World TradeWinds

July - August 2011- Issue N. 161
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

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Global California


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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
Perla Azzurra

MBITA Member
Monterey Institute of International Studies (MIIS)

8th Annual
conference - Convenes in Los Angeles

Comments on Conference from Another Perspective

The Trade Agreements Compliance Program: Clearing Obstacles to Make Trade Possibles

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

What's NewNational Export Initiative (NEI) Update

Ayse's Corner
Global Training
By Ayse Oge


This issue covers the 8th annual Global California conference in L.A., the latest update from our Congressman Farr including some interesting info on the NEI, an update on the current trade agreement negotiations and compliance issues, a feature article on a new member from Australia and more…yes, we’ve been busy but enjoying every minute of helping our nation build jobs by providing bilateral trade promotion and investment services.

See a full MBITA event schedule at

Tony Livoti

Tony Livoti


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MBITA New Member


Perla Azzurra is an online gift shop, offering exotic gift and homewares at an affordable price. Explore their range and take advantage of their special prices. Products include household items and gifts, handcrafted ceramics from Morocco, France and Italy, together with edible delights such as chocolates.

Perla Azzurra CeramicsFor the first time in Australia the fine French porcelain creations from Soizick are now available. See Soizick collection for yourself and take home a piece of French elegance. Perla Azzurra delivers to your door, anywhere in Australia and worldwide. In-home shopping is also available to Sydney customers, please phone 0425 317 632 for an appointment.



Giovanna Randino
Perla Azzurra
12 Clissold St, Ashfield NSW 2131 - Australia
Tel. +0425 317 632 - Fax
+61 2 9716 8936

MIIS logo

MBITA Member
Monterey Institute of International Studies (MIIS)

Monterey Institute Offers Summer and Fall Executive Trainings on Trade, Compliance, Security, Environmental, and Social Media Topics

This October and next February the Monterey Institute of International Studies (MIIS) will offer its first series of executive education programs in Monterey, California. The two and four-day trainings will be taught by Monterey Institute professors and other expert practitioners, including internationally-recognized author, Reza Aslan. Offerings include trainings on (1) International Trade Strategy and China’s Industrial Policy, (2) Understanding Youth Movements, Social Media, and Dynamic Markets with Aslan Media (3) Terrorism, Pandemics, and Bioterrorism Preparedness, and (4) Managing Environmental, Social, and Governance Risks (ESG) . Participants can elect to take one or two segments within each thematic track. Custom trainings for groups on these topics or other management and policy issues are also offered.

The Monterey Institute Executive Education Program is for executives, managers, and non-profit and government leaders with significant experience. Attendees will have the opportunity to discuss vital industry issues with peers from around the world. Trainings will include mixers and optional outings to sights around Monterey County. For more information, call 831-647-6417 or visit

Yuwei Shi


Yuwei Shi
Dean and Professor of Strategic Management
Graduate School of International Policy and Management
460 Pierce Street, Monterey, CA 93940
Tel. 831-647-4155

GC2011 Banner

The 8th annual Global California conference was held this year for the second time in a row at the Los Angeles Area Chamber of Commerce (LACC) on June 23.                                              

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

For example, a foreign company would go to and click on the ‘legal’ tower and then identify the firm(s) they would like to have an introduction. They would then click on the ‘trade manager’ icon and through ‘chat’ or VOIP request an introduction to this particular law firm.

The trade manager would then identify the region in California where this legal firm is located and then pass on the lead to one of 28 full time public or private sector trade promotion service organizations located throughout the State. These organizations are primed to respond to such requests. This whole process could take place in ‘real-time’ during normal business hours or offline based on time differences.

The foreign company now has identified and qualified the kind of legal support they potentially need, plus, they have an on-the-ground trade promotion service center in California supporting their efforts for an introduction and further support for a successful transaction. This is ‘click & chat’.

The Chairman of the California State Board of Equalization, Jerome E. Horton, was the ‘keynote’ speaker. He discussed specific federal, state, and local tax incentive programs that most California employers are not aware of and do not take full advantage of in meeting their business needs to be competitive in the global marketplace.

The event featured 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).

“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 wanted 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 and as a result there were organizations represented from regions throughout the State”, Tony Livoti, President of 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 through 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.

You can view the speaker bios and presentations in the 'Agenda' page of the conference web site at

Also, for a history of the Global California conferences with archived presentations visit

Keynote speaker

Keynote speaker: Jerome E. Horton, Chairman of the California State Board of Equalization

Logistics Panel

Logistics Panel
L-R: Norman Arikawa, International Trade Development Manager, Port of Los Angeles; Katherine Romero, Acting Section Chief, Trade Operations, U.S. Customs and Border Protection, Los Angeles / Long Beach Seaport; Wayne Jepson, Head of Sales, Panalpina

‘Comments on Conference from  Another Perspective’

By SBA Export Express Lender, Sue Malone

The 8th annual Global California Conference is history, and for those who attended-- Thank You.  For those who missed it, you had better mark it on your calendar for next year!  What a conference it was! The Monterey Bay International Trade Association (MBITA),, the Valley International Trade Association (VITA) and TradePort worked diligently to put on a full day brimming with information that focused on trade. California is not the 8th largest economy in the world without trade being a big factor to reach this milestone. Exporting is the future for business.  Just ask President Obama, who in his State of the Union address mentioned exporting several times.

This year’s conference got off to a fast start, thanks to the sponsors--UPS, FedEx and Piers. These fine companies work tirelessly to make exporting easier. Each brought specialists to answer questions and offered practical solutions, plus lead lively discussions on the various panels.

An array of experts were featured speakers such as: Andrew Sweibel, Vice President of Bobrick Washroom Equipment; Stacy Sun, CEO of Pansun, a Los Angeles based apparel company; Attorney Michael Newman; Leslie Levy August, from Trade Bridge International; Brent Caslin a partner with Jenner Block LLP; Christopher Baker, of Japan External Trade Organization (JETRO); Katherine Romero representing the U.S. Customs and Boarder Protection AgencyRandal Long representing SCRDEC; Ing Phansavath with UCLAAdam Kaae with UPS Capital North America; Bobby Hines, an international trade expert with the U.S. Department of Commerce; Steve Arnold, regional international sales manger of FedEx; Norman Arikawa from the Port of Los Angeles; Peter Laanen representing the Netherlands Business Support Office; Edward Tang of GBC International Bank; Maurice Kogon from CITDWayne Jepson of Panalpina; Joe Davis of  PIERS; Rob Guthrie of Import Export Bank; and Boon Ho Toh with International Enterprise of Singapore, just to name a few.  The general theme was the latest developments and trends in the world of exporting.

A terrific lunch was sponsored by Hunter Communications with Mr. Hunter showcasing the new web site of  This is a wonderful additional to California exporting. The featured speaker was Jerome Horton, Chairman of the California State Board of Equalization. Mr. Horton highlighted the direction his office is taking and what it is doing to bring back California to its once prominent position during these rough economic times.

In between sessions the exhibit area was open for all of the attendees to meet the exhibitors, who offered an array of services from financing opportunities to insurance, translation services, investment opportunities, Euro Vat Refund, freight solutions and state tax information.

Plus the various supporting governmental and non-profit organizations were in attendance to offer their expertise in the world of exporting. Many were discussing the ways in which their membership organizations can help small to medium size businesses with networking opportunities and business development for both in the United States and outside our boarders.

All in all the day was filled with exporting information, networking opportunities, and expert advice to move ones business forward in the exporting arena.

You do not want to miss next years conference – since exporting is HUGE and truly adds to the bottom line of any business. Please watch our new web site, for the latest information on California Trade activities and next year’s 9th annual Global California Conference information.  Looking forward to seeing you next year!

Author and attendee, Sue Malone, #1 SBA export express lender,
She can be reached at 925-899-8449.

The Trade Agreements Compliance Program: Clearing Obstacles to Make Trade Work

By Fernando Sanchez, International Trade Specialist, U.S. Department of Commerce

USDOC Tagline

If you’re a U.S. exporter whose goods or services encounter a foreign government trade barrier, the U.S. Commerce Department’s Trade Agreements Compliance Program can help you get a fair opportunity to compete overseas.

The Trade Compliance Center coordinates the International Trade Administration’s Trade Agreements Compliance Program (TAC Program), which assists companies in overcoming trade barriers caused by overly restrictive foreign government trade policies.  

TAC Program staff members also work to ensure that U.S. firms and workers receive all benefits of the trade agreements the United States has negotiated. “Our mission,” says Beverly Vaughan, TCC director, "is to help you gain market access – drawing on a network of government resources to knock down barriers, and serve as a safety net for U.S. exporters and investors against unfair trade policies.”

Working directly with suppliers and leveraging U.S. trade agreements with our trading partners, where applicable, the TAC Program’s International Trade Specialists diagnose trade problems, assemble the right team of U.S. Government experts, and then establish an action plan that is consistent with industry goals and the national interest to reduce or eliminate foreign government trade barriers impeding market access. Successes change foreign government practices and enable current and future exporters to participate in a more predictable and open trading environment.

Foreign government trade barriers can be huge obstacles for business, especially small and medium-sized companies, raising the cost of doing business, delaying the release of goods into the market, or resulting in lost revenues. Such barriers may even prevent firms from entering the international market at all.

Trade AgreementsFor instance, Commerce trade specialists, working with colleagues in USTR and USDA, successfully leveraged relevant international trade agreement obligations to convince South Korea to remove a non-science based requirement for medical devices and instead accept certifications based on international standards.

In another case, after years of Commerce Department advocacy, the Russian Duma passed legislation allowing Russian officials to take action on their own authority against goods that are suspected of infringing others’ intellectual property rights. Businesses can access tools for learning how to protect their IPR abroad at

These examples illustrate the type of work that Commerce specialists handle on a daily basis and the importance of international trade agreements in securing fair opportunities for American businesses to compete internationally. Click here to read more about the TAC Program and its successes.

If you believe that you are being treated unfairly in a foreign market, or if you are encountering a foreign government trade barrier policy that limits your ability to export or invest, contact Commerce’s Trade Agreements Compliance Program online at or dial 1-800-USA-TRADE and ask for trade barrier assistance.


Commerce's Trade Agreements Compliance program online at
or dial 1-800-USA-TRADE (872-8723) and ask for trade barrier assistance.

Sam Farr Annual Luncheon banner
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 returned 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 resulting in increased exports from our small to mid-sized business communities.

The Congressman again emphasized the uniqueness of the Monterey Bay region as a place like no other in the country where the diversity of small business leads industry sectors in language and marine biology, while also hosting some of the largest agriculture and agro-technology companies in the world.

A presentation on the emergence of ‘regional innovation clusters’, (RICs) in particular, the Project 17 - Agricclture Innovation Cluster that was recently launched in Monterey Bay region was also presented and can be viewed at

Sam Farr Picture

L - R: Congressman Sam Farr; Tony Livoti, MBITA President; Ron Brown, Maritime Commodities Representative, Port of Oakland.


What's New National Export Initiative (NEI) Update


President’s National Export Strategy Calls for Greater Federal and State Collaboration and Advancement of Trade Agreements

U.S. Commerce Secretary Gary Locke, on behalf of the Trade Promotion Coordinating Committee, today released to Congress the 2011 National Export Strategy: Powering the National Export Initiative. The report reinforces the importance of U.S. exports of goods and services, which in 2010 totaled $1.84 trillion, an increase of nearly 17 percent over 2009 levels, and supported more than 9 million jobs in the United States.

Starting with this report, the annual National Export Strategy will fill the essential role of tracking and measuring the federal government’s progress in implementing the NEI. The TPCC will assess new opportunities and seek new ways for its agencies to improve coordination and increase effectiveness. The National Export Strategy identifies the four areas of focus during 2011:

  • Collaborating with states, metropolitan areas, and border communities to help U.S. companies successfully export around the globe;
  • Encouraging exports by U.S. companies selling technologies in high-growth sectors;
  • Ensuring better data and measurement of U.S. services sector exporting; and
  • Removing barriers to trade, including through passage of the South Korea, Colombia and Panama trade agreements.

“Creating and sustaining U.S. jobs by increasing the pace of export growth and fulfilling the President’s National Export Initiative requires a team effort and a comprehensive national export strategy. This year’s National Export Strategy strives for greater government accountability and transparency,” said Locke.“Working together to help more U.S. companies sell their world-class, innovative and high-quality goods and services to the billions of consumers outside of the United States is an economic priority."

President Obama announced the National Export Initiative in 2010 and set the goal of doubling U.S. exports by the end of 2014 to support millions of American jobs. This year’s National Export Strategy, drafted by the TPCC, outlines progress made to date on the National Export Initiative and identifies the Administration’s areas of focus for 2011.

The release of this year’s export strategy marks the first time all 18 trade agencies have agreed-upon common metrics to measure export promotion.

“It’s important progress and another sign of the Obama administration’s commitment to getting all of the federal government’s trade agencies to work together to help American businesses sell more abroad,” said Francisco Sánchez, Under Secretary of Commerce for International Trade, the agency responsible for coordination of the work of the TPCC.

The National Export Strategy is available at and

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 Training
by Ayse Oge

The U.S. service exports cover a wide range of economic activities, from consulting to investment banking. According to Wall Street Journal’s article in the October 2007 issue, “A Services Surplus,” education is one of America’s top service exports. With China alone, the U.S. has over $1 billion surplus.

Effective global training requires understanding cultures and backgrounds of trainees based on high or low-context cultures and non-verbal communication. In high-context cultures, words can be understood by knowing the social, political or personal context of the situation. In countries like Germany and Australia where low-context communication is the norm, people say precisely what they mean. In group cultures such as South Asia, rolling one’s head from side to side signifies having a complete understanding and consensus with the trainer.

The trainer must take into account cultural characteristics such as formal and personal relationships and a trainer (teacher) oriented training style when designing educational materials for group cultures. For example, one American trainer conducted a seminar in Japan and spoke for over 13 hours without allowing interruptions of participants asking any questions. Other factors to keep in mind are:

  • Do group exercises so that attendees speak on behalf of the whole group rather than on behalf of themselves.
  • Interactive programs need to be deferred towards the end of your training rather than at the beginning as an “ice-breaker.”
  • Start training with a formal presentation before engaging participants in a discovery learning process.
  • A trainer’s credentials, qualifications, expertise and background are very important for group cultures, and they value people of authority.

America has contributed tremendously to enriching people’s lives in the last century around the globe. In a world where American creativity, innovativeness, practical ingenuity, organizational and management skills are highly sought after, a trainer’s awareness of multicultural differences is crucial in conducting an effective training program.

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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