United Soybean Board Launches Animal Ag Advisory Teams To Accelerate Commercial Adoption Of Soy Solutions

New framework shifts focus from generating research to delivering validated, market-driven solutions for livestock and poultry producers

After nearly two decades building one of the most extensive scientific foundations in animal nutrition, the United Soybean Board (USB) is launching a new advisory structure designed to accelerate the adoption of soy-based solutions across animal agriculture.

The new framework transitions USB's longstanding Animal Nutrition Working Group (ANWG) into four advisory teams representing swine, poultry, dairy and beef production. The move reflects a strategic shift from broad research exploration toward targeted, commercially driven solutions that help producers improve performance and profitability, while increasing use of U.S. Soy.

USB's animal nutrition investments have generated a substantial body of scientific knowledge supporting the value of soybean-derived feed ingredients. Through the ANWG, USB directed nearly $26M in research investments across more than 300 projects, resulting in more than 150 peer-reviewed publications and helping train hundreds of students in animal and aquaculture nutrition.

"Today, our customers, and the nutritionists who guide them, are seeking more than research. They are looking for practical solutions that address real-world challenges and can be confidently implemented within their operations," said Keenan McRoberts, Executive Vice President of Strategy at the United Soybean Board. “USB is meeting that challenge head-on.”

Bridging insight to impact
USB’s new animal agriculture advisory structure is designed to bridge scientific research and production-level implementation. The advisory teams will work to identify opportunities, validate solutions under commercial conditions, and encourage adoption throughout the livestock industry.

Under the new model, species-specific teams will consist of qualified animal nutrition and health experts who understand the unique production systems, economic realities and decision-making processes within their respective industries.

At the center of the new structure is USB's "Insight to Impact" framework, which provides a pathway for moving ideas from ideation to implementation. The framework consists of three stages: Discovery, Development and Adoption.

Discovery

• Identify high-value opportunities, unmet needs, inefficiencies or market gaps
• Review existing soy research that supports value discovery
• Conduct proof-of-concept research to determine if a meaningful opportunity exists

Development

• Define and articulate target users, use case, and proof of concept
• Outline economic analysis, implementation feasibility, and voice of the customer
• Demonstrate validation and efficacy in commercial production conditions

Adoption

• Focus on driving behavior change in commercial systems
• Deliver information through education, outreach, producer engagement, and targeted communication efforts
• Ask customers to measure and evaluate changes in operations

Success will be measured not by research outputs alone, but by actual changes in feed ingredient utilization and formulation practices within livestock operations.

The advisory team roles
Each of the advisory teams will be structured to provide expertise at multiple levels.

• Core Advisors will play the most active role in implementation, helping guide strategy, oversee commercial research projects and support marketing initiatives designed to move solutions into practice.
• Senior Advisors will provide strategic guidance and industry alignment by contributing to historical perspective and helping ensure that activities remain connected to broader industry priorities.
• Subject Matter Experts will offer specialized expertise in areas such as research methodology, nutrition, animal health, production systems, and commercial feasibility. These experts will be engaged to address specific challenges or opportunities.

The swine advisory team offers an example of how the new model will operate. They have already worked through the “Insight to Impact” framework to develop several commercial applications and decision-making tools, including the recently introduced Feed4Profit economic modeling tool, designed to help nutritionists go beyond feed formulation to improve income per pig.

“As animal agriculture remains soybean farmers’ biggest customer, that relationship drives demand, supports prices, and ultimately keeps our operations viable,” said Tom Frisch, United Soybean Board farmer-leader from Minnesota and Volume Action Team Chair. “That's why USB is committed to investing in research and industry insights that help our animal ag partners succeed. The advisory teams will focus on addressing real-world industry challenges, including seasonal performance losses, disease-related productivity issues and opportunities to better capture the nutritional and economic value of soybeans and/or soybean meal.”

The transition marks a new chapter for USB's animal nutrition and health efforts, one focused on moving beyond research generation toward tangible results that benefit producers, nutritionists and the broader livestock industry.

For more information, visit can.ussoy.org.