United States Department of Agriculture

June 2006

Foreign Agricultural Service

An online review of Foreign Agricultural Service initiatives and services

Programs and Opportunities

U.S. Soybean Growers Celebrate 50 Years
Of Market Development in Japan
By Bob Callanan
More than 50 years ago, U.S. soybean farmers set a course to
explore and secure a large share of the global marketplace.
That forward thinking, and many years of successful market
development activities, led U.S. soybeans to become thesingle highest value U.S. agricultural export. In marketing
year 2004, $9 billion worth — 50 percent — of the U.S.
soybean crop was exported as whole soybeans, processed
meal and oil, and as a feed component of meat and poultry
exports. The 2005 crop value is somewhat lower, $17.4
billion, but total export value was still about $9 billion. Muchof this success can be attributed to U.S. soybean farmers’
focusing marketing efforts on Japan, one of the top three U.S.
agricultural markets for the past half century.
Japan’s importance as an agricultural marke t will likely
continue for the foreseeable future. In fiscal 2006, U.S.
agricultural exports are forecast to reach $67 billion, andJapan is forecast to be the third largest U.S. customer, withpurchases of $8 billion. Soybeans makeup most of Japan’s oils eed imports,
forecast to total 4.2 million metric tons in
2006, and the U.S. share should remain
at the 2005 level, roughly 76 percent.
Based on 2005 purchases, ASA (theAmerican Soybean Association)
anticipates that Japan will be the second
largest purch aser of U.S. soybeans andsoybean products this year, buying morethan $1 billion, which includes nearly
100,708 metric tons of high-value, IP(identity preserved), food gradesoybeans. The IP soybean market isdriven by user requirements for specialty
varieties.
Before 1940, the U.S. soybean industry
was in its infancy, with production (anddemand) far below commercial levels. But
World War II fueled a massive expansion
as supplies of tropical oils from Asia andother edible fats dried up. Between 1940
and 1946, U.S. soybean production
nearly tripled, from 78 to 201 million
bushels, driven primarily by the demandfor oil. No longer was the soybean viewed
as anything but a major oilseed
contender. Ironically, following the war,
Japan and Germany became two o f theearliest international markets for U.S.
soybeans, and today they remain very
important customers.
Celebrating a Market
For U.S. soybean farmers, Japan proved
the ideal market to begin export
promotion activities. The soybean, in
addition to its valu e in cooking oil andhigh-protein feed, was widely consumed
in a variety of traditional Japanese foods.
So Japan needed a reliable source ofsoybeans.

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Page 2Companies, state agriculture
officials, and individuals interested
in participating in the events
commemorating the 50 th anniversaryof ASA’s Tokyo office may contact:
Alan F. Poock, USSEC Asia division
managerPhone: (314) 754-1309
E-mail: apoock@ussoyexports.org

Export Import Association), the Japan
Federation of Miso Manufacturers
Cooperative, and the Japan Tofu
Association. USDA officials have also
been invited. The celebration will coincidewith partnership activities and the annual
Food Bean Conference.

A series of soybean grower initiatives and U.S. government
policies led to the opening of ASA’s international marketing
office in Japan in 1956. ASA’s Japanese office was the very
first foreign commodity office to receive FAS funding formarket development.
To mark the 50th anniversary of the office, farmer leadersand staff of ASA, state affiliates, ASA-IM (ASA International
Marketing), USSEC (the U.S. Soybean Export Council), andUSB (the United Soybean Board) will hold a celebration thisAugust in Tokyo with join members of JOPA (the Japanese
Oilseed Processors Association), JOFEIA (the Japan Oil Fats

How It All Got Started
In the late 1940s, ASA representatives,
prompted by increasing soybean
production, began searching the far
reaches of the globe for U.S. soybean
markets. In 1955, ASA’s first executive
officer, George M. Strayer, wrote an
editorial in The Soybean Digest calling for
more exports.
Japan began importing small quantities of
U.S. soybeans in 1946, when it bought
3,441 metric tons. By 1955, that quantity
had soared to 572,052 tons. Also in thatyear, M. Hirano, managing director of
Hohnen Oil Company and president of theJapan Oil and Fat Manufacturers
Association, spoke at ASA’s annual
convention, where he stated twoconcerns limiting U.S. soybean sales: theinferior quality of U.S. beans comparedwith those from Manchuria, and therequirement for payment in U.S. dollars,
which Japan did not have at the time.
ASA’s Strayer and Howard Kurtz of
USDA’s Grain Grading Division studied
how to overcome these problems. Aftermuch discussion, ASA and Japanesesoybean industry groups decided tocooperate directly on market
development programs, rather thanworking through the Japanese
government.

Mr. and Mrs. George M. Strayer en route to Japan, October 1955.
Strayer served as ASA’s executive vice president and secretarytreasurer, 1940-67.
Photos courtesy of the American Soybean Association, used by FAS withpermission

In 1956, ASA became the official
cooperator, using funds from P.L.480(Public Law 480, also known as Food forPeace) for soybean market promotion in
Japan — the first time USDA funded acooperator group to manage suchactivities.

Available online at http://www.fas.usda.gov/info/fasworldwide/2006/06-2006/SoyDevelopment.htm

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Page 3
Soybean Market Development Activities

The following points demonstrate the activities of ASA (the American Soybean Association), ASA-IM (ASA
International Marketing) offices in Japan and other Asian countries, USB (the United Soybean Board), and
USSEC (the U.S. Soybean Export Council) to develop, increase, and enhance foreign markets for U.S.
soybeans.

Activities in Japan• Masako Tateishi, marketing manager for ASA-IM Japan, tracks and reports on use of soybeans in foods. In
the first 6 months of 2003, use of beans for soymilk surged to 8,195 metric tons, up 47 percent from thesame period in 2002. A new type of soymilk has been marketed in Japan made by crushing whole soybeans
without removing okara, the soybean pulp. This soymilk contains more nutrients and fibers thanconventional types. A Japanese soymilk maker plans to switch from Chinese organic and Japanese beans to
Indiana, Ohio, and Michigan beans, which are large and high in protein. One of Japan’s top soymilk makers
has switched from Canadian to U.S. beans. Soybean supplies among some of Japan’s top soymilk makers
are tight because of skyrocketing soymilk demand.
• In collaboration with a popular cooking school, ASA-IM Japan conducted soy menu seminars in Tokyo andOsaka to promote new recipes using a variety of traditional soy foods, targeting nutritionists in hospitals,
schools, government institutions, and catering companies. ASA-IM Japan explained importation and popularuses of U.S. IP food grade soybeans in Japan. The recipes were designed to meet nutritionists’ needs fortasty, easy, economical, and nutritionally balanced meals.
• Each year since 1985, ASA-IM Japan has hosted a Soybean Quality Conference to discuss customer
concerns, provide the latest information on the quality of the new U.S. crop, and get the Japanese industry’s
insights and estimates of future needs. About 150-200 participants, from crushers and traders to food
manufacturers and the media, attend each year. Its Soybean Quality Conference in Japan has proved so
successful that ASA-IM now holds them in South Korea and China and on Taiwan.
• At these conferences, ASA shares results of the annual U.S. Soybean Quality Survey with participants.
Importers, processors, and other customers rely on the survey results for timely information on the quality
and quantity they can expect from the latest U.S. soybean crop. International buyers use the results in theirpurchasing decisions for the upcoming year.
• The U.S. Soybean Quality Survey results are derived from aggregate information from 1,400 randomly
selected ASA farmer members across the United States. The farmers send in soybean samples for a free
analysis of protein and oil levels.
• Every year, ASA-IM Japan publishes and distributes to key contacts in the Japanese feed and livestockindustries a new technical brochure. Written by ASA-IM consultant Karl Sera, the brochure covers uses ofsoybean meal and soy-related products in poultry and livestock production. The industries have found thebrochures good information sources, and ASA-IM Japan has fulfilled numerous requests from feed pre-mix
companies, agricultural universities, and extension offices for additional copies for staff education.
• ASA-IM Japan publishes a monthly newsletter of technical and promotional articles on soybean meal on its
Web site. Recent articles discussed the processing density of grain combined with soybean meal for cattle
feed and comments on a recent report from Canadian and U.S. researchers on supplementary feeding oftryptophan to modify pigs’ behavior. ASA-IM has allowed livestock and feed companies and universities
sometimes to use those articles for staff education.
• Sera has also conducted technical seminars on uses of roasted soybeans and soybean meal in poultry,
swine, and cattle production for major feed millers and related specialists in Kyusyu region. Seminars
covered guidelines for, and problems with, feeding roasted soy, and technical concepts for customers withfairly large integrated systems.
• In the past decade, ASA IM-Japan has successfully marketed soy ink, capturing more than 60 percent of
the newspaper and offset ink markets. Soy ink continues to gain popularity in Japan as corporations become
more environmentally conscious and new types of ink emerge. The “Printed with Soy Ink” logo signifies thatthe company uses inks that meet ASA criteria. Companies must register with the National Soy Ink
Information Center to display the SoySeal; Japan has more than 4,700 such users.

• ASA-IM featured soy-based coatings and paints at its booth at Japan’s 2006 Paint Show, highlighting
opportunities for soy-based alternatives to petroleum products and soybean oil as a renewable resource.
More than 400 people visited the booth and learned about these products.

Available online at http://www.fas.usda.gov/info/fasworldwide/2006/06-2006/SoyDevelopment.htm

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Page 4• An ASA-IM Japan seminar, Creating Environmental Solutions with Methyl Soyate, targete d manufacturersof industrial cleaners and fine chemicals, traders, and media. Presentations included methyl soyate
specifications for solvents, U.S. success stories, market updates, and regulatory issues for volatile organic
compounds. Attendees also visited Kaneda Co., a major vegetable oil trader, Kawakami Paints Co., a leading
paint manufacturer, and Koyo Chemicals Inc., a major printing cleaners manufacturer. These efforts
prompted a number of potential manufacturers and traders to inquire about more opportunities to use
methyl soyate.
• Educating companies on U.S. agrichemical use and regulations is an important part of ASA-IM Japan’swork. To this end, ASA-IM Japan, in cooperation with the U.S. Grains Council and U.S. Wheat Associates,
held seminars on U.S. agri-chemical management in Tokyo and Osaka that attracted more than 500 soybean
buyers and retailers. ASA-IM staff also have effectively explained to Japanese importers how the U.S.
regulatory systems on pesticides ensure a safe supply of U.S. soybeans for food and feed. ASA-IM provided
a statement that helped the soy industry communicate the safety of U.S. soybeans to food retailers andconsumers.

Activities in the United States• In 2005, ASA-IM Japan’s country director Tom Nishio escorted 13 executives from Japanese soybean
processors and importers, all preferred customers on a visit to the University of Minnesota soybean researchfacility, soybean farms, barge and rail loading facilities, and major suppliers. The visitors and U.S. farmer
leaders exchanged information and views on their respective needs and concerns. The visitors also learned
about U.S. soybean infrastructure from the farm to the export elevator.
• ASA-IM Japan brought Nisshin Oillio Group’s new uses team to the United States, where they visitedleading lubricant manufacturers, a soil remediation company, and government research institutions, andattended a solvents and plastics meeting. Nisshin’s director visited an IP (identity preserved) soybean
supplier in Ohio and met with growers in Michigan. Nisshin is planning to develop some of the ideas from thevisit for its own use.
• ASA conducted an orientation for its soy food specialists based in Japan, Taiwan, Thailand, Indonesia, andIndia. The specialists learned about the U.S. IP soybean system that produces and delivers specialty foodgrade varieties, including organic soybeans, from the farm to the customer. About 20 percent of Japan’spurchases of U.S. soybeans is in the form of food grade beans. The team also established a dialog between
Asian markets for specialty beans and U.S. suppliers.
• To produce a news program that focuses on technological advances and changes in food and agriculture, ateam from Japan’s Sapporo Television Broadcasting Company visited an organic soybean farm in North
Dakota. The team then traveled to the Illinois farm of past ASA president Dwain Ford, where they looked
over the fields and equipment. They also learned about the safety and benefits of soybean varieties derived
from biotechnology and no-till production methods. The team also interviewed Stephen Censky, ASA’s chief
executive officer.
• USSEC officials met officials from JETRO, an arm of the Japanese government that collects information
about countries abroad, as part of a fact-finding trip on U.S. biotech commodities. Japan’s decisions will
impact its delegation’s stance at meetings of Biosafety Protocol member nations and of Codex Alimentarius(the international organization that formulates food and feed safety standards governing trade), which will
be studying draft documents mandating labeling of every biotech component in food and feed ingredients.
USSEC provided information showing that U.S. biotech crops benefit the environment and increase food andfeed safety.
• IP food bean buying teams representing Japan, Taiwan, Thailand, Malaysia, Singapore, Indonesia, and thePhilippines visited the United States to evaluate the current soybean crop for food uses and establish
relationships with exporters. USSEC Asia marketing manager Alan Poock accompanied the teams, along with
ASA-IM staff from each country. The teams attended the Midwest Specialty Grains Conference & Trade
Show, and then split up on separate tours to visit IP soybean farms, seed companies, and grain terminals.
The Wisconsin, North Dakota, Missouri, and Iowa Qualified States Soybean Boards also hosted the teams for
special events and introduced them to industry representatives in their states.
• ASA-IM Japan’s Masako Tateishi escorted a team from the Japan Tofu Association to build food
manufacturers’ confidence in U.S. non-biotech soybeans. The team learned about the U.S. IP bean
production and handling system and the quality and varieties of U.S. tofu beans available. The team met
with U.S. food bean producers and suppliers. Tateishi arranged for the team to attend the 2004 Midwest
Specialty Grains Conference & Trade Show to learn trends and future of the U.S. IP industry. Tateishi alsopresented Japanese tofu market and customer requirements for U.S. soy products.
• A team from the Japanese Tofu Association toured Minnesota, Indiana, and Michigan, where they met with
IP soybean suppliers and exporters, researchers, and growers. The association membership represents 60
percent of Japan’s tofu market. The team learned about the advantages of purchasing U.S. tofu beans,including the strong IP handling systems, and the research being conducted by U.S. companies anduniversities to improve food bean varieties.

Available online at http://www.fas.usda.gov/info/fasworldwide/2006/06-2006/SoyDevelopment.htm

FAS Worldwide

Staff of the Japanese American Soybean Institute, July 1957. Left to right:
Hidekidu Sato, translator; Toshi Yonemura, interpreter and nutrition
specialist; Shizuka Hayashi, managing director; Yoshiko Kojima, researchand promotion specialist; and Yoko Takahashi, secretary

That first year, ASA established the Japan office to carry out
the market development program, participated in the Osaka
Trade Fair, and tested the quality of U.S. soybeans under
new USDA grading standards. ASA organized a coalition ofJapanese business interests for partnership activities. JASI,
the Japanese American Soybean Institute, was set up,

Partnership programs have always been an integral part of ASA activities
to build demand for U.S. soybeans and products. Bringing foreign
customers to the United States to meet with growers provides
opportunities for buyers to see firsthand the efficiency and quality of U.S.
production. Visits to export destinations help U.S. farmers understandcustomer needs, and also give them a chance to thank customers inperson for their purchases.

Page 5which provided the confirmation ofunderstandings between ASA andrepresentatives of the Japan Oil and Fats
Manufacturers Association, Nippon Shoyu
Association, Japan Miso Industrial
Association, the Japan Tofu Association,and the Soybean Importers and Exporters
Association. These Japanese associations
contributed funds for activities, materials,
and expenses that could not be covered
with P.L. 480 funds.
Market Development DefinedOver the years, ASA’s farmer leaders
would define market development as “acombination of activities and programs
directed at all levels that result in greateruse of soybean products by the end
user.” This includes working withgovernment officials, industry leaders at
all stages from buyer to retailer,
university and research technicians, andthe technical and popular news media.
The objective of market development isincreased demand for end products inorder to stimulate demand for the raw
materials — U.S. soybeans, oil, andsoybean meal.
These innovative farmers realized that
their goal was to enlarge total demand
for soybeans and soy products, and they
took care not to confuse sales promotion
with market development. Individualcompanies and organizations had to bear
responsibility for capturing a greater
share of the existing soy market forthemselves; they could not afford to domarket development work that could
benefit their competitors, and wereineligible for government financing andother assistance.
ASA leaders also mandated that soy
market development be carried out in amanner that would not jeopardize
markets for other U.S. agriculturalcommodities.
In the 1950s and 1960s, ASA would open
additional international marketing offices
and begin market development activities
on Taiwan and in Germany, and Iran.
During the 1970s, 1980s, and 1990s,
ASA would open offices in Austria,
Belgium, China, Cyprus, India, South
Korea, Mexico, Russia, Singapore, andVenezuela. From these offices, ASA staff

Available online at http://www.fas.usda.gov/info/fasworldwide/2006/06-2006/SoyDevelopment.htm

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Page 6e-Sources
For more information, visit the following
Web sites:
ASA (the American Soybean Association):
http://www.SoyGrowers.com
ASA-IM Japan (ASA International Marketing
Japan): http://www.asajapan.org
USSEC (the U.S. Soybean Export Council):
http://www.asasoya.org
USB (the United Soybean Board):
http://www.unitedsoybean.org

Jack Yamashita of ASA, Tokyo, on receiving the FAS Incentive Award
Certificate. Left to right: John D. Mortimer, deputy Far East director;
Mitsunori Amano, bookkeeper/statistician; Robert W. Allewelt, FAS Fatsand Oils Division; Kaoriko Shimodaira, e xecutive secretary; Ralph Jackson,
executive vice president, ASA Iowa; Jack Yamashita; David L. Hume,agricultural attaché, FAS Tokyo; Yoshiko Kitade, secretary; Noboru
Korikoshi, administrative assistant.; Yoshiko Kojima, food section chief;and Scott Sawyers, Far East director

and consultants could reach out to customers in more than 80
countries around the world.
After nearly 50 years of successful U.S. soybean export
activities, in 2005 ASA and USB formed USSEC to continue

these efforts. Due to ASA’s worldwide
name recognition and excellent
reputation, USSEC will continue to
conduct market development activities
under the name ASA-IM. These efforts
are made possible by ASA’s investment of
cost-share funds from FAS and by
producer checkoff dollars invested by
USB and state soybean Councils. �
Bob Callanan is the communications
director of the American Soybean
Association.

FAS Worldwide is an online magazine from USDA's Foreign Agricultural Service. Text of this magazine is in the public domain andmay be reprinted freely. Photographs may not be reprinted without permission.
Use of commercial and trade names does not imply approval or constitute endorsement by USDA or by FAS.
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Available online at http://www.fas.usda.gov/info/fasworldwide/2006/06-2006/SoyDevelopment.htm

The group was then briefed by ASA-IM Japan
Marketing Manager for Food Soybeans Masi Tateishi on
various food bean programs planned for the week, followed by general information about logistics and transportation provided by ASA-IM Japan Manager for
Accounting and Marketing Support Akemi Ito.
Tateishi and USSEC International Marketing
Manager Alan F. Poock then worked with leadersand staff to review a series of PowerPoint slides thatwould be presented during the days ahead. USB
Chair Curt Raasch, a producer from Odebolt, Iowa,
USB Director John Wray, a producer from Ottawa,
Kan., and ASA President Rick Ostlie, a producer from
Northwood, N.Dak., as well as USB Executive Director
Yvonne Dock, USSEC CEO Dan Duran, and ASA CEO
Stephen Censky, would all be called upon to speak and givepresentations.

Partners
for Half a
CenturyIn the fast-paced, disposable society we live, not manythings last half a century. So when U.S. soybean producers talk about celebrating 50 years of partnership
activities with Japan, it really does have special meaning.
What follows is a report about a series of meetings,
activities and celebrations that took place in Tokyo during the third week of August in the year two thousandsix. It chronicles the people and organizations thatshared a momentous occasion in the history of the
U.S. soybean industry.
The story begins with volunteer farmer-leaders saying goodbye to their families and driving to the airport.
During the next 17 hours, these ambassadors of agriculture and their support staff would travel more than
6,000 miles through 10 time zones to begin the business of soybeans early Monday morning, August 21.
This was the beginning of Soy Week in Japan.

Preparing for Success
The first order of business for a successful week ofcustomer meetings was an orientation session conductedby staff from the American Soybean Association
International Marketing (ASA-IM) Japan office and theUnited States Soybean Export Council (USSEC) for the
farmer-leaders and staff of the American Soybean
Association (ASA) and the United Soybean Board(USB).
In addition to an overview of ASA-IM program
activities, Takehiko (Tom) Nishio, who became ASA’s
12th Japan Country Director in 2002, provided thegroup with a few pointers on Japanese customs forgreetings and business meetings, and a quick language
lesson on basic Japanese phrases.
ASA-IM Japan Marketing Manager forCommunications and Demand Building Kyoko
Kawahara then provided a preview of the 50th anniversary reception that was scheduled for Thursday evening.
Kawahara also shared with the group a sample of thespecial 50th anniversary commemorative plaques thatwould be presented to customers and representatives oftrade groups.

Getting Down to Business
While part of the group went with USSEC Director ofTrade Relations Paul Burke to the ASA-IM office for meetings with U.S. food soybean and soy product suppliers, therest of the group taxied over to Keidanren Kaikan, an officebuilding that houses the Japan Business Federation, for aroundtable with officers and members of the Japanese
Oilseed Processors Association (JOPA) and the Japan Oil &Fat Importers & Exporters Association (JOFIEA).
This roundtable was the 10th Annual Partnership
Forum between the U.S. and Japan. Every year the partnership forum is held in either Japan or the United States. Thishas provided U.S. soybean grower-leaders with direct
knowledge of Japanese customer needs and concerns, andprovided Japanese soy buyers with the opportunity to visit
the U.S. to see how soybeans are grown, harvested andtransported to Japan.
The roundtable began with opening remarks from JOPAInternational Committee Chair Akio Bannai, of J-Oil Mills.
Afterwards, everyone introduced himself or herself, and then

(L to R) USB Chair Curt Raasch, ASA President Rick Ostlie, USSECInternational Marketing Manager Alan F. Poock, ASA-IM Japan
Marketing Manager Food Soybeans Masi Tateishi, and Kyoko
Kawahara review a PowerPoint presentation. (ASA photo by Bob
Callanan)

Alan Poock presented a review of the2006 U.S. soybean crop condition.
Following a question and answer
period, JOPA Managing Director
Yoshinori Komura presented an
overview of the Japan soybean and oil
market. Komura described the relationship between ASA and the Japan oilseedindustry as a “marriage.” He called theearly years the “honeymoon period,”when the U.S. and Japan worked handin-hand to solve issues, develop new
products and build market demand.
Komura said the relationship has now
matured into a mutual dependence thatis beneficial to both partners because it
provides Japan with the soybeans andtechnical assistance it needs, while providing U.S. soybean growers with adependable export market.
After a question and answer period
about the Japan soybean and oil market, closing comments were made by
JOFIEA Soybean Committee Chair
Nobuaki Hironaka of Itochu
Corporation, and USB’s Curt Raasch
expressed appreciation for the longterm customer relationship with theJapan soy industry.
That evening, at a reception hosted
by JOPA and JOFIEA, JOPA Industry
Committee Chair Hidetoshi Ogami, of
Nisshin OilliO Group, made opening
comments, followed by a speech from
Daniel Berman, Minister-Counselor for
Agricultural Affairs at the United States
Embassy in Tokyo.
The first two 50th anniversarycommemorative plaques were thenpresented; USB’s Curt Raasch presented to JOPA representative Hidetoshi
Ogami, and ASA’s Rick Ostlie presented to JOPA President Shinji Sasaki.
Closing comments were again made by
Nobuaki Hironaka.

Partnership Meetings Get
Underway
Tuesday began with a meeting at
J-Oil Mills Company with its President& COO Shinji Sasaki, Senior
Managing Director Kazuo Kawabata,and General Manager, Raw Materials
Purchasing Division, Oilseed Meal
Sales Division, Akio Bannai.

traveled to the headquarters of Nisshin
During this meeting, and several
others during the week, customers
OilliO Group, where they met with its
expressed interest and concern about
Chairman Jokei Akitani, President
the impact biodiesel production in the Kazuo Ogome, and Director General
U.S. was going to have on the supply
Manager, Oilseeds & Meals
of whole soybeans for export.
Department, Hidetoshi Ogami.
“We assured our Japanese cusCustomers here, and at other meettomers that demand for biodiesel willings, were particularly interested to lisnot significantly impact our ability to
ten to ASA and USB leaders talk about
supply them with the soybeans they
their on-farm use of crop protection
need,” ASA’s Ostlie said. “Althoughproducts. This issue was raised because
we anticipate biodiesel utilization
on May 29, 2006, Japan’s Ministry of
increasing from about 3.3 percent of
Health, Labour and Welfare changed
this year’s soybean crop to 10 to 13
the way it regulates residues of approxipercent of our 2015 crop, we also
mately 283 agricultural chemicals andanticipate in the next 10 years ourveterinary medicines.
yields will increase and more acres of“We told our customers that assoybeans will be planted.”
farmers we are very conscientious
At the close of the meeting, Ostlie about our chemical handling and applipresented Sasaki with a 50th annivercation,” Ostlie said. “I took out mysary commemorative plaque.
certification card and explained how I
Next the group traveled to thehave to re-certify every three years to
U.S. Embassy for a market and politihandle agricultural chemicals.”
cal briefing by Dan Berman and
Ostlie also talked about ASA’s
Agricultural Attaché Deanna Ayala.
work with the U.S. Environmental
Berman said, “The 50th anniversary
Protection Agency to get multiple funof ASA’s office in Japan says two things;
gicide products approved for use insoybeans are important and Japan isadvanceof Asian soybean rust. ASAimportant. We need to hold on to this
IM
has
also
been working in Japan tomarket at all cost, as its virtually irreassist government regulators withplaceable.”
Berman explained that because the information about residue levels for
agri-chemicals registered for use on
Japanese population is not growing,
Japan needs smart marketing and prob- U.S. soybeans.
Regarding ASA’s role in helping tolem solvers. He urged the U.S. growers
improvethe business of soy customers
to help the Japanese crushers maintain afirm business footing in traditional uses, in Japan during the past 50 years,
while also helping them to develop new Chairman Akitani said, “We havereceived a lot of information and techmarkets.
nology proposals from the American
Referring to the link
between U.S. growers andthe Japanese soy industry,
Berman said, “This is ahigh-maintenance relationship. Japan can afford
solutions and they need
the best value. They needto have frequent contacts
and a year-in, year-out,
office presence from ASA.
Japan is a customer thatcannot be taken for granted—that would be a huge
mistake.”
After departing fromNisshin OilliO Group Chairman Jokei Akitani receives a commemthe Embassy, the grouporative plaque from ASA President Rick Ostlie.

Newsline, a national
audio feed that is provided to U.S. farm broadcasters via the National
Farm Broadcasting
Service. This interview isavailable online at:www.SoyGrowers.com/
newsroom/srn.htm.
On Wednesday, USB
International Marketing
Chair Benny Cooper, a
ASA President Rick Ostlie and USB Director John Wray provided a
producer from Kevil, Ky., presentation on farm chemical usage and Asian Soybean Rust at
the ASA-IM Food Bean Conference. (ASA photos by Bob Callanan)
ASA Chairman Bob
Metz, a producer fromprovided greeting messages to the 200
West Browns Valley, S. Dak., and ASA
conference participants.
Executive Committee member Gary
Curt Raasch then provided an
Joachim, a producer from Owatonna,
identitypreserved food grade soybean
Minn., joined the U.S. soy grower delcrop
report,which was of particularegation in Tokyo. Cooper, Metz andinterest
tothese
conference particiJoachim had flown into Japan Tuesday
pants. Knowing the new chemical
evening following a series of customer
residue regulations would also be on
meetings in China.
At the Showa Sangyo everyone’s mind, John Wray and Rick
Company, the group met Ostlie gave a team presentation on
U.S. farm chemical usage, and anwith the company’s
update on Asian soybean rust disease.
President Shigeo Fukui,
Professor Emeritus Makoto Kitoh
Senior Managing
Director Tadao Kurihara, of Kyoko University gave a presentation on nutrition and physiological
Officer, Oil & Fatfunction of soybeans, and Professor
Department Tetsuji
Shinomiya, and Manager, James Orf of the University of
Minnesota talked about the developOil, Meal,& Oilseeds
ment of food grade soybean varieties
Section, Oil & Fat
for customers in Japan. Masi Tateishi
Division Naoya Tazuke.
“Our farmers and the provided a report on ASA-IM Japan
activities, which was followed up by
USB Chair Curt Raasch, Showa Sangyo President Shigeo Fukui, and staff of the American
ASA President Rick Ostlie discuss soy oil products.
introductions of U.S. soy suppliers
Soybean Association, thewho were displaying their products at
The group then held its final meet- United Soybean Board, the U.S.
the trade show that followed.
Soybean Export Council, and the U.S.
ing of the day with representatives of
The trade show featured a variety
Department of Agriculture are indebted
Mitsubishi Corporation, includingofproducts
from 12 U.S. companies
to you, our Japanese friends, for believSenior Vice President, Division COO,
and 3 state soybean associations.
ing in our industry,” Curt Raasch said.
Foods (Commodity) Division, Living
Products ranged from specialty vari“We look forward to many more years
Essentials Group, Akira Fujii, who
eties of soybeans to packaged soy
would receive a 50th anniversary com- of strengthening the relationships thatmemorative plaque presented by USB’s have developed over the past 50 years.” foods. The trade show ran concurrently with a customer reception.
John Wray.
Food Bean Conference
The trade show and reception were
Following this meeting, Kyoko
Opensopened by Tom Nishio, with remarks
Kawahara and ASA Communications
Wednesday afternoon, the groupmade by Stephen Censky, Yvonne
Director Bob Callanan traveled acrosstown to meet with Toshihito Hirasawa, went to the Royal Hall of the AkasakaDock, and Eietsu Sakuraba, Director of
Prince Hotel for the Ninth Annual
General Manager, Oilseeds, Fats &Food Industry Promotion Division for
ASA-IM
Food
Bean
Conference.
Oils, Marubeni (Commodity Trading)Japan’s Ministry of Agriculture,
Kyoko Kawahara emceed the event,Corporation. Callanan interviewed
Forestry and Fisheries. Dan Berman
and Tom Nishio and Dan Duran each
Hirasawa for ASA’s Soy Radio
provided a welcome address on behalf
Soybean Association, and from the perspective of a heavy user like (Nisshin),
we appreciate this organization verymuch.”
Akitani said the relationshipbetween U.S. soybean farmers andJapanese soy customers has also helped
to bring the two countries closer
together.
“A large amount of the food needed by the Japanese people must be
imported, and since about 75 percentof the soybeans consumed in Japan isexported from the United States, a stable supply is critical,” Akitani said. “Wemust have communication to maintainthis relationship between our countries, and ASA has been serving a very
important role as an intermediary
between the two.”At the close of this meeting, Ostlie
presented Akitani with a 50th anniversary commemorative plaque.

of USDA’s Foreign Agricultural Service.
Masakazu Haga, representing the Japan
Federation of Grain Cooperatives, thenaddressed participants and offered a ceremonial toast to 50 years of cooperationand partnership.

The Anniversary Day Arrives
Thursday was a busy day of preparation for ASA-IM Japan staff as they
finalized details for an afternoon news
conference and the 50th anniversary
reception that evening.
Representing U.S. soybean growers at the news conference were grower-leaders Curt Raasch and Rick Ostlie,
who were joined by staff members Dan
Duran, Yvonne Dock, Stephen Censky
and Tom Nishio. About 20 media
representatives participated in thenews conference.
Ostlie provided an overview of thepartnership between U.S. growers andJapan’s soy industry. Raasch provide anabbreviated version of his U.S. soybean
crop report, and also talked about how
little impact Asian soybean rust had on
this year’s crop.
Duran talked about the future andhow U.S. soybean growers are prepared
to meet the needs of Japanese customer.
Dock expressed grower appreciation forJapan’s purchases of U.S. soybean products, and Censky emphasized U.S. commitment to servicing the technicalneeds of customers in Japan.
“The 50th anniversary celebrationof ASA’s market development office inJapan really illustrated the importanceof long-term relationships and tradeservicing of important buyers,” Censky
said. “Japanese buyers and their tradeassociations truly value the information
they have received from ASA, and thetrust that has been built over the past
50 years. Yet they, as the third largest
country buyer of U.S. soybeans in theworld, also want to be reassured todaythat we still are paying attention totheir needs.”

The 50th anniversarycelebration was held in the
Fuji Room at the Imperial
Hotel. As the excitementlevel was building toward
the opening of the reception, Nishio, Raasch,
Ostlie, Censky, Duran,Metz and Dock formed a
receiving line to personallygreet each and every soy
customer as they prepared U.S. producer-leaders and staff hold a press conference at theto enter the reception.
Imperial Hotel Tokyo. Shown are (L to R) USSEC CEO Dan Duran,
Hostesses dressed in tradi- USB Executive Director Yvonne Dock, USB Chair Curt Raasch, ASA
President Rick Ostlie, ASA CEO Stephen Censky, and ASA-IM Japantional Japanese costumes
Country Director Tom Nishio. (ASA photo by Bob Callanan)
then offered refreshments
to the 400 guests thatdelicious foods, which were accompaattended.
nied by contemporary Japanese music
At the reception, Nishio’s welcome played by a group of female performers
remarks were followed by speecheson traditional instruments.
from U.S. farmer-leaders Metz andAlso on hand for the reception
Raasch, Joseph R. Donovan, Jr.,
were ASA-IM Japan Animal Nutrition
Deputy Chief of Mission for the U.S.
Advisor Emeritus Karl Sera, former
Embassy in Japan, and Masaaki
ASA-Japan Country Director James
Okajima, Director General, Ministry of Echle, ASA-IM China Country
Agriculture, Ministry of Agriculture,
Director Phil Laney, ASA-IM Korea
Forestry and Fisheries.
Country Director Say Young Jo, ASA“On this momentous anniversary
Board member Scott Fritz, USSEC
marking 50 years of partnership
Director of Operations Joel Moore,
between U.S. soybean farmers and the Indiana Director of External Relations
Japanese soybean industry, we would
Melanie Batalis, Iowa Director Ray
like to take this opportunity to say
Gaesser and his wife Elaine, Dick
‘thank you,’” Raasch said. “Words can
Vegors from the Iowa Department of
not express how significant the past 50
Economic Development, Iowa Soybean
years of partnership between our two
nations has been to U.S. soybean farm- Association Executive Director Kirk
ers. More than 151 million metric tons Leeds, and North Carolina Soybean
Producers Association Executiveof U.S. soybeans have been exported
Director Charles Hall.
to Japan over the past 50 years. It is“While U.S. soybean producers
our hope that these numbers will conwant
to show support and appreciation
tinue to grow as we move into theto Japanese customers, this occasion isnext 50 years of our partnership.”really a celebration of the importance
Following the speech by Okajima,
Ostlie accepted a gift presented to ASA U.S. agricultural exports play in building trade relations around the world,”
by Akira Fujii on behalf of JOFIEA.
said Dan Duran. “There is a great deal
Then JOPA President Shinji Sasaki
of history and many underlying events
presented a toast to ASA’s 50 years ofmarketing and customer support activi- that have brought us to where we areties in Japan.
today. The story is much bigger than
Guests were treated to a variety of just soybeans and Japan.”