Whether it’s a new development in soybean research or a milestone in soybean exports, communication is a key element to each checkoff investment. Producers need to know where their checkoff dollars are being invested to ensure the checkoff program remains effective, efficient and farmer-driven.
In Minnesota, soybean farmers keep up with the latest checkoff developments through a variety of tools – including weekly Soy Minutes on four major radio networks and the News and Views Magazine. Our county soybean boards also help further the soybean checkoff message through a variety of events and promotions throughout the year.
Recently, the MSR&PC and MSGA boards led an audit and evaluation of the Communications Program, which resulted in a new strategic plan. The plan focuses on sharing MN Soybean's perpecitve on seven key issues:
- Higher Soybean Yields;
- Increasing public research;
- Animal Agriculture;
- Promoting the benfits of Biotechnology;
- Water Quality & the Environment; and
- Use of Amino Acids as an indicator of soybean quality.
It also changes the focus of MN Soybean's communications strategy to include more interaction with consumers.