US Soy is strengthening its value proposition beyond price in Asian markets, as trade patterns shift and competition from South America intensifies. Quality, nutritional value, reliability, and sustainability will be increasingly important to maintaining the crop’s competitiveness, according to Jim Sutter, CEO of the US Soybean Export Council (USSEC).
In an exclusive feature with Asian Agribiz, from USSEC’s Soy Connext 2026 in Chicago, Mr Sutter shared his insights on how US Soy provides a competitive edge to strengthen its global reach to Asian markets. Mr Sutter emphasized that quality, sustainability, and reliability are the three trends shaping US Soy’s future, setting them apart from competitors.
Diversification within Asian markets
Asia remains an important market for US Soy despite recent trade disruptions. Chinese soybean purchases were paused for much of the 2024/25 marketing year, but markets across North, South, and Southeast Asia increased imports of US Soy. With Chinese purchases now normalizing under the Busan agreement, USDA projects China’s soybean imports to reach a record 115 mt in the coming marketing year.
“This has left the Asian market more diversified,” Mr Sutter told Asian Agribiz. USSEC is responding by maintaining a presence in growing markets, including through a Pacific Northwest exploratory mission that connected Asian buyers with US producers and exporters. The council is also strengthening its operations in the Philippines, where demand for soybean meal is outpacing expectations.
Affordability and high-quality produce
At the same time, US Soy faces stronger competition from South America. Mr Sutter explained that the US does not need to compete solely on price, but on the quality and consistency buyers receive, with the added advantage of sustainability.
“Not all soy is equal,” Mr Sutter shared, pointing to differences in the nutrient content and energy value of US soybeans that can affect animal performance. USSEC’s animal nutrition data shows soybean meal from US-grown soy provides higher digestible essential amino acids, more metabolizable energy, and more predictable nutrient levels.
USSEC quality data also indicate differences across origins. Sharing data presented at Soy Connext 2025, Mr Sutter explained that US soybeans averaged about one percentage point lower moisture than Brazilian beans, while total damage was roughly 1% compared with nearly 7% for Brazilian beans. Meanwhile, Pacific Northwest ports handled 21% of US soybean and soybean meal exports in 2024, providing a direct route to many Asian markets.
Sustainability as a competitive edge
Sustainability is another part of this proposition. Mr Sutter shared that US Soy’s sustainability assurance protocol is backed by independent third-party verification, while the Sustainable US Soy label is used on more than 1,200 products across 22 countries. Mr Sutter noted that sustainability is increasingly relevant to Asian buyers alongside quality, nutrition, and supply reliability.
For feed producers, Mr Sutter stated these factors should be considered alongside soybean meal prices. While soybean meal remains competitive with other protein sources, he advised buyers to assess its total nutritional value rather than simply its price per ton.
“Look at the total nutritional value of soy, not just the per-ton price,” Mr Sutter said, noting that digestibility, sustainability, and supply reliability can affect the actual cost of feeding animals.
USSEC estimates lysine digestibility at around 90-92% for US soybean meal, compared with about 88% for Brazilian soybean meal. Mr Sutter explained that the difference means that more usable amino acids reach the animal, contributing to greater feed value when nutrient density is considered in formulation.
As Asian markets become more diversified, USSEC is therefore emphasizing what US Soy can offer beyond its headline price. “U.S. Soy production is keeping pace with global soy demand, and that consistency carries real value when feed markets get volatile,” Mr Sutter reminds.
