By Dana Waters, Manager of International Affairs, Pet Food Institute
Pet Food Institute (PFI) is taking steps to bring the high standards of U.S. pet food to more pet owners worldwide. As cooperators in USDA’s Regional Agricultural Promotion Program (RAPP), PFI is now positioned to enter emerging global markets and expand consumer awareness about the safety, nutrition, and quality of U.S.-made pet food.
With RAPP, PFI is strategically targeting regions with limited awareness of U.S. pet food quality and challenging regulatory requirements. This proactive effort aims to reach pet owners who want safe, balanced pet food options while addressing unique regulatory barriers in these regions. Together with PFI’s ongoing Market Access Program (MAP) initiatives, RAPP allows PFI to deliver critical messages about U.S. pet food quality and safety to a broader audience.
For over 30 years, PFI has been a committed partner of the USDA’s Market Access Program (MAP), promoting U.S. pet food worldwide. Through MAP, PFI has established a presence in vital global markets like Mexico and China, focusing on promoting U.S. pet food as a safe, high-quality, and nutritionally superior option compared to homemade meals and table scraps – an important message for markets where some consumers may already appreciate the value of premium pet food. MAP has supported PFI’s efforts to engage international pet owners and key decision-makers through market research, educational programs, and trade events that highlight the quality and safety of U.S.-produced pet food.
While MAP has promoted the U.S. pet food industry in emerging markets, RAPP enables PFI to discuss the challenges of entering a market with regulatory authorities. By focusing on countries with less-developed market access and those with more difficult regulatory barriers, PFI aims to resolve these challenges while educating consumers about the production and quality assurance that make U.S. pet food a trusted choice.
In essence, MAP’s strengths in marketing and promotion in emerging markets and RAPP’s focus on emerging areas while allowing for addressing regulatory issues create a complementary approach that will enable PFI to expand U.S. pet food’s global footprint while addressing unique, market-specific challenges.
In 2025, PFI will focus its RAPP efforts on five priority markets— Brazil, Central America, South Africa, South Korea, and Taiwan—each selected for the distinct regulatory challenges that U.S. pet food producers face in these countries. While these markets present promising opportunities, complex import regulations and varying standards often hinder smooth market access for U.S. pet food.
PFI’s strategy will concentrate on regulatory engagement, consumer education, and compliance support to address these shared challenges. For example, South Africa and Brazil present intricate regulatory landscapes that impact U.S. pet food exporters’ ability to compete effectively. By prioritizing collaborative outreach and offering resources to help U.S. companies navigate these specific regulations, PFI aims to simplify entry into these markets.
With this approach, PFI’s 2025 RAPP initiatives will facilitate broader global access to U.S.-made pet food by fostering regulatory alignment and increased consumer awareness across these high-potential regions.
PFI’s collaboration with RAPP and MAP underscores its commitment to bringing the best of U.S. pet food to a global audience. By entering new markets and reinforcing its standards, PFI will continue to meet the growing demand for safe, nutritious pet food choices worldwide, paving the way for lasting consumer trust in U.S.-made pet food.