World TradeWinds

November - December 2009 - Issue N. 152
A Publication of the Monterey Bay International Trade Association (MBITA)


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Nov. 13, 2009
Global Smart Energy - Bilateral Trade and Investment Opportunities
Monterey, CA

MBITA 2009 Event Calendar

Event Sponsorship Opportunities!

or more information
contact the MBITA office

To register for MBITA luncheons
and events,
call 831-335-4780 or email including the event specifics you are signing up for
in the subject line.


Tony Livoti

Vice President

Shay Adams
AIM Medical Sales


Dr. Edward Valeau
Els Group LLC
Hartnell College
President Emeritus

Marcelo Siero

Jim Faith
Trade Export Finance Online

Cristina Polesel
General Manager

Contact Info
P.O. Box 523
Santa Cruz, CA 95061
Phone: 1-831-335-4780
Fax: 1-831-335-4822

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

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

World TradeWinds Sponsorship Information

World TradeWinds
is a monthly eZine distributed
to over 13,500+ subscribers located statewide, nationwide and overseas.
MBITA's World TradeWinds eZine is also posted in the TradePort Collaborator, the online 'intranet' for California's global trade promotion service providers, who collectively represent over 60,000 small to
mid-sized enterprises throughout California.

Call the MBITA office at
831-335-4780 for sponsorship rates and benefits.


MBITA New Member Solsustech Inc. Introduces a New Style of Greenhouse Farming


As we near the end of a very busy year for MBITA our last conference for 2009 will be on ‘Smart Energy’.  Please see a special article from one of the conference’s speakers in this issue.

 Also, please read about the 2nd annual Green Trade Network conference that was a great success, and see all of the PP presentations that are online in the ‘events’ section of our website. If you want to purchase the audio files for this event please contact our office. 

In addition, read about MBITA hosting a special delegation from Namibia as part of the Millennium Challenge Corporation (MCC) grant.

See a full MBITA event schedule at

Tony Livoti  
Tony Livoti



Solsustech Inc.MBITA New Member
Solsustech Inc. Introduces a New Style of Greenhouse Farming

MBITA welcomes new member Solsustech Inc.

Deborah WalliserConsumers today are concerned about what they eat and where and how their food is produced.  Concerns over contaminants through pesticides, fertilizers and foreign markets are creating a savvy clientele for vegetables grown locally in an environmentally friendly atmosphere.  Consumers want to be assured that their produce is safe to eat and that they are getting the best possible product for the best possible price while helping the environment.

Employing ‘smart’ technology through a proprietary hydroponic system, Solsustech Inc. in Arizona, USA, is able to provide its customers superior product at the most competitive prices in the industry while lowering carbon emissions 365 days a year.

This breakthrough technology in hydroponics creates an exceptionally good tasting and nutritious product for the local consumer, can be established in most any region in the world and produces more food in less space with less water and carbon emissions. The proprietary designs are especially well suited for extreme hot and dry climates.

The location for the pilot project was chosen purposefully with temp ranging well over 120 in the summer and dropping to the teens in the winter.  Vicksburg Arizona, located on the edge of the Mohave desert, often battles with a scarcity of water which itself has a very high salt content not to mention , high winds and dust storms making  growing conditions  a challenge.  With earlier experience in ebb and flow systems and a strong botany background the founder of Solsustech Inc. designed and built the first successful floating lettuce system to trump the extreme challenges of the desert.

Producing more than 40 head of lettuce/ft2/year the pond system is an economic success saving more than 40 gallons of water per head over traditional field methods. Other leafy crops such as basil, spinach and arugula have also been grown in this system.  With 12-14 crops per year, harvest takes place on a daily basis and the closed, filtered environment alleviates many traditional food safety issues that are being faced today.

For more information on the founder and previous presentations please reference the following links:

University of Arizona Publication
Las Vegas Newspaper Article
Executive Profile
Complete Business Plan
Water Smart Innovations Conference 2008
MBITA Green Trade Network Summit

Deborah Walliser


Deborah L. Walliser
Executive Director
Solsustech Inc.
Tel. 520-237-6405 - Fax: 702-635-857

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MBITA New Member
Silicon Valley Association of Startup Entrepreneurs (SVASE)

SVASEMBITA welcomes new member SVASE, the Silicon Valley Association of Startup Entrepreneurs.

is the largest and fastest growing nonprofit association in Northern California dedicated exclusively to helping startup entrepreneurs across all technology sectors build robust business plans, and find Venture Capital investors to fund their growing startups.

Founded by a group of software engineers in 1995 and growing steadily ever since, SVASE hosts 10-12 events each month, attended by 400-600 entrepreneurs, technology executives and press.  Their weekly newsletters reach over 10,000 entrepreneurs and executives, making SVASE one of the largest opt-in lists in the Valley.  And with their web based services, including "24 Hour Networking," the online "SVASE Yellow Pages," the unique, searchable  "Startup Reference Guide," and "VC Database", SVASE is able to help entrepreneurs build their business solutions in Silicon Valley and around the world.

SVASE is served by both a Board of Directors and an Advisory Board. SVASE’s programs are managed almost entirely by a group of 20 dedicated volunteers. 

SVASE’s Board and Advisors include senior executives from the following organizations:
Applied Materials, Bridge Bank,  Claremont Creek Ventures, Copan Venture Capital, Ernst & Young, Garage Technology Ventures, Intel Capital,  Network Appliance, Inc., Nixon Peabody, Opus Capital, Onset Ventures, PricewaterhouseCoopers, The Angels Forum, and others.

SVASE encourages cooperation among organizations serving the entrepreneurial community.   Current partners include BayBio, Churchill Club, eBIG, FWE, TiE, VLAB, and approximately 30 more, with which SVASE co-promotes events and shares membership discounts.

Laura Weigant


Laura Weigant
Marketing & Finance Manager
Silicon Valley Association of Startup Entrepreneurs (SVASE)
Tel. (650) 585-9577


MBITA Featured Member


Looking for Green Shoots

Statistics on second-quarter U.S. containerized trade from PIERS Trade Horizons show a sharp decline in global commerce — but a promising slow-down in the rate of decline.

Imports were down -19.3% for the quarter compared with the same period last year, a slight deceleration from the first quarter’s decline of -20.8%. Exports declined -14.1% in second-quarter ’09 compared with second-quarter ’08. But, again, the downward momentum is slowing: the previous quarter’s drop was -21.9%.

Is decelerating decline a sign of pending recovery? PIERS Trade Horizons thinks so.

Second-quarter export volumes exceeded forecasts by more than 300,000 TEUs (twenty-foot equivalent units, the standard measure in containers). Most of the increase is due to improving conditions in Asia, where trade volumes from the U.S. were down just -5.5% — a nearly 15 percentage point improvement over the first quarter’s -20.2% drop.

Strengthening exports to Asia are a sure sign that U.S. trading partners are building inventories of industrial inputs to ramp up manufacturing. Statistics on commodities bear this out: Cotton and fabrics exports inched up by 0.5%. Industrial resins posted a 10.9% increase. Miscellaneous plastic, often used in packaging, was up 16.3%.

Businesses can track global trade — or get the details of individual transactions — online with PIERS TI® trade intelligence. Learn more at

Namibia Visits Northern California after Receiving Grant from MCC

Namibia Map

MBITA hosted a small delegation of ‘key’ principals from Namibia after their award of a grant from the Millennium Challenge Corporation (MCC) as part of the U.S.’s efforts to spread democracy to African countries that meet specific democratic principles set forth by the African Growth Opportunity Act (AGOA)

The purpose of their visit to California was to develop business relationships with leading organic ingredient, vitamin, herbal, fair trade and aroma therapy companies to help them grow their organic ingredient industry.

Dave Cole (MCA-N Manager: Indigenous Natural Products, INP) and Steve Carr (National Botanical Research Institute of Namibia (NBRI) Senior Agricultural Researcher) was accompanied by one of MCC’s lead consultants, Judy Chambers throughout the tour.

To date most Namibian natural products are exported to Europe, while the U.S. natural products market represents a largely untapped opportunity for Namibian products.  With this in mind the main objectives of this “study tour” was to become familiarized with market opportunities and entry requirements into the U.S. market as well as to introduce Namibian natural products to selected research institutions, product formulators and product manufacturers.

The “study tour” was organized by Judy Chambers and Professor James Simon, Director of New Use Agriculture and Natural Plant Products Program at the School of Environmental and Biological Sciences, Rutgers University.  MBITA hosted the Northern California portion of the tour.

In addition to visiting Northern California the Namibian duo travelled to New Jersey, Washington DC., Expo East in Boston, Mass. and Rutgers University who offer varied opportunities for capacity building in ‘Good Agricultural’,  ‘Collection Practices’ (GAP) and ‘Good Sourcing Practices’ (GSP).

We look forward to more developments from Namibia in the organic industry and hopefully our domestic companies and institutions can be an integral part of its growth and evolution.

Namibia Delegation

The delegation from Namibia had a chance to a little site seeing as they stand in front of an ancient redwood tree in Henry Cowell State Park in Felton, Ca.  This slice of redwood is said to be from a tree  over 1000 years old.

L-R: Judith A. Chambers, one of MCC's lead consultants,, Dave Cole (MCA-N Manager: Indigenous Natural Products, INP) and Steve Carr (National Botanical Research Institute of Namibia (NBRI) Senior Agricultural Researcher).

Smart Grid Conference Banner

MBITA’s last conference of the year is about one of the hottest industry sectors in the world which  is ‘Smart Energy'.  The event will be held at the Monterey Institute of International Studies (MIIS) and will feature  smart energy projects in Israel and Denmark as well as best market opportunities for American exporters producing smart meters, meter installation & programming, radio based endpoints, mobile collection/handhelds, data collection software, workforce management, advanced sensors and battery storage.

Please see below  a special article written especially for World TradeWinds by one of the Conference speakers,  Donald Steiny, President of InfoPoint.

Opportunities of the Smart Grid

By Donald Steiny
Donald Steiny Consulting

GlobeWhat was the largest portion of the technology part of the stimulus package?  $4 billion for the “Smart Grid:” a 20 year effort that will not only require an estimated $2 trillion in investment by the government and utilities, but will spawn countless business in many industries.  It will add computerized control to our electrical system and because of its huge IT component it is arguably the biggest thing to ever hit Silicon Valley (the entire Vietnam War, a huge stimulus to Silicon Valley, was about $584 billion).

What is the Smart Grid?  It depends on what one is trying to sell, to Cisco and IBM it is an IT project; to government officials, it is policy and standards; to alternative energy advocates it is conversion to microgeneration; and to power companies it is a more efficient way of delivering power.  They are all right, it is large and multi-faceted project.

There are three main parts of the current power system: generation, transmission and distribution. Generation is currently centralized but alternative power sources are helping make it more distributed. Transmission gets the power over distances. While there is much talk about local generation, the DOE guesses that by 2020 10% of power will come from “alternative” sources (not coal, gas and oil).  Even if they are off by 100% and 20% is created that way, it is a long way from fulfilling our energy needs, so transmission will still be important. 

To have alternate generation the system needs to be two way and there needs to be a way that power can easily come from a house to elsewhere, so the grid needs to know how much power the house is generating.  This can be achieved by 'smart meters.'  In addition, there can be smart appliances. 'Smart' energy save money.  Different prices can be charged for electricity at different times of day and it is estimated that the average savings will be $500.00 per year.

The smart grid needs to be rolled out in phases and it needs to be directed by government policy.  The US is working closely with Canada, Mexico and even China to adopt common standards. Canada and Mexico will share a grid.  The US and China will be able to sell to each other.  At each phase, new business opportunities will present themselves, both locally and in international trade.

Donald Steiny will be speaking at the MBITA Global Smart Energy - Bilateral Trade and Investment Opportunities to be held in Monterey, CA on November 13, 2009.

Don Steiny


Donald Steiny
President, Donald Steiny Consulting
Tel: 831-247-7228
Web site:


MBITA member, LonMark International, Chimes in on Better Energy Efficiency and Incentive Programs Through 
Smart Control Systems

by Ron Bernstein
Executive Director, LonMark International

Energy efficiency starts with the bigger picture: reducing the proprietary silos as well as encouraging integration and collaboration. Our buildings, facilities, campuses, and enterprises are in dire need of a make-over to reduce our energy dependence and reduce our carbon footprint.

At the core of this is the visibility and control of the systems within these environments.
Energy StarA majority of the building control systems in operation today are extremely limited in their ability to achieve higher efficiencies. Newer technologies use open systems, open protocols, and higher levels of interoperability, all of which have been proven to cost effectively provide competitive solutions.

Better energy efficiency and improved operational costs start with better visibility and control of the myriad of systems within a facility. They must communicate together in a way that enables greater functionality and lower costs.

Incentives are needed for owners, vendors, integrators, and engineers to design more highly integrated smart systems. Total Facility Control must be considered as we look at the entire building envelope as well as the rest of the facility systems. Included in the mix are HVAC, indoor lighting, security, access, sun shading, indoor air quality, sound masking/annunciation, elevators/escalators, appliances, power conditioning, irrigation, energy metering, outdoor/parking lot lighting, street lighting, co-generation stations, and much more.

Open systems enables facility operators to have a single seat visual and control interface to all of the systems and can make local and global control adjustments simply and effectively. The need and desire for the silo-based approach to building systems is expunged.

Without a holistic view into the operation, valuable efficiencies are lost. The technology exists today to retrofit existing facilities in a cost effective manor, however further incentives are needed to pave the way for broader adoption. Saving energy is a key motivator, a simple 30% energy savings from such a system has been proven time and time again and a 50% saving is easily achievable with additional integration.

We believe legislation incentives will help foster a spurt of growth in the smart, integrated, open systems approach which this industry is in dire need of, while providing new green-collar and green-tech jobs bridging control, IT, operations, and economics.

Lonmark LogoTo that end LonMark International in cooperation with the GreenLink Alliance are working with members of the US Congress Committee on Energy and Natural Resources to develop an end user incentive program for helping building owners upgrade and retrofit their facilities.

For more information please contact:

Ron Bernstein


Ron Bernstein
Executive Director, LonMark International
Web site:


2nd Annual Green Trade Network Summit - Sustainable Cities of the 21st Century
GTN Banner

The 2nd annual Green Trade Network summit was held this year on September 25th at the Cocoanut Grove at the Santa Cruz Beach Boardwalk with great support from the main sponsor FedEx Services.

This year’s theme was ‘Sustainable Cities of the 21st Century’ featuring presentations on the new eco cities being developed in the Middle East and China and array of guest presenters that bring vision and technology to the emerging eco-city trend now occurring throughout the world.

There was a special ‘keynote’ presentation from Chevron Energy Solutions (CES) who are working on a first-of-its-kind model for a renewable energy plant designed for coastal cities.

Please go to
to view the presentations and photos of the event.

Sponsored by FedEx

FedEx Booth



Marty Kurtovich

Keynote speaker - Marty Kurtovich, Senior Business Development Manager, Chevron Energy Solutions (CES)
Ayse Oge

Ayse's Corner

Ayse Oge is a published author and global trade marketing expert. Ayse's Corner will be a new periodic feature for the World TradeWinds eZine'

Website with International Touch
by Ayse Oge

According to Silicon Valley marketing expert and author of “Jump Point,” Tom Hayes, the number of Internet users around the world will reach three billion by the year 2011. While English is the predominant language on the web (used by 800 million people), indicates Japanese, French, German, Arabic, Portuguese, Korean and Italian make up of 78% of all users. Asia Pacific, Latin America and Middle East are at the forefront of tremendous growth in terms of internet usage and potential markets for your products and services.

Businesses aimed at crafting international websites should start with universal principles of providing value in their offerings and communicating a simple and acceptable message that resonates with global customers. An appealing and internationally user-friendly website includes the right and appropriate images, along with meaningful content and colors that are not offensive to its prospective clients around the world. Web globalization is a team effort in bringing together both the company executives and local markets and consumers to create a palatable message to the intended international audiences.

Here are some tips to consider in building a global website:

  • Be sensitive to cultural nuances, use metaphors, and develop a slogan that reflects your global outreach. Cisco’s “Human Network Effect” is a great example of a powerful slogan.
  • Use pictures and stories to generate an emotional connection and capture both the heads and hearts of international web visitors.
  • Include testimonials from internationally known prominent people who use your products. If you have been written up in a well-known publication, include a short piece on your front page.
  • If you decide to use automated translation, make sure your web content is reviewed by local professionals.
  • Let your international customers know the duties and shipping procedures ahead of time. Include UPS and FedEx international shipping rates on your site in a drop-down box, so your clients don’t get sticker shock when they check out.
  • Allow for hidden costs such as filling out custom forms, collecting payment and fraudulent practices on credit cards in different parts of the world.
  • Take into account different laws pertaining to intellectual property and consumer protection.
  • Seek advice and guidance from local representatives in selecting the right words and phrases to maximize your search engine optimization in the target region and country.
  • Utilize Web Site Translation services that will help your company to stand out in foreign markets. You need to shop around to find the best language service provider, given the needs and expectations of your international customers.

Creating a website that transcends borders and remains functional to global consumers is a rewarding undertaking, and it will pay off handsomely in contributing to the revenues of your firm.

Ayse Oge, Ultimate Trade, International Trade Consulting, Speaking and Training. She can be reached at



Ayse Oge
Ultimate Trade LLC
Tel. 818-609-9196

GTN logo

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With a focus on global trade industry companies and professionals, the MBITA Global Jobs Center offers its members—and the industry at large—an easy-to-use and highly targeted resource for online employment connections in global trade.

Both members and non-members can use the MBITA Career Center to reach qualified candidates. Employers can post jobs online, search for qualified candidates based on specific job criteria, and create an online resume agent to email qualified candidates daily. They also benefit from online reporting that provides job activity statistics.

For job seekers, the MBITA Career Center is a free service that provides access to employers and jobs in the global trade industry. In addition to posting their resumes, job seekers can browse and view available jobs based on their criteria and save those jobs for later review if they choose. Job seekers can also create a search agent to provide email notifications of jobs that match their criteria.

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