USSEC: Soybeans and Food Security in Thailand

Food security has moved up the policy agenda across Southeast Asia, and Thailand's government has committed to boosting domestic soybean production for both consumption and industrial use. For the US Soybean Export Council, that creates a delicate positioning task: a partner in strengthening Thailand's food security strategy, not a competitor to local farmers.

Three USSEC delegates visited Bangkok to reaffirm that partnership. The visit needed to reach the tier-one food and agriculture media that inform the feed and food industry, with a message that integrated sustainability and innovation for the future of agriculture.

Ruder Finn Era's Thailand team organised a group interview for the visiting delegates with tier-one food and agriculture media, a format that gave the executives an hour of substantive conversation rather than a string of short pitches. The framing put Thailand at the centre: a strategic market for USSEC, and a partner in advancing sustainability in the feed ingredients industry.

By inviting selected media and arranging executive access, the team secured positive participation from Thansettakij, The Nation, Asian Agribiz, Manager 360 and Daily News, placing USSEC's food security and sustainability message with the outlets that agricultural and business decision makers read.