The article highlights the importance of soybeans as a global crop, rich in protein and essential nutrients, and their increasing demand due to the rise in plant-based diets and sustainable food sources. The US Soybean Export Council (USSEC) is leading exporter of soybeans, with over 70% market share in Sri Lanka, where soybeans are used as animal feed, particularly in the poultry industry. The article also emphasizes the shift towards nutrition security and the role of soy in providing protein, with the USSEC's 'Right to Protein' initiative. Sri Lanka's poultry industry is setting a benchmark in the region by adopting the 'Fed with Sustainable US Soy' label, indicating commitment to environmentally friendly and sustainable practices. This label helps companies differentiate their brand in the marketplace and increase sales, as seen in a Korean company's 21% sales increase.