Roots IOWA CORN
MEMBERSHIP POLICY MARKET DEVELOPMENT RESEARCH EDUCATION
Roots ICGA Staff: Craig Floss, Chief Executive Officer Brian Jones, Chief Operating Officer Alyssa Johnston, Leadership Training Manager Shannon Textor, Director Of Marketing and Communications TJ Page, Market Development Manager Lisa Cassady, Public Relations Manager Allyson Parman, Publications Manager Natalie Te Grootenhuis, Communications Outreach Manager Mindy Larsen Poldberg, Director Of Government Relations Elizabeth Burns-Thompson, Regulatory Affairs Counsel Don Mason, Director Of Grower Services Lowell Appleton, District 1 Field Manager Jessi Skoglund, District 2 Field Manager John Finley, District 3 Field Manager Janelle Kracht, District 4 Field Manager Carrie Dodds, District 5 Field Manager Danielle Balvin, District 6 Field Manager Jenni Richards, District 7 Field Manager Alyssa Preston, District 9 Field Manager Rod Williamson, Director Of Research And Development David Ertl, Technology Commercialization Manager Ben Gleason, Sustainable Program Manager Alex Buck, Industrial Innovation Manager Julie Kirby, Director Of Finance And Business Operations Lynnette Rohrs, Administrative Coordinator Valerie Sanchez, Financial Manager Sarah Kirk, Accounting Assistant Susan Shaffer, Administrative Assistant Michele Poe, Administrative Assistant
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Mark Kenney and his daughter, Lauren District 5, Nevada
MEMBERSHIP Recapping the 50th Year of Iowa Corn’s Work
POLICY Water Quality, Ethanol Top 2018 Legislative Priorities
MARKET DEVELOPMENT Teaming Up to Strengthen Global Trade Relationships
RESEARCH Research Fuels New Farmer Water Conservation Communication Tactics
EDUCATION Marketing Iowa Corn on the Field, Track and Rink
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As we enter a new year, I would like to take this opportunity to talk about a few issues that are of critical importance and how your engagement on them is vital to our success. The ICGA is your vehicle to have a voice in the future of your industry. As opportunities and challenges arise throughout the year, your role and voice as a member impacts our success. Your advocacy is supported by the priorities and direction you have helped set for the organization. A great example of engagement by our members would be the strong participation when the Renewable Fuel Standard (RFS) was recently under attack. Thousands of farmers across the country protested the Environmental Protection Agency (EPA) move to reduce the amount of ethanol blended in the nation’s fuel supply. Thanks, in part, to the work done by the ICGA and our members, the EPA reversed course and set the standard at the intended levels. With your help, we will continue to be vigilant. Maintaining a strong RFS is only one of our priorities. We are in the midst of our next challenge, and a strong, engaged membership is more important than ever. Free trade is a staple of a strong agricultural economy. Access to export markets is critical to the success of our businesses. The current discussion of free trade agreements demands our attention to protect the markets we have worked hard to build. Our success will be determined by maintaining and expanding markets for U.S. agricultural products to the global consumer. The North American Free Trade Agreement (NAFTA) has been a tremendous success story for U.S. agriculture. Since the advent of NAFTA, U.S. agricultural exports to Canada have tripled and to Mexico have quintupled. Withdrawing from this agreement would cost us thousands of jobs across the agriculture sector and U.S. GDP would fall by $13 billion. It is imperative the Administration renegotiate NAFTA without losing access to our key international customers. With your voice and your engagement, we will continue to work relentlessly on this issue. Mark Recker President, ICGA 4 | Roots • 2018
ENGAGEMENT ON ALL OF IOWA CORN’S ISSUE
AREAS IS IMPORTANT BECAUSE IT’S YOUR VOICE, YOUR FARM AND YOUR FUTURE.
MEMBERSHIP
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Recapping the 50 Year of Iowa Corn’s Work th
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e have officially entered a new year and are excited to see what lies ahead. As we begin to look forward to 2018, we would be remiss not to recap 2017, which marked the 50th anniversary of the Iowa Corn Growers Association (ICGA). Fifty years ago, visionary agricultural leader Walter Goeppinger founded the ICGA. Throughout the last half-century, we have prided ourselves on being here – in the boardroom, on Capitol Hill – so you can be there – at home on your family farm, fueling and feeding the world. We have spent the last year celebrating in your hometowns, on the radio, and at all of our Iowa Corn events. We wanted to make sure that we gave our anniversary the attention that it deserves because it is not every day that the largest, most influential state agricultural association turns 50. ICGA knew that this was the perfect opportunity to thank our members for their dedication and celebrate our accomplishments on behalf of them. To recap, this past summer the District Field Managers
organized anniversary events in each district around the state. Each event had a specific focus area to highlight and build their event around. The focus areas included research, past and present leadership, ethanol, livestock, and the lock and dam systems on the Mississippi River. In addition to celebrating our anniversary, these events were also used as a recruitment tool, with each invitee being encouraged to bring friends and family. Each event saw attendees that had never been to an Iowa Corn event before, and they were all hugely successful with around 800+ people in attendance. On top of our events around the state, we also broadcast our anniversary messaging across the state via radio. We created 50 weeks of radio and no two were the same. The ads ran for 50 weeks, covering 50 topics, celebrating 50 years on key ag media outlets. The topics covered ranged from our founder, Walter Goeppinger and the work he did, to past and present leaders, ethanol, the RFS, livestock, key partnerships, and water quality.
Sticking with the themes of traditional media – we also utilized print. We worked with Iowa Farmer Today to produce a special anniversary edition wrap and insert. The insert spanned across 16 pages and covered different stories from throughout our tenure. It also included a full timeline spanning from 1967-2017 and congratulatory messages from other companies within the industry. The entire timeline can be found on our website at iowacorn.org/ membership. For a final event of the year, we thought we would go back to where it all started and honor our founder, Walter Goeppinger. Walter was permanently recognized as a visionary leader in agriculture in the Iowa Gallery of the World Food Prize. Family, friends, and colleagues gathered in Des Moines on December 18th to pay homage to the man that started it all. Around 120 people came together to celebrate Walter Goeppinger at the World Food Prize. He was honored with his name being placed in the Iowa Hall of Laureates among others that contributed their time and efforts to our great state and to the world.
Ambassador Ken Quinn, Iowa Corn CEO Craig Floss and Iowa Secretary of Agriculture Bill Northey all spoke on behalf of Goeppinger and our 50th anniversary. Several members of the Goeppinger family were in attendance as well. His oldest son, Hans spoke at the event, thanking everyone on behalf of his late father. As we have spent the past year looking back on all of our accomplishments, celebrating the legacy of Walter Goeppinger was the perfect endcap on our 50th anniversary. We want to thank those that have celebrated with us over the past year. Because of you, the events that we orchestrated were hugely successful and gave us the opportunity to bring past, current, and future leaders together. It was rewarding to see that many people attended an anniversary event as their first Iowa Corn sanctioned event. We have been here for our Iowa Corn family for the past 50 years and will continue to be together for the next 50. Thank you for your dedication to past, present, and future Iowa Corn Growers Association. Roots • 2018 | 7
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Water Quality, Ethanol Top 2018 Legislative Priorities
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he Iowa Corn Growers Association (ICGA) continues to go to bat for our members at the state and federal level each year. In fact, we think it is the most important action that we can take on your behalf. We have faced our fair share of challenges over the years, much like any other industry. However, we continue to prevail thanks to your steadfast and unfailing dedication and membership to this association. Agriculture is the backbone of the economy and we will do whatever we can to make sure that our industry continues to thrive and support the livelihood of so many. We have worked long, tireless hours to ensure
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the implementation of fair agriculture policy and will continue to do so in 2018. A new year means a new legislative session and another chance to get involved in the policy process. As we have said time and again, our process begins and ends with you. At its core, our policy is created to protect your livelihood and that starts with what matters most to our members. You set the direction for your organization each year, and it is imperative that we hear from you on the issues that you care about. The policies that you help set are more than the messages we carry to the capitol, but are also instrumental in how we keep our elected officials accountable.
FOR 2018, OUR MEMBERS HAVE ESTABLISHED THE FOLLOWING POLICY PRIORITIES: 2018 ICGA PRIORITIES – STATE (Alphabetical)
2018 ICGA PRIORITIES – FEDERAL (Alphabetical)
• Conservation/Water Quality– long term, increased funding for Iowa Nutrient Reduction Strategy
• Ethanol – retain the Renewable Fuel Standard
• Ethanol – obtain funding for infrastructure cost-share program (RFIP) • Regulations – reduce regulatory barriers where possible • Taxes – protect agriculture in comprehensive tax reform • Taxes – Section 179 coupling with State of Iowa
• Safety Net – protect crop insurance funding as part of the Farm Bill • Tax – protect agriculture in comprehensive tax reform • Trade – expand bilateral and multi-lateral trade agreements • Trade – protect/expand funding for Market Access Program (MAP) and Foreign Market Development (FMD) as part of the Farm Bill
POLICY Part of our job as the collective voice for Iowa’s corn farmers is making sure that our issues are incorporated into the Farm Bill. ICGA members view farm policies in the modern agricultural setting as important tools for managing the unpredictable risks inherent in farming. The principles and priorities that we are focusing on pertain to crop insurance, international market development, commodity and conservation programs, and ensuring that the Farm Bill is a unified, bipartisan effort. Crop Insurance: • ICGA members believe that Congress should do no harm to crop insurance and avoid reductions or changes that will hurt its effectiveness. • ICGA members believe Congress should maintain premium offsets for harvest price coverage in crop insurance. Farm programs are written to provide a basic
level of risk protection to help offset bad economic times and severe weather. By paying insurance premiums, farmers have skin in the game in being provided this crop insurance coverage. International Market Development: • ICGA members support continued efforts to improve demand and to develop market opportunities both domestically and internationally; including renewable fuels, livestock feed and export markets all of which are vital to farmer profitability. • ICGA members support increase funding for the Market Access Program (MAP) by $200 million and the Foreign Market Development (FMD) program by $35 million.
Commodity Programs: • ICGA members support farm program payments and think they should be revenue-based, designed as a supplemental component of risk management for risks that crop insurance does not adequately cover, such as multi year price declines. • ICGA members continue to prefer Revenue Based Support (ARC-CO) not PLC, with the highest priority of finding a solution for county yield issues. Conservation: • ICGA members believe the priority for conservation needs to be simpler programs that help farmers address challenges on working lands and better incorporate the farmer perspective, especially around risk management. ICGA would oppose any CRP expansion that does not address rental rates, acreage allowed under one contract, and cost.
SNAP (Supplemental Nutrition Assistance Program): • Food and nutrition programs make up the bulk of Farm Bill spending, including much of it going to the SNAP program. SNAP is an important component of food security policy and should remain in the bill. ICGA will continue to be your voice, your seat at the table and your association fighting for fair agricultural policy that you deserve at the state and federal level. Thank you for your ICGA membership. To learn more about the policy development process, please visit www.iowacorn. org/membership/policydevelopment/
Save the Date MARCH 21 Iowa Corn Day on the Hill at the State Capitol.
JUNE 25-26 & JULY 11-12 Roundtable Discussions around the state.
AUGUST 24-25 Annual Grassroots Summit in Des Moines. We look forward to seeing you there! Roots • 2018 | 9
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The Iowa Corn Promotion Board (ICPB) is your money at work. I would personally like to thank you for investing your dollars to support the future of Iowa’s corn industry. The corn checkoff funds three major areas that work to increase our farmers profitability. ICPB checkoff funds do not, and will never, fund our lobbying work or our political action committee (PAC). Instead, checkoff dollars fund market development, research and education about corn in all forms and the farmers who grow it. Through your investments, we are able to focus on building demand for corn through market development programs. We work to defend our current markets, while simultaneously looking for new market opportunities. We primarily focus our efforts on export markets, livestock production and offering consumers higher blends of ethanol at the pump. Your checkoff investments are equally important to our education efforts. We aim to improve not only the reputation of corn, but also Iowa agriculture. Most recently, we have zeroed in on water quality, sustainable production and high fructose corn syrup (HFCS). Research also plays an important role in the Iowa Corn Promotion Board. We focus checkoff investments to build upon the many uses of corn and ways that we can improve your productivity. Our research efforts work to create higher blends of renewable fuel, better livestock feed and new bioplastics. The results will help preserve existing markets and develop new ones. The support for the checkoff is widely appreciated across the state. Without you, we would not be able to ensure funding for programs that impact our farmers’ bottom line. Your checkoff dollars are being utilized with the future of your family farm in mind. Duane Aistrope President, ICPB
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2017 IOWA CORN PROMOTION BOARD
CHECKOFF DOLLARS
MARKET DEVELOPMENT
50%
EDUCATION
24%
ADMINISTRATION
9%
RESEARCH
17%
$22,409,427 TOTAL CHECKOFF DOLLARS
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Teaming Up to Strengthen Global Trade Relationships
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round 44 percent of the budget of the Iowa Corn Promotion Board (ICPB) is invested in market development, including programs operated by the U.S. Grains Council (USGC) targeted at developing exports for U.S. corn and corn products such as ethanol and distillers grains with solubles (DDGS). Exports are vital to the global
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economic development and to U.S. agriculture. In order to continue growing markets, USGC has offices stationed across the country and globe, working to strengthen trade and build relationships. Together, Iowa Corn and USGC, with its 10 international locations, work around the clock to promote U.S. corn products in more than 50 countries.
Our partnership with USGC is globally focused and based on maintaining important international relations. People want to do business with individuals and organizations they know and trust. To see how markets work and to talk face-to-face with customers around the world, Iowa farmers from ICPB, along with USGC and the U.S. Meat
Export Federation (USMEF), have boots on the ground in major export markets. Building relationships amongst Iowa corn farmers and international buyers remains key to USGC’s work that can be directly attributed to sales of U.S. corn in all forms.
MARKET DEVELOPMENT
Deb Keller, USGC Chair, farmer from Clarion, Iowa
Because both ICPB and USGC are focused on developing new markets around the world, oftentimes Summits are held in order to discuss current and future opportunities for our key markets. Most recently, USGC partnered with Growth Energy, the Renewable Fuels Association (RFA), and ICPB to host the Ethanol Summit of the Americas, which focused on expanding opportunities for ethanol in the region. The Council organized this event and focused on the promotion of ethanol for not only its environmental benefits but
also to sync global ethanol policies that include a role for trade as well as overcoming the restraints related to infrastructure. This event worked to bring together scientists and ethanol experts to engage with policymakers and focus on regional collaboration to capture the benefits of ethanol use. The summit also served as a launching point for expanded regional engagement markets in the Caribbean, Central America, and South America. The two-day summit also aimed to increase cooperation
with the ethanol industry, which in turn supports the economic growth for all countries involved in ethanol markets. Not only focused on expanding new markets, the summit highlighted the use of ethanol in transportation fuels in order to help meet several environmental challenges such as improving air quality and helping to reduce air pollution. Efforts on behalf of the summit’s sponsors and others in the U.S. ethanol industry are helping to establish the
United States as a reliable source of ethanol. The U.S. set an all-time high for ethanol exports in the 16/17 marketing year at 1.37 billion gallons or 488 million bushels. If we want to continue to enhance profitability for our farmers, we must continue to work with organizations like the U.S. Grains Council in order to create new demand for corn through value-added products like ethanol. Building demand for ethanol creates additional markets both domestically and internationally for our corn crop.
TO LEARN MORE ABOUT THE WORK WE DO WITH THE U.S. GRAINS COUNCIL, PLEASE VISIT WWW.IOWACORN.ORG. Roots • 2017 | 13
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P R O M O T I O N
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RESEARCH
Research Fuels New Farmer Water Conservation Communication Tactics
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he issue of water quality in Iowa has been a hot button issue ever since the Des Moines Water Works lawsuit. Because of that Iowa Corn has sought to better understand the perceptions and attitudes of Des Moines residents on the issue of water quality. We have been working on developing better communications tactics that tell the story of how farmers are taking action on conservation and water quality. To better understand what communication platforms consumers are connecting with we conducted consumer research on the topic of water quality with Des Moines residents.
Research Objectives • Test awareness and perceptions of farmers’ water quality and soil stewardship efforts • Evaluate the awareness and perceptions of the Des Moines Water Works lawsuit • Determine a target audience for Iowa Corn communications • Share messaging that will resonate favorably
In our quest to gather opinions from a large number of Iowans, we conducted 30 in-person interviews in Des Moines during the week of September 11. A selection of respondents with varying education levels, household incomes, marital statuses and ethnic and racial backgrounds were chosen. The research conducted found that when questioned about water quality, most residents think of their drinking water first. They also identify good water quality as being safe, clear, crisp, refreshing, pure, colorless, odorless, tasteless, and free of nitrates, sediments, bacteria, and algae. It was interesting to note that only those who do spend a majority of their time outdoors or on the water think of water quality both in terms of drinking water and recreational uses of our rivers, lakes or streams. We also asked who is responsible for Iowa’s water quality. A majority identified cities and local government as having the greatest responsibility, followed by the state government and then farmers. Private homeowners were thought to have the least responsibility for water quality. Weather and businesses fell in the middle. Another question was posed about where they
received or saw information pertaining to water quality. The most common sources of information included: local television, NPR, Google, conversations with friends, online national news or news feeds and the internet. In general, we found that water quality is not top-ofmind for residents. Only a small number of residents recall any messages about Iowa farmers and their focus on water quality. This recollection was that they had seen or heard something but remember nothing specific and the message had little to no impact. When covering the topic of voluntary versus regulatory actions, many respondents believed in the need for a balance between regulatory and voluntary actions relative to water quality. That was, however, a varying opinion. The broadbased opinion was that there should be set standards/ guidelines for farmers, but many believe that farmers try to do the right thing and that they must be able to make a living. The final question was based around farmers’ impact on water quality. Residents that were surveyed more frequently mentioned farmers actions that negatively impact water quality. Respondents also
believed that the ‘chemicals’ farmers use on their land cause quality problems; these respondents don’t differentiate between herbicides or pesticides—but grouped them all together under the “chemicals” classification. Some mentioned nitrates, but weren’t aware of how nitrates become an issue. Finally, they saw chemicals and manure run-off as a negative. The research conducted gave us great insight into how we need to be communicating with consumers about water quality. From this research we know that consumers want to know that progress is being made and enjoy messages focused on actions farmers are taking. They also identify with personal experience and messages about multi-generational farms. Consumers want to hear messages about where they are, so our work at the Iowa State University Jack Trice Stadium, on bike paths, at Iowa Wild games and Iowa Corn Cy-Hawk Series are a great way to share information with consumers. We will continue to develop and refine the way we communicate the farmer’ story on water quality to those up and downstream from the farm.
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Marketing Iowa Corn on the Field, Track and Rink
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id you know that over 65 percent of Iowans tune into the Iowa Corn Cy-Hawk Series every year? This makes it to the most watched sporting event in our state. And did you know that the demographics for the Iowa Wild Hockey Club (52% women, 48% men) make it the perfect opportunity for education? A lot of people are left scratching their heads at why a major agricultural organization sponsors and advertises at Iowa’s sporting events, but the truth of the matter is that we can use the sports platform to meet consumers where they are and share the Iowa Corn story. Iowa Corn has been the title sponsor of the Iowa Corn Cy-Hawk Series™ for the past seven years, partnering with Learfield Sports on behalf of both Iowa State University and University of Iowa Athletic Departments. The head-tohead match-up brings in sellout crowds from around Iowa, with over half of the state tuning in to the game in their living rooms or listening to it on the radio. In Iowa, from the time you’re a child you are a Hawkeye or a Cyclone. Iowans are passionate about their team and this rivalry is a great place to gather and share. Sponsorship of the Iowa Corn Cy-Hawk Series allows us to take part in Iowa’s greatest sporting events to share the corn farmer story with fans
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and show how corn is part of everything—from their tailgate and drive to the game to their everyday lives. We are proud to sponsor the Iowa Corn Cy-Hawk Series because not only is it a tribute to the hardworking student athletes who give it their all in the sport and fields of study, but it also pays tribute to the hard-working Iowa farmers who work to produce some of the best corn in the world. Each summer for the past 11 years there has been an Iowa Corn 300. This event provides Iowa Corn with an opportunity to promote and for fans to see the power and performance of ethanol. This year’s race brought in over 35,000 fans with another 534,000 watching on NBC Sports Network in the comfort of their own homes. On social media, nearly 700,000 impressions and 2500 engagements happened around #iowacorn300. All together, ICPB receives a 395 percent return on investment through media, social media and exposure at Iowa Speedway. Iowa is the frontrunner in corn and ethanol production, so sponsoring a race that promotes not only corn but also higher blends of ethanol makes sense. The Iowa Corn Cy-Hawk Series and the Iowa Corn 300 have been our staples in a multi-media sports
marketing platform over the past decade, but late last year we introduced something entirely new. Our newest partnership may surprise you, but upon closer inspection it’s really a no-brainer. The Iowa Wild Hockey Club is celebrating its fifth year as the development team for our NHL neighbor up north, the Minnesota Wild. While many may not see Iowa as a hockey state, it is slowly, but surely beginning to develop as such. What made a partnership with the Iowa Wild so attractive is their demographic of fans. The Wild have a dedicated legion of fans that travel far and wide across our state to watch the Des Moines-based AHL team. In fact, they are in the top one-third in attendance of the American Hockey League (AHL) for the 2017/18 season. Therefore, we have lined up several opportunities and events with the hockey club. Perhaps the largest event, and first of its kind in Iowa, is Hockey Days on the Farm. For an entire weekend in January, a cornfield in the Des Moines metro will be transformed into several rinks to allow for teams of three to go head-to-head in a Hockey Days on the Farm tournament. On January 13 – 14, Iowa Corn and the Iowa Wild put on the largest outdoor ice hockey event in Iowa’s history. More than 300 players braved the
temps and slight snowfall to take part in the inaugural Hockey Days Iowa. Players traveled from all over Iowa, as well as Minnesota and South Dakota, to play on the 40x60 rinks flanked by cornfields, old farming equipment and cattle. Iowa Corn used this platform to promote farming as well as Iowa farmers commitment to preserve and enhance water quality for the state. “It takes clean water to make clean ice. We want Iowans to discover the efforts that farmers are taking to ensure that we have clean and safe drinking water for our families,” said ICPB President Duane Aistrope. Iowa Corn had a presence at the tournament the entire weekend with signage and a table located in the warming barn. We had over 300 people stop by to pick up their free hats among other resources that we provided. We utilize these platforms because they play a vital role in our consumer education and are incredibly valuable to our organization. Because of these partnerships, we are able to meet the consumer where they already are and share the Iowa Corn farmer story through authentic messaging that directly affects those in attendance.
EDUCATION
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Iowa Corn Growers Association BOARD OF DIRECTORS
Mark Recker
Curt Mether
Kurt Hora
Dean Meyer
Jerry Maier
Mark Mueller
Jolene Riessen
Dennis Friest
Jim Greif
Carl Jardon
Kyle Phillips
Roger Wuthrich
Bob Hemesath
Jerry Mohr
PRESIDENT
DISTRICT 2
DISTRICT 6
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VICE PRESIDENT
DISTRICT 3
DISTRICT 7
AT LARGE
CHAIR
DISTRICT 4
DISTRICT 8
DISTRICT 1
DISTRICT 5
DISTRICT 9
Iowa Corn Promotion Board BOARD OF DIRECTORS
Duane Aistrope
Wayne Humphreys
Larry Klever
Kelly Nieuwenhuis
Tom Renner
Greg Alber
Larry Buss
Roger Zylstra
Pete Brecht
Ralph Lents
Gary Petersohn
Stan Nelson
Mark Heckman
Bob Bowman
Chris Edgington
PRESIDENT
DISTRICT 2
DISTRICT 6
AT LARGE
VICE PRESIDENT
DISTRICT 3
DISTRICT 7
AT LARGE
CHAIR
DISTRICT 4
DISTRICT 8
DISTRICT 1
DISTRICT 5
DISTRICT 9
AT LARGE
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At Iowa Corn, we do many things. We develop and defend markets for corn across the globe. We fund research that unearths new uses for corn. And we spearhead education and promotional efforts to communicate the many benefits and uses of corn and corn products. Why do we do what we do? Because we believe in the corn growers of Iowa. What corn farmers do impacts people worldwide, and it’s our mission to support corn farmers’ interests. We’re here to work for the corn farmer. And we’re proud to do it.
TO UNLOCK THE POTENTIAL OF CORN IN A SUSTAINABLE MANNER TO MEET THE GLOBAL NEED FOR FOOD AND ENERGY. PUBLISHED FEBRUARY 2018
FOR MORE INFORMATION CONTACT: Iowa Corn | 5505 Northwest 88th Street | Johnston, Iowa 50131 | 515-225-9242 | corninfo@iowacorn.org