USB SUSTAINABILITY COMMUNICATIONS QSSB Roundtable - May 28, 2015
Where We Are Now Situation: Customers are demanding a sustainable product Reality: 95 percent of U.S. soybeans are grown sustainably
The Challenge Farmers’ self-perception – Only 28% of U.S. soybean farmers very much believe they are sustainable
SUSTAINABILITY STRATEGY Phase I: Current Efforts Phase II: Begin January 2016 Phase III Farmer Awareness Farmer Ownership Continuous Improvement
PHASE I: FARMER AWARENESS Focus: – Farmer awareness and belief of their sustainability – Farmer knowledge on what makes them sustainable – Customer awareness of U.S. soy as a sustainable product
Tactics National Print/Radio Placements and Regional Radio Value Chain Support Direct Mail Beyond the Bean Placements Display Banner (Web) Targeting Website – Grain Hopper Wraps
FY2015 Timeline July launches Grain Hopper Wraps July-December Digital Content/Banner Ads Radio Ads Print Ads September-October Value Chain Communications December Beyond the Bean Insert Direct Mail
Web Targeting Sustainability added to navigation bar across 17 Penton/Farm Progress websites
Topics of Focus Crop Rotation Water Management Reduced Tillage Nutrient Management Pest Management Record Keeping Precision Farming Conservation
Content Approach Focus on Individual Farmers – Grass roots effort Sustainability Definition Spectrum – What does it mean to farmers? – What does it mean to soy’s customers? Aggregate Region-Specific Practices – Challenges often localized
How You Can Be Involved Share our stories with your farmers – Help us connect to others Connect your farmers with us – Amplify reach of communications Provide resources to farmers – Success of new practices
Year One (Farmer Awareness) Year Two (Focus on Continuous Improvement) Room to Grow in Future Develop comprehensive definition based on individual farmer practices Farmers have resources in their region for best practices Continuous improvement based on peer information
PHASE II: FARMER OWNERSHIP Focus: – Farmer belief and pride in their sustainability – Importance of continuous improvement – Customer recognition of U.S. soy as a sustainable product
Proposed Tactics - Content Sustainability Display Banner/Web Targeting Sustainability Champions – Earned Media Management for – Addition of state program info Sustainability Matters Tour
Proposed Tactics – Commodity Classic Commodity Classic – Sustainability Message Commodity Classic Sponsorship - ASA Conservation Legacy Awards Sponsorship - ASA
Proposed Tactics – Farmer Engagement Farm Progress & Husker Harvest Days – Sustainability Message Collateral Materials Sustainable Selfies
PHASE III: CONTINUOUS IMPROVMENT Focus: – Farmers implementing more BMPs – Farmers seen as worldwide leaders in sustainability efforts – Customer preference of U.S. soy