Moving USB – QSSB Partnership
Forward Under USB’s New LRSP
INTERNATIONAL
OPPORTUNITIES
MEAL
Increase the value of U.S. soybean
oil to the entire value chain
Feed Industry
•
Goal 1:
– Differentiate the value, sustainability, and competitive
advantage of U.S. soy from other competing products
and origins to increase value and/or market share.
• Target Audience:
– Aquafeed manufacturers and aquaculture
producers in all target regions globally
– Commercial feed mills and poultry/swine
integrations are the main target audiences.
Dairy industry is also an interesting market in
selected countries.
Example
Projects:

Technical support to feed
manufacturers to increase
soy use and improve feed
quality

Feeding demonstrations in
aquaculture to show the
economic, environmental
and food safety
advantages of soy-based
feeds.

SBM sample analysis in
well-known universities
and research centers
mainly for Digestible
Amino Acids,
Metabolizable Energy and
Phosphorus, comparing
U.S. SBM with SBM from
other origins (Brazil,
Argentina and India).

Animal production courses
to increase technology at
integration/farm level.
Feed Industry
•
Goal 2:
– Engage foreign buyers with information and tools that
help impact their profitability and drive preference for
U.S. soy.
• Target Audience:
– Swine, poultry, dairy and aqua producers,
investors and government sectors to improve
knowledge of best animal production and
aquaculture practices, U.S. soy advantages
and industry growth opportunities
– Animal nutritionists and quality control labs
demonstrating the advantages of the intrinsic
values of U.S. SBM.
Example
Projects:

Feeding trials to
demonstrate new soy
feeds, soy feeds for new
species, and feed-based
production technologies in
aquaculture

Technical training for
animal nutritionists,
veterinarians, and supply
chain personnel
demonstrating the
advantages of U.S. SBM
over SBM from other
origins.

Training on the
improvement in feed
technology and
formulation based in
actual nutritional values of
U.S. SBM.
Feed Industry
•
Goal 3:
– Establish a trusted brand for U.S. soy.
• U.S. soy branding campaign including intrinsic and
extrinsic benefits of buying U.S. SBM and SBs.
Example
Projects:

Stakeholders Meetings

Team missions to specific
loading facilities and
crushing plants.

Branding Campaign
Feed Industry
•
Goal 4:
– Reverse Marketing - Increase domestic consumption in
India to reduce competition in markets where U.S. and
Indian soy compete.
• Target Audience:
– Aqua feed, production and processing
sectors to increase demand for high
quality aqua products produced with
soy-based feeds; objective is to reduce
India soy exports, particularly to SEA, as
a means to improve market
opportunities for U.S. soy in countries
like Vietnam
– Poultry and dairy industries to increase
the use of SBM in India; objective is to
reduce India soy exports.
Example
Projects:

Seminars, workshops and
feeding demonstrations
(aquaculture) to show the
advantages of feed-based
technologies, soy feeds,
extrusion technology, and
market chain
improvements

Training for poultry
integrations and dairy
producers promoting
better nutrition of the
animals through increased
use of SBM in the diets.
Food Industry
(Human Protein)
•
Goal 1:
– Differentiate the value, sustainability, and competitive
advantage of U.S. soy from other competing products
and origins to increase value and/or market share.
• Target Audience:
– Foreign governments, NGOs, ingredient
manufacturers, food companies and buyers
Example
Projects:
 Workshops and
seminars on social
feeding programs
for improved
nutrition.
 Education and
demonstration of
use of soy in
traditional (tofu,
miso, tempeh) and
non-traditional
(meat substitutes,
baking, meat
producers) foods.
 All WISSH projects
in the developing
world.
Food Industry
(Human Protein)
•
Goal 2:
– Engage foreign buyers with information and tools that
help impact their profitability and drive preference for
U.S. soy
• Target Audience:
– Soy importers, food ingredient
manufacturers, food companies and buyers
Example
Projects:
 Buyer/Importer
workshops and
trade team
exchanges
 Technical assistance
to food
manufacturers
 Promotion of food
products
 Opportunities for
new products and
product line
extensions
Food Industry
(Human Protein)
•
Goal 3:
– Reverse Marketing - Increase domestic consumption
in India to reduce competition in markets where U.S.
and Indian soy compete.
• Target Audience:
– Food companies and millers to incorporate
soy flour in staple food items to reduce
exports of Indian soy.
Example
Projects:
 Introduce soybased dal analog –
a staple of India
cooking (soyfortified lentil
substitute) – to the
marketplace
 Soy fortification of
wheat and other
flours for improved
nutrition,
appearance and
shelf-life
OIL
Increase the value of U.S. soybean
oil to the entire value chain
Food Industry
Example
Projects:
•
Goal 1:
– Differentiate the value, sustainability, and
competitive advantage of U.S. soy from other
competing products and origins to increase value
and/or market share.
• Target Audience:
– Soy importers, oil-seed crushers, food
ingredient manufacturers, food companies
and buyers
 Workshops,
seminars, market
studies and
promotional
assistance for
expanding
distribution
channels for
soybean oil
 Market study on
the potential
impact of IP-GM
high oleic
soybeans
Food Industry
Example
Projects:
•
Goal 2:
– Engage foreign buyers with information and tools
that help impact their profitability and drive
preference for U.S. soy.
• Target Audience:
– Oil-seed crushers, food ingredient
manufacturers, food companies and buyers
 Technical support
and training for
crushers and
soybean
processors
Industrial Markets
Example
Projects:
Successful marketing efforts in the domestic market will be
expanded to international opportunities. This is a potential
growth opportunity, but currently the efforts and funding in
this area are minimal.
•
Goal 1:
– Differentiate the value advantage of U.S. soy from
other competing products to increase value and/or
market share.
• Target audience:
– global polyurethane manufacturers and formulators
for use in the foam industry (i.e. seat cushions and
bedding).
 Polyurethane
trade shows and
technical
consulting
FREEDOM TO OPERATE
Ensure that our industry and its
customers have the freedom and
infrastructure to operate
Market Access
Example
Projects:
•
Goal 1:
– Develop credible resources to educate foreign
governments, influencers and stakeholders to improve
market access and resolve trade barriers.
 Work with industry
for acceptance of
free trade
agreements such as
recently enacted
Colombia, Panama,
Korea FTAs or the in
negotiation Trans
Pacific Partnership
FTA
 Coordination of soy
crushers in several
countries to
address negative
impact of Argentina
Differential Export
Taxes
Market Access
Example
Projects:
•
Goal 2:
– Increase the awareness of globally-recognized sound
science associated with U.S. soy with regard to food
safety.
 Partnership with U.S.
poultry, meat, dairy,
grains trade
associations to provide
detailed information
to government
officials in Vietnam
and China of
establishment of food
safety regulations
 Foreign team visit to
U.S. to meet with U.S.
regulators to help
develop foreign
government
regulatory food safety
system
Biotechnology
Example
Projects:
• Goal 1:
– Increase the awareness of globally-recognized
sound science associated with U.S. soy with
regard to biotech.
 Analysis of
economic impact of
Turkish biotech
regulations on local
industry valued at
$800 million
annually
 Joint mission to
Europe with U.S.
and South
American soy
growers to promote
sound science of
biotech soy with
unified soy farmer
voice
Sustainability
Example
Projects:
• Goal 1:
– Increase the awareness of globally-recognized
sound science associated with U.S. soy with
regard to sustainability.
 Sustainability task
force
 PR program
 GBI program on
U.S. product
sustainability
Sustainability
Example
Projects:
•
 On-site farm
visits to see the
Goal 2:
sustainability
– Differentiate the sustainability advantage of U.S.
practices of U.S.
soy from other competing products and origins to
farmers by U.S.
increase value and/or market share.
soy importers
and consumers
 Consideration for
development of
U.S. sustainability
certificates
CUSTOMER FOCUS
Meet our customers’ needs with
quality soy products and services to
enhance and expand our market.
Feed Industry
•
Goal 1:
– Differentiate the value, sustainability, and competitive
advantage of U.S. soy from other competing products
and origins to increase value and/or market share.
• Target Audience:
– Animal producers and other downstream
users
– Crush industry and feed mills (trade servicing
activities)
Example
Projects:

Seminars, workshops
and feeding trials.

Technical training
Feed Industry
•
High Level Goal 2:
– Engage foreign buyers with information and tools that
help impact their profitability and drive preference for
U.S. soy.
• Target Audience:
– Animal producers and other downstream
users
– Crush industry and feed mills (trade servicing
activities)
Example
Projects:
 Investment seminars
 Buyers conferences
 Risk management
seminars
 Downstream training
and technical support
Food Industry
•
Goal 1:
– Differentiate the value, sustainability, and competitive
advantage of U.S. soy from other competing products
and origins to increase value and/or market share.
•
Goal 2:
– Engage foreign buyers with information and tools that
help impact their profitability and drive preference for
U.S. soy.
Example
Projects:
 Promotion and
training
throughout the
supply chain,
including
consumers
 Buyers
Conferences
 Risk
Management
Seminars
Buyers
•
Goal 1:
– Differentiate the value, sustainability, and competitive
advantage of U.S. soy from other competing products
and origins to increase value and/or market share.
•
Goal 2:
– Engage foreign buyers with information and tools that
help impact their profitability and drive preference for
U.S. soy.
Example
Projects:
 Buyer
Conferences
 One-on-one
meetings
 Trade teams to
the U.S.
 Grower leader
travel
 Investment
seminar