Deeba Giannoulis is the Regional Market Lead for MENASA where she works with the team to drive strategy, build partnerships, and advance sustainable sourcing on behalf of U.S. Soybean farmers. Her work embodies USSEC’s vision that “U.S. Soy is a trusted, sustainable source of nutrition and energy worldwide.” Deeba began her USSEC journey leading the sustainability portfolio, increasing Soy Sustainability Assurance Protocol (SSAP) certified shipments and promoting the Sustainable U.S. Soy label which led to her into corporate affairs in South Asia and Sub-Saharan Africa. Her other work includes the Right to Protein campaign and the SoyCoin App leveraging collaboration, innovation, and measurable impact across supply chains.


Outside work, Deeba is passionate about biohacking and longevity, functional cooking and nutrition experiments with her daughters, fitness and mindfulness, board games/puzzling and spending quality time with her family. She is committed to sustainable agriculture, nutrition and protein advocacy, and lasting impact for U.S. soybean farmers and regional partners.