Take a moment to think of as many products as you can that contain petroleum as an ingredient (here’s some help – motor oils, household cleaners, beauty products, synthetic plastics). Now picture soy replacing petroleum in every one of those products. The idea’s not that farfetched as scientists and soybean farmers work together to make that dream a reality. When most of us think of how soybeans are used, we think about food for human consumption and feed for livestock; but how many of us know that the carpet we walk on may contain a soy backing or the ink used to print the newspaper you read (or this magazine) may be made from soy?

Today U.S. soybean farmers can rest easy knowing the renewable fuel they developed continues to perform well under the most extreme conditions while at the same time weathering the challenges facing a changing diesel industry. “The ag community has been supportive of renewable fuels for a long time,” says United Soybean Board (USB) Chairman Curt Raasch, a soybean farmer from Odebolt, Iowa. “Only within the last two to three years have we seen broader popularity and a huge amount of capital flow into biodiesel and other renewable fuels.”

Any business that doesn’t listen to its customers won’t be in business very long. The U.S. soybean industry is no different, so it’s important to remember that our customers – whether they are export customers or domestic livestock and poultry producers – buy our meal and oil, not our yields. To continue increasing value, it is necessary for farmers to change their mindset. Try thinking of yourself as an oil and meal producer rather than a soybean farmer. After all, that’s the end product you produce and what your customers demand.

Beware of Brazil! South America is stealing our market share! The U.S. soybean industry is doomed! Sound familiar? Well, take heart. Despite some reports, the U.S. is still the number one producer and number one exporter of soybeans, but to stay on top we have to stay competitive. Last year, U.S. exports of soybeans and soybean meal hit the 1.4 billion-bushel mark, an ongoing upward trend. With that in mind, we have to remember that maintaining and expanding our market share depends on growing soybeans with superior traits and building preference for our soybeans among international customers.