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Louisiana Ports to Collaborate on Strategy

[ August 15, 2025   //   ]

The five deepwater Louisiana ports of Lower Mississippi River, or LMR, have entered into an agreement to develop a collaborative marketing strategy.

The Port of Greater Baton Rouge, Port of South Louisiana, Port of New Orleans, St. Bernard Port, Harbor and Terminal District, and Louisiana Gateway Port created the collaboration  to increase international trade, drive economic growth, attract new business along with foreign direct investment and support long-term economic development goals. They have engaged Polaris Analytics & Consulting to develop a “Cooperative Endeavor Agreement.”

This strategic initiative, supported by Gov. Jeff Landry and the Louisiana Ports and Waterways Investment Commission, or LPWIC, is to unify the strengths of the diverse port complex. The ports along its 256 miles along the Lower Mississippi move more than a half-billion tons annually, representing nearly 20 percent of all U.S. cargo volumes.

Polaris said it will lead a comprehensive scope of services that includes:

• Assessing the strategic positioning of five ports, individually and collectively.

• Stakeholder engagement and competitive benchmarking.

• Development of a unified value proposition.

• Strategic marketing plan and execution roadmap.

The initiative builds on the March Cargo Market Analysis and Strategy for the Lower Mississippi River Ports report and aligns with the LPWIC and Louisiana Economic Development’s strategic goals.

“This collaboration … is a powerful example of the kind of regional alignment and focus outlined in our new strategic plan,” said Susan B. Bourgeois, secretary, Louisiana Economic Development. “By speaking with one voice and leveraging shared strengths, these ports are not only enhancing Louisiana’s global trade presence — they’re creating high-wage jobs, driving investment and positioning Louisiana to win on the world stage.”

Port leadership expressed strong support for the collaboration.

“This collaborative marketing strategy amongst Louisiana’s deepwater ports on the Mississippi River will harness the collective strength of these vital maritime hubs, amplifying their reach and appeal,” said Jay Hardman, executive director of the Port of Greater Baton Rouge. “By uniting resources, our ports can attract broader trade opportunities, enhance visibility, and position ourselves as a unified, efficient gateway for global commerce.

“By aligning our strategic outreach, we’re not just marketing our capabilities – we’re redefining how global industries perceive Louisiana’s logistics landscape,” said Brian Cox, interim executive director of the Port of South Louisiana. “This initiative empowers us to present a cohesive, compelling narrative that reflects our shared strengths and future ambitions.”

Drew Heaphy, executive director of St. Bernard Port, Harbor and Terminal District, noted that, “as the only port that features the only slack water slip on the lower Mississippi, this study will give great insight into the role not only the St. Bernard Port plays, but also the roles of the other ports.”

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