In the young Pakistan market, USSEC’s efforts have emphasized personal relationships and education. Several large Pakistani customers attended the 2017 U.S. Soy Global Trade Exchange. Educational efforts focus on highlighting the intrinsic value of U.S. soybeans and their sustainability to these customers. Total soybean, soybean meal, and soybean oil U.S. exports to Pakistan rose 56 percent over last year during the 2016/17 marketing year.