Maximizing Soybean Utilization in the Food Supply: A Strategic Approach

1. Lisa Kelly, MPH, RD Senior Vice President Vicki Nesper Vice President

2. Who We Are • Leading global communications firm ― 100 markets and 2,800 staff • Specialized experience in food & beverage and consumer nutrition • Strong network of the most important food and nutrition influencers • Expert in developing and shaping a compelling narrative ― opinion research, reputation management and engaging influencers, media and consumers • Drive marketing communications for top consumer brands throughout network • Social media innovators MSLGROUP is the Publicis Groupe’s flagship public relations, branding, social media and events network.

3. 20 Years of History With USB • Goal is to maximize grower profit by increasing the use of soybean components in the food supply – both oil and protein • Dedicated team of 12+ to advancing soybean utilization in food • We do this through several connected activities: • Direct marketing to the food industry (primarily for commodity and enhanced trait soybean oils); • Expansion of the “health halo” with health influencers (starting with soy protein, and broadening it to oil); • Providing customers (industry buyers such as chefs and manufacturers as well as end-users) and influencers with the resources they need to recommend and purchase soy; • And removing market barriers such as concerns about biotechnology, sustainability or soy health effects that could harm market share if left unchecked

4. Food Company Meetings Food Influencer Network Food Media Relationships Deep Ties to Food Bloggers Nutrition Promotion to Allied Health Professionals Food Industry & Influencer Conferences

5. Culinary Development • Full test kitchen and research facility on-site • Food trend identification and analysis • Food concept development • Testing and sensory evaluation • Food sampling management • Cooking demonstrations • Tradeshow representation • Recipe contest management JOY BLAKESLEE, RD Culinary Center Director

6. UNITED SOYBEAN BOARD AND qualisoy

7. Our Target Audiences are Vast • Health professionals • Registered dietitians • Nurse practitioners • Physician assistants • Food and beverage industry and food scientists • Foodservice industry and culinary professionals • Trade and consumer media • Consumers

8. We Navigate Path to Purchase • AHA INAP • Nutrition symposia • Dietary Guidelines • Industry alliances Practical Motivation Influencer Advocacy Public Awareness • Patient room exam posters • Recipes • Mobile site for shoppers • Sustainability guide Product Launch • Tradeshows • Conference sessions • Biotech education • Technical literature on benefits/ safety • Digital resources: Web, enews, podcasts Public Affairs • News stories: TV, radio, Print & online • Trade advertising/ editorial • Marketing brochures • Digital content & traffic drivers • Trait specs • R&D support • Marketing trends • Foodservice promos • Retailer partnerships We employ a mix of new & proven marketing activities

9. Award-Winning Marketing Program Year-after-year, USB’s program receives top national & international awards