A familiar face will be at the helm of the soybean checkoff in 2018.

Lewis Bainbridge, Ethan, S.D., was recently elected chair of the United Soybean Board.

Bainbridge, a third-generation farmer, previously served the board as USB vice chair.

USB focuses on meal, oil and sustainability to increase farmer profit opportunities.

“We are very good at growing soybeans in the United States,” says Bainbridge. “Now, we need to focus on maximizing value of this crop.”

Knowing that volume alone is no longer enough to maintain market share is helping shape Bainbridge’s vision for the coming year.

“In my time as chair, I want to continue the progress we have made in the past few years in differentiating our product and strengthening our competitiveness in the global marketplace, as well as building relationships with end users of U.S. soy," Bainbridge says.