Brazil is a major producer of non-transgenic soy, also known as free soy, which is in high demand in the global market, particularly in Europe. Despite the use of high-tech seeds, this soy is not genetically modified. Norway is the only European country that legally requires the import of non-transgenic soy. Other countries like France, England, and Belgium are potentially reopening their markets for Brazilian free soy. China and Japan also show interest in Brazilian non-transgenic soybeans. However, Brazil faces competition from other countries such as Ukraine, India, and Russia. The future of Brazilian conventional soy lies in sustainability and meeting consumer demands, backed by strict legislation, traceability, and worldwide certifications.