Dare to Compare Launches Sustainability Messaging

As the importance of sustainability continues to grow for global consumers and end users, USSEC’s “Dare to Compare” campaign’s sustainability messaging assures customers of U.S. Soy’s commitment to sustainability.

The U.S. Soybean Export Council’s (USSEC) “Dare to Compare” digital global marketing campaign spotlights new research showing the value of U.S. Soy’s nutritional profile, sustainability, and refining characteristics. Showcasing the factors that make up the U.S. Soy Advantage help to encourage customers to compare and differentiate, making fact-based decisions that add value to their businesses while increasing the preference for U.S. Soy.

Dare to Compare recently unveiled its sustainability messaging, after kicking off with ads and materials focused on U.S. Soy’s nutritional profile.

“For some time, our global customers have been telling us how important sustainability is to them,” says Paul Burke, USSEC’s senior director of U.S. soy marketing. “And U.S. Soy is listening – and responding. We have a great sustainability story to tell our customers. Like everything soy, it all starts with our growers.”

This set of digital ads drive users to a sustainability landing page, says Burke, where, in addition to hearing more about U.S. soybean farmers’ commitment to conservation, customers will learn about the U.S. Soy Sustainability Assurance Protocol (SSAP), which verifies sustainable soybean production at a national scale. U.S. Soy has also examined how the industry can contribute to global sustainable development by mapping industry priorities and opportunities for improvement to the United Nations’ Sustainable Development Goals (SDGs). Additionally, a 2020 study found that U.S. Soy has a lower carbon footprint compared to other sourcing countries.

“Some of these aspects of U.S. Soy sustainability are new to our customers,” Burke explains, “and we want to be sure they get the full story as they make their purchasing decisions.”

The campaign launched in English and is translated to key languages in USSEC’s target markets. In the coming weeks, the final pillar of the campaign (oil) will roll out. The Dare to Compare campaign is anticipated to run through February 2021.