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Consumer trust in farmers remains strong

While only a small portion of soybeans grown in the U.S. enter the consumer market, the soybean checkoff believes it’s the largest component of the crop’s reputation and their recent consumer research study is finding positive results.

“The vast majority of consumers really had a very or somewhat positive view of American farmers who grow crops including soybeans.”

Mace Thornton with the United Soybean Board tells Brownfield 70 percent of the online respondents also said it’s somewhat/very important to purchase food made with U.S.-grown crops with 60 percent saying they view soybeans as healthy.

The survey also asked for feedback on a sustainably grown U.S. soy trademark the checkoff is developing as part of a pilot project.  More than half in the survey said such a mark would make them more likely to buy products.

“We’re going to be working on additional metrics, either at the farm level or the macro level, that really goes to prove U.S. soy is sustainably grown,” he says.  “And a lot of the consumer goods product companies want to trumpet that fact.”

Thorton says while they recognize the livestock industry is the main driver of demand for soybeans, they plan to become very competitive with other plant-based protein alternatives.