(a) The director may only approve a project agreement that appears to effectively contribute to the creation, expansion, or maintenance of markets abroad. Primary emphasis shall be on commercial markets. The director shall give preference to project agreements that demonstrate potential for establishing long-term benefits. Special consideration may also be given for any of the following:

1. (1) Cooperators who are new to the market.
2. (2) New product promotion.
3. (3) Cooperators who are unable to obtain federal cooperator status.
4. (4) Cooperators whose project proposals involve foreign markets not currently authorized pursuant to regulations adopted by the Foreign Agricultural Service.

(b) Approvals and priorities shall be based on the following criteria:

1. (1) Potential for creating, maintaining, or increasing consumption and exports of California agricultural commodities to other countries.
2. (2) Long-range contribution to California agricultural exports.
3. (3) Ability of the cooperator to provide a competent staff and other resources to ensure adequate development, supervision, and execution of project activities.
4. (4) Willingness and ability of private organizations to back up promotional activities with aggressive selling and adequate supplies of commodities of the quality desired by foreign buyers.
5. (5) Competition in the market.
6. (6) Cultural, political, and economic obstacles which restrict imports of California agricultural commodities into the markets.
7. (7) An assessment of the project costs compared to the benefits of expanding California agricultural exports.