Soybean Farmer Communications Share

Beyond the Elevator Campaign Evolution Erin Davis, Osborn Barr Meal Action Team - Communications

What We Know Today Most farmers know their No. 1 customer Nine out of 10 farmers don’t know the protein content of their soybeans Eight out of 10 say protein content isn’t as important as yield Customers demand high quality soybeans

Evolve BTE to QUALITY Animal Ag: No. 1 Customer Customers Care About Quality Higher Quality = Increased Profitability Soybean Farmers Should Care About Quality Quality = Profitability

Biodiesel Farmer Communications – Profitability – Distribution – Animal Ag

“Biodiesel Works”

North Carolina Soybean Producers Association October 29, 2013

Weed Free N.C. Implemented campaign in 2013 to encourage farmers to use extra vigilance and effort in eliminating resistant weeds – Promoted in booth at trade shows, county grain meetings and other events and on statewide advertising Ag radio Print Online Will continue effort in 2014 and add a companion campaign called “Flag the Technology” to promote the use of colored flags in fields to indicate which seed technology is used and prevent misapplication of chemicals

Weed Free N.C. Postcard

Soybean Farmer Communication Research website

Research website showcases public research projects supported by MSR&PC – Connects to University of Minnesota researchers – Videos – Podcasts – Research report summaries – Research articles – From Aphids to Water Quality

S Soybean Management Field Days Andy Chvatal Nebraska Soybean Board

FARMER AUDIENCE

Management Matters Constraint- Growers are unaware of the potential return on investment when investing in best management practices and new technologies. Opportunity- Growers will adopt best management practices if perceived as useful to their own farming operation. Objective- Transfer the latest basic and applied research for increasing yields directly to farmers.

Management Matters Distribute management tips from experts regularly throughout the growing season via radio, web and channels.

USB Communicators Forum Illinois Soybean Association– Monetizing Manure to Fuel the Growth of Animal Ag Animal agriculture is the #1 customer for soybean growers in Illinois and ISA has identified animal ag as a top priority in their strategic plan. A key strategy is to grow animal ag in in Illinois. However, many farmers are reluctant to diversify with hogs or other animals. High commodity prices Close proximity to the Mississippi River and export markets Time & commitment with animal agriculture Regulatory concerns at the county/township level October 29, 2013

USB Communicators Forum Primary objective: create awareness and knowledge of the benefits of livestock production focusing on the value manure can bring to an operation. Thus, encouraging farmers and ag retailers to incorporate livestock production into their operations. Higher crop yields with manure applications Lower fertilizer costs and higher margins Income to bring the next generation back to the farm Illinois integrators less the risk Targeting farmers who are most interested and can most benefit Video testimonials, collateral pieces, local roundtable discussions, media & advertorials October 29, 2013 Illinois Soybean Association– Monetizing Manure to Fuel the Growth of Animal Ag

Farmer Communications

Soybean Farmers Primary Communication Goal:  Maintain 70% + checkoff approval rating among Ohio soybean farmers Project: Annual Investor Report