This Global Trade Adventure

Episode 31: We had the pleasure of interviewing Melanie Raymond, Chief Economist for Global Affairs Canada, at a 2025 event at the Gatton College of Business and Economics. She underscores the deeply integrated trading relationship between Canada and the United States, which reached nearly $920 billion in goods and services last year. She highlights that Canada is the top export destination for 35 U.S. states, including Kentucky, which sent $7 billion in goods to Canada to support various supply chains. She points out that the automotive industry remains a hallmark of this integration, with some vehicle parts crossing the border six times before a car is completed. However, she notes that recent 50% tariffs on steel and aluminum have increased costs for American buyers, as Canada is the largest supplier of these materials to the U.S. These higher input costs have a tangible impact on American families, contributing to rising prices for home construction and everyday items like canned food and beverages.

Melanie observes that while U.S. imports of Canadian oil have seen a recent decline, there has been an increase in trade for aerospace products and electrical equipment. Despite these challenges, she emphasizes that the economic ties remain enduring and that finding a mutually beneficial solution is essential for future prosperity.

In closing, I hope you found the information helpful, insightful, and when you're ready to do business internationally, just remember at the World Trade Center, Kentucky, we're connecting businesses globally.

To Learn More:

Website: https://international.canada.ca/en/global-affairs

Upcoming WTCKY EVENTS:

· 02/03/26 – Global Executive Forum: Expanding Kentucky's Reach in the UAE Market

· 02/10/26 – Kentucky Industry Legislative Reception

· 04/14/26 – 04/16/26 – International Trade Certification

· 10/12/26 - 10/21/26 – Discover Beautiful Ireland with WTCKY

The next episode of our podcast will launch on 02/09/26. 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.

We had the pleasure of interviewing Bin Lau at a 2025 event at the Gatton College of Business and Economics. Bin Lau, representing the Canadian province of Alberta, emphasizes that the Canadian and U.S. economies are the most integrated in the world, with supply chains so deep that vehicles and agricultural products often cross the border numerous times during production. He highlights Alberta's significant scale, noting that the province is equal in size to Texas and serves as a critical partner in North American energy security. Alberta currently provides 56% of all U.S. crude oil imports, a volume larger than the combined exports of Mexico, Saudi Arabia, and Iraq multiplied by two. This energy relationship directly impacts Kentucky, as Marathon refineries utilize Alberta crude to power the state's vehicles and tractors.

Beyond energy, Lau points to the cattle and beef industry as a primary example of economic integration, where livestock move freely across the border based on market and environmental needs. He asserts that Alberta's oil reserves are the fourth largest globally and are managed within a transparent, ethical, and highly regulated jurisdiction. The trade partnership is mutually beneficial, as Alberta often sells crude at a discount, allowing U.S. refineries to triple its value through processing. Ultimately, Lau's mission is to raise awareness of these vital links to ensure continued collective prosperity and economic development.

From all of us here at the World Trade Center, Kentucky's this Global Trade Adventure Podcast. Thanks for listening. And when you're ready to engage in international business, we're connecting businesses globally.

To Learn More:

Website: www.alberta.ca/international-offices-united-states

Upcoming WTCKY EVENTS:

· 01/29/26 – Solving Hard Problems with AI

· 02/03/26 – Global Executive Forum: Expanding Kentucky's Reach in the UAE Market

· 02/10/26 – Kentucky Industry Legislative Reception

· 04/14/26 – 04/16/26 – International Trade Certification

· 10/12/26 - 10/21/26 – Discover Beautiful Ireland with WTCKY

The next episode of our podcast will launch on 01/27/25. 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 29: This episode features Mark Kirchdorfer, President of ISCO Industries. We discuss the company's evolution from its Louisville roots into a global supplier building infrastructure around the world. ISCO was officially founded in 1962 by his father as Irrigation Supply Company (ISCO), focusing initially on golf course irrigation systems. By the early 1990s, when Mark and his brother Jimmy joined, ISCO was a $45 million revenue company. The company currently operates with three primary divisions, manufacturing, distribution, and equipment rental; supported by a fourth pillar of technical expertise. Globally, ISCO targets large infrastructure projects like LNG facilities and mining and has been involved in high-profile jobs such as the Abu Dhabi nuclear power plant and modern data center cooling systems.

To Learn More:

Website: www.ISCO-pipe.com

From all of us here at the World Trade Center Kentucky's This Global Trade Adventure Podcast, when you're ready to engage in international trade, we connect businesses globally.

Upcoming WTCKY EVENTS:

· 12/03/25 – Tariff Strategies for Your Global Supply Chain

· 03/24/25 -04//01/25 – Discover Beautiful Ireland with WTCKY

The next episode of our podcast will launch on 12/08/25. 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 28: Today, podcast producer Jim Ray interviews Dr. Sunny Dronawat, Executive Chairman and Global CEO of Samiteon. Based in Louisville, Samiteon is a technology process and people innovation company, founded in 2006. They'll discuss how the company began and how it is growing in the US, India and the UAE.

So, from all of us at the World Trade Center Kentucky's This Global Trade Adventure podcast, remember, when you're ready, we connect businesses globally.

To Learn More:

Website: www.Samiteon.com

Upcoming WTCKY EVENTS:

· 11/05/25 – Tariff Strategies for Your Global Supply Chain

· 11/11-13/25 – International Trade Certification Program

The next episode of our podcast will launch on 11/10/25. 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 27: Today, podcast producer Jim Ray interviews the Consul General for Canada in Detroit, Colin Bird. He's in town speaking with Kentucky businesses and government officials. He'll return for the upcoming Global Executive Forum, on September 23rd, in Lexington. Today, we'll discuss the very significant trade relationship Kentucky has with Canada. It might surprise you.

Meet Consul General Colin Bird

Colin is responsible for a regional area including Kentucky, Indiana, Ohio and Michigan. The role of a Consul General is to be the regional Canadian diplomat. He functions as a regional ambassador. Canada has multiple consuls general responsible for various regions, across the US.

The night before recording this episode, Colin gave a presentation in Louisville to the Rotary Club on the state of the US-Canadian relationship. Colin is joined on this trip by Canadian trade diplomat, Jeff Burghardt.

Colin and his team support the interests of Canadian businesses that are interested in doing business in this region of the US. They track approximately 100 Canadian businesses that have operations in Kentucky. The team also helps Kentucky businesses interested in doing business with Canada.

How Much Business Does Kentucky Do with Canada?

According to recent figures, provided by the Consul General's office, Kentucky exports $9.3billion in goods to Canada, annually. This includes $5.4million in services. This is more than Kentucky exports to its next 2 export markets, combined. Kentucky imports $5.8billion in goods from Canada.

Colin points out that we are trading a significant level of "intermediate goods" that are used as inputs into final products that are built or assembled in our respective countries. We typically receive finished goods from other global companies in China and Europe. However, 70% of the trade between Canada and Kentucky are for intermediate goods.

Canada is the largest export market for the US, particularly with regard to Colin's 4-state area of responsibility. The US and Canada have been growing its mutual trade relationship since WWII. Colin comments on how the recent tariff issues seems to be a significant change from that seamless, trade relationship. The situation is impacting factors that have contributed to the long-existing relationship. Both Kentucky and Canada have a strong Toyota presence.

Trade Diplomacy is the Mission

Colin is a trade diplomat. Previously, he lead the economic and policy team at the embassy in Washington DC. He was the senior trade official for the G7 and the G20. His has been a career that's highlighted many of the reasons the US-Canada trade relationship is special.

There is currently optimism that the current tension will level out and we'll be able to recognize our mutual interest.

Colin was directly involved in the USMCA agreement negotiations. The conversations behind the scenes tend to be extremely productive. Kentucky's own Kelly Craft was also involved. She served as US Ambassador to Canada from 2017-2019 and was later confirmed as the US Ambassador to the United Nations.

While the negotiations began fairly at odds, the focus on critical supply chain integrity and external strategic threats (e.g. critical minerals), worked to bring the parties into alignment. China was 10-15 years ahead on electric vehicles. Having a strong, North American manufacturing capability and base became the imperative. Five years ago, the USMCA was signed all three parties.

From Colin's perspective, the investments made have begun to bear fruit. Tariff policy is having an effect, but the advances in manufacturing have resulted in good paying jobs for all three constituents.

Interestingly, 70% of the feedstock going into the refineries in our region come from Canada, at a discounted price. This helps to fuel manufacturing.

Kentucky Is an Important Market for Canada

There are multiple, Canadian sectors that benefit from exports to Kentucky. Agriculture has become a significant sector resulting from direct investment from Canada. There's already a strong automotive parts trade between Canada and Kentucky.

Kentucky's strategic location is extremely advantageous. Having the UPS world hub in Louisville is a serious advantage. Colin mentions the new Canadian bridge that will tie into I-75 out of Toronto. It'll include 6 new lanes and 35 customs booths. It's an investment in infrastructure that will yield a tremendous advantage in years to come.

Both Canada and Kentucky will soon have very large SK Blue Oval electric battery manufacturing facilities. Kentucky's advancement, according to Colin, is in large part due to the abundance of raw and processed minerals being imported from Canada. One of Louisville's Ford plants is changing over to produce more of the electric vehicles, while the Windsor Canada plant (across from Detroit) is building a new battery plant.

How Do We Enhance this Trade Relationship?

Infrastructure development will continue to be a key driver. Colin also explains the impact of achieving a predictable trade environment between the US and Canada is an important concern from businesses on both sides of the border.

There is a wait and see attitude that is slowing or inhibiting some of the upcoming investment activities. Businesses want to have a better feel for the playing field, so they can plan and commit to additional capital investment, to further support trade.

Concerns Regarding Border Security, Fentanyl and Immigration

Fentanyl has been a huge tragedy for both of our countries. Canada and the US has done some significant work on this problem, especially with regard to the precursor chemicals coming in from Asia. Colin points out that marijuana, amphetamines and cocaine are still trafficked in larger quantities than fentanyl, across the northern border.

There is currently more irregular immigration from the US into Canada, according to Colin. However, illegal immigration from Canada to the US is down 97% in the past year. Canada is getting ready to hand over a very 168 acre border and customs facility complex to the US, entirely finance by Canadian taxpayers. It's important to both countries to have a very successful board security operation to support the large volume of trade between our respective countries.

Closing Thoughts Regarding Competition from China

Canada and the US have an excellent dialog related to areas of strategic, supply chain vulnerabilities. This is critically important in terms of working together to deal with Chinese trade competition.

The automobile sector is a prime example. Both the US and Canada place a 100% tariff on electric vehicles from China. There were also 25% duties on Chinese steel and aluminum. "We are able to respond in a coordinated way to address distortions and unfair trade practices. A coordinated response, as allies, is the key to an effective response."

A Final Message for Kentucky Businesses

Colin firmly believes we are stronger together. Canada and Kentucky have a long and successful history of mutual benefit from the established trade relationship. There are many ties between us. The objective is to not lose sight on what brings us together.

Outside of Colin's Role as a Trade Diplomat

Jim poses a final question to Colin. Outside of his role as Consul General and as a trade diplomat, what does he enjoy doing? He has 2 kids. Being a diplomat offers terrific opportunities for travel and unique experiences. For him and the rest of us, at the end of the day, it's about family.

To Learn More:

Website: https://www.international.gc.ca/country-pays/us-eu/detroit.aspx?lang=eng

Upcoming WTCKY EVENTS:

· 09/23/25 – Global Executive Forum, Kentucky-Canada Trade Relationship

· 10/11-19/25 – Dubai Trade Mission

· 11/05/25 – Tariff Strategies for Your Global Supply Chain

· 11/11-13/25 – International Trade Certification Program

The next episode of our podcast will launch on 10/13/25. 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 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.