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But there are plenty of competitors who would like take US market share so USSEC is always on the
offensive, “looking to differentiate our product from that of our competitors around the world and to
build preference for US soy,” says Jim Miller, past USSEC chairman and a Nebraska farmer. That
includes providing technical expertise, workshops and plenty of relationship building.
Miller was in New Zealand for an Ag Leadership Summit last fall that brings together key buyers and
speakers from around the globe to discuss soybean sustainability, quality and “why we are a reliable
supplier of U.S. soy to the world,” Miller told Agri-Pulse. The event was funded by federal and checkoff
funds.
“It’s also very important to build relationships with our customers around the world…..so that
the international customer is more interested in wanting to purchase U.S. soy versus soy from our
competitors in South America.

Southeast Asia, with about 675 million people, is a key market for the US soybean industry.
“They are a very young population. And they are going to continue to want to have a higher
protein diet in the future,” Miller said. “It’s just a great opportunity for us to get soy protein into
this region so that they are better able to feed their animals and provide a better animal protein
source of food for these young consumers.”
Any time the international customer can visit one-on-one with a farmer or hear a farmer’s story from the
U.S. first-hand, it helps them build confidence and trust in what the US farmer is producing, Miller says.
“When we can tell them how we are producing our crops in a sustainable manner - because of the rules,
laws and regulations that we have in the U.S. - it gives them a better understanding of where that
sustainability assurance protocol comes from and it just helps build that trust in the American farmer and
the value of the U.S. product.
Ultimately, Miller says meetings like this “build preference for the U.S. soy versus our South American
competitors.”

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