Episode 26:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Todd Schmiedeler, Senior VP of Zero Waste Manufacturing, as well as the Founder & CEO of Thumbprint Consulting.  They are going to discuss issues related to using AI to scale your business globally.

Meet Todd Schmiedeler

Todd spends a considerable time thinking about growing businesses, partly in an effort to make sure his own kids have a thriving environment in which to grow and work.  The more global business that being done in Kentucky means people living hear will have the opportunity to gain valuable experience without having to leave for other cities. 

Todd completed his undergraduate degree at the University of Louisville.  He later earned his Master’s degree in business communications, as well as his doctorate in Leadership at Spaulding University.  He worked at the Center for Women and Families, a Louisville, nonprofit organization.  He later worked at Norton Healthcare’s Children’s Hospital and the Norton Healthcare Foundation.  Later, he spent 10 years at Trilogy Health Services.  Four years ago, he launched his own company and also ventured into the waste-to-energy business. 

Todd has become extremely involved in AI, especially from a business process and business growth perspective. 

The Impact of AI

Omar asks Todd to discuss the impact on AI on Todd’s business, as well as the business with which he consults.  Todd is extremely excited about the growth of AI domestically, as well as internationally.  He admits that 9 months ago, he used AI similar to how he used Google and as an administrative assistant.  A friend gave him a copy of The AI-Driven Leader, by Geoff Woods.  It helped bring the potential into focus and now he spends considerable time helping friends and clients to implement AI technology in their respective businesses.

Todd believes most people are significantly underutilizing the power of AI, if they’re using it at all.  He admits he was, at first.  He contacted Geoff and asked how he could learn more.  Geoff was in the process of establishing The Leadership Collective (AILeadership.com), which he later joined.  It meets quarterly in Austin, TX.  It’s comprised of roughly 75 C-Suite leaders from across the world.  Those leaders are incredibly savvy in business and implementation.  It’s, in large part, how Todd began engaging in global business.

Todd disagrees with the adage, knowledge is power.  Knowledge is potential power.  You have to understand how to apply it and how to access it.  By itself, knowledge is only intelligence.  Todd is taking this approach to AI and helping people with their individual businesses. 

The productivity AI offers should result in employees being able to better balance their objectives with their outside lives.  Todd readily admits, he struggles in this area.  He loves what he does, but would relish the opportunity to spend more time with his family, several of whom work with him at Thumbprint Consulting.  AI is helping them tool the business for scale.  They are focused on 10X-ing the business, each year.

One of the people Todd interacts with in The Leadership Collective owns all of the Domino’s pizzas in China.  He’s adding 500 stores per year.  He’s using AI to standardize back-office data and report out all of the key financials, at the individual store-level, and roll them up into a more manageable reporting structure, for problem identification and decision making insights, across 2,000+ locations. 

Geoff Woods notes that AI can be your thought-partner.  You still need to be the leader, but imagine the collaborative impact of AI, at your fingertips.  Geoff has created an AI Board of Directors, based on AI personas from people like Steve Jobs, Warren Buffet, Jim Collins and other high-performing leaders. 

Todd shares how he uses AI to determine if words he uses in team communications could be misunderstood or misinterpreted by his team.  He has a number of foreign nationals working for him.  Colloquial terms may be challenges for people who do not speak English, natively.  AI is a tool for improving the effectiveness of his communication.

AI is about improving speed, accuracy and the integrity about what you’re trying to accomplish.  On a regular day, Todd asks himself 2 questions:

1.     How can AI help me?

2.     Who should be doing this?

Advice For Global Business Leaders Hesitant to Embrace AI

An important question Todd offers is for leaders to consider, “Who do you want to be?”  Is it about who you’ve been or maybe you’re only interested in becoming incrementally better.  Better yet, if you want freedom of time, relationships and financial, you have to figure out how to scale.  It’s difficult in an environment in which capital is thinning.  The solution is to consider hiring AI staff members, at a fraction of the cost, able to work 24-7 and operating at an extremely high level.

The next consideration involves reading (and learning in general, as he’ll discuss, below).  Todd makes a point of trying to meet specific people about whom he’s read.  This helps to expand his understanding, as well as his professional network.  As a business leader, this is an excellent way to learn how other executives are approaching and leveraging AI in their respective businesses.

Todd Is Extremely Excited about the Upcoming Dubai Trade Mission

Todd has been to Dubai in the past, but can’t wait to see how it’s evolved, since his last visit.  Additionally, Dubai is becoming a significant player in AI and the development of AI-related technology.  He’s already recruiting other executives to participate in this event.

This trade mission is about learning.  It’s important to force yourself to be exposed to different ways of approaching, thinking and applying the knowledge you have.  It’s also about gaining new knowledge through those interactions.  A global trip to a different culture is a perfect opportunity to accelerate learning.  It’s an investment in experiential-learning.  The STEP Grant is available to offset the cost of participating in the 2025 Dubai trade mission.

If you want to actually learn about what’s going on, Todd describes the mission as a curated trip to one of the foremost leading countries and one of the most exciting cities to visit.  Best of all, it’s lead by Omar, whose family still lives there.  Omar can even arrange meetings with potential clients, while you’re there.  We all know how difficult it can be to get meetings with actual decision-makers, especially in foreign markets.  It’s going to be an incredible opportunity. 

Todd’s Personal Philosophy

Omar asks Todd to recount his personal philosophy on how he runs his life, for the audience.  Todd strongly believes in priorities.  He has an order to his life’s priorities:

1.     Faith – because it centers him

2.     Wife – She’s head and shoulders ahead of the rest of the list

3.     Kids & Family – He and his wife have 10 kids (several of whom are adopted and 4 nephews (“it’s less about blood and all about love”)

4.     Best Friends (Cathe Dykstra at Family Scholar House and Lennie Meyer at Norton Healthcare)

The people in the above list are his priorities.  Todd wants to create financial freedom for his employees and friends.  He wants to create relational freedom for people.  Ultimately, he wants to instill the confidence that they can accomplish anything as long as they have the right “who and how.”  Todd describes himself as a who and how guy, before what and when.  The former 2 are strategic, while the latter 2 are tactical. 

Early in his career, Todd admits his 20s where the check-off leadership phase of his life.  One usually doesn’t find contentment and fulfillment in that paradigm.  He later realized it can be a rat race, that you have no chance of winning. 

Todd focused his doctorate servant leadership and change management.  In his interactions with others, he wants to find a way to put others first, so that he might be able to serve them in some way.  That’s his core philosophy. 

When it comes to trust in relationships, Todd believes it’s the ultimate currency.  Without trust, there is no relationship.  He describes how he recently relistened to Stephen Covey’s, The Speed of Trust.  Trust provides the opportunity for exponential growth in both relationships and organizations.  Todd feels most humans are relational creatures.  Generally, the people you hang out with share your values, approach and love for something.  Through the sharing of trust, you deepen those relationships.  For someone to ask for help in a vulnerable area, it’s the ultimate gift.  They have to trust you before making that request.  It’s also the ultimate sign of trust for you to ask that of another person.  When you accelerate and deepen your relationships, you can actually arrive at a point in which you can serve them better. 

To Learn More: 

Website:  www.Thumbprint.consulting

Upcoming WTCKY EVENTS:

·      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 08/11/25.  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 25:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Eric Gregory, President of the Kentucky Distiller’s Association discuss the Kentucky bourbon industry, its history, standards, and the challenges it faces in the global market. They explore the rise of bourbonism, the impact of tariffs on exports, and the importance of tourism in promoting Kentucky's bourbon heritage. The conversation highlights the collaborative spirit of the distillers and the economic significance of bourbon to the state of Kentucky.

Meet Eric Gregory

Eric is a born and raised Kentuckian, from Henderson County.  He attended the University of Kentucky.  He has a background in journalism, public relations and political consulting.  He later became a lobbyist.  In 2007, he became the President of the Kentucky Distillers’ Association (KDA).  He considers it an honor and privilege to have played a role in the incredible rise in the popularity of bourbon and bourbonism during the past 10-15 years.

What Is the Kentucky Distillers’ Association?

Eric notes the KDA was founded in 1880.  A group of distillers met at the Galt House in Louisville to discuss how they could better deal with the increasing taxes on bourbon.  Labeling and whether a spirit was truly bourbon or not were other important themes, in the early years. 

The mission of the Kentucky Distillers’ Association is to protect, promote and elevate Kentucky’s signature bourbon and distilled spirits industry.  Over 100 Kentucky distilleries are members of the KDA.  These distilleries produce 95% of the world’s bourbon.

There is also a significant tourism arm of the KDA.  In 1999, the KDA launched the Kentucky Bourbon Trail Experience.  It’s focus is to promote bourbonism throughout the Commonwealth and beyond.

What Makes Bourbon Different from Whiskey?

To begin, all bourbon is whiskey, but not all whiskey is bourbon.  The KDA’s website has some very interesting FAQs about bourbon.  There are actual federal standards that define elements which qualify a spirit to be called bourbon. 

Primarily, the spirit must be at least 51% corn and it must be aged in a brand new, charred oak container.  Additionally, it can’t be bottled at less than 80 proof.  It can’t go into the barrel if it exceeds 125 proof. 

To be called a Kentucky bourbon, it must be fermented, distilled and produced in Kentucky.  Additionally, it must be aged in the Commonwealth for at least 1 year.  If the label calls it a “straight bourbon,” that indicates it’s been aged for at least 2 years.  If there is no aged statement on the bottle, that means it’s at least 4 years old. 

Eric points out that bourbon is the only indigenous spirit of the United States.  In 1964, Congress passed a law requiring the whiskey to be made in the US, if it’s to be called a bourbon.

Bourbon Is Steeped in Family Tradition

Bill Samuels is a legend in Kentucky bourbon.  He’s the son of the founder of Makers Mark.  His godfather was Colonel Jim Beam.  Many of the families behind some of the most recognized brands are related, along the way.  Eric describes how many of the family names are iconic throughout the world, as it relates to distilled spirits. 

It’s important to note that the distilleries all get along with each other, based in part because of the 200-year family heritage.  Through the years many of the distilleries have helped their competitors in times of emergencies, such as floods and fires. 

The Bourbon-Boom and the Global Phenomenon of Bourbonism

While bourbon was popular in the 50’s, it experienced a decline during the 60s and 70s.  It was no longer considered hip or cool.  The consumer began demonstrating a preference for clear spirits.  This trend continued into the 1980s. 

Eric points out that Kentucky had 8,000,000 barrels of bourbon in 1960s to 2,000,000 barrels or less in during that decline. 

In the 1980s, the distillers began producing single-barrel and small-batch bourbons.  Blantons, Knob Creek, Basil Hayden and Booker’s are a few important examples.  The quality of these product were very high.

In the 1990s, international free-trade agreements (such as NAFTA and with the EU) contributed to the expansion of Kentucky bourbon.  Tariffs were set at zero, enabling distillers and the KDA to sell to new markets that were unfamiliar with Kentucky bourbon.

Other factors include the increase in bourbon tourism and the rise of the cocktail culture in the US.  Bourbonism was surging and it began to reclaim that dominant image position, across the US and beyond. 

In 1999, as a state, Kentucky filled 455,000 barrels of bourbon.  In 2024, it had risen to 3.2 million barrels.  Production has substantially increased to meet the growing demand.

Challenges and Opportunities Facing the Bourbon Industry

Omar asks Eric to discuss some of the issues impacting bourbon sales both domestically and globally.  The obvious factor today is tariffs.  Between 2009 and 2017, before the tariffs, bourbon exports were growing at roughly 150%.  The industry has invested billions of dollars in new distilleries, bottling lines and aging houses. 

In 2018, the first tariffs on steel and aluminum hit.  It crushed that 150% growth rate.  In 2024-2025, global exports of bourbon have dropped 20%.  The Kentucky Distillers’ Association has been working with global trade association partners to educate world leaders on the impact of tariffs.  The pain and damage will surpass the distillers and begin to negatively impact farmers, loggers and other constituents in the supply chain. 

In Episode 20, we interviewed Eddie Smith, Kentucky Exports and Bourbon Kings, the tariff discussion was a significant topic during our conversation. 

Omar comment on the recent growth of Kentucky exports, in general.  In 2022, we exported $32 billion.  In 2023, we exported $40 billion.  In 2024, we reached $48 billion.  Unfortunately, there’s a risk Kentucky exports may not fare as well in 2025. 

Working to Remove Barriers to Global Markets

While tariffs are the primary focus, currently, other factors exist.  India is the world’s largest market for spirits.  They had a 150% tariff on bourbon, even before the most recent round of tariffs.  Imagine the opportunity if only 1% of India’s population became bourbon drinkers.  The bourbon tariff in India has been reduced to 100%, thanks in part to the efforts of Kentucky Congressman Andy Barr.

The KDA recently met with members of the Scotch-Whisky Association.  Both members of both organizations are facing similar issues.  Eric mentions the KDA has been heavily involved in advocating for more free trade agreements for 30-40 years. 

Market penetration, especially on a global scale, requires investments of both money and time.  It doesn’t happen overnight.  Because Kentucky bourbon will age for years, before it’s potentially sold into global markets, the immediate impact of tariffs and other trade barriers on the market potential is critical for Kentucky distillers.  How much investment can a brand make to cultivate a market, knowing significant tariffs my make it even more difficult to grow and maintain market share in a particular country or region?  It’s serious issue.

“We’re a Pretty Resilient Industry”

Eric notes the bourbon industry survived prohibition.  He remains positive in the industry’s ability to withstand the headwinds and to return to a period of growth on a global scale. 

Canada is Kentucky’s largest export country.  The EU is our largest export market.  Canada responded with additional tariffs and actually removed bourbon from its shelves.  This virtually eliminated our ability to compete for Canadian sales volume. 

The EU trade situation goes back to the steel and aluminum tariffs.  Similar to Canada, it really doesn’t have anything to do with bourbon.  It does, however, have a significant impact on exports and sales to that region.  The EU removed bourbon from the steel and aluminum tariffs.  However, the ongoing tariff initiatives could draw bourbon back into situation.  [Note: this episode was originally recorded in April, 2025.]

While bourbon distillers were able to absorb a large portion of the tariffs in previous years, it eats into the overall profits.  This decline could easily result in less investment in the ability cultivate and/or maintain market share in those affected markets.  If the consumer reverts to other spirits, you may have lost them for years.

During the past 20 years, Kentucky’s bourbon industry has grown from $3 billion to $9 billion.  It employs over 23,000 people, with over $2.2 billion in payroll and salaries.  The industry pays over $400 million in taxes on the state and local levels.  It pays over $2 billion in federal excise taxes.  Additionally, the Kentucky Bourbon Trail announced it is welcoming 2.7 million visitors.  There’s never been a period during which the bourbon industry has been more entrenched in Kentucky’s economy.

The KDA and its members take great pride in being one of Kentucky’s signature industries in terms of revenue, image and tourism, etc.  It’s one of the reason the KDA is so fully engaged in the tariff discussion.

The Growth of Bourbon Tourism

Interestingly, Eric doesn’t believe bourbon tourism is going to be negatively impacted by the market disruption.  The Kentucky Bourbon Trail now includes 60 distilleries.  Louisville’s Frazier History Museum hosts the Welcome Center and is the starting point for the Bourbon Trail.

Downtown Louisville as truly embraced bourbonism.  The Trail is bringing in an ever-growing number of tourists from a broad demographic spectrum.  More than 63% have a household income above $100,000.  That’s significantly higher than the average Kentucky tourist.  They’re coming in pack, staying longer and spending significantly. 

The rural communities are also benefitting from Kentucky Bourbon Tourism.  We have distilleries in 42 of our 120 counties.  Distilleries can become a year-round, Main Street attraction for many communities trying reinvigorate their local environments.  Eric notes that the larger, heritage distilleries mentor many of the craft distilleries around the state.

Kentucky actually has a vintage spirits law.  Anyone who has a collectible bottle, as long as it’s unopened, you can actually sell it back to a restaurant or bar to get it into circulation, or for display.  Many bars, especially in Louisville, take pride in having vintage bottles available for pours. 

Only days after 9/11, the Kentucky Bourbon Festival took place, as previously scheduled.  It was deemed important for many reasons, including the fact the bourbon is the country’s only native spirit.  They went forward and ultimately donated the proceeds to the 911 fund.  It’s further proof of bourbon’s impact on Kentucky and the nation at large. 

To Learn More: 

Website:  https://kybourbon.com

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 07/14/25.  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 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 23:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Ricky Mason, an entrepreneur who is earning a lot of visibility these days.  From a stint with the CIA, to working on actual rockets to launching a new company, Ricky is making an impact on many in his orbit.

Meet Ricky Mason

Omar and Ricky met at an International Trade Certification course, sponsored by the WTCKY.  Ricky later participated in the 2024 Trade Mission to Dubai.

Ricky grew up in Louisville.  He attended the University of Kentucky.  He earned his Master’s degree at Johns Hopkins.  Ricky spend time working for the Department of Defense as a weapons test engineer.  He transitioned to a role at Cape Canaveral and helped to launch rockets.  After a period of time, he took a role as a computer engineer for the CIA.

Ricky eventually returned to the University of Kentucky and after speaking with the dean, he was able to leverage his experiences in a role that involved developing agriculture-related tech, including drone technology, applications involving the Internet-of-Things (IOT) and more.  One of his projects benefits soybean producers.

Recently, he returned to Louisville to develop and launch a new company, BrainSTEM University.  This concept is meant to create a pipeline for students interested in pursuing STEM-careers. 

Ricky shares that while growing up, he didn’t have a mentor to encourage him to focus his abilities on STEM.  BrainSTEM University provides schools and non-profits with a high-quality curriculum to help get students on a track toward a STEM-related career. 

To Learn More: 

Website:         http://www.brainstemu.com/

Upcoming WTCKY EVENTS:

·      05/06/25 – Global Executive Forum:  Navigating the Evolving Landscape:  US-Canada Commercial Relations in a Changing World

·      09/15-24/25 – Discover Ireland Trade Mission

·      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 05/12/25.  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 21:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Theresa Reno-Weber, CEO of GoodMaps, in Louisville, KY.  They provide an innovative, indoor mapping and navigation platform.  Omar and Theresa discuss a variety of topics including how GoodMaps was spun off from a non-profit and continues to experience rapid growth on global scale.

Meet Theresa Reno-Weber

Theresa was initially hired into GoodMaps as the COO, a later assumed the role of CEO.  She began her career as an officer in the US Coast Guard.  After serving our country, she transitioned into a consulting role with McKinsey & Company.  She became Louisville’s Deputy Mayor during the Fisher administration, in Louisville.  After the second term, she became the CEO of Metro United Way, serving a number of counties in Kentucky and Southern Indiana.  Theresa earner her Master’s in Public Policy from the Kennedy School at Harvard. 

To Contact Theresa Reno-Weber: 

Website:  https://goodmaps.com/

Upcoming WTCKY EVENTS:

·      02/18/25 – Global Executive Forum:  Navigating the Evolving Landscape and US-China Commercial Relations

·      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 03/10/25.  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 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 19:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews Devanny King, Executive Director of the Women’s Business Center of Kentucky and Fausto Sarmiento, Center Director of Kentucky’s Small Business Development Center in Lexington.  The World Trade Center Kentucky is proud of is partnerships and network of resources to support small businesses, as well as medium to large companies.

Final Thoughts

Devanny closes with a reminder that the Women’s Business Center’s services are offered as one-on-one, no-cost business coaching.  It’s confidential.  They offer a tailored approach based on the needs and objectives of the individual business.  Additionally, the WBC is known for its training.  Strong Women Strong Coffee is a pillar event hosted in Bowling Green, Lexington, Louisville Morehead and others.  These free events feature a keynote speaker and networking opportunities. 

Fausto notes that the SBDC also offers free services for its clients.  The goal is to provide information to help businesses make informed decisions and generate commercial impact.  He serves as a collaborator.  He’ll be able to connect you with resources all across Kentucky. 

To Contact Devanny: 

Website:  www.WBCKentucky.org

Phone:  (859) 231-0054 ext. 1053

To Contact Fausto: 

Website:  www.KentuckySBDC.com/Lexington

Phone:  (859) 407-8167

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 01/13/24.  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 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 17:  Today, Stephen Marks, Board Member, interviews Elaine Gravatte on the subject of Leading a Global Small Business from a CEOs Perspective.  You may remember Steve Marks from Episode 5.  He’s the Senior Vice President of Supply Chain for Givaudan.  He actually used to be one Elaine’s direct reports.

Meet Elaine

Elaine is the former CEO of DDW, The Color House and recently retired as Divisional President for Givaudan Sense Colour.  Prior to the acquisition by Givaudan, DDW was already a supplier to Coca-Coal, PepsiCo, Nestlé, Kraft Unilever and others from right here in Louisville.  The company produces natural colors that are then utilized in the products those brands use as ingredients. 

The company manufactures at multiple sites around the world.  Elaine started with DDW 25 years ago, in an HR-leadership capacity.  The business was generating less than $40 million in sales.  Her career path grew to include sales and operations responsibility.  She spent the last 10 years with DDW as its president and CEO.  DDW had grown to almost $200 million in sales.  After the acquisition by Givaudan, she finished her career as the Division President.

What’s Next for Elaine?

Elaine is transitioning into a role.  Her new company is an executive coaching and consulting firm called, The Leader’s Dance, LLC.  She’s motivated to share what she’s learned with other C-suite leaders.  The name of the company is related to the need to balance leading a company and those responsibilities, while keeping your whole life in balance.  Elaine’s a mom who raised a family during her career.  She credits both her family and the company for having been very supportive of her and her balancing of the various responsibilities.  She’s honest in admitting it’s tough to do all of the things well, all of the time. 

To Contact Elaine Gravatte:

Website:  https://www.linkedin.com/in/elaine-gravatte-9213342/

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 10/11/24.  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.