Export Statistics

2012 Export Statistics

The Wisconsin Department of Agriculture, Trade and Consumer Protection provides annual statistics on top Wisconsin export markets and products. We obtain our statistics from Global Trade Information Services.

2012 Overall Wisconsin Agricultural Exports

• Exports by Wisconsin agricultural companies totaled $2.94 billion in 2012.
• Wisconsin ranked 13th among all the states for value of agricultural exports in 2012.

Top Export Markets

The top five countries to which Wisconsin exported agricultural products in 2012 were:

• Canada, $1.45 billion
• Mexico, $217 million
• China, $177 million
• South Korea, $134 million
• Japan, $106 million

Click here to view a graph of the top five markets.

Wisconsin's Top 10 Agricultural Exports for 2012

Click here to view a graph of Wisconsin's top ten exported agricultural products.

In 2012 Wisconsin Led the Nation in the Export of:

• Cranberries, Prepared or Preserved - 47.36%
• Flax seed  - 45.1%
• Durum Wheat – 43.43%
• Ginseng roots, fresh or dried – 37.07%
• Sweet Corn, Prepared or Preserved, Not Frozen – 36.99% 

2012 Overall Wisconsin Exports

• Export value of Wisconsin exports for all commodities totaled $23 billion in 2012.
• Wisconsin ranked 19th among all the states for value of total exports in 2012.
• Industry breakdown for Wisconsin exports:
• Industrial and electrical machinery make up 42% of Wisconsin’s total exports.
• Medical and scientific equipment account for 10%.
• The value of Wisconsin agricultural products makes up 13% of the value of all Wisconsin exports.

Top 5 Exports 2012– All Commodities

Top 5 Markets for Wisconsin Exports – All Commodities

Highlights

Trade affects farmers:

• International trade has a net positive effect on the agricultural economy.
• Free trade agreements benefit Wisconsin because they create more opportunities for exporting; these opportunities lead to more diverse risk and access to more consumers.
• Wisconsin holds a natural comparative advantage in dairying. Our climate, soils, rainfall, and infrastructure make us second to none; by participating in trade we are working to maximize our dairy advantage.

Livestock Genetics:

• Wisconsin ranked #2 among all states in the export of bovine semen in 2012 ($50 million).
• Wisconsin ranked fifth (from eleventh in 2011) among states in the export of live bovine, another component of livestock genetics. Wisconsin live bovine exports were up 111% to $24 million. 

Cheese and Curd:

• Wisconsin ranked second in the nation for the export of cheese in 2012 ($149 million).
• The top four importing countries of Wisconsin cheese in 2012 were Mexico ($68 million), Canada ($28 million), Japan ($22 million) and the Republic of Korea ($6 million).
• Wisconsin is the number one producer of cheese in the United States².
• Cheese & Curd Commodity Description (0406): Fresh (unripened or uncured), including whey cheese, and Curd; Grated or powdered cheese, of all kinds; Processed cheese, not grated or powdered; Blue-veined cheese; cheddar cheese; colby; other, including mixtures.  

Profiles: Wisconsin’s Top 5 Markets

Canada

Wisconsin exported $1.4 billion worth of agricultural goods to Canada in 2012, making our neighbor to the north our largest trading partner. In fact, The United States and Canada have the world's largest bilateral trading relationship. Trade with Canada is made easier because of geographic proximity, trade agreements, common language, and cultural similarities.

US food and agricultural products are in high demand in Canada. Within this demand, some trends have appeared. Due to an aging population, demand for food packaging with healthier contents, smaller portion sizes and easy to open packages has increased.  A busy population with increasing numbers of women in the workplace has increased demand for high-quality, ready-to-eat foods. Asian and Middle Eastern immigrants to Canada are also shaping Canadian food demands. This has caused an increase in Canadian demand for Asian food products, kosher and halal products.

Fresh fruits and vegetables, “super” foods, organic foods, ethnic foods, red meat and fish and seafood are the best high-value product prospects for U.S. exporters³. Wisconsin is poised to take advantage of these opportunities, as the state ranks first in the nation for number of organic dairy farms⁴ and ranks among the top five processers in the nation for vegetables such as carrots, sweet corn, snap peas, green peas and cucumbers for pickles⁵.

The top five Wisconsin agricultural exports to Canada in 2012 were:

1. $282 million: Ethanol
2. $174 million: Bakery Related: prepared cereals, flour, starch or milk, and bakers’ wares. This category includes products such as malted milk, malt extract, pastas, and frozen pizzas.
3. $173 million: Miscellaneous Edible Preparations. Ice cream is included in this category, along with products such as extracts used in baking, yeasts, soy sauce, and ketchup.
4. $120 million: Raw furskins
5. $103 million: Meat and Fish

For additional information on exporting to Canada, call the Wisconsin International Trade Team at: 800-462-5237.

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Mexico

Decades of work by the Wisconsin International Trade Team to build relationships with Mexican companies has helped Wisconsin agricultural exports to Mexico remain strong. Efforts by the state of Wisconsin, along with low or no tariffs on imported goods have helped keep Mexico in 2nd place for Wisconsin exports. Relationships are essential when conducting business in Mexico. Take advantage of the International Trade Team’s established partnerships to access this growing market.

Mexico is experiencing increased urbanization. Food products aimed at this demographic will be well placed to succeed in the market. Products with potential include: ready-to-eat foods, snacks, alcoholic beverages and products marketed for children. The hotel, restaurant, and institutional (HRI) sector provides great export opportunities for U.S. suppliers. Additionally, upscale restaurants are very likely to use imported food products⁶. Mexico is Wisconsin’s largest importer of cheese, making the market essential to the Wisconsin dairy sector.

The top five categories of agricultural products exported to Mexico from Wisconsin in 2012 were:

1. $74 million: Dairy, eggs, honey
2. $28 million: Miscellaneous grains, seeds, fruits; including soybeans and rape/colza seeds
3. $24 million: Miscellaneous Food
4. $18 million: Cocoa powder
5. $15 million: Milling Products (flour); Malt; Starch 

For additional information on exporting to Mexico, visit International Market Reports or call the Wisconsin International Trade Team at: 800-462-5237.

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Republic of Korea

With the renegotiation of the U.S.-Korea FTA in December 2010, known as the KORUS Agreement, and the eventual ratification of the Agreement, almost two‐thirds of U.S. farm products exports has become duty-free.

Current consumption trends in Korea reflect important on-going socio-economic changes which include: retirement of baby boomers, more women in the workforce, downsizing of the family, well-traveled younger generation, urbanization, information technology, and inflation pressure. As a result, products and businesses that offer good value, high quality, health or nutritional benefits, new taste, and convenience are showing a strong growth in the market.

The Korea-United States Free Trade Agreement (KORUS FTA), implemented in March 2012, coupled with anticipated recovery trend of the Korean economy should generate greater export opportunities for American suppliers in the coming year¹⁰.

The top five agricultural exports to Korea in 2012 were:

1. $27 million: Meat
2. $26 million: Misc. Grain/Seeds/Fruit (soybeans and ginseng)
3. $20 million: Hides and Skins
4. $18 million: Preserved Food
5. $13 million: Dairy/Eggs/Honey 

For additional information on exporting to South Korea, visit International Market Reports or call the Wisconsin International Trade Team at: 800-462-5237.

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China

China, the world’s most populous country, is a complex market with a great deal of growth potential. Wisconsin exported $177 million worth of agricultural products to China in 2012 making it the third largest export market for Wisconsin agricultural products. In 2011 China was our fourth largest export market, accounting for $119 million worth of Wisconsin agricultural exports. This totals 49% growth for Wisconsin agricultural exports to China from 2011 to 2012. Clearly, exporting to China can be an increasingly profitable venture, but strong market research is necessary for success.

China is changing both culturally and economically. China’s economy is growing at a rate of almost 8% per year. This trend is expected to continue as the government makes economic growth a priority. Additionally, Chinese consumers are changing. China now has the largest Internet population in the world. E-commerce users exceeded 160 million people in 2010, while overall internet users totaled 457 million. There are new opportunities to reach Chinese consumers of food and beverage products online. The Shanghai Agricultural Trade Office is a great resource to find out about online websites that may provide a good point of sale for your product⁷.

Generational differences in buying habits are an important factor in understanding the Chinese marketplace. The younger generation is more likely to try new foods and experiment with new products. Foreign-invested businesses such as Wal-Mart continue to be good options for companies wanting to export to China. The hospitality industry also plays a major role in delivering imported foods to Chinese consumers. Imported foods are seen as a luxury by many Chinese, but placing these foods in restaurants can help deliver them to middle-class consumers⁸.

Beginning January 1, 2012, China temporarily cut import tariffs on many agricultural products, including agricultural machinery, fertilizers, animal food and frozen seafood, in an effort to boost imports and reduce inflation. This decrease in tariffs is intended to boost imports, meeting demand for inputs, reducing domestic production costs and curbing inflation.

There are also consistent opportunities for the export of lumber, animal hides, and food and feed ingredients to China. Staff at the Wisconsin International Trade team has experience working with exporters of these very products.

The International Trade Team provides export assistance to companies interested in exporting to China. The team leads several trade events in China every year to increase awareness of Wisconsin products.

The top five categories of agricultural exports to China from Wisconsin in 2012 were:

1. $71 million: Raw hides and skins (no furskins) and leather.
2. $20 million: Dairy products, birds’ eggs, and honey.
3. $27 million: Food waste; animal feed (primarily DDGS)
4. $10 million: Baking related: prepared cereals, flour, starch or milk, and bakers’ wares. This category includes products such as malted milk, malt extract, pastas, and frozen pizzas.
5. $8 million: Sugars 

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Japan

Wisconsin exported over $106 million worth of agricultural products to Japan in 2012.

The Japanese are educated about what they eat and care a great deal about taste, quality, presentation, and trends in their food. The Japanese consumer looks for high quality and high value food products. The Japanese are very brand conscious, highly educated, and “eat with their eyes,” meaning the aesthetic appearance of their food is very important. Japanese families live in small homes, and therefore prefer small packaging.  Despite their focus on quality, the recent Japanese earthquake, nuclear crisis and sluggish economy have resulted in an increased availability of discount food, as some Japanese consumers are forced to seek value before quality. Wisconsin food exporters are well placed to enter the Japanese market. Japanese consumers have a very positive view of the US, and generally consider US food products to be safe. However, Japan has strict food regulations, so exporters must be patient and willing to comply with Japanese standards¹¹.

From 2009-2012, the Wisconsin International Trade Team staff has led specialty food trade missions to Japan. The trade missions created an ideal venue for Japanese companies, chefs and consumers to learn about Wisconsin specialty cheese and other food products.

The top five agricultural exports to Japan in 2012 were:

1. $27 million: Dairy products, birds’ eggs, and honey.
2. $19 million: Prepared meat, fish, sausage, etc.
3. $8 million: Soybeans, ginseng root.
4. $8 million: Preserved foods including prepared vegetables, fruits, nuts, jams & jellies
5. $7 million: Miscellaneous Food

For additional information on exporting to Japan, visit International Market Reports or call the Wisconsin International Trade Team at: 800-462-5237.

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For additional information about exporting, contact the Wisconsin International Trade Team at:
800-462-5237 or email: international@wisconsin.gov.

For a list of sources used to collect this data, click here.