ENGLISH IN FOOD TECHNOLOGY I

it may also be a two-way flow of products, where a U.S. seller/exporter also imports products
from its overseas customer.
No matter which form they take, global alliances offer limitless possibilities. Global
alliances have helped U.S. whey manufacturers spawn numerous new products and
applications worldwide, particularly in Japan and Mexico. They will help U.S. manufacturers
and marketers enjoy vast opportunities throughout South America when the European
Union’s export subsidies dry out. Despite setbacks like Mexico’s financial crisis a few years
ago and the current economic turmoil in Asia, over the long term more and more foreign
markets will continue to emerge for a growing array of U.S. dairy products in ever-greater
volumes.
Still, global alliances are not for everyone. Like any meaningful relationship, they
require a big commitment of time and resources. You may need to relinquish some control to
your overseas partner. They also present a risk that you will rely too much on your new
partner or not enough. Nonetheless, for the sake of your future success, I urge you to consider
building global alliances. Long-term growth in overseas markets is expected to outpace U.S.
market growth by at least five-to-one. In the rapidly expanding markets of the millennium,
global alliances will make a world of difference.
Drier, Jerry, New Products and Marketing
Insights, Dairy Foods, June 1998
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