In a landmark tour, the U.S. Soybean Export Council (USSEC) Trade Team from South Asia, comprising delegates from India, Nepal, Sri Lanka, Pakistan and Bangladesh, alongside delegates from Nigeria in Sub-Saharan Africa, visited the heart of the U.S. soybean industry. Their journey, organized by USSEC, spanned a week and involved insightful discussions with industry leaders, hands-on farm visits in Missouri and Illinois States and participation in the highly anticipated Global U.S. Soy Summit, “Soy Connext” in San Francisco, California.

Highlights of the U.S. Soybean Industry Tour

Mr. Kevin Roepke, Regional Director for South Asia & Sub-Saharan Africa, USSEC, in the beginning of the tour gave an engaging presentation outlining the team’s schedule. The program featured visits to soybean farms, grain elevator facilities in St. Louis, Missouri and Bloomington, Illinois and an exploration of river lock dam facilities. The visiting Delegation engaged directly with U.S. Soy industry leaders, gaining in-depth knowledge of the nation’s soybean value chain.

The delegation’s visit to the Cargill Grain Elevator Facility in St. Louis offered a unique opportunity to understand the large-scale operations that make U.S. soybeans a dominant force in the global market. Ms. April Sloan, Plant Manager at Cargill, provided a comprehensive tour, showcasing the latest technological innovations in grain storage and export operations.

Further enhancing the delegation’s understanding of cutting-edge agricultural practices, the team visited the Donald Danforth Plant Science Center in Missouri. Here, more than 400 scientists work towards improving global nutrition through crop innovation.

Mr. Mike Manson, Development Officer at the center, led the group through the facility, introducing them to pioneering research aimed at addressing global food security challenges.

In Illinois, the delegation was welcomed by Mr. Jerry Gaffner and Mr. Scott Gaffner, third-generation farmers at Gaffner Family Farm, where they observed sustainable soybean and corn farming practices. The Gaffner family’s dedication to mechanization and environmental stewardship exemplifies the leading role of U.S. farmers in advancing sustainable agriculture.

The visit to Riddell Farm in Sparland, Illinois, continued the delegation’s immersion into advanced farming methods. Mr. Jay Riddell, a fourth-generation farmer, shared the farm’s success in utilizing mechanization to boost crop yields while prioritizing sustainability. This visit was further enriched by the participation of Ms. Eileen Pabst, International Markets Manager at the Illinois Soybean Association and Mr. Mark Read, Vice Chairman of the Global Soy Excellence Center Steering Committee, who provided valuable insights into global agricultural practices.

Global U.S. Soy Summit “SoyConnext”:
At the Global U.S. Soy Summit “Soy Connext” in San Francisco, the U.S. Soybean Export Council (USSEC) hosted over 800 international buyers and sellers from 62 countries. This major event highlighted the strengths of the U.S. soybean industry, with U.S. farmers projected to produce 4.6 billion bushels of soybeans for the 2024/25 crop, marking an 11% increase from the previous year.

A key feature of the summit was the emphasis on sustainability. The Sustainable U.S. Soy (SUSS) label, which promotes products verified by the U.S. Soy Sustainability Assurance Protocol (SSAP) received significant attention.

Rosalind Leeck, USSEC Executive Director, highlighted the growing demand for the SUSS label, with 25 companies recognized at the event for their commitment to sustainability and adoption of the label. Among the recognized companies were Grupo Bios (Mexico), New Anthoney’s (South Asia), Miyoshi Foods Co. (Japan), Sajo Daerim (Korea), PT. Azaki Food Internasional (Southeast Asia), and TTET Oil Union Corp. (Taiwan). The SUSS label, now featured on over 1,000 products globally, reflects U.S. Soy’s commitment to responsible sourcing and environmental stewardship. The summit underscored the importance of collaboration and data-driven insights in advancing sustainable agricultural practices and meeting global nutritional needs.

USSEC Chair Lance Rezac remarked, “It’s truly a humbling experience to bring so many key customers from around the world together to meet with U.S. exporters and expand their understanding of the value U.S. Soy offers. Compared to recent years, the price is right for buyers to benefit from U.S. Soy’s many advantages. While soybeans are sold as a commodity oilseed, U.S. Soy is recognized for its premium quality, which enhances operational efficiencies for livestock farms, feed mills, and oil crushers, introduces better flavor profiles in the soy foods sector, and exemplifies on-farm stewardship with the lowest carbon footprint. Events like Soy Connext are essential for showcasing these strengths and fostering global collaboration.” As I reflect on Soy Connext, I’m struck by the upbeat mood among the soy trade. Prices are great for buyers now, and that was reflected in San Francisco. A sincere thank you to those who purchased U.S. Soy during Soy Connext.

We’re seeing more and more of our customers acknowledging the significant value that comes with choosing sustainable U.S. Soy for their products—and more who are recognizing the value in showing that commitment to sourcing sustainably with a consumer-facing Sustainable U.S. Soy packaging label.

During Soy Connext, U.S. soy farmers sat down to share insights about this year’s crop and talk about on-farm practices and the drivers behind their decision-making.

Ms. Anja Manuel, Cofounder and Partner of Rice, Hadley, Gates & Manuel LLC, at the Soy Connext Conference, gave us a glimpse of geopolitics around the world. Ms. Manuel said that it will continue to be a wild ride, but she believes our best days are still ahead of us.

A Collaborative Future:

Mr. Jim Sutter, CEO of USSEC, expressed the importance of the summit, saying, “Soy Connext serves as a platform for unveiling new data and fostering collaboration. Our technical experts help global customers understand how U.S. soy, with its superior feed conversion ratios and sustainability credentials, is an essential partner in addressing the world’s growing protein needs.”

Mr. Kevin Roepke said SoyConnext is the flagship event for the US Soybean Export Council. Our signature adjunct team tours scatter throughout the United States to showcase the sustainable soybean crop by highlighting the transportation/logistics capabilities, agronomy innovation and explains the incredible value proposition of US soy. US Soy has intrinsic characteristics which set it apart from the world like lower moisture and damage and higher digestibility and metabolizable energy.

Throughout the course of history, we’ve seen that leaning into trade has been a major impetus to achieving rapid economic growth. Moreover, the US is not only the world’s largest exporter of food but also the largest importer. This paradox highlights the need for looking at global markets to increase consumer choice and build more resilient and sustainable food supply chains” – Kevin Roepke, Regional Director- South Asia and Sub-Saharan Africa (SAASSA), USSEC

Mr. Jaison John, Team Lead – India at USSEC, further elaborated on the vital role U.S. Soy can play in enhancing food security for India’s vast population amidst inflationary pressures. “Ensuring nutritional security for India’s population of 1.4 billion is a significant challenge, but U.S. Soy can be a vital partner in this effort,” he said. “With its high-quality protein and versatile food applications, U.S. Soy can enhance food security, support sustainable agriculture, empower local communities, and foster economic growth.”

Ms. Colby Pinkstone, Senior Director, Strategic Programs at US Soybean Export Council moderated one of the sessions on second day.

The delegates were able to interact with farmers to lean how this is possible and what make US soy so unique. Together, our industries were able to build stronger relationships; and by collaboration and connection at events like this, we can nourish the world.

Throughout the course of history, we’ve seen that leaning into trade has been a major impetus to achieving rapid economic growth. Moreover, the US is not only the world’s largest exporter of food but also the largest importer. This paradox highlights the need for looking at global markets to increase consumer choice and build more resilient and sustainable food supply chains”

During the event, Mr. Naveen Pasuparthy, President of the Karnataka Poultry Breeders and Farmers Association (KPBFA), signed a landmark Memorandum of Understanding (MOU) with USSEC to promote the Soy Excellence Center (SEC) program in Karnataka State. This MOU reflects a shared commitment to enhancing global nutritional security through sustainable and innovative practices.

The Soy Excellence Center (SEC) and U.S. Soybean Export Council are already offering free online courses in India, including the SEC India Poultry Production and Management course and the Feed Milling Basic Certificate Course. These programs equip trainees with foundational knowledge and continued learning through the SEC digital platform, providing both regional and international exposure. As the poultry industry increasingly requires skilled experts, this initiative is vital in preparing the next generation to sustain and advance the sector.

At the Soy Excellence Center (SEC) Global Advisory Panel meeting, Ms. Tori Sorensen, Chairperson of SEC, welcomed the attendees, which included leadership from USSEC, state soybean associations, and SEC Regional Advisory Council members from across the globe. Mr. Mark Read, Vice Chairman of SEC, updated the panel on ongoing activities, while committee chairs reviewed the budgets allocated to SEC initiatives.

Dr. Vijay Anand, Center Lead – India, Soy Excellence Center, highlighted the SEC’s alignment with India’s “Skills India” program. Launched in January 2024, SEC in India has already introduced specialized courses in poultry, feed-milling, and soy foods, marking significant progress in industry skill development. Dr. Vijay emphasized that India’s large animal husbandry and soy foods sectors require significant workforce training, and SEC’s globally sourced expertise is helping prepare young professionals for the challenges and opportunities in these sectors.

There was Regional Panel Introduction by Center Lead, Global Advisory Panel Member and Regional Advisory Council. The meeting ended with the closing comments from Mr. Jim Sutter, CEO, USSEC.

The U.S. tour and Global Soy Summit “Soy Connext” have highlighted the U.S. soybean industry’s dedication to sustainability and innovation. The insights and experiences gained are set to greatly impact efforts to promote U.S. soy in South Asia and beyond. The support and hospitality from the U.S. Soybean Export Council and the Soy Excellence Center have been invaluable, driving advancements in global nutritional security and fostering stronger international collaborations.

As the summit concluded, it became evident that international cooperation is key to advancing sustainable agricultural practices and meeting the world’s increasing protein demands. The event served as a powerful testament to the U.S. soy industry’s commitment to innovation, sustainability, and global partnerships.

Myself as one of the member of the South Asia delegation and the Regional Advisory Council Member of the Soy Excellence Center, this tour has deepened our understanding of the U.S. soybean industry’s commitment to sustainability, innovation, and global nutrition. The experiences and insights gained will have a lasting impact on our efforts to promote U.S. soy in South Asia.” My gratitude to Mr. Kevin Roepke, Regional Director for South Asia & Sub-Saharan Africa; Ms. Deeba Giannoulis, Regional Head of U.S. Soy Marketing & Sustainability; Ms. Hibah Ameer, Regional Head of Communications; Mr. Jaison John, Country Lead- India; Dr. Vijay Anand, Center Lead-India, Soy Excellence Center, Mr. Pawan Kumar, Country Lead- Nepal; Mr. Saram Pokhari, Country Lead-Pakistan; Mr. Khabibur Rahman, Country Lead- Bangladesh; Dr. Khurram Shahbaz, Regional Special Projects Facilitator, South Asia, Ms. Dhanu and Mr. Tara S Rawat from USSEC India, Ms. Nikita from USSEC Dubai and all other team members of the U.S. Soybean Export Council for their efforts in highlighting the sustainability and global benefits of U.S. soy.

(Poultry Creations: A Monthly Magazine for Poultry Industry)

Meghana Mukherjee Salvi
Director, Glamac International Pvt. Ltd.

Author’s Bio
Meghana Mukherjee Salvi is a poet, writer and blogger. She likes to study the market, analyse the trends and talk about everything related to Economics. Bumping into a good book is her guilty pleasure. She is a bibliophile from Bombay living with her husband and exceptional inlaws.

She followed in her father’s footsteps to set foot in the pharmaceutical industry. Before being in the poultry industry, Meghana completed her graduation in Mathematics, followed by a master’s degree in economics.

Transparency is the buzzword of this decade. Many are interested in knowing their meat and where it comes from today. Consumers are highly aware of what they consume, from checking ingredient labels and analyzing nutritional charts to certifications and acquiring allergen awareness. As per a survey conducted by the National Chicken Council, Washington, nearly 50% of the survey respondents would consume more chicken if they knew the production process was sustainable. And supply chain traceability can ensure farm-to-fork clarity, thus increasing demand or profitability and fostering roust brand trust.

But what is farm-to-fork transparency? It is a concept wherein you can track a food product from where it was produced(farm) to the consumption point(fork). It will include information from production to processing to distribution and retail sale of the product for the poultry sector, its chicken meat and eggs. Accessible and transparent ideas about farming practices, processing methods, or storage and distribution aid in enhanced consumer satisfaction, loyalty, and easy identification of issues arising from a specific supply chain location.

Indian Poultry Sector at a Glance
The Indian poultry sector is growing at a rapid pace. The country is the third-largest broiler chicken producer and the second-largest egg producer globally. By 2050, India’s population is expected to skyrocket to approximately 167 crores. With a growing population, rising disposable incomes, changing food preferences, urbanization, government initiatives, increasing demand for processed meat and food, and advancements in poultry production, the sector is slated to grow at 8.1% CAGR from 2023 to 2028.

However, the game changer for the Indian poultry sector was the Integration Model. The business model includes consolidating multiple stages of poultry production like breeding, hatcheries, producing feed, poultry farming, and processing under one umbrella or entity.

Integration bolsters:

•  Supply chain management – reduced logistical load and improved coordination.
•  Cost reduction – Consolidation leads to bulk purchasing and centralized operations.
•  Enhanced Biosecurity – Constant monitoring and centralized control minimizing disease outbreaks and promoting efficient risk mitigation strategies.
• Premium Quality: A standardized process will lead to effective implementation, ensuring consistent product quality.

Some key players like Godrej Agrovet, Venky’s, CP Foods, and Suguna, amongst multiple others, have built an all-encompassing supply chain practice and an exponential rise in product quality, genuinely transforming the face of the Indian Poultry Industry. These companies are adopting IoT, blockchain, AI, and data analytics to incorporate traceability further in their models.

Why Traceability?
Though you briefly understand why transparency is vital, especially for the poultry sector, peeling the layers and grasping the bigger picture is crucial. Let’s uncover the reasons behind the growing significance of Farm-to-fork transparency.

1. Food Safety and Quality

• Identification of contamination source in the meat’s production life cycle.
• 360-degree monitoring of the production process.
• Ensuring products meet quality and safety standards.
• Enabling swift and targeted recalls in case of challenging conditions.

2. Consumer Confidence and Brand Trust

• Transparency in products for consumer consumption.
•  A positive demand outlook for neatly sourced and safe products.
• Satisfied consumers have higher chances of choosing a brand they trust.

3. Compliance and Regulation

• Traceability is now becoming a legal requirement to ensure compliance.
• Relevant certifications and adherence to compliance help meet international standards.
• An excellent International brand image increases exports.
• Assists in acquiring certifications like Kosher or organic.

Facilitating transparency in the poultry industry through technology
The key to achieving traceability is by traversing the road to technology. Automated systems, precise data, real-time monitoring of the entire poultry supply chain, and efficient record-keeping create a massive difference by enhancing operational efficiency, regulatory compliance, and food safety. Let’s look at poultry tech, which can be the language of 2024.

RFID & Barcode: RFID is a medium of identification. The technology uses radio frequencies to identify people/objects/flocks and transfer data. It reads information within a wireless device/tag without requiring any physical contact. Barcode readers use a beam of light to read the black-and-white printed code on the tag. This makes it easy to trace the product throughout its production life cycle.

Blockchain: Blockchain technology is like an Impenetrable and secure digital diary of data points, each point carrying its unique digital ID called a decentralized identifier(DID). Each batch of flock or individual product can have its own DID carrying information about its origin, production methods, etc. Each stage of the poultry supply chain is stored in blockchain and cannot be edited or deleted. Since it is a decentralized computer network, all the parties in the supply chain can access the same information, reducing discrepancies. Also, payments can be automatically processed after the successful delivery of a batch.

Data Analytics: It is also playing a significant role in facilitating traceability. By analyzing data from various sources, it is possible to monitor and verify the production process. This aids in identifying potential issues before they become significant problems and enables producers to take corrective action quickly.

Real-time Tracking with IoT: Integrating the blockchain with Internet of Things (IoT) devices allows real-time tracking of poultry products. Sensors can monitor temperature, humidity, and other conditions, and this data is recorded on the blockchain, ensuring transparency and compliance with quality standards.

Feathered Success Story: Suguna’s Journey to Traceability
In India, there needs to be more transparency in the supply chain. Yet many key players have identified the scope of growth and efficiency by relying on technology. One such pioneer is Suguna Foods, which has adopted RFID technology to trace poultry products from farm to fork.

Suguna Foods has more than 35,000 poultry farmers spread across the country, making it one of the largest poultry companies in India. The company has implemented RFID tags on the birds’ legs, which can be scanned at various stages of the production process, including hatchery, feed mill, farm, processing plant, and cold storage.

The data collected through these tags is then uploaded to a centralized database, which can be accessed by stakeholders such as farmers, veterinarians, and customers. This data includes information about the bird’s age, breed, feed, and medication, making tracing the product’s origin easier and ensuring quality and safety.

By implementing traceability solutions, Suguna Foods has established a strong relationship of trust with its customers. The company has also improved its operational efficiency, reduced waste, and increased profitability.

The Way Forward

The poultry industry has witnessed enormous transformation in the last few decades. Like the industry, technology, too, has been at the forefront of change and upgradation. It has prompted the push for increasing transparency across sectors not just limited to poultry. Blockchain, IoT, AI, and data will be critical in aligning the industry with future needs. It can ensure food safety and quality and increase consumer confidence and brand trust, paving the way for a safer and more sustainable future.

Hence, it is imperative that feed millers, farmers, integrators, animal nutrition companies, veterinarians, and consumers, who form the pillars of the industry, should embrace technology that promotes sustainability and transparency for a bigger, better, and healthier tomorrow.