SSGA delivers ATP progress report

The Specialty Soya and Grains Alliance recently submitted its first performance report on progress made on projects funded by an Agricultural Trade Promotion grant from the USDA’s Foreign Agricultural Service.

The grant is for the creation of a U.S. Identity-Preserved (IP) brand and creation of a digital IP exchange, targeting markets in North Asia, Southeast Asia and Europe.

“We’re moving to the most important phase of the project,” SSGA Executive Director Eric Wenberg said. “And that is establishing a brand to help the globe understand the high quality of U.S. IP – that the United States is farming for a purpose.”

In January, SSGA hired a technical adviser for each region to explore new and innovative ways to connect with key trade and decision makers in the target markets and continue building and driving industry awareness and demand by highlighting the diversity, quality and availability of premium U.S. IP soya and specialty grains.

With COVID-19 restricting travel and direct outreach, the technical advisers have adjusted, representing SSGA in virtual events, such as the USSEC Pan-Asia Soy Foods Summit June 9-11, and helping SSGA plan future events, including virtual educational seminars.

SSGA also commissioned a study to analyze the IP market opportunity in the Philippines and awarded contracts for development of the U.S. IP branding program and IP technical manuals to help potential customers understand the value of premiums required within the IP system. Both projects are expected to be completed and approved by year’s end.

Other highlights include:

• IP training for technical advisers in Canada along with SSGA staff and board members in February.
• Addressing market issues, including work with partners and agencies in April to delay the implementation of Japan’s phytosanitary certificate requirement.
• Presentations on traceability and specialty soya and grains outlook at the June USSEC Pan-Asia Soy Foods Summit.
• Planning of trade conferences and courses and identifying buyers to attend, many of which have been changed to virtual events or rescheduled to 2021 due to COVID-19.

“While the Japan phytosanitary extension was a big win for members, the IP technical advising team continues to press forward,” said Alyson Segawa, SSGA technical adviser for North Asia. “The IP virtual educational seminars, with support from the new market research, technical manuals and branding focus, present a valuable opportunity for SSGA to launch impactful messaging in key export markets.”

SSGA has partnered with the U.S. Soybean Export Council on its submission to FAS and thanks USSEC for its friendship and cooperation.