Kansas farmers connect with diverse global customers at Soy Connext 2025

The U.S. Soybean Export Council (USSEC) brings U.S. Soy buyers, sellers, growers and visionaries together every year for the premier global industry event: Soy Connext. Against a backdrop of changing trade dynamics and increasing global demand for reliable, high-quality soy protein and oil, the 2025 event gathered more than 700 attendees from 59 countries in Washington, D.C., August 20 to 22, with invaluable support from a Kansas Soybean Commission sponsorship.

U.S. Soy is America’s top agricultural export, contributing $31.2 billion to the U.S. economy in the 2023-24 marketing year and traded in more than 80 countries. Fueled by rising global demand for soybean meal to support the expansion of global livestock, aquaculture and poultry production, USDA projects a 4.3% year-over-year increase in global soybean demand in the 2024-25 market year, reaching 346.2 million metric tons.

“Kansas soybeans are exported as soybean meal or via intermodal containers,” says Bob Haselwood, a Kansas Soybean commissioner who farms near Berryton and attended Soy Connext. “International customers are our market, and we need to diversify it.”

The Soy Connext agenda featured expert talks, panel discussions focused on sustainability, plant-based protein trends, supply chain insights and global market dynamics. In addition, the Trade Team Invitational connected 315 key buyers and 43 exporter companies to strengthen trade relationships and explore market opportunities.

U.S. Soy customers and exporters value the insights gained during Soy Connext sessions. But opportunities to connect with others in the industry really make the event shine. Attendees got a real-time crop update from a farmer panel during the program. Plus, the “Ask a Farmer” lounge made it easy for customers to meet face-to-face with U.S. Soy farmers.

“Personal contact is important to customers, and they like to hear directly from farmers,” Haselwood says. “I was introduced to customers from Guatemala and Morocco, and though I’m not selling directly to them, they want to make connections with farmers like me.”

In addition to time in Washington, D.C., many international attendees participated in trade team tours before or after the conference. The visits highlighted the U.S. soybean industry’s transparency and readiness to meet global demand, giving international buyers a firsthand look at the sustainable practices, innovation and stewardship that are core to the U.S. Soy value proposition. A trade team with participants from France, Portugal and Spain visited a farm and exporter in Kansas.

Kansas Soybean Commission support is integral to the Soy Connext program and bringing the most important customers to the U.S.

“Over the years, customers I’ve met have ribbed me about the price of U.S. Soy,” Haselwood says. “But recently, with the help of all USSEC’s education, I’m now hearing them say they figure U.S. Soy is worth the extra cost because of its quality and sustainability.”

Kansas farmers also will see a return on this investment as USSEC emphasizes the consistency, reliability, quality and sustainability of U.S. Soy. As demand for soy foods and soy products grows in emerging, expanding and established markets, the industry is focused on a strategy that builds on U.S. Soy’s reputation in the global marketplace.

By Erin Worrell, Communications Manager, U.S. Soybean Export Council