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SALES REPRESENTATIVES FOR ALL INDUSTRIES. IN MORE DEVELOPED 

 MARKETS, ATTACHES AND TRADE OFRCERS SHOULD FOCUS ON 

 OPPORTUNITIES OUTSIDE THOSE COVERED BY INDUSTRY GROUPS. (A 

 GOOD EXAMPLE OF SUCCESS IN THIS AREA IS THE TOKYO ATO'S 

 EMPHASIS ON DEVELOPING A U.S PRESENCE IN THE RAPIDLY GROWING 

 FROZEN AND MICROWAVEABLE FOOD MARKET.) THE CURRENT UTANY 

 OF AGRICULTURAL REPORTING SHOULD BE THOROUGHLY EVALUATED 

 BY U.S. INDUSTRY TO DETERMINE THE EXTENT TO WHICH EXPORTERS 

 BELIEVE IT IS HELPFUL IN PROMOTING EXPORTS. 



IN TERMS OF PROGRAM FOCUS, THERE IS NO NEED TO REITERATE THE 

 GROWING IMPORTANCE OF BECOMING MORE AGGRESSIVE IN 

 PROMOTING VALUE-ADDED PRODUCTS: WITH GATT LIMITING THE 

 ABILITY TO SUBSIDIZE BULK COMMODITIES, GREATER EMPHASIS WILL 

 HAVE TO BE PLACED ON INCREASING U.S. MARKET SHARE IN THE 

 VALUE-ADDED TRADE. CURRENTLY, THE FUNDING OF PROGRAMS 

 WHICH DISPOSE OF SURPLUS COMMODITIES EXCEEDS THAT OF 

 PROGRAMS WHICH BUILD NEW MARKETS FOR NEW PRODUCTS BY TEN 

 TO TWENTY FOLD. AND IN FOREIGN MARKETS, IT SHOWS. CURRENTLY, 

 THE U.S. IS A RESIDUAL PLAYER IN THE GROWING VALUE-ADDED 

 EXPORT MARKET, DESPITE THE FACT THAT IT IS A WORLD LEADER IN 

 TERMS OF EFFICIENT PRODUCTION OF THESE FOODS. 



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