 2004.

In addition, IdeasSiero is planning to use its existing infrastructure and reusable technology to launch a site oriented towards the integration of international hybrid mail:, and a romance connections/entertainment site:


Using business models that have inherent social value is a priority for IdeasSiero. It is the company’s belief that this general approach creates a healthy business environment that brings great satisfaction and energy to all those who invest their effort and energy into each of these endeavors. Something that is often lost in the corporate world is that business, just like life, is not just about making a profit; it is also about participating in the exciting endeavors that make a difference in people’s lives.

The company’s CEO, Marcelo Siero, is also currently serving on the Board of Directors of MBITA. Mr. Siero brings 30 years of broad-based experience in computer engineering and marketing. His experience includes serving on a team that successfully designed and launched the very first VLSI HP3000 computer for Hewlett Packard Corporation and worked at Xerox Palo Alto Research Center (PARC) during the early revolution of the computer industry. He also pioneered and ran an Internet Service Provider business for 9 years in the early 90's, and has been running a successful computer consulting business for the past 20 years. He is currently spearheading IdeasSiero by applying technological innovation and creative solutions towards the development of socially conscious businesses.


Marcelo Siero
P.O. Box 419
Felton, CA 95018
Tel. 831-582-9718



MBITA New Member: DeFeo Gehri Associates

MBITA would like to welcome its new member DeFeo Gehri Associates, Inc., from Carmel, CA. DeFeo Gehri Associates, Inc. is an aerospace and defense business development and marketing firm specializing in creating customized strategies for innovative firms seeking first-time penetration or increased market share in the billion-dollar, complex, and highly-regulated Department of Defense (DOD) and federal agency marketplace.

In 1998, Mr. Robert (Bob) DeFeo and Ms. Suzanne Gehri, both retired US Air Force colonels, decided to combine their 60+ years of experience with US and foreign militaries in joint and combined operations, security assistance, DOD acquisition and program management, USAF/Joint logistics, aircraft maintenance and transportation to start DeFeo Gehri Associates.

The firm’s goal is to help the best and brightest large and small businesses find the right need, the right doors, the right partners to team with, and the right marketing pitch to get their technologies and ideas in front of the right potential customers in DOD and other federal agencies.

DeFeo Gehri has built its reputation in the world of commercial and DOD business development, marketing and analysis. The firm works with individuals and agencies within The Pentagon, including the offices of the Joint Chiefs of Staff, Secretary of Defense and the military services to help clients get the latest insights on emerging requirements. In addition, DeFeo Gehri is involved at home and abroad with US unified commands, Air Force major air commands (like the Air Mobility Command), the military global transportation and logistics commands, and federal agencies involved with all aspects of homeland security.

The firm’s particular core competency is within the high-tech world of military & aviation logistics, and software solution selection. DeFeo Gehri is known for its close working relationships with military and commercial centers and its expertise in the fields of aircraft, engine, and component maintenance, repair, and overhaul (MRO), aircraft servicing and handling, outsourcing and privatization, supply chain management, information technology modernization, solution software selection, and training. The firm's video production company associate, Perry Productions, Mill Valley, CA provides marketing video productions. DeFeo Gehri's marketing communications company associate, Pacific Communications Group at the Presidio of San Francisco, provides integrated marketing communications and public & governmental relations for companies with business interests in Washington. DeFeo Gehri Asociates also have additional associates who provide subject matter expertise as required.

Mr. DeFeo and Ms. Gehri are also RAND Associates and have served as subject matter experts on USAF Aging Aircraft issues, the USAF Chief of Staff's Logistics Review (CLR), the USTRANSCOM-sponsored Strategic Distribution Management Initiative (SDMI) and RAND's analysis of the Air War Over Serbia (AWOS).

In addition, Ms. Gehri is a Senior Lecturer at the Center for Civil Military Relations (CCMR) at the Naval Postgraduate School, and both she and Mr. DeFeo have joined the Center’s specialized teams of senior military and civilian defense experts to conduct overseas and in-residence seminars on defense decision-making, civil-military relations, operations center management, joint force logistics and force deployment for senior officials in many democratic nations. To date, they have helped develop and conduct seminars in Estonia, Senegal, El Salvador, Papua New Guinea, Malaysia, Chile, Thailand, Vanuatu, Mongolia, and Australia. They have also done presentations at the Naval Postgraduate School and the Air Force Special Operations School to senior Ministry of Defense officials in over 50 European, Central Asian, Middle Eastern, African and Latin American nations in addition to lectures at UC Berkeley, UC Irvine and the School of International Studies, University of the Pacific, Stockton, CA.

Clients have included:

The Library of Congress (LOC), The Center for Civil-Military Relations (CCMR) and the International Defense Acquisition Resource Management (IDARM) program at The Naval Post-Graduate School (NPS), Monterey, CA; The Department of Systems Management at NPS; The Air Force Special Operations School (AFSOS), Hurlburt Field, FL; The Air Force Academy; Colorado Springs, CO.; Dynamics Research Corporation (DRC), Andover, MA; SAP Public Services, Inc., Newtown Square, PA; Aeronautical Radio, Inc. (ARINC), Annapolis, MD; Systems Exchange Inc. (SEI), Monterey, CA; AMPORT, Inc, Teterboro, NJ; MxI Technologies, Ltd, Ottawa, Canada; EVASWorldwide Inc, Ramsey, NJ; and The RAND Corporation, Santa Monica, CA.

Mr. DeFeo has a BS in Biology from Duquesne University and a MS in International Relations from Troy State University. He also holds the highest level certification in Program Management from the Defense Acquisition University. In his military career, Mr. DeFeo held the positions of Deputy Director, Logistics & Security Assistance, US European Command and USAF C-5 Aircraft Program Director & Aircraft Product Director.

Ms. Gehri has a BA in International Relations from the University of the Pacific and an MA in Political Science from the University of California, Berkeley. In addition to her current appointment at the Naval Postgraduate School (CCMR), her military career included a four year assignment as an assistant professor of political science at the United States Air Force Academy.


Robert DeFeo
DeFeo Gehri & Associates
P.O. Box 221700
Carmel, CA 93922
Tel. 831-620-1125 or 831-238-4605

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California's First International Organic Food Export Program

'Organic Export - Succeeding in the Global Marketplace' Seminar
November 13, 2003 - 8:00am to 4:00pm
Steinbeck Center, Salinas, CA

MBITA and California Certified Organic Farmers (CCOF) have combined their networks and resources to develop and implement a new export program for organic growers, shippers, and processors of California’s 'specialty crops'. This program is called the Certified Organic Product Export Strategy of California (COPES-CA)

The COPES program will provide extensive marketing assistance to companies in California to initiate and increase export activities for organic products, including key trade show appearances in Europe and Asia, foreign and reverse trade missions, seminars, and 'desk-top to desk-top' eLearning courses.

COPES is the direct result of a competitive grant from the California Department of Food and Agriculture (CDFA) awarded to CCOF for their proposal to increase awareness and export opportunities for California's organic specialty crops exports.

Founded in 1973, CCOF was one of the first organizations to certify organic farms in North America. Today, it is dedicated to organic certification, public outreach and education about organic food and organic agriculture, and advocacy for governmental policies that protect and encourage organic agriculture in California and throughout the U.S. CCOF has more than 1,200 members and over 150,000 acres of certified organic land.


Growers, processors and shippers who want to develop a competitive edge in the global marketplace are encouraged to take advantage of the COPES program by attending an eight part seminar series discussing exporting organic products to the global marketplace.

Between the years 2003 and 2005, the goal of the COPES program is to offer four seminars per year delivering vital information on how to sidestep potential export barriers and successfully deliver organic products to the global marketplace. In being a participant of these seminars, you will learn how to:

  • Identify the right market overseas for your product
  • Work with complex foreign certification compliance standards
  • Utilize new technology to manage mandatory export banking and shipping documents quickly and efficiently
  • Work with up-to-date information on organic standards both at home and abroad

Whether you are thinking about pursuing organic export for the first time or simply expanding your current export business into new markets, these seminars will provide important tools for your success in the global marketplace.

The first of the eight part seminar series discussing Organic Export 'Succeeding in the Global Marketplace' will be held on November 13th, 2003 from 8:30 AM to 4:30 PM, at the Steinbeck Center in Salinas, CA. The keynote speaker will be Secretary William (Bill) Lyons, California Department of Food and Agriculture.

To register and to see a complete listing on topics and other speakers for this inaugural seminar of the series, please go to Also, look for information on upcoming seminars to be posted on the website in late October!


Certified Organic Products Export Strategy - California (COPES)
c/o California Certified Organic Farmers (CCOF)

1115 Mission Street
Santa Cruz, CA 95060
Phone: (831) 423-2263 Ext. 22

Jeanne Ikemoto
COPES Program Manager
Tel. (831) 476-2434


TradePort, MBITA, and the CalTrade Report invite you to participate in this year’s premier California International Trade conference called Global California - Economy in Transition to be held December 5, 2003 at the Cisco Conference Center in San Jose.

In today's world, there is no such thing as a purely self-sufficient economy. The fact of the matter is that all business is in some way global, and nowhere is this truer than in the state of California.

Unique in its role as both a world class market for and producer of a broadest possible range of goods and services, California's economy in terms of Gross Domestic Product ranks alongside countries such as Japan, the UK, Germany and China, as one of the top ten economies in the world.

Historically California has been the leading trading state in the leading trading nation on the planet, but this role is being challenged as the international trade community faces a growing list of unparalleled changes.
The Global California conference will be addressing current issues related to global trade with California importers and exporters by providing a forum of unique topic-specific panels of international businesspeople from across the state to offer insight, vision and dialogue on the current and future state of the global economy in California.

Panel topics include:

  • Picking Up Where Sacramento Left Off.
    What role will Sacramento play in promoting and facilitating California's trade strategy? California's international trade infrastructure is at a crossroads. Sacramento's traditional role in promoting California's global economy will change in the months ahead as funding for trade development and promotion is scheduled to disappear. In this uncertain environment, what role should we expect the state government to play in promoting California's international trade activities?
  • Trade As an Engine of Economic Growth.
    How can trade become an engine for regional and local economic development? International business is becoming more and more local in its impact as small and medium-sized enterprises (SMEs) continue to be the force driving the state's global economy. As support for trade at the state level diminishes, regional economic development agencies are playing an increasingly critical role in facilitating and incubating both first-time and moderately experienced traders.

  • Identifying Industries for Growth.
    How can small and mid-sized businesses participate in the global economy?
    California is an acknowledged world leader in a variety of industries and industry sectors including: agriculture; high technology; biotechnology; environmental science; aerospace; precision instrumentation; electronics; telecommunications; and trade services. By focusing on its strengths, California can retain its leadership role, while drawing on its abundance of wealth and expertise in order to maximize its global potential
  • Epicenter of the eLogistics Revolution.
    What role will technology play in the next five years of California's trading industry? California boasts an extensive transportation infrastructure with the state's seaports, airports, and rail lines providing distribution links across the and the rest of the world. As such, the state serves as a dynamic test-bed for the latest technologies impacting the flow of goods and services through the seamless global supply chain.
  • Identifying Challenges and Opportunities.
    Topics will include:
    = How to educate state government as to the value and impact global business has on California and the nation
    = How California traders can rise to the opportunities offered by the recent spate of free trade agreements including = those with Chile and Singapore
    = How can California's international business community interact more effectively with government at all levels
    = How statewide strategic alliances can be forged to further grow the state's overseas business potential.

The conference will address these important issues and will also provide an opportunity to meet and network with some of the most experienced international business people in the state. Join us on December 5th from 8 am to 5:30 pm in San Jose and draw on California's vast reservoir of business acumen, energy and entrepreneurial spirit to further international business and trade.

For more information and online registration click

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'Rethinking Eurasia: Spotlight on Central Russia, Armenia and the Republic of Georgia'
MBITA Conference: Monterey, September 5th, 2003

Over fifty people attended the conference “Rethinking Eurasia: Spotlight on Central Russia, Armenia and the Republic of Georgia” on Friday, September 5th at the Monterey Institute of International Studies (MIIS) in Monterey, CA. One-on-one meetings with the presenters were available after the conference.

As part of the MBITA 2003 Russian Outreach program, the event was organized by MBITA and MIIS in cooperation with the US Export Assistance Centers in San Jose and Monterey and the Business Information Service for the Newly Independent States (BISNIS) of the U.S. Department of Commerce (USDOC).

McGowan Conference Room, Monterey Institute of International Studies, Monterey, CA.

Representatives of the U.S. Department of Commerce BISNIS Program gave an overview on the business opportunities in Central Asia.

BISNIS is the U.S. Government's primary market information center for U.S. companies exploring business opportunities in Russia and other Newly Independent States. BISNIS provides U.S. companies with the latest market reports and tips on developments, export and investment leads, and strategies for doing business in the Newly Independent States (NIS). Since opening in 1992, BISNIS has facilitated more than $3.2 billion worth of U.S. exports and overseas investments.

U.S. companies can take advantage of opportunities arising from the growing strength of Central Russia SMEs in many industry sectors in virtually all regions, including agribusiness, information technology, retail products, machinery, electronics, pharmaceuticals/medical and more.

For more information on the BISNIS program, visit


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