A new face for RTRS: evolving our identity
We are excited to present a refreshed visual and strategic evolution that clarifies our role as the Round Table on Responsible Soy, strengthens our connection with sector stakeholders, and reinforces our global commitment to responsible soy and corn.
RTRS is entering an exciting new era with a revitalized identity that better represents our expanding role in the responsible soy sector. This evolution separates our organisation into two distinct approaches, yet under the same entity: Round Table on Responsible Soy & Solutions for Responsible Soy.
RTRS Round Table remains the established multi-stakeholder platform that unites all actors in the soy value chain. It continues to be the primary space for dialogue, collaboration, and decision-making to advance sustainable practices within the sector.
RTRS Solutions represents our commitment to providing practical tools and innovative solutions for responsible soy and corn production and trade. As part of building a digital ecosystem, RTRS will bring together existing tools such as the Certification Standard, Soy and Corn Conversion Factors and Footprint Calculator, and modules like biofuels, alongside the new Chain of Custody (CoC) in compliance with EUDR. Additionally, the Regenerative Incentives Program and the Business Intelligence Platform, which are currently under development.
Our goal with this transformation is to clarify the solutions we already offer, ensuring that RTRS members and stakeholders can engage effectively with our initiatives. By strengthening both our institutional presence and solution-driven offerings, we are reinforcing our mission to advance sustainability in soy production worldwide.
Key updates in our brand identity
To reflect this innovation-led transformation, our brand now consists of the following foundational components:
- Two distinct logos for RTRS Round Table and RTRS Solutions
- A refreshed typography and color palette to enhance brand consistency
- A soy leaf motif, symbolizing our commitment to sustainable soy
- A structured graphic system, including patterns and icons, to create a unified identity
The strategic approach
This renewed branding aligns with our broader communication strategy, ensuring that both our institutional positioning and the marketing of RTRS Solutions work in synergy.
How do the two sides work together?
- Institutional (RTRS Round Table) focuses on driving membership, positioning RTRS as a key voice in the responsible soy sector, fostering thought leadership, and convening stakeholders to promote global dialogue and collaboration. This aligns with Pillar 1 of the RTRS Strategic Plan (updated last year), which aims to establish RTRS as a global authority in the soy sector through science-based insights, strategic communication, and influential networking. RTRS seeks to develop well-researched positions that challenge the status quo, engage decision-makers, and foster collaboration to drive sustainable transformation.
This also supports Pillar 2, which focuses on expanding and diversifying the RTRS membership base by offering an attractive value proposition that meets the needs of various stakeholders, fostering deeper engagement, and ensuring meaningful value for all.
- Solutions (RTRS Solutions) is market-facing, with a strong commercial focus on driving sales, unlocking new income streams, showcasing innovation, and increasing the market share of responsible soy.
This aligns directly with Pillar 3 of the Strategic Plan, which positions the RTRS Standard as a global reference for sustainable production of soy and related crops like corn and cotton. RTRS Solutions supports this goal by continuously refining certification processes, developing new modules—such as regenerative agriculture incentives, biofuel add-ons, and smallholder standards—and leveraging digital transformation through data analytics and geo-monitoring. By ensuring the credibility and competitiveness of RTRS certification, Solutions strengthens the adoption of responsible production practices while safeguarding the integrity of the RTRS brand.
Additionally, Pillar 4 emphasizes expanding RTRS market solutions within the global network, with RTRS Solutions playing a pivotal role in achieving this. By scaling the adoption of responsible soy through certification, expanding CoC certification, and promoting credit systems linked to the Sustainable Development Goals (SDGs), RTRS Solutions fosters greater industry participation. Strategic partnerships with traders, brands, and producers’ associations drive certification uptake, while investments in a business intelligence platform ensure RTRS becomes a leading source of market insights. Through these efforts, RTRS Solutions not only broadens its market presence but also enhances the profitability and long-term impact of responsible soy.
Through this structured approach, we will ensure that institutional engagement and commercial outreach reinforce each other, strengthening RTRS’s position both as a global multi-stakeholder platform and as a provider of innovative solutions for responsible soy and corn.
What’s next?
As part of this evolution, we are developing two new websites to enhance accessibility and engagement:
- A public website dedicated to the RTRS Round Table and its solutions, offering comprehensive insights into our initiatives and impact.
- A private platform with exclusive access for members and certified stakeholders (both production and CoC), designed to streamline information sharing and foster collaboration.
This strategic update will strengthen RTRS’s role in driving responsible soy adoption by providing clearer, more accessible resources for all stakeholders in the soy value chain.
On the Certification Logo and Claims
As part of this evolution, RTRS remains committed to the integrity and credibility of its certification. Currently, the Policy on Logo Use and Claims is under review. However, until an updated version is approved next May, the RTRS Policy on Logo Use and Claims V4.2 remains in effect and is available on our website.
Stay tuned for more updates as we continue this journey.
