HPJ Talk: USSEC CEO Jim Sutter on 2026 export outlook, market diversification, and the sustainability edge for U.S. soy
Conversations that move production agriculture forward.
On January 6, 2026, High Plains Journal spoke with Jim Sutter, longtime CEO of the U.S. Soybean Export Council (USSEC), about what he’s seeing across global markets and what it could mean for soybean producers in the year ahead.
USSEC’s mission is straightforward: strengthen relationships overseas to expand demand for U.S. soybeans and soy products. For Sutter and USSEC’s board, that often means frequent travel—meeting face-to-face with buyers, industry leaders, and partners across the world.
Why face-to-face still matters
Sutter emphasized that in-person engagement remains critical to USSEC’s strategic goals: differentiating U.S. soy, building preference for it, and maintaining market access. Bringing farmers and board members into market conversations helps customers better understand how U.S. soy is grown and the role of family farms in producing the crop.
New and growing opportunities: diversification in action
A major theme in the discussion was market diversification. Sutter pointed to expanding opportunities in places beyond the usual headlines.
He highlighted developments involving Bangladesh, including commitments tied to a larger trade framework, and described USSEC’s engagement with Bangladeshi leadership to build familiarity with the U.S. soybean industry.
Sutter also discussed reopening and rebuilding markets that had been disrupted for years—citing Syria as an example of a country returning to soy imports after a prolonged period of internal instability.
China and the role of media narratives
Soy trade with China has continued to draw attention. Sutter said uncertainty has been real for producers, and he credited broader industry efforts to keep agricultural trade on the radar in high-level discussions. He also noted that, from his perspective, China has been following through on purchase commitments at levels that support the broader 2026 outlook.
Key growth markets: beans and meal
Sutter pointed to Egypt as a standout example of growth over the last decade—moving from a minor destination to one of the top U.S. export markets for whole beans.
On the soy meal side, he described how expanding U.S. crush tied to renewable fuels has increased meal availability for export, with Southeast Asia a major demand center. He called out markets such as Indonesia and the Philippines as important destinations for meal.
U.S. advantages: quality, sustainability, and reliability
Sutter broke U.S. competitiveness into three big strengths:
- Quality: He described how U.S. soybeans benefit from natural seasonal dry-down, while some competitors harvest at higher moisture and rely on post-harvest drying—factors that can affect meal nutrition and oil characteristics.
- Sustainability: He said sustainability expectations remain strong globally, particularly with younger consumers. Even as the U.S. domestic conversation shifts, many international buyers continue to prioritize environmental attributes in sourcing decisions.
- Reliability: U.S. export infrastructure and logistics remain a major advantage in delivering consistent supply to customers.
What Sutter is watching in 2026
Looking forward, Sutter said one of the most important dynamics to watch is the relationship between global supply and demand. He expects demand to keep growing—driven by expanding protein consumption and the dual value of soybeans (protein plus oil)—while the year’s production growth may be smaller than recent years. He also noted profitability in animal protein sectors can reinforce steady meal demand.
Sustainability labels and verified programs
Sutter discussed the role of verified sustainability programs and labeling, including USSEC’s sustainability-related logos used on consumer products in multiple countries. He framed these labels as meaningful signals because brands typically don’t add claims lightly—especially when verification, audits, and compliance are involved.
Bottom line
Sutter’s closing message was a counterweight to trade pessimism: global soy demand continues to grow, and diversification remains the long-term strategy—keeping China important, but not oversized, while expanding opportunities across many regions.
