Before becoming a developer I was a fertilizer company agronomist here in Michigan. Dairy farmers used to go down to the feed mill and purchase feed for their cows. Then larger farmers started buying their own feed mills but they needed to buy soybean meal. The cows couldn't eat raw soybeans, it needed to be processed first.

Now what MSU has done through genetics is eliminate the intermediate processing step. Farmers cut their feed costs 20% and they receive more for their product which is higher quality. I predict that in a few years this will go nationwide.