Washington, DC. — The American Soybean Association (ASA), U.S. Soybean Export Council (USSEC), and World Initiative for Soy in Human Health (WISHH) today announced the USDA Foreign Agricultural Service (USDA-FAS) allocation of $14 million in funding through the new America First Trade Promotion Program (AFTPP).
The funds will be invested to support the joint initiative of USSEC and ASA/WISHH to grow global demand for U.S. Soy by equipping international buyers with the tools, data, and technical support they need to prefer, procure, and promote soy of U.S. origin in their markets.
“This AFTPP funding is a welcome and especially timely opportunity coming just as new trade agreements are opening doors, and diversifying demand for U.S. Soy in international markets,” said Mike McCranie, USSEC Board Chair and South Dakota farmer. “USSEC is eager to turn that momentum and this new investment into export sales and measurable returns for U.S. soybean farmers.”
“For soybean farmers, demand is everything,” said Scott Metzger, ASA President and Ohio farmer. “This funding helps strengthen long-term market access and ensures U.S. Soy remains competitive in a global marketplace, keeping American farmers at the forefront of growing global demand.”
“The AFTPP funding supports WISHH and U.S. Soy to capitalize on years of market development efforts in developing and emerging markets,” said Morey Hill, WISHH Chair and Iowa farmer. “This funding will allow WISHH to launch new and innovative programs with partners who are eager to try U.S. Soy.”
Planned activities include building industry expertise with local processors, feed mills, and food companies, supporting local processing and enterprise development in protein-deficient regions, promoting soy-based food use opportunities, and advancing sustainability initiatives that showcase U.S. Soy’s verified environmental credentials and role in climate-smart supply chains.
First announced in 2025, the AFTPP is designed to help U.S. agriculture leverage new overseas market opportunities, maintain critical trading relationships, and diversify export destinations for U.S. farm products, complementing other USDA export promotion tools such as the Market Access Program (MAP) and Foreign Market Development (FMD) program.
