Introduction

Locating, evaluating and properly responding to trade leads is an integral part of the export process. If used appropriately, in conjunction with other secondary market research, trade leads can help companies in a variety of ways, including:

1. Monitoring and determining demand for certain food products in a given country or region: The frequency and variety of leads reviewed over a given period will give you an idea of what is in demand in a foreign market.
   
   
2. Overseas contacts: Trade leads provide you with an opportunity to introduce yourself to a network of food importers, distributors and retailers. This is the first step in building a long-term relationship, based on mutual cooperation, which is essential for success in international sales.
   
   
3. Exposure to foreign cultures: Communication with business people from other countries provides you with the opportunity to learn about how business is being conducted outside of the United States. It also provides you with some of the necessary primary market research information you will need to make informed decisions about where you will focus your efforts overseas.