Since 2001, SUSTA has trained 105 chefs from around the world in southern U.S. cooking techniques, traditions, history and culture. Many of the chefs work in television broadcast, food journals, newspapers, and other media. These high-profile chefs have returned to their home markets familiar with southern U.S. products, ingredients and menus. Many have gone on to assist with SUSTA-led promotions and initiatives in their countries. The training has resulted in the introduction of new menu items in foreign markets, media coverage, peer lectures and staff training, all of which drive demand for U.S. products in these emerging and developed markets.