When you sell your soybeans to an elevator, you know yield is king. But while the elevator may be your first customer, each member of the entire supply chain is an equally important customer. End customers – those who buy beans, meal or oil for their own use – have high expectations of their suppliers. Increased competition in the global marketplace means you must do more to meet those expectations and secure customer preference for U.S. soybeans. All in all, it’s a simple economic lesson of supply and demand. When your customers succeed, so do you.