WASHINGTON, D.C. — Leaders representing the American Soybean Association (ASA), United Soybean Board (USB) and the U.S. Soybean Export Council (USSEC) were empaneled for a live Zoom discussion entitled “Three CEOs, One Soybean Future: Setting the Course for the Year Ahead.” The Thursday, Oct. 29 webinar, hosted by Agri-Pulse’s Sara Wyant, featured the perspectives of the USB’s new CEO Courtney Knupp, ASA CEO Steve Censky and Jim Sutter, CEO for the USSEC. 

“U.S. soybean farmers rely on these three national organizations to build demand, protect their interests and open doors to new customers,” said Wyant. “Together they work on behalf of U.S. soybean farmers (on everything) from research, to promotion, to policy, to building markets around the world.”

A video produced for the webinar served to explain how the three major soybean organizations, along with state soybean boards, work together for the overall benefit of the soybean producer. The USB manages the Soy Checkoff program, funding projects that boost innovation and investing in research, education and promotion of U.S. soy. The ASA serves as the voice of soybean growers in Washington, D.C. and beyond, advocating for soybean farmers on policy, regulatory issues, trade expansion and more. In addition, ASA’s World Initiative for Soy and Human Health program connects trade and development across global market systems. 

USSEC bridges the gap between domestic production and international demand with a presence in 90-plus markets. USSEC is tasked with fostering strong relationships with customers that enhance the market for U.S. soy. 

Perhaps the most important link in the soybean promotion and marketing partnership, however, is the coalition of qualified state soybean boards that engage in grassroots outreach with farmers, consumers and key customers across 30 member states. 

Wyant noted that as a new fiscal year begins many producers become curious as to what their checkoff dollars are used for. Leading off the conversation, Knupp explained how  the Soy Checkoff is putting farmer dollars to work through research, promotion and education that build demand and value for U.S. soy. 

“The Soy Checkoff is celebrating its 35th anniversary this year. For 35 years research, education and promotion have built value for U.S. soy. Over the next 35 years, that work matters even more,” said Knupp, who began her duties as USB CEO on Oct. 1. “We’ll diversify by adding value at home through furthering processing, growing today’s markets and making strategic bets on tomorrow’s.”

Diversification in markets for soy in the bio-based products space, as well as fuel, meal and oil, is expected to propel growth in the soybean market in the years ahead, according to Knupp. “Our organization continues to evaluate return on investment, and independent studies confirm that for every dollar invested, the checkoff returns $12.30 to farmers. Every dollar belongs to farmers and should come back to the farm as value.”

The ASA’s Censky examined current policy impacting and shaping farmers’ decisions, operations and bottom lines. “ASA’s mission is to advocate for soybean farmers on policy and markets, and we do that along with our affiliated state soybean associations that are covering over 30 states where soybeans are grown,” said Censky, mentioning that soybean policy decisions can affect the farm economy, markets and the movement of soybeans. 

“We’re dedicated to and moving forward with efforts to create a strong farm economy and seeing that farmers have the tools they need to enhance their productivity, their efficiency and their competitiveness. That includes things like working on the new farm bill, the cost of production and seeing what policies can be put in place for agricultural inputs, and regulatory policy.”

Censky said helping maintain U.S. soybean superiority in terms of biotechnology, gene editing, crop protection products and other crop inputs will be priorities of the ASA in the year ahead. In addition, ASA will devote more resources towards defending farmers’ access to crop production tools such as herbicides and fertilizers in courts, Censky added.

Sutter shared where global demand is growing and how U.S. soy is competing for customers overseas. The USSEC CEO said his organization, founded in 2005 by the ASA and USB, is focused solely on international markets for soybeans. While biofuels are creating great domestic demand for soybean oil, there are many international buyers seeking more soybean meal for feed to accommodate increased demand for proteins. 

“Our three strategic goals are to attain market access and knocking down trade barriers or working through issues that come up every year — or, it seems, every week. We work closely with our counterparts around the world and the Foreign Agricultural Service of the USDA, as well as U.S. industry to try and help make sure that we have access to the markets where U.S. soy wants to flow,” said Sutter.

“Then, we need to differentiate U.S. soy. We need to make sure that people around the world buying soy know that all soy is not created equal. Thanks to the great U.S. soybean farmers and the practices they are using, U.S. soy is different, including the key one — its nutritional characteristics.”

A third strategic goal of the USSEC is to build an international preference for U.S. soy. “When buyers get ready to think about buying, they’re choosing the U.S. just like some people choose green tractors or red tractors. We want U.S. soy to be the world’s preferred partner. Our opportunity is to have our team members around the world working on behalf of U.S. farmers while they are busy planting or harvesting their crops,” Sutter said.

Together, the three CEOs offered a rare look at the full picture of the U.S. soybean industry partnership. Their full discussion can be viewed on demand at agri-pulse.com/webinars.