The American Pop Corn Company, makers of JOLLY TIME® Pop Corn, has supported its internationally distributed brand through participation in Food Export–Midwest’s Branded Program since the late 1990s. The company joined the Market Access Program (MAP)-funded Branded Program to help offset the costs of promoting its iconic popcorn products in key international markets.

Food Export–Midwest’s Branded Program provides U.S. suppliers with the flexibility to execute a variety of promotional strategies—both traditional and modern—to increase brand awareness and boost international sales. When market performance flattens, companies often benefit from trying new approaches to re-engage consumers and reignite growth.

In 2023, JOLLY TIME used Branded Program support to promote its products in Kuwait, working alongside its South Dakota-based export manager, Global Groceries Sales, and a long-standing Kuwaiti distributor. With a goal of rebuilding sales after a challenging year caused by pricing pressures, the company used its allocated funds to conduct in-store tasting events, create eye-catching product displays, and run social media and online advertising campaigns. These efforts successfully raised brand visibility and consumer recognition in the market.

By February 2024, the company reported that this strategic marketing push, combined with Branded Program support, generated $511,000 in export sales, with projected sales exceeding $1 million over the following twelve months.

In 2024, the company also promoted its products in Indonesia. Although the brand had a long-standing presence in the market through a local agent who had used free-standing kiosks for over two decades, sales had plateaued in recent years. To address this, American Pop Corn Company took a more aggressive promotional approach, partnering with its distributor to reinvigorate the brand’s visibility. Branded Program funding supported enhanced marketing efforts, resulting in a surge in exports to the market.

“The results have been outstanding, increasing our exports to the market substantially in 2024,” shared Garrett Smith, President of American Pop Corn Company. “Because of this recent success, the distributor has added three flavors in a ‘mini bag’ to their assortment with anticipated 2025 sales.”

American Pop Corn Company is a family-owned, single-product company based in Sioux City, Iowa, with sales in all 50 U.S. states and 22 countries worldwide. In addition to long-term participation in the Branded Program since 1997, the company has also engaged with other Food Export–Midwest services, including webinars, the Online Product Catalog, and Food Show PLUS!™ events to support its export strategy.

Food Export uses funding from the Market Access Program (MAP) to help America’s small businesses increase their exports of food and agricultural products. As these exports increase, these small businesses are creating jobs and improving the strength and stability of our agricultural economy. Food Export-Midwest and Food Export-Northeast are non-profit organizations that work in collaboration with their member state departments of agriculture and the USDA’s Foreign Agricultural Service. They offer a wide range of programs and services that help boost America’s agricultural exports.