The U.S. Dry Bean Council (“USDBC”) is a trade organization serving the U.S. dry bean industry, including producers, processors, exporters, food manufacturers, and consumers. In recent years, the U.S. has faced increasing competition from lower-cost suppliers. The USDBC’s representative in ASEAN has employed messaging focusing on the superior quality and consistency of U.S. dry beans, but a more coordinated and intentional differentiation strategy is needed to reinforce and extend the U.S. leadership position.

The USDBC’s ASEAN representative approached Farmgroup to help reinvigorate its messaging and visuals that aim to drive awareness and demand for U.S. dry beans in ASEAN.