The recent decision by House leaders to propose the easing of U.S. restrictions on sales of food and medicine to Cuba suggests that the 38-year old U.S. embargo is headed towards major change. For U.S. farmers, agricultural trade associations, food and beverage manufacturers, ag input companies and commodity processors and traders, this move is especially significant because it means that U.S. food and agricultural markets could gain access to an additional 11 million people just 90 miles from Florida.

“With the passing of this bill, the U.S. food and agriculture industries will get the chance to tackle a market that is already attracting investors from all around the world,” notes Tom Earley, PROMAR International’s executive vice president. “U.S. firms should be aware of the opportunities that exist in Cuba.”

PROMAR is currently working on a multi-client study identifying these opportunities. The project covers topics such as the condition of today’s Cuban economy, how the country’s food and agricultural markets operate, foreign investment and business alliances that have been formed to date and where the niches might be for U.S. firms within Cuba’s markets. It also looks at the potential implications of Cuban exports of sugar, citrus and other products to the U.S. market. The study will be completed in September 2000 with a pre-publication cost of $8,800 and a full price of $9,500. A study brochure can be viewed on the PROMAR website at

About The Company: PROMAR International, located in Alexandria, Virginia, is a consulting firm specializing in agricultural markets and strategy development for food and beverage companies. PROMAR is a subsidiary of the Produce Studies Group, a global consulting and research company serving the entire food chain.

For further information contact:

Kurt Redenbo, PROMAR International, 1625 Prince Street, Suite 200; Alexandria, VA 22314 USA, or 703-739-9090

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