The U.S. Soybean Export Council (USSEC) is extending the use of the USSEC name internationally. The organization operated as American Soybean Association – International Marketing (ASA-IM) outside of the United States since its inception in 2006. The transition to USSEC will be complete by June 30, 2013. USSEC operates five regional offices in Beijing, Amsterdam, Dubai, Guadalajara, and Singapore implementing U.S. soy promotions in over 80 countries.
Danny Murphy, President, American Soybean Association (ASA), said, “As a co-founder of USSEC, ASA is excited to see USSEC enter into this next chapter of carrying out international market development for ASA, the soybean checkoff, and the U.S. soybean industry. Since opening its first international marketing office in Tokyo in 1956, ASA has been committed to developing new markets for U.S. soy, and we are proud of the global presence that the one office has grown into. USSEC continues the successful joint work between ASA, USB, FAS and all soybean industry stakeholders to develop commercial markets for U.S. soy internationally.”
U.S. soybean farmers met international soy demand by exporting more than 1.8 billion bushels of U.S. soy in 2012. This includes 1.3 billion bushels of whole soybeans, meal from more than 404 million bushels of soybeans and the oil from 126.5 million bushels of soybeans. U.S. soy exports for the year are valued at more than $23 billion.
Randy Mann, Chairman of the Board, USSEC, and ASA Vice-President and Secretary of the Board from Kentucky stated, “Having a single identity globally will allow us to demonstrate the alignment of the U.S. Soy Family’s International Marketing efforts on behalf of the U.S. soy growers, the USDA and the U.S. soy industry.”
Jim Sutter, CEO, U.S. Soybean Export Council said, “While we will continue to reference our founding members ASA-IM and USB in order maintain the brand value their names and logos carry for U.S. soy, we will also strive for global recognition of USSEC as the international marketing arm of the U.S. soy family.”
“A global roll out of the USSEC identity will better position the organization to get the word out to international markets about the total quality experience of U.S. soy,” said John Becherer, CEO, United Soybean Board. The United Soybean Board contracts with USSEC to implement the international marketing activities which it funds. Funds from USB as well as state soybean boards and industry provide the foundation for receiving matching funds from FAS in the form of FMD and MAP funding.
The U.S. Soybean Export Council aims to maximize the use of U.S. soy internationally by meeting the needs of global customers that use U.S. soy in human food and feed for poultry, livestock and fish. The organization uses a global network of stakeholder partnerships, including soybean farmers, exporters, agribusinesses, agricultural organizations, researchers and government agencies, to accomplish that mission.
John Becherer, CEO, United Soybean Board (USB), and Steve Censky, CEO, American Soybean Association (ASA) with Jim Sutter, CEO, U.S. Soybean Export Council (USSEC)
