India is a large country making "reach" a common challenge. USSEC works extensively on soy-related technologies and promotional methodologies to transform customer behaviors or bring about market changes. In India, the transfer of “know-how” continues to be an excellent tactical approach that helps market developments. In addition to USSEC carrying out such programs, it is important that this recipe be adopted and independently continued by the industry.
One example of the industry taking initiative to self-promote technologies to bring in market changes is the Ananda Group, which recently organized a large conference titled “Profit from Aquaculture” in a potential aqua farming hub in south India. Ananda consulted USSEC to plan the strategy and content of the event to address current issues and make it effective. The main objective was to impart knowledge on technology upgrades for feed, farm, water and disease management in the shrimp and fish sectors and make operations profitable. Speakers from Europe, Vietnam, Thailand and Rome were invited to lecture and special efforts were made to short-list and invite a large group of 300 progressive aquaculture entrepreneurs to the event. The Ananda Group paid for all expenses of international speakers and venue costs.
USSEC India’s Feed Program consultants have noticed a change in industry trends where the organization and its methodologies are being increasingly watched or consulted for guidance, design and content development for organizing such sessions, demonstrating new ways in which USSEC’s resources and teams are trusted. USSEC's standards, when used by the industry, are good tools that add to existing marketing efforts and help influence decisions. The USSEC team in India also believes these are effective, voluntary industry contributions adding value to investments made by the U.S Soy industry.