Soy Many Opportunities

The Wisconsin Soybean Marketing Board invests in a mix of domestic marketing and international marketing to add value to soybeans. Domestically, WSMB looks for ways to invest in new uses for soybeans. Internationally, WSMB works with contractors to grow markets to sell soybeans.

Domestic Marketing

The greatest success story for the soy domestic market has been biodiesel. Beyond biodiesel, the soy checkoff has sparked several innovations from soy ink, to paint, candles, lubricants, road sealants, home cleaners, plastics and more. Here are two success stories making waves across the country.


RePlay Agricultural Oil and Preservation Agent is a patented biobased technology from BioSpan Technologies that is made up of 88 percent biobased products, half of which come from soybean oil. RePlay™ makes asphalt last longer by reversing asphalt oxidation and erosion, adding years to the road surface. RePlay is a soybean checkoff success story.

Roof Maxx

Aging shingles lose natural oil and become dry and brittle in the process. Thanks to investments by the United Soybean Board, companies like Roof Maxx are finding solutions. Roof Maxx’s soy-fusion technology soaks shingles in all-natural bio-oil that restores flexibility. This allows asphalt roofs to withstand changing temperatures and extreme weather like a new roof would.

International Marketing

WSMB partners with several organizations to help grow international soybean markets. Each organization has its own niche, but together they impact Wisconsin soybean export markets in positive ways.

U.S. Soybean Export Council

The U.S. Soybean Export Council focuses on differentiating, elevating preference, and attaining market access for the use of U.S. soy for human consumption, aquaculture, and livestock feed in 80+ countries internationally. USSEC members represent the soy supply chain including U.S. soy farmers, processors, commodity shippers, merchandisers, allied agribusinesses, and agricultural organizations.

Specialty Soya and Grains Alliance

Specialty Soya and Grains Alliance is a national association of companies focused on production, processing and shipping of U.S. Identity Preserved field crops and their related products worldwide. Its mission is to provide resources that communicate the quality, diversity and availability of their products and support allied companies throughout the value chain, including, but not limited to, agronomy, data, finance, insurance, logistics and transportation.

Northern Soy Marketing

Northern Soy Marketing, LLC is the farmer-leader board formed by the soybean checkoff boards of North Dakota, South Dakota, Nebraska, Minnesota, and Wisconsin. The board invests grower checkoff funds to conduct research on soybean quality and Critical Amino Acid Value (CAAV) levels in northern-grown soybeans and funds outreach to buyers around the world. The sessions teach buyers to look at CAAV as a complete assessment of soybean quality rather than just looking at crude protein levels.

World Initiative for Soy in Human Health (WISHH)

WISHH serves as U.S. soy’s catalyst for trade in developing and emerging markets. WISHH tracks trends in protein demand and then works to guide and foster business development with local entrepreneurs where markets show the most potential long term. WISHH connects businesses to partners across global market systems to ensure successful market development. WISHH is a program of the American Soybean Association and receives funding from the soybean checkoff.