From the Ground Up: The Genesis of the Rural Export Center
With 95% of consumers living outside the United States, exporting is often essential for business growth. Yet for companies in rural America, often located far from international airports, freight hubs, or export assistance offices, global expansion can feel daunting. That’s where the Rural Export Center (REC) steps in.
What started as a small pilot project in North Dakota has grown into a dedicated service under the U.S. Department of Commerce’s U.S. Commercial Service, offering tailored market research, export training, and strategic support to rural businesses across the country. Though officially launched in 2020, the REC’s roots stretch back nearly a decade.
The foundation was laid in 2011 through a collaborative export planning program involving national and regional partners. The U.S. Commercial Service (CS) North Dakota Office recognized the importance of market research in export planning, helping businesses decide where to export and whom to partner with. Customized, data-driven insights quickly proved to be transformative for companies seeking international growth.
From these early efforts came the Matrix, a country-ranking tool, followed by detailed research Country Reports tailored to specific markets. These resources helped companies make smarter export decisions more quickly and with better outcomes.
Between 2014 and 2019, the initiative was field-tested and refined with support from regional export councils. The U.S. Commercial Service tapped into local student talent, partnering with universities to create meaningful research opportunities. This grassroots approach not only empowered students with real-world experience but also laid the groundwork for a scalable model of export support. Many of today’s REC staff began as student interns, and their early contributions remain central to the center’s innovation and outreach.
Legislative efforts further solidified the vision, calling for a center that would deliver in-depth, actionable market research tailored to rural businesses. In early 2020, the Rural Export Center was formally established, with a launch event held just weeks before the COVID-19 pandemic disrupted global trade. With travel halted and trade shows canceled, rural companies needed virtual export support more than ever. The REC’s research tools became essential, and its small team delivered over 100 customized reports to businesses in 18 states that year alone.
Since then, the REC has expanded both its services and its reach. From May 2020 to July 2025, working closely with colleagues from the U.S. Commercial Service’s field offices in the United States and overseas, the center produced more than 660 research reports for 250+ companies across 37 states and trained over 13,000 participants. More than 70% of clients took new export actions after receiving REC support with many of them continuing on to other CS services such as virtual and in-person introductions, business matchmaking, Website Globalization Reviews, and additional export counseling.
This success is rooted in the U.S. Commercial Service’s grassroots commitment to rural access and opportunity. Across the country, Commercial Service offices have worked tirelessly to identify, engage, and support rural exporters. By leveraging local partnerships, student talent, and a deep understanding of rural challenges, the REC exemplifies how federal programs can be both innovative and community-driven while leveraging the existing infrastructure of the U.S. Commercial Service.
Today, the Rural Export Center operates within the U.S. Commercial Service, part of the International Trade Administration under the U.S. Department of Commerce. Headquartered in Fargo, North Dakota, its story is a powerful reminder that global trade can start on a gravel road, and with the right support, rural businesses can thrive in international markets.