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A publication of The Monterey Bay International Trade Association – A Baytrade Partner
ISSUE NO. 104 June-July, 1999

During MBITA‟s participation at the FOODEX ‟99 tradeshow in Japan last March, we had the opportunity
to meet with officials from the Chiba Prefectural government which is about thirty miles east of central
Tokyo. The Chiba Prefecture is home to Japan‟s largest air and seaports. It is also Japan‟s second
largest agricultural growing region.

The Japanese External Trade Organization (JETRO) office in San Francisco has asked Monterey County
to make a formal request to establish a “region-to-region” relationship with the Chiba Prefectural
government. The “region-to-region” program is designed to promote local areas of Japan and North
America that share common industrial and economic characteristics.

If approved, Monterey County and its business community will receive support in collaborative research,
industry seminars/symposiums, industrial exchange missions and business to business matchmaking with
Japanese counterparts in the Chiba Prefecture.

A discussion on the “region-to-region” program with the Chiba Prefecture will be part of the
videoconference with the Chiba prefecture on June 15 from Hartnell College. (please see events

Foodex Japan 99
The Monterey Flavor - Wine & Cuisine program, funded by a grant from the
Monterey County EDC and the Board of Supervisors was launched at the FOODEX
99' tradeshow in Tokyo, Japan, March 9-12. MBITA had a tradeshow booth representing a total of fifteen
Monterey County companies comprised of wines, gourmet food items and travel and tourism services and
Monterey Flavor - Wine & Cuisine was designed to promote the wine industry of Monterey County while
at the same time develop global marketing channels for the many gourmet food manufacturers in the
County. Monte-rey‟s Travel and Tourism will also reap benefits from this promotion.

FOODEX is Asia‟s largest agricultural tradeshow showcasing every industrial country in the world.
Foodex gathered a total of 87,716 visitors this year. The Monterey County companies represented were
the following: Satori Teas, Monterey Vineyards, Big Sur Foods, Bon Vivant Foods, Growers Vegetable
Express, Monterey Bay Vintage, Ventana Vineyards, Chateau Julien, Pazzini Gourmet Foods, Pisto
Enterprises, Newstar Fresh Foods, J. Lohr Estates, Gil‟s Gourmet Gallery, Franmara, Ag Venture Tours
and Monterey‟s travel and tourism industry.

A total of 80 trade lead opportunities were generated from the Monterey Flavor - Wine & Cuisine booth
operated by MBITA. These leads are currently being distributed to the participating Monterey County

Based on the marketing intelligence gathered at the trade, there was evidence supporting the fact that
Japan‟s dry wine market has grown 40% in the last year. Although U.S. exports of wine have increased
100% to Japan last year, California‟s wine exports to Japan are still a small “player” in respect to France,
Chile, Australia, Italy and Germany.
“It‟s time for Monterey to implement an aggressive marketing plan to take advantage of the booming wine
marketplace in Japan. Our region is one of the largest wine grape growing regions in the world and we
have a great opportunity here to help our local economy and the wine industry”, states Tony Livoti,
Director of MBITA.

MBITA also conducted an un-precedented videoconference between Monterey County and the Chiba
Prefectural Government at the NTT headquarters in Mukahari, Japan. The Monterey side originated from
the state-of-the-art videoconference facility at Hartnell College. Attending the videoconference in Tokyo
was the MBITA staff, along with representatives of international organizations like the Foreign Agricultural
Service (FAS), the Sacramento USDOC, Foreign Commercial Service (FCS), California State Trade and
Commerce, California Department of Food and Agriculture (CDFA), a Japanese ag-magazine publisher
and a representative from an American restaurant chain with franchises located throughout Japan.

Attending at Hartnell College were Peter Graff, director of the SBDC in Gilroy, Al Martinez, director of the
San Benito EDC, Ventana Vineyards, Monterey Vintage, Jenette Bentson, director of the CITD in
Gilroy/Merced, Karla Hull of Ventana Vineyards, Dr. Ed Valeau, President of Hartnell College, and other
grower/shippers of vegetables and wine grapes in the Monterey County Region.

A second videoconference has been scheduled on June 15, 1999 and will take place at the same venues.
(see events section). This videoconference will be used to follow-up on the many trade leads generated
by MBITA at the Foodex 99' tradeshow in Tokyo and will also be used to develop a “region-to-region”
formal business relationship between Monterey County and the Chiba Prefecture in Japan. “The Chiba
Prefecture is home to Japan‟s largest airport and marine port and is Japan‟s s second largest agricultural
producing region. By having this kind of relationship, Monterey County‟s agriculture and high-tech
communities will benefit for years to come with increased trade development between Monterey County
and Japan”, concludes Tony Livoti.


Partners in Pressurization, Network „99 is the seventh in a series of biennial symposiums organized and
sponsored by MBITA member System Studies Inc., located in Santa Cruz. These biennial conferences
bring together some of the world‟s most knowledgeable experts on the subject of cable pressurization to
provide a perspective on what is achievable in terms of improved cable protection and reduced cost in
outside plant maintenance. The upcoming four-day symposium will take place June 6-10, 1999 in
Carmel, California.

The main thrust of Network 99 is the discussion of recent improvements in cable pressurization and
monitoring technologies, with special emphasis on preparing the outside plant for broadband
technologies. Participants also have the opportunity to attend breakout sessions on engineering design,
leak locating and centralization of cable pressurization systems. Sharing these experiences enables
pressurization professional to better compare the performance of their own companies with other telcos.

Starting in Los Angeles, CA, Scott Manhard has been operating WorldWide Exporters, Inc. since 1983
conducting business throughout Asia and Europe while personally visiting more than thirty different
countries in the world. This company's mission was to help facilitate the process of consummating an
international business transaction from negotiation, logistics to banking procedures. Scott began to react
to various business opportunities in the Asian marketplace in transportation systems, gas, water control
systems and power plants. He saw a niche where American companies have the opportunity to expand
their exports but don't have the time nor the expertise to do so.
Now located in Monterey and fifteen years later, WorldWide Exporters, Inc. is a successful Export Trading
Co. (ETC) providing international facilitation services primarily to the industrial computer industry. His
global tentacles now extend to the far corners of Asia. He has personally conducted business in every
Asian country, with the exception of Cambodia and Laos. WorldWide Exporters, Inc. also has extensive
business relationships in Europe that range from handling export administrative functions, including
expediting shipments and foreign collection of payments, to international channel development and

Manhard is now expanding his companies' services to the environmental technology industry where he
sees great opportunities in air and water pollution technologies. His focus is on low-technology cost-
effective products. Worldwide Exporters is also investigating to start a new division where he would
provide his export facilitating services to contractors and sub-contractors bidding on multi-level
development banking projects now taking place throughout the world. Scott says, "that the U.S. is one of
the major contributors to these banking projects funded by the Asian Development bank, African
Development Bank, European Bank of Reconstruction and the World Bank. Yet, the Japanese and
British take the lions share of the contracts. We need to help these American companies large or small
that could be competitive bidders as a contractor or sub-contractor yet don't know how to make it really
happen and 'close' a deal," Scott concludes.

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