AMERICANAMERICAN SOYBEAN CO.
We build consumer brands, cultural projects, products and research around the American soybean.
OUR MISSION
Make soybean foods a familiar, desirable part of American life, connect people to American growers, and help more meals deliver protein with a lighter environmental footprint.
When tofu replaces higher-impact animal foods, research shows the potential for lower greenhouse gas emissions and land use. We want to make that choice appealing and build demand for food-grade soybean supply chains.
The evidence behind our whyTHE CROP MEETS CULTURE / A USA TOFU CAMPAIGN
America grows soybeans.
Tofu is made from soybeans.
Two connected ideas, a public evidence site, and a campaign that moves from the national story to a local one.
THE BEAN LOOKS GOOD ON YOU.APPAREL & OTHER GOODS
Good prints.
A little personality.
Plenty of soy.
Our first brand. Apparel and other goods for an unusually enthusiastic relationship with the soybean.
Tees, caps, swimwear, stickers, a market tote, and a flag with something to say. Come for the clothes. Stay for the bean jokes.
Visit USA TOFU
SOYBEAN LITERACY / RESEARCH & LANGUAGE
Soy. Soybean. The same ingredient can arrive with different associations. We’re asking what people hear.
Four exploratory studies examine naming, tofu knowledge, word impressions and protein labels. Cowboy Soy versus Cowboy Soybeans is the first naming question.
Findings are pending. These are convenience samples, and American Soybean Co. has a commercial interest in the research.
Read the naming methods Explore the food studiesPRODUCTS IN DEVELOPMENT
Cowboy Soy is our next food-development priority. The wider family includes refrigerated-food and protein concepts, each with its own personality.
DRY-ROASTED EDAMAME
Small bean.
Big crunch.
A dry-roasted edamame concept for the road trip, the desk drawer, and the long way home. Soybean Literacy is exploring Cowboy Soy versus Cowboy Soybeans before the final name is chosen.
Naming and product development underway.
Visit Cowboy Soy
GOOD COMPANY IN THE FRIDGE
Big hat.
Easy dinner.
A tofu character and refrigerated-food concept with a big hat and an easygoing attitude. A future chapter in the soybean family.
Future development.
Visit Cowboy Tofu
PROTEIN FROM SOYBEANS
Built from beans.
Serious about the protein. Less serious about ourselves. Meet Jack D. Soybean: a very muscular bean with round glasses and a few blunt things to say about legumes.
Protein concept. Future development.
Visit Jacked Soybean
Natural Skincare for Real People.
PLANT-POWERED CARE FROM SOYBEANS
Good Skin.
Your Way.
Warm, thoughtful body care with soybean oil at the heart. For soft skin, hairy pits, and being entirely yourself. Meet Beanie. She’s already made herself comfortable.
Body-care concepts. Future development.
Visit Unruly BeanTHE COMPANY
American Soybean Co. is an independent venture founded by Nick Madison. We connect consumer culture, product development and research around the soybean. USA TOFU leads the cultural work; Tofu Is Soybeans carries the campaign and its evidence; Soybean Literacy studies language and perception.
The wider portfolio includes SoybeanProtein.com, a future category-education project, and Tofu Print Bikini, part of the USA TOFU creative world.
Work with American Soybean Co.