While there aren’t many literal waves to ride in Wisconsin, the Wisconsin Soybean Marketing Board (WSMB) found figurative waves to ride during the Identity Preserved International Summit, hosted by the Specialty Soya and Grains Alliance (SSGA), Feb. 18-20 in Honolulu, Hawaii. 

“WSMB invests checkoff dollars to ensure that Wisconsin’s soybean farmers have the tools, markets and research needed to succeed – and that includes all soybean growers, not just those growing commodity beans,” said WSMB President Jonathan Gibbs, who farms near Fox Lake. “Being involved in events like SSGA’s Identity Preserved International Summit is important to continue growing the identity preserved industry for not only Wisconsin growers, but farmers across the country.” 

Usually, if you hear the phrase “ride the wave” while in Honolulu, you think of surfing. But that was far from the intent Matt Tripodi, a senior global territory director with Euromonitor International, had when he spoke those words at the Summit as part of his “Navigating growth in a shifting trade landscape” presentation. Addressing nearly 100 Summit attendees, Tripodi emphasized the opportunities for U.S. agriculture, specifically U.S. Identity Preserved agricultural products, in a shifting trade environment. 

Tripodi encouraged attendees, including U.S. growers, suppliers and exporters of premium crops, as well as buyers, importers and food manufacturers from 13 Asian countries, to continue to use identity preserved to differentiate and elevate their businesses.  

Identity Preserved around the globe 

As the steward of the Wisconsin soybean checkoff, WSMB invested valuable checkoff dollars to sponsor the 2025 Summit, which was the second time the event has been held; WSMB President Jonathan Gibbs, Director Steve Wilkens and Executive Director Adam Kask networked with nearly 40 buyers, importers and food manufacturers from China, Japan, Singapore, South Korea, Nepal, India, Thailand, Indonesia, Vietnam, Myanmar, Cambodia and the Philippines during the event. 

While many international guests are in the beginning stages of considering identity preserved grains and oilseeds, several are already purchasing these premium crops for their business. Three of those manufacturers – Jin Yoon of Jinhwa Food in Korea, Gaurav Agrawal with Shree Radne Rani International Trading from Nepal and Sok Hung Chang of Ling Yi Ti Tofu in Cambodia – spoke of their experiences utilizing U.S. Identity Preserved field crops in their food manufacturing.   

Aside from presentations, attendees created connections and learned more about the global identity preserved industry through networking, exhibitor tables and tours.  

Aloha Tofu Factory hosted tours for nearly 40 Summit attendees and included sampling of soy foods. The 75-year-old business is the largest tofu manufacturer in Hawaii, creating a variety of soy foods with identity preserved soybeans sourced from the Midwest. Attendees ended the three-day conference with a tour of Kualoa Ranch, learning about their agricultural practices while enjoying the island scenery.   

Working with customers

The importance of relationships and the threat of tariffs in global trade were common themes across several Summit presentations. 

Jake Noll, general manager of Richland IFC in Breckenridge, Minn., addressed impending tariffs during the “U.S. Identity Preserved suppliers – delivering a promise” panel. 

“It’s the elephant in the room, but we can prep for that,” said Noll, an SSGA board member. “Supply can stay consistent; we know that.” 

The panel – which also included Todd Sinner of SB&B Foods, which has facilities in both North Dakota and Wisconsin, and JR Kassian of Genesis Seed Solutions – emphasized the need for contracting early and the importance of connections between trade and business partners, no matter the geopolitical situation. 

“We continue to listen to our customers, what they need and what they want, so we are breeding our own genetics as well, and hoping to deliver those new genetics,” Sinner said. “But it must be a win for our growers, too. It’s important that our growers have a sustainable, high-yielding, high-performing variety that works for their land and their soil types. Those types of things are always going to continue to develop and expand.” 

Quality starts on the farm  

The “U.S. Identity Preserved growers – quality starts on the farm” panel of U.S. growers was another fruitful opportunity for questions and answers. The panel included growers Pat Sullivan from Minnesota, Mike Koehne from Indiana and Steve Peach from Michigan.  

Each grower gave a brief overview of his farm, highlighting the people and practices that help sustain an identity preserved crop. And although farms are different shapes and sizes, they all agreed that farmers demonstrate integrity and passion for growing a high-quality product.  

“For me, I love knowing where it ends up. I love knowing that my soybeans go into food,” Koehne said. “I feel I always want to make a difference in the world, and I feel like doing this, I’m making a difference.”  

Other keynote presenters included Nicole Atchison, CEO of PURIS, and Paul Maass, CEO of Scoular, presenting perspectives on sustainability, quality, breeding and technology in agriculture and food. 

Plans are underway for the 2026 Summit, with the location and date to be announced.