World TradeWinds

August - September 2010- Issue N. 156
A Publication of the Monterey Bay International Trade Association (MBITA)


Vcube logo

now being offered for the first time to selected companies on

Advertise in TradePort


Global California


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Oct. 20, 2010
Europe and America - Poised for Growth in A Challenging Economy

Silicon Valley, CA

Oct. 23-30
Deal-making Clean-Tech Trade Mission to China
Trade Mission

More info

Dec. 1, 2010
3rd Annual Green Trade Network Summit

Santa Cruz, CA

MBITA 2010 Events

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 Corporate Sponsor:
V-cube USA Inc.


This issue contains a variety of topics from trade finance, to competitive intelligence to web conferencing. President Obama’s National Export Strategy (NEI) has California’s trade promotion community jumping with new ideas and proposed programs as evidenced by a feature article on the 7th annual Global California Conference that was held this year at the Los Angeles Chamber of Commerce.

See a full MBITA event schedule at

Tony Livoti

Tony Livoti


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7th Annual Global California Conference Resonates the NEI

Audience GC 2010

On June 23rd, 2010 over 100 professionals representing economic development organizations, trade promotion service providers, shippers and array of small to mid-sized enterprises (SMEs) met at the Los Angeles Chamber of Commerce to discuss President Obama’s National Export Initiative (NEI) and how online solutions can help our SMEs meet the President’s challenge of doubling exports in the next five years.

Julie Anne Hennessy
Julie Anne Hennessy, Director of USDOC West L.A explains how is a wealth of information for exporters.
Representatives from the government and private sector presented their particular online solutions designed to increase exports, such as global intranets, marketing techniques, document management, security and trust, competitive intelligence and export readiness all concluding with a ‘keynote’ speech on organizational ‘thinking systems’ or ‘memes’ and how understanding these concepts can help us succeed in a global marketplace.

A featured presentation was given by Tony Livoti, President of MBITA who manages  on a project called the TradePort Collaborator designed to bring California’s 37 public and private sector trade promotion service centers into a collaborative online workspace that  leverages the resources and expertise of these organizations to then better serve California SMEs to increase exports of their products and services.

Tony Livoti
Tony Livoti, President of MBITA demonstrates a new intranet for California Trade Promotion organizations.

The conference was organized by MBITA with the help of ‘key’ partners and sponsored by V-Cube U.S.A. Inc. who recorded the entire event. The recording can be seen which can be seen in full at

L - R : Maurice Kogon, Director of El Camino CITD; Carman Rossi, President & CEO of eCertify Ltd; Julie Anne Hennessy, Director of USDOC West L.A.; Brian Lotte, Operations Manager of V-cube U.S.A. Inc.; Cristina Polesel, General Manager of MBITA; Tony Livoti, President of MBITA and Joe Davis, Pacific Regional Sales Manager of PIERS - United Business Media Global Trade.

MBITA Corporate Sponsor
Vcube logo


MBITA welcomes new corporate sponsor. V-cube USA Inc.

V-cube USA Inc., a U.S. subsidiary of Tokyo-based V-cube Inc. develops and sells proprietary web-based Video Conferencing systems. These proprietary platforms enable one-to-one, one-to-many and many-to-many interactive real-time video communications and on-demand services over the internet. These visual communication services replicate the communication methods experienced by people gathered together, removing the effects of distance and the necessity of travelling.

In addition to offering SaaS video conferencing solutions, V-cube offers on-site broadcasting assistance in North America for organizations that wish to carry their seminars on the web, but prefer to have a turn-key solution requiring no resources or training. This on-site broadcasting service is used by some of the most well respected organizations in the Greater Los Angeles area, including the Los Angeles Chamber of Commerce, Caltech/MIT and the Orange County Department of Education.

Vcube screenshot

V-cube’s success stems from the ease-of-use of its platforms. These services enhance communication, increase interactivity and open new means of accelerating business. Video communication applications are permeating into new areas of our lives, from home computers to cell phones. To learn how to successfully utilize these types of applications to improve your business communication processes in a dynamic way that will help capture larger market share, please give them a call.

Charlie Chowtham


Charlie Chowtham
President and CEO
V-cube U.S.A. Inc.

Tel. 310-329-5959


MBITA Member


Strong Increase in U.S. Containerized
Import and Export Trade

PIERS Global Intelligence Solutions trade data indicates the economic rebound is gaining strength. China imports continue to rule trade but Vietnam’s apparel industry is becoming a key component in U.S trade growth.

China continues to dominate as the lead source country of U.S. imports with an 8.4 percent increase from last year. While overall imports lag March 2007 levels by 13.7 percent, this quarter marks a return to positive import growth.

Interestingly, PIERS Global Intelligence statistics reveal Vietnam swiftly growing in U.S. imports of women’s apparel and infant wear. Over a five-year period from 2005 to 2009, Vietnam emerged as the leading country in these two categories. Imports nearly doubled and resulted in a Compound Annual Growth Rate of 17.4 percent. This strong performance has allowed Vietnam to match Hong Kong’s market share at 11 percent.

“Rapidly rising wages in China are forcing manufacturers to reconsider production facilities. Vietnam is becoming the clear alternative for low-cost producers” said Mario Moreno, PIERS Economist.


PIERS spotlights the global market trends affecting your business!

EXPLORE the most current, comprehensive and accurate Import and Export data that only PIERS can provide!

DISCOVER New Markets, Customers and Suppliers!

UNCOVER Competitive Intelligence!

Learn more at



PIERS Global Intelligence Solutions
UBM Global Trade
A United Business Media Company
33 Washington Street, 13th Floor
Newark, NJ 07102-3107
Tel: (800) 952-3839

MBITA Member
GBC logo

MBITA welcomes back former member GBC International Bank.

Dollar billThe Executive Vice President of GBC International Bank, Ms. Annie Pan, states that “GBC International Bank has always valued and promoted export financing as a key ingredient to the success of U.S. exporters. 

In the past, the bank has supported small and medium-sized businesses in various industries across different states. In the past 10 years of successfully partnering with Export-Import Bank of the United States (Ex-Im Bank), GBC International Bank has been recognized for its dedication and excellence to increase US exports.  

The Director of Ex-Im Bank, Mr. Fred Hochberg, and Western Regional Director, Mr. David Josephson, met with representatives from GBC International Bank to express gratitude for the Bank’s commitment to increase U.S exports by promoting Ex-Im Bank’s export financing programs.  GBC International Bank was awarded by EX-Im Bank with the prestigious Western Region Lender of the Year award. 

International Banking graphicAlong with providing working capital financing, GBC International Bank also offers a full line of L/C services and medium term financing to foreign buyers for capital goods.  GBC International Bank has four branches located in Southern California located in Los Angeles, Monterey Park, Walnut and Westminster and two branches located in San Francisco.  More information can be found at the bank’s website



Edward Tang
Vice President
GBC Intenrational Bank
Tel. 626-243-1183

What's New
MBITA's Cleantech Viewpoint

The  ‘Cleantech’ Viewpoint is a new section for the World TradeWinds eZine designed to follow the industrial ‘boom’ now occurring throughout the world in the ‘cleantech’ and ‘smart energy’ industries.

The Future of the Green Revolution

By Tony Livoti, MBITA President

Green revolutionRecent news reports tout that in the last quarter North America received more than 70% of global VC investment into various Clean-Tech industries.   Couple that with the stimulus funds now taking hold in the green industries and that’s good news for Americans and job creation as our economy rebounds into a green economy.

But this green revolution is not just taking place in North America, it’s happening all over the world...all at the same time.  With climate change as the driving force both developed and developing countries are rallying their funding sources from both private and public sectors into game-changing public policy on how we generate energy, manage our waste, build our homes, offices, factories and use our water.

The ‘green revolution’ is a phenomena that‘s occurring like no time in modern history because of the Internet.  There is an innovation explosion happening as we speak.  For example, when the latest and greatest technology is announced from scientists at Nasa Ames on a new energy distribution system, the world knows about it immediately, adopts its breakthrough concepts and then employs and sometimes improves the technology breakthrough.

Unlike the WWW explosion of the nineties when it took 2 years for Internet technology started by Silicon Valley and other global tech centers to reach early adopters in other parts of the world, Web 2.0  has now allowed this process of technology breakthroughs to occur globally at break-neck speed. 

What’s in store for the future? One can only dream. A good example of this thinking process is when the fax was first introduced in the middle 80’s. A document transmitted by phone lines, unbelievable!  Were we thinking of email and desktop sharing then?  No way.  Now we see the emergence of social media wiggling its way into our private and business lives.  Did we see social media technology coming when we first started using email?  No way.  What’s next, I can’t wait.   These are exciting times to be alive…one can only imagine what the world will be like in 20 years.

'Deal-making' Clean-Tech Trade Mission to China Postponed to October 23-30

Shanghai Map

The 'Deal-Making' Clean-Tech Trade Mission to China organized by MBITA and Asia Getaway has been postponed to October 23-30 and will still include participation in the World Expo (Shanghai) 2010, with its focus on ‘green’ products and services.

For information about this trade mission visit the Trade Mission home page.

Read about this event also in previous MBITA eZine issue n. 154.

The Global Summit II
"Humanity Uniting for a Sustainable Future"
Nov. 8-10, 2010 - San Francisco, CA

Innovation is happening at the nexus of public, private and civil society sectors. It is begging for a place where collaboration thrives. THE GLOBAL SUMMIT II will showcase the following:

Hands-on solutions & measurable results
Sustainable technology & investor forums
Collaboration tools
Sustainability training and best practices
Fashion, art, media, music and dance

Business leaders, farmers, artists, social entrepreneurs, for-impact organizations, citizens, policy makers, teachers, students, inventors and media & communications groups are invited.

For more information:

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'

Global Leadership
by Ayse Oge

In a 1998 study conducted by the Massachusetts Institution of Technology (MIT) in Cambridge, researchers found that 20 percent of the companies surveyed had “not enough global leaders”, and a quick tally of the numbers revealed more than 80 percent of the companies surveyed indicated they were lacking the global leadership they believed was needed for their companies. The study goes on to state, “companies say that developing competent global leadership is the most important critical resource for achieving future global business success”.

Technology has not only intensified the local and global competition, it has also empowered the customer to become extremely savvy in terms of product, brand and information choices. This is why the focus of management must become much more centered on retaining the loyalty of customers and increasing the size of their orders.

Global leaders need to strike a balance between their vision that embraces the culture of binding everyone together within the organization and the process of respecting and encouraging local and market-sensitive cultures to achieve long-term success. Leaders must create the kind of affiliations that produce pride and excitement about belonging to a “larger world”; something that gives the employees opportunity to make a difference in the world, while at the same time incorporates the unique cultures into their product offerings to make them more palatable to the various foreign markets.

When the company of U.S. Frito-Lay wanted to establish a European presence, it acquired snack food companies in European countries: Spain, Portugal and UZAY GIDA in Turkey. The company took many instrumental steps towards building Frito-Lay Europe by respecting local cultures with varied tastes and preferences. Bill McLaughlin, the CEO of Frito Lay, came up with an effective strategy:

  • Develop a strong team based on celebrating differences.
  • Create the best set of values to build trust and understanding.
  • Identify specific cultural preferences pertaining to the flavors of snacks.
  • Shift from a variety of different brands to one with local presence by re-branding and printing the Frito-Lay “sun and banner” logo to better fit the local culture on the packages.
  • Put together quality standards that are aimed at manufacturing premium products.

Global companies need to work together with people across national boundaries. To succeed in this, differences can and should be minimized by pursuing the company’s grand vision, which will eventually lead to having a positive impact on both the foreign local culture and the larger community as a whole.

Ayse Oge is President of Ultimate Trade, International Trade Consulting, Speaking and Training and Training and Counselor at SCORE. She can be reached at



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


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Export Institute

Online Export Classes
This six-course series will cover all key areas of the export industry, including markets, sales representatives, pricing, agreements, shipping and payments. You can earn Continuing Education Units (CEUs) and a Certificate in Export Management. The classes are available online 24/7, so you can start immediately and learn at your own pace. More

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