This Global Trade Adventure

Episode 24: Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews David Brulotte, Québec's Delegate General in New York. David and his team are touring various Kentucky companies and meeting with officials. Kentucky and Québec have significant, commercial relationships. Meet David Brulotte David explains his role is to promote and defend Québec's interests in the US. The team in New York City consists of 30 people. This is their most senior team in the United States. In total, there are 9 offices in the United States. The province of Québec has 34 offices across 20 countries. The Ministry of International Relations of Québec leads the group. It consists of roughly 600 employees. Approximately 100 of them are in the US, with the remainder spread across Europe, Asia, South America and Africa. The New York office has responsibility for a region which includes Kentucky. At its core mission, David's office focuses on expanding Québec businesses and exports throughout the region. The help to establish JVs, as well as, brownfield and greenfield investments. David's team also helps US companies to grow and invest in Québec, with an emphasis on foreign direct investment opportunities. They foster government relationships at the city, state and federal levels. The promote Québec culture including artists, enterprises and universities. Québec's Focus on Kentucky Both Québec and Kentucky are states. The Delegate General's office has made previous trips to Kentucky. There are always new opportunities to be found and being on the ground is a great way to discover them. It also provides a the chance to establish personal relationships in the area. David will keynote this evening's Global Executive Forum at the UK Gatton College of Business and Economics. The Role of Cultural Diplomacy Omar asks David to comment on the role of cultural diversity in his office. David notes that this is the core of his efforts on the international scene. It's one of the reasons Québec has numerous offices across the world. Canada itself is a very decentralize country. The individual provinces have a great deal of jurisdictions and powers. For instance, healthcare and education are province-based jurisdictions. Québec has always had a proud cultural identity. They regularly promote their native artists, such as Cirque du Soleil. Additionally, they actively promote their businesses, the French language, etc. Three members of his 30-person team specifically focus on cultural promotion opportunities. David points out that cultural experiences help to create memories, which can be helpful when working through challenges in other areas of a common relationship. Those cultural experiences help to foster interests, which fortify the friendships and help to build bridges between two people, organizations or governments. Omar and the World Trade Center Kentucky was able to assist in setting up meetings for David's delegation in Louisville, Bowling Green and Lexington. They've met with company leaders, elected officials, various chambers of commerce and more. It was a terrific opportunity to listen to the needs of companies regarding new suppliers in their supply chains or even new clients. Several companies in Kentucky already have Québec inputs. Several Québec companies have subsidiaries in various parts of Kentucky. It's also a good time to discuss how the tariff situation might affect companies sourcing from or exporting to Québec, and Canada at large. David and his team can convey messages to elected officials and to other businesses, on behalf of the various Kentucky companies. Omar notes how the World Trade Center Kentucky is unique in that it's the only organization focused on both imports and exports. Many of the government entities you might think of are primarily export-focused. As often noted, Kentucky exported $42 billion in 2024. The WTCKY recognizes the importance of imports and works to help companies to build resiliency into their operations, including supply chain. On this same day, Omar will participate in a webinar focused on duty drawback, which is another tool Kentucky businesses can use to improve financial results. Québec Is a Logistics Hub While Kentucky boast the presence of UPS and DHL, Québec also is known as a logistics hub for North America and Europe. Québec encourages European companies to consider shipping product to Québec. This can help them to take advantage of the USMCA agreement. This may be more advantageous than attempting to ship directly to the US. Aerospace is an extremely competitive sector for Québec. There's also a strong presence for AI, tech and battery manufacturing. The also have a significant SK battery investment near Montreal, which will enable them to work closely with the new Ford-SK battery plant, in Kentucky. Montreal and Québec City have a large port infrastructure, as well as the deep sea access on the eastern seaboard of Canada. Clean Energy and Sustainability Leadership Québec is a leader in the areas of clean energy and sustainability. David is very proud of Québec's focus in this sector. Interestingly, 99% of Québec's energy is produced via hydropower. They are able to export energy to other Canadian provinces and to New England. Beginning in May 2026, they'll begin exporting energy to Queens, NY. They'll power approximately 20% of Manhattan's energy needs, with hydropower from Québec, via the Champlain Hudson Power Express. This new infrastructure will also enable them to buy back power from New York during the peak winter months. Québec's EV adoption rate leads all of Canada. David mentions they also have a joint carbon market with California. It just celebrated its 10-year anniversary. The state of Washington and others may eventually join this market. David notes the joint carbon market generates approximately 1 billion dollars each year, which is then reinvested in green projects, by law. Lastly, Québec has a variety of minerals applicable for use in battery manufacturing, primarily for anodes and cathodes. Billions in investments have been announced, however, there is some disruption due to the current tariff situation. Nonetheless, the progress continues and the US will be a primary market for these batter-related products. As we wrap up the conversation, Omar asks about David's experience with motorcades. It's one of the items on Omar's bucket list. To Learn More: Website: https://www.Québec.ca/en/gouvernement/ministere/relations-internationales/representations-etranger/delegation-generale-Québec-new-york Upcoming WTCKY EVENTS: · 06/18/25 – Trade Chat: Foreign Trade Zones Unlocked · 10/13-19/25 – Trade Mission to Dubai 2025 · 11/11-13/25 – International Trade Certification Program The next episode of our podcast will launch on 06/09/25. Thank you for listening. Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast. We hope you enjoyed this episode. Our schedule is to publish a new episode on the 2nd Monday of each month. Please consider sharing this with your colleagues. Until next time, thank you for listening and welcome to This Global Trade Adventure.

Episode 22: Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Graham Shelby, who directed a documentary film about Muhammad Ali, "The City of Ali". They'll discuss how the idea got started, how it grew and the global impact the film is having. Meet Graham Shelby Graham is a writer and storyteller who's lived in Louisville for the past 20 years. His role as director and the path of the film, itself, is fairly unconventional. Muhammad Ali passed away in 2016. The coverage of his funeral and its effect on the entire city of Louisville was watched worldwide. People came to Louisville from all over the world to pay their respects. Muhammad was buried at Cave Hill Cemetery, in Louisville. This is the city in which he grew up and began his boxing career. The celebration of his life and his mission in life was a special moment in Louisville's history. At the time, Graham was serving as the speech writer for Mayor Greg Fischer. After the week-long celebration ended, Mayor Fischer told his team that they needed to capture what had just happened, so the experience could be preserved, and retold from a Louisville perspective. The City of Ali can be viewed on the Delta Airlines entertainment menu, Amazon Prime, Apple TV+, Tubi and other streaming services. A teacher's guide has also been developed for educators who wish to use the documentary in classrooms, at the middle school, high school and college levels. To Learn More: Website: http://www.CityOfAli.com Upcoming WTCKY EVENTS: · 02/25/25 – 02/27/25 – International Trade Certification · 10/13-19/25 – Trade Mission to Dubai 2025 The next episode of our podcast will launch on 04/14/25. Thank you for listening. Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast. We hope you enjoyed this episode. Our schedule is to publish a new episode on the 2nd Monday of each month. Please consider sharing this with your colleagues. Until next time, thank you for listening and welcome to This Global Trade Adventure.

Episode 20: Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Eddie Smith, CEO & Founder, Kentucky Exports, LLC and Bourbon Kings UAB. Eddie and his brother started in Elizabethtown and now Eddie lives in Lithuania, where he's focused on growing sales and distribution of bourbon throughout the region. Meet Eddie Smith Eddie's brother, Steve Smith, attended an International Trade Certification Program with the World Trade Center Kentucky, a few years ago. This is how Omar became aware of what he and Eddie were doing with Kentucky Exports, LLC. Originally from Elizabethtown, Eddie moved to Louisville for 20+ years, before going to Lithuania. He worked in IT for Humana, served as an Adjunct Professor (CIS) at the University of Louisville, and later did international development for Papa Johns. While at Papa Johns, Eddie's area of focus included identifying potential franchise opportunities in the Baltic region. He traveled there and to Russia. He loved the people and culture of the region. He's lived in Lithuania for the past 5 years, beginning in 2019. Initially, he lead an IT team for Danske Bank. Advice for Those Thinking about Starting a Business and Growing It Internationally The biggest piece of advice Eddie offers is about choosing the right partners. For Kentucky Exports, LLC and Bourbon Kings, UAB, they're fortunate to have a Kentuckian on both sides of the business. They trust each other and a similar level of trust is forged with the producers. Vet your partners and confirm they have the same level of passion and zeal you have. Entrepreneurship often involves a 24/7 mindset. Go in with your eyes wide open and give it everything you've got to be successful. To Contact Eddie Smith: Website: https://www.kentuckyexports.com Website: https://bourbonkings.eu/ Upcoming WTCKY EVENTS: · 01/29/25 – Trade Chat: Investing in Workforce Development for a Brighter Future · 02/18/25 – Global Executive Forum: Navigating the Evolving Landscape and US-China Commercial Relations The next episode of our podcast will launch on 02/10/25. Thank you for listening. Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast. We hope you enjoyed this episode. Our schedule is to publish a new episode on the 2nd Monday of each month. Please consider sharing this with your colleagues. Until next time, thank you for listening and welcome to This Global Trade Adventure.

Episode 18: Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Lisette Bryson. She's the Global Manager for Trade Compliance at Alltech. They're going to discuss her experience and the importance of compliance, as it relates to global trade. It's an ever-evolving, regulatory landscape. Meet Lisette Lisette joined Alltech in July of 2024. However, she has an extensive background in trade compliance, working both directly for companies and in a consulting capacity. The biggest challenge companies tend to face when engaging in global business is managing the trade compliance and regulatory environment. She explains that Alltech is involved in over 140 countries, so the task is enormous. The past several years have been extremely complex. There was Brexit in 2016. The US exited the TPP agreement in 2017. The USMCA was implemented in 2020. Additionally, the geo-political changes have continued to change in many other regions of the world. Ensuring Your Company is Compliant There is a wide range of regulations involving tariffs, quotas, export controls and many other issues a company must monitor and adjust to, if it's going to be successful in international trade. Lisette explains Alltech's strategy to trade compliance as having 3 components. The first is the ability to rely on local teams. These resources are on the ground in specific countries or regions and have a better understanding about the requirements in their operating zones. The second is the reliability of Alltech's partners. These include suppliers, logistics providers, and others who will be involved in Alltech's efforts to do commerce in specific markets. The third strategic component is leveraging technology. Lisette is a strong proponent of using the tools that can help them to make the best decisions and to stay connected to the flow of regulations. How Is Technology Assisting in Trade Compliance? In a former role, Lisette was responsible for leading the IT global trade strategy. Her team was able to evaluate various software options in an effort to find the best for the company. However, she explains why she favors using bots to fulfill specific tasks. For instance, entries needed to be reviewed before the summary report needed to be filed. This process helped to identify potential errors prior to submitting the report. The bot reviewed each scenario to ensure the specific data was present and that it was correct, when compared to related documentation. This technology helped to avoid discrepancies, time related to error remediation, as well as the cost of the time involved in correcting errors after they were submitted. She recommends using AI for classification of material and products. AI can also be used for designation of various ECCN numbers. There is a variety of technology-based solutions to assist companies in avoiding trade compliance issues, if they are willing to implement them. Technology Drives Cost-Savings in Compliance Lisette describes how she and her team approach the funding requests from the C-suite. It's important to shift the paradigm focus on adding another line-item expense on the P&L, to one of value based on the cost-saving results once the technology is properly implemented. The basic framework of the argument is that without trade compliance, selling to specific markets won't be possible. This leads to a discussion of ROI for the requested investment. Technology can reduce or eliminate time (and the cost of that time) spent on repetitive tasks. Maintaining compliance also avoids fines and penalties. This results in fewer delays in the supply chain, due to regulatory non-compliance issues. This framework makes it easier for the C-suite to understand and evaluate the funding request. It avoids the rabbit hole involved in trying to present highly technical aspects of the software, functions and operations. Omar comments on the importance of companies beginning and continuing to focus on digital transformation to reduce time and cost related to compliance and other areas. In his experience, he notices more of this being incorporated in emerging markets, as compared to in the US. Industry-Specific Trade Compliance Alltech's industry sector is highly regulated by the FDA, the USDA, the EPA and various state regulations. That's just for the US. Then, consider the regulatory agencies involved in the other 140 countries with which Alltech does business. As successful trade compliance strategy considers the specific needs of each market your company intends to engage. Alltech uses a mitigated strategy. They look for ways to accurately classify products and determine the binding rulings that could impact those products. The objective is to stay ahead of the issues that might affect their export or sales initiatives. Alltech participates in organizations related to their business and industry, such as the American Seed Trade Association. By working closely with these types of organizations, they can monitor compliance trends happening on a worldwide basis. Opportunities in Emerging Markets Alltech operates in many emerging markets. One of the upsides is that when traditional markets are slowing, the emerging market volume can help to continue providing sales and revenue. Lisette admits emerging markets can have a significant level of risk related to corruption. There are concerns associated with sharing proprietary product information. The agencies in those markets may not be as streamlined as what we are used to in the US or other developed markets. As stated previously, Alltech relies on its local market teams. They are more in tune with what is going on, how business gets done and where both the risks/opportunities can be determined. Don't make the mistake of taking a template approach. You should develop a strategy based on those particular markets, as specifically as possible. The Importance of Life-Long Learning Omar asks Lisette how she stays informed about the myriad of changes that happen on a consistent basis in trade compliance, on a global scale. She takes a disciplined approach to this challenge. Each morning, before reading emails, she takes time to read the regulatory updates that are being published by the federal register, industry groups and various associations. This provides insights into how her organization may be impacted. Additionally, she consistently communicates with her local teams as a way to supplement her morning updates. Omar agrees that reading and working diligently to stay current is an effective strategy to either grow market share or to mitigate risk. Mitigating Risk in Trade Compliance Having the ability to anticipate forthcoming regulatory changes provides an opportunity to develop strategies and tactics to deal with those changes. Alltech works to identify gaps that will be created between what they are currently doing and what they'll be required to do, once those new regulations are implemented. It requires effort, but the result is can be a well-designed plan vs. a highly-reactive response. Omar asks how Lisette works with her organization to avoid being seen as "the policeman" there to enforce changes, rather than the one who is helping the organization to continue growing while staying compliant. Part of Alltech's culture is a valuing of regulatory compliance. The company understands the importance of it and embraces it. As a trade compliance manager, Lisette doesn't what to be the person tasked with simply saying "no." She has a mindset enabling her to dig in to learn more. She has a seeking-mind. This approach helps to get others in the organization to also cultivate that mindset. Alltech operates in a heavily regulated environment. They have a framework for operating in various markets based on policies and procedures. Lisette also discusses training. Alltech realizes people learn in different ways. This is especially true when operating in different cultures. How the concepts, lessons and compliance-information is communicated should be customized based on the audience to whom you're communicating. Ultimately, conveying the importance of activities such as accurate documentation can reduce trade compliance issues. If you were to train from a generic template, the audience may not see the relevance to their specific roles and activities. Lisette uses the example of a simple quantity error, which creates a trade compliance issue that now has to be remediated and resolved. Omar takes time to highlight Alltech's involvement in the International Trade Certification Program, sponsored by the World Trade Center Kentucky. Trade Compliance KPIs Lisette comments on how KPIs are typically used to measure activities that happened in the past. She places particular emphasis on the amount of duties paid and sales volumes by region. However, several Key Performance Indicators can help an organization to define and even reframe their strategies. In particular, you could measure the amount of duties avoided by taking advantage of free-trade agreements. It should be relatively simple to create and track percentages. You can use the metric to define the mechanisms employed to drive that number. Was it duty drawback? Was it the use of a foreign trade zone? Was it specific software? The answers to those and other questions can help to support requests for additional funding from leadership. The Future of Emerging Technologies in Trade Compliance One of the advances Lisette see becoming increasingly important will be the adaptation of AI to deal with repetitive tasks. For example, being able to define favorable free trade opportunities based on country of origin requirements. Classification and designation of ECCN is another task AI could handle. The task of building due diligence memos could be automated via AI. It could be used to defend how the classification was determined. This could help to resolve issues when attempting to ship goods into specific markets. There are situations in which AI could sift through sanctions and embargo lists to avoid issues before they occur. It could also help with licensing determination before going into certain markets. How Can Lisette Help with Trade Compliance in Various Industries? Drawing from her consulting experience, Lisette encourages organizations to be proactive. Don't wait until a problem develops. Compliance is an ongoing issue. Embrace that reality. Lisette recommends a regular review of SOPs and operating instructions. Has a particular regulation changed, thus requiring your SOP to be updated? Work to keep them in sync with current evolutions. Engage in a periodic, self-assessment. It's often better to be ahead of gaps or deficiencies before a regulatory body (e.g. FDA, USDA, EPA, Customs) figures it out for you. Incorporate technology to help streamline the process. Industry groups and organization can be a valuable resource for help in identifying technologies that may be helpful to your company. Opportunities Provided by the WTCKY Omar explains one of the benefits of engaging with the World Trade Center Kentucky is that it is ready to partner with you to formulate and/or improve your trade compliance strategy. Trade compliance is a strategy that should involve specific, meaningful KPIs to help your organization thrive in a global market. To Contact Lisette: [email protected] Website: https://www.alltech.com/ Upcoming WTCKY EVENTS: · 11/12/24 – International Trade Certification Program (3 days) · 02/18/25 – Global Executive Forum: Navigating the Evolving Landscape and US-China Commercial Relations The next episode of our podcast will launch on 12/09/24. Thank you for listening. Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast. We hope you enjoyed this episode. Our schedule is to publish a new episode on the 2nd Monday of each month. Please consider sharing this with your colleagues. Until next time, thank you for listening and welcome to This Global Trade Adventure.

Episode 16: Today, Dr. Omar Ayyash, President and CEO of the World Trade Center Kentucky interviews Ryan Quarles, President and CEO of the Kentucky Community & Technical College System (KCTCS). Ryan shares some interesting insights about the impact KCTCS is having in its efforts to support Kentucky businesses and our workforce. Ryan observes that while Kentucky is a landlocked state, we are defined by our success in international markets. While Kentucky needs international trade, more importantly, the world needs Kentucky products. To Contact Ryan Quarles: Office Phone: (859) 256-3132 Meeting Requests: [email protected] Website: https://kctcs.edu/ Upcoming WTCKY EVENTS: · 09/17/24 – Global Executive Forum – Empowering Women Leadership in Global Trade · 10/12/24 – Global Trade Mission 2004 – Dubai, UAE · 11/12/24 – International Trade Certification Program (3 days) The next episode of our podcast will launch on 10/14/24. Thank you for listening. Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast. We hope you enjoyed this episode. Our schedule is to publish a new episode on the 2nd Monday of each month. Please consider sharing this with your colleagues. Until next time, thank you for listening and welcome to This Global Trade Adventure.