Global competition for consumer food dollars is fierce. Governments and agricultural producers from many countries fund and implement sophisticated export promotions costing hundreds of millions of dollars. The mix of government and industry involvement differs by country, but the objective remains the same: to increase agricultural exports. The United States participates in trade negotiations and implements a variety of export programs to develop global markets for U.S. products. Bilateral and multilateral trade agreements help U.S. exporters increase market access to certain foreign markets by reducing import quotas and tariffs. U.S. export market-development programs assist exporters to counter subsidized competition and help importers finance purchases of U.S. agricultural products. The U.S. Government also collaborates with agricultural producers and processors to increase global consumers' awareness of the quality of U.S. products. This last group of programs is categorized as nonprice promotions.