In this episode of The Global Marketing Show, Wendy Pease speaks with Bob Sinner, fourth-generation farmer and leader of SB&B Foods, about how a family farming operation in North Dakota expanded into an international supplier of identity-preserved, non-GMO food-grade soybeans for food companies across Asia.
Bob shares the story of how SB&B Foods evolved from a regional farming partnership into a global agricultural export business serving tofu, soy milk, natto, miso, and other soy food manufacturers in countries including Japan, Taiwan, and Korea. The episode explores the company’s early expansion into international markets, including how translation support and relationship-building helped open doors with overseas buyers.
The conversation also highlights the importance of product consistency, trust, and communication in international business. Bob explains how food manufacturers sought soybean varieties with highly specific characteristics and how SB&B developed systems to maintain quality and identity preservation from planting through export.
Wendy and Bob also discuss the realities of exporting agricultural products internationally, including shipping logistics, container shortages, supply chain disruptions during COVID, and the operational challenges of serving overseas customers from rural America.
Throughout the episode, Bob shares practical lessons on exporting, cross-cultural business relationships, customer trust, and long-term international growth. For companies exploring global expansion, the discussion offers a candid look at what it takes to build lasting business relationships across borders.