World TradeWinds

May - June 2011- Issue N. 160
A Publication of the Monterey Bay International Trade Association (MBITA)




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now being offered for the first time to selected companies on

Advertise in TradePort


Global California


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May 18, 2011
Annual Luncheon with Congressman Sam Farr
A National Export Initiative (NEI) Update

Monterey, CA

June 23, 2011
8th Annual Conference
Global Convenes in Los Angeles

Los Angeles, CA

MBITA events page

MBITA Partner 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 Member
Ignace Bral

MBITA Member
Valley Internationational Trade Association (VITA)

8th Annual
conference - Convenes in Los Angeles

Census Bureau Proposes Changes to the Automated Export System

Annual luncheon with Congressman Sam Farr - Monterey, CA - May 18, 2011

What's NewNational Export Initiative (NEI) Update

Ayse's Corner
International Trade Fairs
By Ayse Oge


MBITA’s membership scans the globe including an international business attorney from Brussels that is featured in this issue. Also, details on the 8th annual Global California conference to be held at the L.A. Chamber of Commerce this year on June 23rd is covered with this year’s conference theme focusing on MBITA’S and VITA’s website, Also, see the latest update on the NEI and how exports are increasing in the SME sectors.

See a full MBITA event schedule at

Tony Livoti

Tony Livoti


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MBITA Member Ignace Bral

Ignace BRAL is a Belgian, Brussels based attorney who acts as outside general counsel for US corporations wishing to invest in Europe. BRAL is a seasoned international business lawyer with over 15 years of experience, both in private practice and as in-house counsel. He set up in 2002 a pan-European wide network of business lawyers with offices in Brussels, The Hague, Turin and Valencia; for other jurisdictions and countries within Europe, BRAL has best friends in various cities. BRAL specialises in business law in the broadest sense of the word.

Members of MBITA can contact BRAL for transactional work, advice on contracts and assistance in negotiations, including M&A, as well as representation before the courts in Europe.  Ignace speaks, writes and reads six languages (French, English, Spanish, German, Italian and Dutch).

With BRAL and the members of his LCS network, you will receive high quality legal services with total relevance to today’s business environment and full understanding of how Europe functions.

Ignace Bral


Ignace Bral
Avenue Louise 142
1050 Brussels - Belgium

Tel. +3227416461 - Fax +3227366464


VITA logo

MBITA Member
Valley International Trade Association (VITA)

The Valley International Trade Association (VITA) is a membership driven non-profit located in the San Fernando Valley in Northern Los Angeles County. The organization was founded in1979 by a group of dedicated Valley business leaders and educators who were responding to the need for a local association focused on issues in international trade. 

As a strategic partner of The Valley Economic Alliance, VITA has grown dramatically over the last 30 years presenting seminars and workshops addressing issues in International Trade.  VITA features bi-monthly Networking Breakfasts with special guest speakers that address timely international trade issues such as, import, export, trade policy and legislation. These events offer valuable up-to-date information on the global marketplace and networking opportunities for VITA Members.

Much of the support of the organization is derived from its membership and a broad spectrum of experts that serve as the Board of Directors. The mission of VITA is to promote the San Fernando Valley as a leader in international trade and to help local businesses compete in the global economy. VITA Chairman, Katherine Whitman of Pomegranate International, notes that one of the additional services offered to members is access to an extensive online resource guide that includes experts willing to answer questions and steer individuals in the right direction.



Darcy Winters
International Trade Events Manager
The Valley International Trade Association
Tel. 818-379-7000.


Global California banner
8th Annual conference - ' Convenes in Los Angeles'

The 8th annual Global California conference will be held this year for the second time in a row at the Los Angeles Area Chamber of Commerce (LACC) on June 23rd.  “With the challenge of President Obama’s  National Export Initiative (NEI) to double exports in the next five years to create good high paying jobs, we want to make this year’s conference bigger and better than ever so MBITA has joined forces with the Valley International Trade Association (VITA) to reach out to the entire State for participation”, states Tony Livoti, President of and the Monterey Bay International Trade Association (MBITA).

“With Small to mid-sized enterprises (SMEs) poised to garner the growth of new jobs in California and the U.S. in the coming years,  and with California as a world center of (SMEs) we stand strong and ready to expand exports and create jobs with the support of an statewide established network of educators, global trade marketing professionals, international attorneys, trade finance professionals, trade promotion service providers, logistic providers, foreign government agencies and industry associations,” States Ron Wood, Executive Director of VITA and the San Fernando Valley Economic Alliance.

The theme for this year’s conference is which is a new website developed by MBITA and VITA that will represent all of California’s global trade community in a ‘one-stop’ portal employing a ‘click & chat’ infrastructure (click-content, chat-on the ground service centers) where online content is connected to on-the-ground trade promotion support for effective follow-through by users here and abroad.

“Web 2.0 has really brought the global marketplace to our doorsteps through ‘desktop sharing’, chat and VOIP which are readily accessible and affordable for individuals and small businesses everywhere.  Now the content of can be supported in ‘real-time’ during normal business hours, or offline depending on global time differences with a California Trade Partner (CTP) trade promotion service provider located somewhere in California.

The CTP is comprised of 28 different public and private sector trade promotion service centers staffed by 140+ trade promotion specialists located throughout the State who represent over 50,000 importers, exporters, investors and trade promotion service providers”, states Tony Livoti of MBITA/TradePort. 

For example, a user in South Korea identifies an attorney’s website in that specializes in the chemical industry.  The Korean user clicks on the trade manger icon and through ‘chat’ or VOIP requests to take some action on the content in the attorney’s website…let’s say an introduction.  The Trade Manager will then pass on the lead to a CTP service provider in the region in California of where the attorney is located.  Now the Korean user has an advocate in California helping them take action on the content of the website they identified in  Again this whole process can take place in ‘real-time’ or offline.

The TradePort Collaborator in the website which is an intranet for the staff of the CTP  will provide online project management tools to help facilitate and coordinate this ‘click and chat’ methodology between the trade manager and one of the trade promotion specialists of the CTP.

The 8th annual Global California conference will feature expert panels on all of the global trade industry sectors as they are displayed in website. (Marketing, Legal, Advocacy, Logistics, industry trade associations, foreign government agencies and education).

You can view a history of the Global California conferences with archived presentations at

For details, agenda, registration, exhibit and sponsorship opportunities visit:

Census Bureau Proposes Changes to the Automated Export System

By David Noah

Earlier this year, the U.S. Census Bureau proposed to amend the Foreign Trade Regulations (FTR) to reflect new export reporting requirements. Specifically the Census Bureau is proposing to require mandatory filing through the Automated Export System (AES) for all shipments of used self-propelled vehicles, temporary exports and household goods regardless of value and country of destination.

The Census Bureau is also proposing to modify the post-departure filing program by changing the filing time from 10 days after the export to five days and only allowing post-departure filing for approved commodities. In addition, any company interested in post-departure filing will have to apply for the privilege, even if they had been previously approved.

Other proposed changes to the FTR:

  • Revise the definition for "AES downtime filing citation" to clarify that the downtime citation cannot be used when the filer's system is down or experiences delays.
  • Clarify that a foreign entity must be in the United States at the time goods are purchased or obtained for export in order to be listed as a USPPI.
  • Revise the requirement so that an authorized agent must provide the USPPI with the Internal Transaction Number and Date of Export when the agent files the EEI in a routed transaction. In addition, if known, the agent shall provide the ultimate consignee type in the AES.
  • Revise text to clarify that the port of export for shipments by overland transportation is where the goods cross the U.S. border into Canada or Mexico, including transshipments through Canada or Mexico. In addition, language was added to address shipment by vessel and air involving several ports of exportation.
  • Clarify that the return of goods previously imported only for repair and alteration to the foreign shipper are required to be reported in the AES.
  • Add several new data elements including address of license applicant, license value, name and address of end user, and country of origin if a commodity is listed as foreign origin.

Check out the Federal Register for a complete list of proposed changes to the FTR. Comments or questions about the proposed changes can be submitted to

This article was published by International Business Training
Contact David Noah

Annual Luncheon with Congressman Sam Farr
Monterey, Ca - May 18, 2011

Presented by the Monterey Bay International Trade Association (MBITA) in cooperation with the Foreign Commercial Service of the U.S. Department of Commerce and the Monterey County Business Council (MCBC)

Congressman Sam Farr returns to the Monterey Chapter of MBITA for his annual presentation on Washington’s perspective of how the National Export Initiative (NEI) can help create jobs both locally and across our nation with increased exports from our small to mid-sized business communities.

Also a presentation on the annual Asian Pacific Economic Cooperation (APEC) annual meeting that will be in San Francisco, Ca., this year in September will be give in addition to a presentation on the emergence of ‘regional innovation clusters’, (RICs) in particular, the Project 17 - Agriculture Innovation Cluster recently launched on the Central Coast region.

For more information, registration and sponsorship opportunities click here.


What's New National Export Initiative (NEI) Update


New Markets, New Jobs: The National Export Initiative Small Business Tour

On the one-year anniversary of the launch of President Obama’s National Export Initiative, U.S. Commerce Secretary Gary Locke, Agriculture Secretary Tom Vilsack, U.S. Trade Representative Ron Kirk, Small Business Administration Administrator Karen Mills and Export-Import Bank Chairman Fred Hochberg announced today the launch of a year-long, interagency, multi-city outreach campaign designed to help connect small and medium sized businesses (SMEs) with the resources they need to sell more of what they make overseas.

“For America to win the future, more small and medium sized businesses must export, because the more small businesses export, the more they produce; the more they produce, the more workers they need, and that means good-paying jobs here at home,” Locke said.

The first of these New Markets, New Jobs events was held on February 17 in Minneapolis, Minn. These conferences, which were called for in September’s Report to the President on the National Export Initiative, are intended to reach more than 3,500 small and medium sized companies interested in exporting.

U.S. SMEs that export are more productive and generate more revenue than SMEs that don’t. A recent International Trade Commission survey found that exporting small and medium sized manufacturers in 2009 had more than twice the total revenue of their non-exporting counterparts. They experienced revenue growth of 37 percent between 2005 and 2009, while total revenue declined by 7 percent for non-exporting SME manufacturers over the same period. 

Unfortunately, very few small and medium sized businesses export, and they still face significant hurdles in getting their products into new markets, including a lack of readily available information about exporting and market research; challenges in accessing export financing; and strong competition from foreign companies and governments.

These conferences will feature:

  • Remarks from senior Obama Administration officials;
  • Trade resource panels on key export topics including the spectrum of federal resources that can help businesses begin exporting or expand their exports;
  • Materials and  resources to guide companies in the process of selling their products to consumers all over the world; and
  • Lessons learned from area businesses that have succeeded in utilizing federal resources to expand into new markets and grow their businesses.

The NEI aims to double U.S. exports in five years to create several million new jobs. It enhances the U.S. government’s trade promotion efforts, increases credit to businesses – especially small and medium sized businesses – looking to export, and continues to improve efforts to remove trade barriers for U.S. companies in foreign markets. 

Exports were up 17 percent in the first 11 months of 2010 compared to same period in 2009. November 2010 exports of goods and services ($159.6 billion) were the highest since August 2008 ($162.9 billion) and with record merchandise exports to China ($9.5 billion).

This article was published in the U.S. Department of Commerce blog

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'

International Trade Fairs
by Ayse Oge

Trade fairs are an important part of marketing efforts for many small and mid-sized exporting companies. However, is also the most expensive tool to promote products overseas. The cost can range anywhere from $10,000 to $25,000 or more. Costs can be minimized by joint participation in DOC-sponsored U.S. pavilions or in shared state booths.

Attending trade shows can be a great opportunity for prospective exporters to conduct their market research; they're able to see their competition and competitive products, and they can check out other industry trends and cutting-edge developments and breakthroughs. Visiting a trade show prior to actually exhibiting products could be helpful to gain knowledge on particular market and to plan a full-market entry.

The decision to participate in a trade show needs to be done well ahead of time, since deadlines for final commitment run from six months to a year prior to the event. And the company of the potential participant has to allocate a realistic budget to cover show expenses, and it must allow time in crafting an overall marketing plan that includes product adaptation, country targets, travel plans, samples and follow through.

Selecting the right trade fair is crucial in terms of product, territory and cost. There is no reason to target large and expensive fairs unless you have competent professionals to handle prospects who are visiting your booth. Selecting small regional fairs may give you the edge to be visible and face less competition. Also, considering your objectives and the nature of an event can be helpful in your preparation stage. For example, trade shows in Europe focus more on buying and selling. In Japan they are seen as an opportunity to meet industry people and colleagues.

The advantages of exhibiting are:

  • Exposure to new prospects.
  • Industry credibility
  • Chance to meet potential buyers, sales agents, brokers, importing wholesalers, trading companies, distributors, and independent sales reps face to face.
  • Both participants and visitors read your listing in the show directory. Your exposure can be tripled when copies of the directory are passed onto friends and business associates of participants.

The promotional effort aimed at reaching prospects through direct mail to previous and current attendees, as well as having access to media opportunities in generating publicity, should be started several months before the actual show.

Pre-show press conferences are extremely helpful in sharing your new product or some other newsworthy item with your audience. Also, sending your story to major press and technical journals with large subscribers allows you to gain recognition in the show.

Sometimes technical symposiums are held while fairs featuring high-tech products are displayed. Papers are presented and new techniques are discussed by prominent experts. Your participation in this part of a trade show will allow you to launch a new product, to get free publicity and/or to be covered by subsequent trade journal publications.

Things to consider in managing your booth well:

  • The staff responsible in handling the booth should be personable and knowledgeable about your products and your company. At least one person with authority should be present at the event in case an opportunity to do business on the spot arises.
  • The booth itself should be attractive.
  • Have ample supply of business cards in your language on one side and the language of the host country on the other..
  • Your sales literature must be printed in bilingual format and easy to read.
  • Keep plenty of product samples on hand for display, trial and handout purposes.
  • Prepare special export pricing schedules. Show FOB factory prices and CIF prices (referring the host country’s international port of entry).
  • If you do not have special export pricing, use domestic pricing and offer a reasonable discount as an incentive to your customer who wants to place an order at the show.

ATA carnets ease the temporary importation of your commercial samples, professional equipment, and goods for exhibitions and fairs. They facilitate international business by avoiding extensive customs procedures, eliminating payment of duties and value-added taxes. ATA carnets are issued by the United States Council for International Business (USCIB; and are accepted in 75 countries. The ATA Carnet demonstrates to customs officials that you are bringing in the merchandise only temporarily, as is the case for trade show display.

The U.S. Department of Commerce offers the “Certified Trade Events Program,” which offers excellent opportunities for new exporters. Companies exhibiting in certified events benefit from extensive exposure in local markets as well as U.S. Embassy assistance before, during and after the show.

The Department of Commerce also sponsors the “Foreign Buyer Program,” which promotes selected large U.S. trade shows overseas to attract attendance from abroad. Participating in such shows is an inexpensive way to explore the international market for your products without going overseas.

For more information on government-sponsored events see:

Ayse Oge is President of Ultimate Trade, International Trade Consulting, Speaking and Training. Her work has been featured by Fox Business Online, Bloomberg Business Week Online and she was quoted by Investor's Business Daily and American Express Open Business Online. She can be reached at



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

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