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Choose U.S. Protein First
U.S. soy’s approach lifts all protein sectors
BY BETHANY BARATTA
The world is projected to be home to 8.5 billion people in 2030. That’s an additional 1 billion people who will need essential nutrition, like protein. The U.S. soybean industry is leading the charge to put protein first.
The United Soybean Board (USB) is spearheading the Choose U.S. Protein First campaign, a unique collaboration between major U.S. protein sector organizations to fulfill a growing demand for protein globally.
A partnership with USB, the U.S. Soybean Export Council (USSEC), American Soybean Association (ASA), World Initiative for Soy in Human Health (WISHH) and animal protein organizations, Choose U.S. Protein First reinforces the critical role U.S. soybeans play in global food security.
“It takes protein to grow,” says Iowa Soybean Association (ISA) President Tim Bardole. “It is advantageous for the United States and producers everywhere to do everything we can to get protein into these growing countries for their stability.”
Soy protein is an important component of diets around the world.
Growth of plant-based protein and meat alternatives is anticipated to increase from $4.6 billion in 2018 to $85 billion in 2030, according to a study by the Swiss investment firm UBS. In addition, meat consumption continues to rise globally and will maintain that upward trajectory at least through 2030.
“We firmly believe protein — particularly U.S. protein — can fuel the people, the animals and the economies of the world,” says Polly Ruhland, CEO of USB.
She understands the competitive environment for the center of the plate, especially when it comes to protein. Ruhland is a former CEO of the Cattlemen’s Beef Promotion and Research Board.
It behooves all protein sectors to work together to increase protein demand worldwide, says Andy Fabin, USB director and Sustainability Target Area coordinator. He’s a soybean, corn, wheat and cattle farmer in Pennsylvania.
“The first goal is to be able to sustainably meet future and current demand for protein here in the United States and around the world,” Fabin says.
Working collaboratively
The Choose U.S. Protein First initiative emphasizes the importance of protein in the diet around the world, no matter the form.
“There are a lot of places in the world that are short on protein,” Bardole says. “As a soybean and hog producer, it doesn’t matter to me what sort of protein fulfills that need. It’s about getting protein to the people who need it.”
There is a correlation between the growing economies and protein demand, Ruhland notes. As a result, some estimate an additional one-third or up to 50% more protein will be needed by 2050. That’s why it’s important for farmers all along the supply chain to continue to serve customers globally.
“Collaboration between animaland plant-based proteins bolsters our ability to serve our shared global protein market,” Ruhland says.
Todd Hanten, South Dakota farmer serving as a USB director and a representative in the USB Animal Nutrition Working Group, says as a soybean farmer and livestock producer he was defensive about sharing the protein sector with plant-based proteins. But market development trips through USB and the U.S. Meat Export Federation made it all come together for him.
Todd Hanten, a South Dakota farmer serving as a USB director and a representative in the USB Animal Nutrition Working Group.
“We have customers who want different products,” he says. “I can provide different products, and I have neighbors who can provide additional different products.”
Hanten looks at global protein demand as one big pie.
“If we grow that pie, even if my share of the pie gets smaller and the total protein pie gets larger, we all win,” he says.
Fabin says the soybean industry is uniquely positioned to support all forms of protein. As a food, soybeans are processed into soymilk, tempeh and tofu. Soybeans are also a part of feed rations for aquaculture and swine.
“Collaboration is a big part of what we’re trying to do,” Fabin says. “There’s plenty of room on the plate for multiple proteins; we’re not trying to take over other protein sectors.”
— POLLY RUHLAND, CEO OF USB
A global perspective
As he’s traveled the world promoting the commodities he grows, Fabin says he’s gained a different view of protein consumption.
“I’m a parent to four children and I’m lucky enough to put proteins on their plate every day, whether it’s pork, beef or chicken,” he says. “As I’ve traveled around the world promoting soybeans, I’ve learned this is not a luxury that is afforded to every parent in these developing countries.”
Economic and religious affiliations play a part in preferred choices for protein, says Greg Tyler, the senior vice president of marketing for the USA Poultry and Egg Export Council (USAPEEC).
“Developing countries can’t necessarily afford to have a choice in beef, pork, poultry or plant-based protein,” Tyler says. “Cheap protein sources are vital to those economies that are growing.”
Eggs fill that protein gap for consumers looking for an economical protein source, he says. That’s one of the reasons why USAPEEC supports the Choose U.S. Protein First initiative.
Outreach efforts
Bardole says the soybean industry’s work throughout the world explaining the benefits of protein isn’t just about selling more soybeans. It’s about lifting people up.
“It’s about bringing the highprotein products that we produce to populations that are struggling so they can get stronger and better take care of themselves,” Bardole says.
The U.S. Soybean Export Council (USSEC) staff is working throughout the world, helping consumers understand the benefits of protein to human health. One way is through the opening of the Soy Excellence Center. The first center opened in Cairo, Egypt, in September 2019. More centers are slated for Nigeria, Thailand and Mexico.
The centers are designed to be a “one-stop-shop” for industry training, says Jim Sutter, USSEC CEO. Centers provide training, resources and education to all members of the soy value chain.
They also build and facilitate business relationships and links between local and international businesses. Sutter says identifying locations for the centers represents opportunities for future protein demand growth.
Nigeria, for example, is an emerging market that could be a huge opportunity for U.S. soy in the future, Sutter adds.
Nigeria’s population is projected to reach 264 million people by 2030. In 2016, Nigerian consumption of soy and soy-related products was 2.2 pounds per person per year. In comparison, consumers in 18 countries identified as expansion markets annually consumed about 121 pounds per person.
“If we can fully bridge this gap in soy consumption, Nigeria could become one of U.S. soy’s top three growth markets by 2030,” Sutter says.
While helping customers around the world understand the importance of protein, the message about the quality and consistency of U.S. protein is also shared, Hanten says.
“U.S. products are the best in the world,” he says. “They’re the most sustainable, efficiently produced, safest products that are available — no matter if its plant- or animal-based. If we can increase the demand of our protein products in the world, we all do better and prosper.”
— TIM BARDOLE, ISA PRESIDENT
ISA President Tim Bardole of Rippey
Contact Bethany Baratta at bbaratta@iasoybeans.com.
