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Woeber’s Mustard used to participate in one or two tradeshows per year. That changed after the Ohio company attended a tradeshow several years ago and learned about Food Export Association of the Midwest USA (Food Export – Midwest) and Food Export USA – Northeast (Food Export – Northeast). Now, Woeber’s Mustard attends over twenty tradeshows per year, helping to expand its global presence and worldwide export sales. Rick Schmidt, VP of National Sales for Woeber’s Mustard says, “We actually choose which tradeshows to attend based on if Food Export – Midwest is supporting them with Branded Program reimbursement, Food Show PLUS!SM, or an aligned Buyers Mission. Having the support of Food Export – Midwest is a very important success factor for us.” The Branded Program has helped Woeber’s Mustard fund the creation and distribution of marketing materials at tradeshows. It’s also helped them off-set the costs associated with labeling and packaging changes, thus enabling them to sell products abroad. According to Schmidt, “I’ve seen an increase in the number of countries represented at tradeshows in the past several years. We want to be a part of that.”
Food Export – Midwest has helped Woeber’s Mustard become the international player they are today. Their products can be found in markets as diverse as South Africa, Mexico, Singapore, Lebanon, and China. Their rapid international expansion began less than five years ago with sales to England. Schmidt recalls, “There was a learning curve and hurdles to overcome during those early days. There were requirements that needed to be met and negotiations with buyers and the local distributor. Food Export – Midwest’s support and the Branded Program’s assistance with offsetting initial expenses, paved the way for our continued expansion.” International sales now account for 5-10% of Woeber’s Mustard business revenue. And yet as a seller of one of the world’s most popular condiments, Woeber’s Mustard knows that it has many untapped markets to consider. The company is looking to expand to new markets in the Caribbean and South America and plans to continue to work with Food Export – Midwest as a proven partner on the road to export success.
A family-owned company that is going into its fifth generation, Woeber’s Mustard has been in existence for over one hundred years. The company sells mustards and sauces across the globe. It employs 120 employees in its factory and offices in Springfield, Ohio.
Food Export Association of the Midwest USA and Food Export USA – Northeast are private, non-profit associations of Midwestern and Northeastern state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products.
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