Project Description
Protein has been dropping in U.S. soybeans for decades and livestock feed demand has decreased with it. Blue Spring was hired by Illinois Soybean Association to work with seed companies to change their breeding practices and inform farmers what’s happening. The results were shocking. We discovered billions of dollars in feed value were being hidden in an outdated soybean pricing system that’s based on protein instead of the amino acids used in formulating feed.
We started with applying innovative strategies from social science and created an international nutritionist team to take a new look at the amino acid data from a customer perspective. We also created individual farmer reports showing them the feed value of their soybeans for the first time. And we orchestrated extensive statistical analysis of replicated soybean varieties so we could make predictions of future soybean value. It all culminated in a breakthrough website, soyvalue.com.