The U.S. Soybean Export Council (USSEC) works to differentiate, build preference and demand for U.S. Soy. USSEC’s communications and marketing team supports its focus areas (human and animal protein, aquaculture, oil), and six world regions. Chris Samuel joins USSEC as director of global communications. In this role, Samuel will oversee brand reputation, digital and social media, executive visibility, media relations, stakeholder engagement, internal communications, and issues management.

“Having tasted hunger and carried water to our home as a child in Africa and Asia, I am energized by the impact of U.S. Soy in enabling millions of families to access safe and nutritious food, produced in a nature-positive way, as well as improve livelihoods,” he said.

“Communications is a strategic business driver. I look forward to leveraging insight-led storytelling and campaigns to enhance U.S. Soy’s reputation, market access and sustainability impacts by partnering with mission-driven U.S. soybean farmers, internal and external stakeholders,” he added.

Samuel brings over 20 years of global food-agriculture and consumer goods communications and marketing expertise having served Bayer, Monsanto, P&G, J&J, and Siemens. He also has extensive experience across the Asia-Pacific region which is a key growth region for U.S. Soy.

“With global expertise in reputation and digital marketing, as well as leading diverse high-performing teams, I am looking forward to Chris enhancing USSEC's efforts to differentiate and create a preference for U.S. Soy,” said Paul Burke, senior director for U.S. Soy marketing.

Prior to USSEC, he co-led stakeholder engagement programs and business development at the Institute on Science for Global Policy. Earlier, he led Global Corporate Preparedness and Engagement at Bayer (formerly Monsanto) in St. Louis, U.S.; and was Head of Corporate Affairs for Asia-Pacific based in Singapore, among other roles. He has also served as Chair of CropLife’s communications committee, Co-Chair - U.S.-ASEAN Business Council Food & Agriculture Committee, and represented Bayer at the Consumer Brands Association, World Economic Forum, and World Business Council for Sustainable Development.

Samuel is a Board Trustee of STAGES St. Louis, and Co-founder of Thespo - India’s #1 youth theatre festival. He holds a bachelor’s degree in English Literature from the University of Mumbai and is a post-graduate in corporate communications and PR from the Xavier Institute of Communications.

An avid soccer fan and drummer, his philosophy is: “Be the best you can be and make the world a better place.”

Please help us welcome Chris to the team. He can be reached at csamuel@ussec.org.