The Pet Food Institute (PFI) is pleased to announce its allocation of $1.65 million under the U.S. Department of Agriculture’s (USDA) Regional Agricultural Promotion Program (RAPP) for the 2025 fiscal year. This funding, part of USDA’s $300 million tranche of RAPP grants, will enhance U.S. pet food market access in emerging global markets, with $325,000 specifically designated for promotional activities in South Africa.
This investment aligns with USDA’s goal of diversifying U.S. agricultural export markets by targeting regions with rising consumer demand and purchasing power, such as Africa, Latin America, and Southeast Asia. PFI will leverage these funds to highlight the safety, quality, and nutritional benefits of U.S.-made pet food products while building stronger connections with international buyers and consumers.
RAPP uniquely equips PFI to address regulatory hurdles in priority markets, like South Africa and Australia, where growth opportunities are challenging due to complex regulatory landscapes. This will be a key component of PFI’s activities under RAPP in 2025.
This new tranche of funding builds on the first tranche of RAPP funding. PFI was allocated nearly $2.05 million for priority markets Taiwan, South Korea, South Africa, and Central America, as well as a global messaging program.
These tranches of RAPP funding also build on the success of PFI’s efforts under USDA’s Market Access Program (MAP). For the 2024 fiscal year, PFI received over $1.3 million to promote U.S. pet food internationally.
For more information about PFI’s international market development efforts and the benefits of U.S.-made pet food, visit www.petfoodinstitute.org.