Dr. Karen Ballard

CEO, B&B Legacy Farms LLC |Emeritus Professor-Program Evaluation, University of Arkansas System, Division of Agriculture-Extension

2023 Abstract - WHOLE SOY FOOD ACCEPTABILITY AND MARKET VIABILITY STUDY: Domestically and internationally the plant protein marketplace has exploded. With a 2021 record high 4.44 billion bushels harvested in the US, soy is one of only two complete plant proteins. In 2021 US plant-based retail food sales reached a value of 7.4 billion, growing 6.2% over record sales in 2020. The market increased 46% over the past four years with a 79% consumer repeat rate/purchasing pattern. Diverse market factors are driving this growth, including increased consumer understanding of the impact of plant protein in preventing, reducing, and managing diet-related disease. Food system and consumer research conducted through this study will be shared, exploring farmer and regional food system market opportunities.