The US Soybean Export Council (USSEC) conducted a world tour a year ago during which it held face-to-face meetings with buyers in 20 key markets – South Korea, Indonesia, Thailand, Vietnam, Italy, Spain, Portugal, Turkey, Tunisia, Japan, Miami, Taiwan, Costa Rica, Germany, Myanmar, Nigeria, etc. The council wants to “inoculate” growers from any future trade disruptions after experiencing a prolonged trade war with China.

India is a market with incredible untapped market potential, says the U.S. Soybean Export Council. “Protein is a highly misunderstood macronutrient in that country,” said Council Chief Executive Officer, Jim Sutter. He told delegates attending the 2020 Commodity Classic Conference that 73 percent of India’s population is protein deficient and more than 90 percent of the population is unaware of the ideal protein requirements. That is why the USSEC launched an education campaign in that market. It has made 170 media placements in 18 major cities in India that have reached an estimated 170 million people. The council sees India as a prime future market for U.S. soybeans because nearly 80 percent of Indian households will be considered middle income by 2030, up from 50 percent today. USSEC has been investing in market development efforts in India for 20 years. The first task was to get the world’s fifth largest soybean producer to consume its own soybeans. Western Producer News