As one of the world's top economies, Germany serves as an economic engine in the European Union.1 Within agriculture, that economy includes a robust feed and livestock industry, where the quality and reliability of U.S. Soy is known. In calendar year 2023, U.S. soybean exports to Germany reached a new record of almost 3 million metric tons, valued at $1.7 billion. This is a 36% increase in volume over 2022.1
“In most developed economies like Germany, social media influencers have a strong connection to their audiences,” explains Brent Babb, USSEC Regional Director for Europe and Middle East/North Africa. “Their voices resonate with followers, making them effective collaborators in sharing information.”
USSEC is working with the U.S. Department of Agriculture (USDA) to explore how young ag influencers in Germany can help reach a broader consumer audience. For example, social media channels can be used to share about the sustainability of U.S. Soy and other agricultural products. These influencers reach large, diverse audiences. Their challenge is to convey substantive ideas within their platforms, which focus on short, entertaining videos. As they figure out how to do this, they will amplify messages about the sustainability of U.S. agricultural imports, encouraging consumer preference.
Coordinated Industry Effort
During the fall of 2023, USSEC hosted a small group of German influencers on a four-day farm tour in Illinois, in the heart of the U.S. Midwest. The group gained insight on sustainable farming practices used by U.S. Soy farmers in the region through on-farm visits, as well as discussions about soybean market development and promotion.
To expand the effort, USSEC collaborated closely with the German soy value chain and USDA’s Foreign Agricultural Service (FAS) Berlin team to plan events for a larger group of influencers. These events centered around International Green Week, the world’s largest agricultural trade show, held in Berlin in January 2024.
Germany’s Oilseeds Processing Association organized a day trip for the influencers to a Cargill crushing facility. For most participants, it was their first visit to an oilseed crushing facility.
The German Feed Association hosted the group at their booth at Green Week. There, they discussed the importance of the animal feed industry to Germany’s agricultural economy, touching on current industry challenges and ways to work together on communication issues.
FAS Berlin welcomed the group to the U.S. Embassy, where discussions and presentations emphasized coordination with German partners to promote U.S. agricultural products and commitment to sustainable soybean production.
“USSEC orchestrated these opportunities for industry influencers to better understand the connections between U.S. Soy and the German agriculture industry,” says Gene Philhower, USSEC Regional Representative for Northern Europe. “We shared our commitment to ensure that U.S. Soy is a sustainable, quality protein source with a low carbon footprint and commercial reliability. Those characteristics can be woven into compelling narratives, where these influencers excel.”
The influencers, a force on German social media platforms, discussed how they convey ideas and information to Millennial and Gen Z consumer audiences. They noted that reaching these demographics demands storytelling and engagement, with a bit of flair.
This approach allows them to amplify the value and sustainability of U.S. Soy in ways that resonate with their peers. They intend to weave messages about sustainability, deforestation-free production, high-quality protein, low carbon footprint and reliability into compelling narratives. The messages they share can build on the current momentum to maintain and grow a strong preference and demand for U.S. Soy products.
“Cultivating relationships and engagement with these influencers can solidify the value of U.S. Soy in the minds of consumers,” Philhower notes. “This type of experience could resonate with ag influencers in other key markets for U.S. Soy.
This story was partially funded by U.S. Soy farmers, their checkoff and the soy value chain.
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