1. Senior Vice President Vicki Nesper Vice President
Lisa Kelly, MPH, RD
Senior Vice President
Vicki Nesper
Vice President

2. Who We Are
Leading global communications firm ― 100 markets and 2,800 staff
Specialized experience in food & beverage and consumer nutrition
Strong network of the most important food and nutrition influencers
Expert in developing and shaping a compelling narrative ― opinion research, reputation management and engaging influencers, media and consumers
Drive marketing communications for top consumer brands throughout network
Social media innovators
MSLGROUP is the Publicis Groupe’s flagship public relations, branding, social media and events network.

3. 20 Years of History With USB
Goal is to maximize grower profit by increasing the use of soybean components in the food supply – both oil and protein
Dedicated team of 12+ to advancing soybean utilization in food
We do this through several connected activities:
Direct marketing to the food industry (primarily for commodity and enhanced trait soybean oils);
Expansion of the “health halo” with health influencers (starting with soy protein, and broadening it to oil);
Providing customers (industry buyers such as chefs and manufacturers as well as end-users) and influencers with the resources they need to recommend and purchase soy;
And removing market barriers such as concerns about biotechnology, sustainability or soy health effects that could harm market share if left unchecked

4. Food Influencer Network
Food Company Meetings
Food Media Relationships
Deep Ties to Food Bloggers
Nutrition Promotion to Allied Health Professionals
Food Industry & Influencer Conferences

5. Culinary Development Full test kitchen and research facility on-site
Food trend identification and analysis
Food concept development
Testing and sensory evaluation
Food sampling management
Cooking demonstrations
Tradeshow representation
Recipe contest management
JOY BLAKESLEE, RD
Culinary Center Director

6. UNITED SOYBEAN BOARD AND qualisoy

7. Our Target Audiences are Vast
Health professionals
Registered dietitians
Nurse practitioners
Physician assistants
Food and beverage industry and food scientists
Foodservice industry and culinary professionals
Trade and consumer media
Consumers

8. We Navigate Path to Purchase
Practical Motivation
Influencer Advocacy
Public
Awareness
Patient room exam posters
Recipes
Mobile site for shoppers
Sustainability guide
Product
Launch
Tradeshows
Conference sessions
Biotech education
Technical literature on benefits/ safety
Digital resources: Web, enews, podcasts
Public Affairs
News stories: TV, radio, Print & online
Trade advertising/ editorial
Marketing brochures
Digital content & traffic drivers
Trait specs
R&D support
Marketing trends
Foodservice promos
Retailer partnerships
AHA INAP
Nutrition symposia
Dietary Guidelines
Industry alliances
We employ a
mix of new & proven marketing activities

9. Award-Winning Marketing Program
Year-after-year,
USB’s program receives
top national & international awards