From the view of United Soybean Board CEO Polly Ruhland, innovation, sustainability and bridging the gap between farmers and consumers are all important to the future of agriculture. “Like all people, consumers are interested their own lives and what they need,” says Ruhland. “When they say ‘I need this out of my food,’ it’s important to involve those consumers in farming that is not just telling them, but showing them agriculture in ways that help fill their needs.” From the farmers’ perspective, without consumer demand there would be no need to grow soybeans or other crops. Ruhland says USB is ensuring that demand remains strong. “We’re looking at industrial-based uses for soybeans such as asphalt, straws, adhesives and carpeting.” Hear from Ruhland in this interview.