The United Soybean Board and its international marketing arm – the U.S. Soybean Export Council – will host U.S. soy customers from more than 20 countries this month. That’s because the farmer-leaders of the soy checkoff recognize the importance of relationships to building markets for U.S. soy. Mississippi soybean farmer Marc Curtis is a member of USB’s international marketing program. He says face-to-face meetings mean a lot to businesses throughout the world. This year – these visits will get them out in the field to alleviate fears of not having a crop. Curtis says the visits also offer a chance to highlight sustainability.
Teams from Europe, Asia and South and Central America will tour farms, export facilities, modern livestock and poultry facilities and the Chicago Board of Trade – learning more about U.S. agriculture and U.S. soy. Curtis says the end goal is to increase demand for soybeans by making foreign buyers more comfortable with the U.S., the reliable supply the U.S. has and the quality of the product.
USB and USSEC will focus on the needs of the individual teams in hopes of continuing to grow the personal relationships needed to sell U.S. soy globally and maintain soy’s rank as one of the top U.S. agricultural exports.