Farming with the future in mind isn’t just good practice; it’s a global responsibility. That’s why Wisconsin United Soybean Board (USB) Director Tony Mellenthin takes every opportunity to share the value of U.S. soybeans with international buyers, right from his own fields near Eau Galle, Wis.

“The importance, from my perspective, is getting your customers out to your farm so they can see exactly what they’re buying when they choose U.S. soy,” Mellenthin said.

On Aug. 26, Mellenthin welcomed a Korean trade delegation to his farm as part of a multi-state mission organized by the U.S. Soybean Export Council (USSEC) in partnership with USB. The visit aimed to strengthen international relationships and explore emerging opportunities in global markets.

Known for his commitment to sustainable farming, Mellenthin was eager to show the team the innovative technologies he’s using to improve both efficiency and environmental stewardship.

“One thing we highlighted was our sprayer,” he said. “They really enjoyed seeing the technology up close — all the cameras, sensors, and how it helps us be more precise and sustainable in our practices.”

But the group’s interest extended far beyond machinery. Mellenthin said the visitors were particularly curious about the size and quality of this year’s soybean crop.

“They asked a lot of questions about availability and quality,” he said. “They’re trying to time their purchases, so it was important for them to understand what this year’s harvest will look like.”

Korea is an important and growing market for U.S. soy. In 2024 alone, the country imported more than $326 million worth—over 642,000 metric tons. In fact, Korean purchases of U.S. soybeans have increased by 46% over the past decade. Each year, the country crushes around 1 million metric tons of soybeans, underscoring the significance of U.S. supply.

For Mellenthin, the visit was about more than business — it was about building trust and understanding.

“We can talk about sustainability all day, but when international buyers actually visit farms like ours, they get to see where their soy is coming from,” he said. “They see it’s grown by families who care about the land, the crop and the people they feed.”

In a commodity-driven world where price often dominates the conversation, Mellenthin believes these face-to-face connections help U.S. farmers stand apart.

“I hope when they go back home and think about U.S. soy, they picture our farm,” he said. “Because when they buy U.S. soy, they’re supporting farms like ours. And that makes a difference.”