MARKET RESEARCH RFP ISSUED BY USSEC

U.S. Soybean Export Council (USSEC), Inc. requests proposals to increase awareness of the sustainability of U.S. Soy. Through a global network of international offices and strong support in the U.S., USSEC helps build a preference for U.S. soybeans and soybean products, advocate for the use of soy in feed, aquaculture and human consumption, promote the benefits of soy use through education and connect industry leaders through a robust membership program.

USSEC’s standard practice is to RFP every 3 years in an openly and competitive manner. This type of cost analysis will assist in determining the fair market value for the work to be performed and allows USSEC the opportunity to evaluate various proposals and select the best contractor for the job based on experience, availability, expertise, approach, and cost The purpose of this RFP is to seek proposals to increase awareness of the sustainability of U.S. Soy

Background:

There has been globally increasing attention to soybeans a plant-based protein, from the viewpoint of health consciousness & securing of food resources. At the same time, Japanese 2 food and fermented food are also increasingly recognized as health food and is attracting attention as “WASHOKU = JAPANESE FOODS” around the world. USSEC believes this trend is greatly attributed by a stable & reliable supply of raw materials, which is sustainability, regardless of its visibility or invisibility as soybeans are basis of Japanese Foods. Meanwhile, Sustainability has been discussed around the world especially US about a decade ago.

There is a growing understanding of what the real problem is and how the U.S. Industry will solve the problem and meet the standards. However, the project in Japan was limited to information dissemination at seminars, conferences and the target was limited to among industries. In Japan, 93% of Japanese soybeans are imported, and only 7% are domestically grown. This composition will probably not change in the next 10-15 years. On the other hand, the US market share in the Japanese soybean market has remained averaging at 70%. Looking at the food bean market, the share of almost all categories includes tofu, miso, soy sauce and soy milk continue to remain to be over 50%, and that of natto continues to be over 70%. In this way, although Japan relies on imports to meet its food needs, consumers’ awareness of sustainable food procurement is very low based on USSEC study in 2015 where few food companies take initiatives on sustainable procurement concerning consumers’ lack of awareness and interests. Thus, USSEC had been always expected to conduct consumers’ campaign to move consumers’ awareness toward food and sustainable procurement. Under such circumstances, the USSEC has worked with the Tokyo 2020 Olympic and Paralympic Organization Committee and has been approved that the USSEC Sustainability certification conforms to the sustainable sourcing code recognized by the Organizing Committee. Due to this impact or not, seven soy food companies includes tofu, deep-fried tofu (inari-sushi wrap), natto, soy protein, wholesaler) have printed the sustainability assurance protocol logo on their products and have started shipping. Certifies sustainable soy oil is also being used in Athlete village and main Olympic Studio via the world 1st Sustainable

US Soy certificate. USSEC will conduct US Soy Sustainability campaigns under the “OUTSIDE THE BOX” concept with the aim of further boosting the Japanese soy food market where over 40 million foreign tourists including Olympic players are expected to visit Japan in 2020. Currently Japan Soy food market is steadily keeping in this decade and total consumption is around 1-million tons, estimated retail value over 1 trillion JPY (10 billion USD), including Japan domestic production. Import of food grade soybeans from U.S. is 364,000MT (50% share) in 2018 and expected to import 375,000MT (52% share) in 2019. The overall goal of the campaign is to increase awareness of U.S. Soybeans and its sustainability by positioning the US as the main supply source of Japanese Food and boosting demand of plant-based protein that can meet the demands created by the current burgeoning tourism sector, in the run-up to the Tokyo Olympics in 2020, and beyond.

TARGET AUDIENCE: Soyfoods/Food and/or Sports Protein Sector

Scope of Work:

Support USSEC will conduct US Soy Sustainability campaigns under the “OUTSIDE THE BOX” concept with the aim of further boosting the sustainability of U.S. soy where over 40 million foreign tourists including Olympic players are expected to visit Japan in 2020.

The overall goal of the campaign is to increase awareness of U.S. Soybeans and its sustainability by positioning the US soy as the main supply source of Japanese Food and boosting demand of plant-based protein that can meet the demands created by the current burgeoning tourism sector, in the run-up to the Tokyo Olympics in 2020, and beyond

Campaign could include followings: 

– TV-Influential program such as WBS and NHK Science, Business, Economic and Social

– Newspaper-Major ones as Nikkei and Yomiuri including online news such as Google & Yahoo

– Video- Development 

– Design USSEC can utilize in other foreign markets to communicate positioning of the US soy as the main source of Japanese Food and introduction how Japan utilizes of US Soy Sustainable Assurance Protocol

– SNS (Twitter, Instagram, Youtube)

– Flyers Development-USSEC can distribute to make Japanese soy industries become aware what USSEC has done for the year 2020. Distribution in outlook conferences and others.

ADDITIONAL CONSIDERATION (if applicable) Additional considerations for the proposal and report in English and Japanese version.

Due Date:

January 7 

Address:

Name: Masako Tateishi 

Phone #: 81-3-6205-4971 

Email: MTateishi@ct.ussec.org

Relevant agencies include MWWPR and Sitrick PR.