July 15, 2024

Indiana farmer featured in South Korean soybean ad

Promoting soybeans internationally

A soybean advertisement in South Korea features American farmer Jim Douglas.

FLAT ROCK, Ind. — Hoosier farmer Jim Douglas is representing American farmers everywhere as the face of an advertisement campaign for soybeans in South Korea.

An estimated 260,000 people will see the advertisement on billboards and signs in Seoul and its suburbs. The consumer outreach campaign is sponsored the U.S. Soybean Export Council.

According to USSEC, the campaign aims to raise awareness about the sustainability of U.S.-grown soybeans among general consumers, as well as the food industry.

About Douglas

Douglas is a fifth-generation farmer from Flat Rock in central Indiana, where he grows corn and soybeans with his son, James. He also works with the Legan family to finish more than 30,000 hogs each year.

Douglas is also a director for the United Soybean Board. He served on the Indiana Soybean Alliance board for nine years.

Now he is helping promote soybeans internationally.

“I’ve spent my entire life cultivating this piece of land,” Douglas said. “When I first realized that soybeans are turned into an extraordinary variety of food products and served on dining tables all around the world, I felt a tremendous responsibility.

“This crop provides growing children in countless countries with nutrients and nourishment they need. It is for this reason that I decided to adopt sustainable cultivation techniques. I want to conserve this land and pass it on to future generations.”


Sajo Daerim, a major food manufacturer, expanded its Sustainable U.S. Soy-labeled soy food products in response to the advertising campaign.

Additionally, another major food manufacturer and food service provider called Ourhome launched tofu products with the Sustainable U.S. Soy logo label.

USSEC also launched a digital campaign on YouTube focusing on U.S. Soy sustainability.

From January through April of this year, 67,000 metric tons of U.S. food-grade soybeans worth $57 million were exported to Korea.

Looking Forward

Douglas encouraged farmers to be the voice of American agriculture by getting involved with trade organizations.

Balancing farming, family and leadership roles is hard work — but he believes the payoff is worth it.

“Before I got involved in ISA, I took for granted that all these things happen, and I think many farmers sit back, busy with their lives and family while all this takes place behind the scenes,” Douglas said.

“ISA is there every year with a dedicated staff to promote not only soybeans, but industries that use them. ISA is in there plugging along helping with those industries. In the end, they’re going to use more beans because of that.”

To see the USSEC video series, visit bit.ly/HoosierFarmerInSoyCampaignKorea.

Erica Quinlan

Erica Quinlan

Field Editor