Discover Soy: EU-based Soy Health Campaign
With support from the USDA Regional Agricultural Promotion Program (RAAP), USSEC launched Discover Soy, a European Union (EU) based initiative promoting the health benefits of soy foods and oil and enhancing and defending its reputation. This consumer-facing program demonstrates USSEC’s commitment to EU importers of U.S. soybeans and producers of soy foods, oil and ingredients to expand soy’s “health halo” and build advocates for soy including chefs, nutrition experts, and food and wellness influencers across the EU. Western Europe is the world’s second-largest soy food market after Asia and a valued customer of U.S. Soy, representing 12.7% of global sales and valued at $2.05 billion. (2020)
Pre-campaign research revealed that nearly 8 in 10 health-conscious Europe-based consumers in target markets consider soy foods “healthy.” This high level of positive soy sentiment shaped the campaign to focus on soy’s many science-backed health benefits, sharing positive “soy facts,” while avoiding a soy “myth-busting” approach.
At the heart of the initiative is the Discover Soy digital content hub, offering delicious soy recipes, health facts, and a field-to-fork journey of the soybean. Local chefs and wellness influencers bring the campaign to life through multimedia storytelling, showcasing how soy foods fit naturally into everyday cuisine and highlighting the positive health benefits of soy.
Soy recipes and food influencer recipe post (left to right)
Since its launch in September, Discover Soy has informed users seeking information on soy nutrition and practical ways to incorporate soy into their diets. The Discover Soy’s Instagram channel continues to grow steadily, educating users through recipe posts and videos on soy health topics such as soy protein for fitness, weight management, heart health, and skin health. The sponsored social media campaigns have delivered 3.6M impressions and 3.2M video views and will continue to run until the end of December 2025.
Discover Soy Instagram post and video reel
By combining science-based health messaging, authentic local storytelling, and delicious soy recipes, Discover Soy positions soy as a nutritious, delicious, and sustainable choice with to goal to expand the EU market for soy foods and ingredients made from U.S. soybeans.
This article was funded by the USDA Regional Agricultural Promotion Program