(Photo: Iowa Soybean Association / Joclyn Kuboushek)
Executive Insights: Building demand one relationship at a time
October 1, 2026 | Kirk Leeds
As I prepare to return to Iowa from Mexico City after another trip to promote U.S. soybeans, I can’t help but reflect on the international trade missions I have been fortunate to join over the past three and a half decades. These trips have taken me around the world with one common goal: build demand for Iowa and U.S. soybeans.
My latest trip began in El Salvador, a market of 6.3 million people. It imports more than 270,000 metric tons (roughly 10 million bushels) of U.S. soybeans, primarily soybean meal. The U.S. accounts for roughly 93% of El Salvador’s soybean imports, with much of that demand driven by growing poultry, egg and swine industries.
From El Salvador, we traveled to Mexico, a country of 132 million people and one of our largest customers. Mexico is the third-largest buyer of U.S. whole soybeans and the second-largest buyer of U.S. soybean meal and soybean oil.
In both countries, we met with key customers, industry leaders and government officials, including U.S. Ambassador to Mexico Ronald Johnson. These conversations gave us the opportunity to listen, learn and explain the quality, reliability and consistency of U.S. soybeans.
Mexico’s proximity and strong agricultural relationship with the United States make it a critical market for Iowa farmers. Much of that relationship has been strengthened by the United States-Mexico-Canada Agreement (USMCA). Maintaining and renewing this key trade agreement is critical to agriculture and the thousands of farmers and businesses that depend on these markets.
Over the past 35 years, I’ve traveled with Iowa farmers to create demand in emerging markets like China, Vietnam, Cambodia, Indonesia, Egypt, Pakistan and Bangladesh, as well as established customers in Europe, Japan, South Korea and the Philippines.
There is something powerful about sitting across the table from a customer and hearing an Iowa farmer tell the story of their farm, family and commitment to quality. Iowa soybean farmers who volunteer to promote our crop demonstrate that they are vital ambassadors for their products and state.
Demand is not created simply by putting a product on a ship. It is created through relationships, trust and showing customers why they can count on us. As I head back to Iowa, I am grateful for the farmers who have made these journeys with me—and for the opportunities ahead to continue telling the Iowa soybean story.
Written by Kirk Leeds.
Back