Sunrise SRL participates in the global agriculture industry often overshadowed by the automotive industry here in mid-Michigan. Sunrise has operations in East Lansing and Okemos, where they import and export vegetable seeds and other agricultural materials to several countries around the world. In addition to these local offices, Sunrise SRL is headquartered in Italy with additional operations in Canada, Europe, Egypt and Jordan.  

 

As was discussed in past months, there are many moving parts involved in international business—coordinating logistics to physically move goods is often more simple than the documentation required to export the goods into a foreign country. Read on and you'll see that Maher Mahmoud's biggest challenge often revolves around regulations and export compliance issues that vary from country to country.

 

Case: How did you get started in international business? Did you have any formal training?

Mahmoud: After getting a degree in computer science at Western Michigan University, I worked in the computer field for several years. I then became a business owner in retail, services and international relations. The CEO of Sunrise SRL is a close friend of mine and he offered me the opportunity to establish operations here in Michigan. I received much of my hands-on training in the export business at our headquarters in Italy (SRL is similar to an LLC in the United States).

Case: What is the most challenging part of going global?

Mahmoud: Just being introduced to a new business is a challenge in itself. But with exporting it's even more complex as every customer and country has its own rules and regulations that must be strictly followed. Every country has its own social traditions along with government processes for clearing exports/imports through customs.

I enjoy the challenge and find it rewarding when the shipment reaches its final destination.

Case: If you could change one thing in international business, what would it be?

Mahmoud: Have one system with the same regulations and rules worldwide so requirements are clear and straightforward for all transactions. It would also be more efficient to process all logistics through one source instead of working with multiple service providers.

Case: How much extra effort does an international sale take compare to a domestic sale—or importing versus domestic sourcing?

Mahmoud: It all depends on the level or scale of trade you are doing. Importing or exporting a box of your product is much more simple than bringing in a few containers. And it is usually much quicker and more efficient dealing with private sector company compared to a government agency.

Case: What's next for Sunrise? How do you plan to keep growing?

Mahmoud: We continue to find new customers in countries we are not currently exporting to.

We also are expanding our lines by working with high-volume agriculture supply distributors. Our plan is to add facilities and employees here in the region.
Much of our U.S. trade and import/export business is done on the East and West coasts, but having a good infrastructure and network of logistics companies readily available, global trade can be done anywhere. With little patience and dedication, Michigan can be a great place to conduct any business.
...

Sunrise's U.S. operations are here in Greater Lansing, where Mahmoud plans to raise his family and grow his business.

For more information, or if you would like to share the journey your company took (or is taking) to the global market, send an e-mail to This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

		Brent Case is the director of Foreign Trade Zone No. 275 and International Market Development at the Lansing Regional Chamber of Commerce. In this role, Case works with the Capital Region Airport Authority to increase the amount of global commerce being conducted in the Greater Lansing area.

 

 

 

 

 

 

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