Iowa Soybean Review | January 2021 by Iowa Soybean Association

IOWA

SOYBEAN January 2021

AGRICULTURAL INFLUENCERS: SPEAKING OUT FOR THE INDUSTRY

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President Jeff Jorgenson, Sidney | D7 President Elect Robb Ewoldt, Davenport | D6 Treasurer Dave Walton, Wilton | D6

January 2021 | Vol. 33, No. 4

Activating Agricultural Advocacy Tips on how to build stronger connections.

Cole the Cornstar

Part educator, part entertainer, part motivational speaker. 100% farmer.

Finding Common Ground Group expands opportunities to share ag stories.

Sharing Our Story From farmer to consumer and beyond.

Iowa Soybean Review is published eight times a year by: Iowa Soybean Association 1255 SW Prairie Trail Parkway, Ankeny, Iowa 50023 (515) 251-8640 | iasoybeans.com E-mail: aclinton@iasoybeans.com For advertising information in the Iowa Soybean Review, please contact Larson Ent. LLC (515) 440-2810 or Dave@LarsonentLLC.com. Comments and statewide news articles should be sent to the above address. Advertising space reservations must be made by the first day of the month preceding publication. In consideration of the acceptance of the advertisement, the agency and the advertiser must, in respect of the contents of the advertisement, indemnify and save the publisher harmless against any expense arising from claims or actions against the publisher because of the publication of the content of the advertisement.

On the Cover: Cole the Cornstar, a 23-yearold YouTube sensation from central Iowa, uses his platform to educate the public on agricultural issues. His channel has nearly a half million subscribers.

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Executive Insights Kirk Leeds, ISA Chief Executive Off icer kleeds@iasoybeans.com

Advocacy Matters As another legislative session begins in Iowa and a 46th president takes the oath of office in Washington, D.C., advocacy takes center stage. The Iowa Soybean Association (ISA)’s success and that of the industry and farmers it represents depends on advocates and advocacy. ISA CEO Kirk Leeds speaks to the importance of both.

Define advocacy. It’s people promoting their organization, because passion is a necessary part of doing business. People and the organizations they represent must speak to the issues that matter. It’s important to influence by building awareness, and you do that through advocacy. ISA is driven to deliver policy and regulatory wins and that starts with being effective advocates.

What is ISA’s approach to advocacy? We’ve been working on behalf of farmers for nearly 60 years. We’re at the Iowa statehouse and U.S. Capitol talking about what farmers need and their expectations. It’s what we do and advocate membership is the catalyst.

What’s ISA’s brand as an advocate? An organization that offers solutions backed by data and information. Elected officials can see through blue smoke and candid rhetoric. They know who’s honest. We look to inform before seeking support for policies. We’re transparent, objective and go where the data leads. This approach makes us different and effective.

Where has ISA had an impact through advocacy?

How does membership impact advocacy? Advocacy needs resources.

Conservation, soil health and water. Iowa soybean farmers have voluntarily invested in research and practices that benefit production and environmental quality. When we show up for conversations about these topics, we’re credible because the audience knows we have the data to support our position.

Associations, including ISA, gain strength from membership. We use non-checkoff resources to positively influence policy and regulatory matters. So, we need farmers and allied partners to step forward and invest in advocate membership. This ensures ISA will have knowledgeable and dedicated staff representing members and having their best interests in mind when they can’t be at the capitol or a hearing.

What about the disaster assistance soybean farmers received in 2020? We played a key role in advocating for farmers when China placed tariffs on U.S. soybean imports. We provided information calculating the unprecedented impact the tariffs would have on the financial well-being of soybean farmers. Our credibility showed when the first round of payments was announced.

The Iowa Food & Family Project celebrates 10 years in April. How has that advocacy benefited soybean farmers? Foodminded Iowan’s care about how food is produced. The Iowa FFP approaches people and issues with heart and firsthand knowledge. This gives Iowa FFP credibility and believability, and it shows. Iowa FFP has attracted an audience of more than 130,000 Iowan’s for ongoing conversations about modern agriculture. Now that’s impact!

What priority issues will need effective advocacy in 2021? Trade and opening markets for soybeans. About 70% of the U.S. soybean crop is exported so we must have market access. Second, we need to make the case for modern agriculture. Engaging with consumers is critically important as people want to know more about food, sustainability, and traceability. Finally, the economics of agriculture will continue to be impacted by the changing winds of administrations and policy. Income protection for farmers will be needed given the many circumstances completely out of farmers’ control. We need farmers to survive and thrive. The right kind of policies will be needed, as will innovative thinking like tying incentives to boost more environmental practices. It’s going to be an exciting time as we begin discussing the future of farm and food programs. Effective advocacy has never been more important.

Elected officials can see through blue smoke and candid rhetoric. They know who’s honest. 4 | JANUARY 2021 | IASOYBEANS.COM

unitedsoybean.org

INVESTING IN NEW MARKETS FOR U.S. SOY

From promoting the profitability of using high-quality soybean meal in India to training animal producers on nutrition in Colombia, the soy checkoff is working behind the scenes to develop more market opportunities for U.S. soy. We’re looking inside the bean, beyond the bushel and around the world to keep preference for U.S. soy strong. And it’s helping make a valuable impact for soybean farmers like you. See more ways the soy checkoff is maximizing profit opportunities for soybean farmers at unitedsoybean.org

Brought to you by the soy checkoff. ©2018 United Soybean Board. Our Soy Checkoff and the Our Soy Checkoff mark are trademarks of United Soybean Board. All other trademarks are property of their respective owners.

Policy Update Michael Dolch, ISA Director of Public Affairs, MDolch@iasoybeans.com

All Gas, No Brakes

ooking out a full year into the future is challenging. As 2020 proved, a black-swan event like COVID-19 can catch everyone flatfooted and completely change the outlook. COVID-19 was the unexpected pothole of 2020, and vaccine efforts to squash the virus will be the story of 2021. Distribution of Covid vaccines is underway, with experts saying most Americans could receive a vaccine within six months. Successful COVID-19 vaccine distribution and implementation will not only boost demand for agricultural products and other commodities but also grow the U.S. economy. All things considered, it stands to reason that farm income will pull back in 2021. The third round of Coronavirus Food Assistance Program payments will be made early this year. Higher commodity prices and food assistance aid will boost farm incomes, but those will not be nearly as much as in 2020 when government payouts accounted for more than one-third of total farm income. This will lead to a supercharged emphasis on building domestic demand and strengthening soybean exports. International trade is one of the pillars of the U.S. soybean industry. In 2019, more than 50% of soybeans grown in the U.S. were exported to foreign markets. Access to existing and new markets and international food aid markets are all critical for Iowa soybean farmers. As the new administration transitions into the

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White House, trade policy will remain a focal point. President Joe Biden will keep implementing the U.S.-China Phase 1 agreement, wanting Beijing to fulfill its commitments in the second year of the pact. We anticipate talks will take place on Phase 2, but those are hard-to-conclude conversations. The Iowa Soybean Association (ISA) is monitoring negotiations between the U.S. and China, and we are hopeful that progress is a positive sign toward future tariff relief and other free trade agreements for soybean farmers. The outcome of Georgia’s runoff elections flipped majority control of the U.S. Senate, shifting leadership. All committee gavels will shift from Republican leaders to Democratic, as will legislative priorities. Sen. Debbie Stabenow (MI), who will now lead the Sen. Agriculture Committee, has already pledged to lead efforts “to create a voluntary climate exchange and climate policy for farmers and ranchers.” These efforts and conversations ahead of the Farm Bill stand to shape farm policy for generations to come, conversations that ISA will track and inform. Shifting gears and bringing into focus an outlook closer to home, the Iowa legislative session convened earlier this month. While control of the Iowa House and Senate will remain the same, there are many new faces walking the halls of the Capitol. As we anticipated, pandemic concerns are set to dominate the early agenda, with other shared priorities centered on tax reform, mental health funding

and educational choice. While it is still largely unknown what the legislature can accomplish this session, ISA is committed to elevating the policy priorities of soybean farmers. One priority is sustainable, longterm conservation and water quality funding. Although Gov. Reynolds has shelved her Invest In Iowa Act, for the time being, there’s work to be done laying the groundwork for future consideration. Similar to discussions at the federal level, we expect carbon to receive some increased attention at the state level. The development of a carbon sequestration task force is already underway, a recommendation brought forward by the Governor’s COVID-19 Economic Recovery Advisory Board. The state-level task force will study economic, social and environmental benefits of agricultural carbon capture and potential new income streams for Iowa farmers impacted by profitability challenges, supply chain disruptions and severe weather events. At ISA, we work to support and increase the value of every bushel of soybeans produced in the state. The demand for soybean oil is revving up. In the last decade, biodiesel demand grew by 300%. Today, it supports 13% of the price per bushel of soybeans, which equated to $1.09 per bushel in 2019. As you can tell, 2021 will be all gas and no brakes in support of Iowa’s soybean farmers. Buckle up, let’s ride!

unitedsoybean.org

KEEPING THE FUTURE OF SOYBEANS BRIGHT

From researching new uses for soybeans to identifying new markets for U.S. soy, the soy checkoff is working behind the scenes to create new opportunities and increase profits for soybean farmers. We’re looking inside the bean, beyond the bushel and around the world to keep preference for U.S. soy strong. And it’s helping make a valuable impact for soybean farmers like you. See more ways the soy checkoff is maximizing profit opportunities for soybean farmers at unitedsoybean.org

IOWA SOYBEAN REVIEW® | 7

Activate or Validate Your Membership Your investment in the soybean checkoff powers the Iowa Soybean Association. Farmer membership is available to you at no additional cost. We customize your membership to meet your needs, sending you the information and providing the resources you need to make farming decisions that keep you competitive. Put our expertise and services to work for you â&#x20AC;&#x201D; validate your membership today at iasoybeans.com/join.

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cooperative

soybean processor

www.agp.com

Full-Circle Return RS E RM FA

HERE’S HOW THE SOY CHECKOFF WORKS. The national soy checkoff was created as part of the 1990 Farm Bill. The Act & Order that created the soy checkoff requires that all soybean farmers pay into the soy checkoff at the first point of purchase. These funds are then used for promotion, research and education at both the state and national level.

TO ELEVATORS, PROCES S N A SOR L BE S& L E S

DEA LER S

1/2 of 1% of the total selling price collected per the national soybean act & order

0.5%

Half goes to the state checkoff for investment in areas that are a priority for that state.

PROMOTION

RESEARCH

EDUCATION

Half goes to the national checkoff for investment in USB’s* long-range strategic plan.

ROI TO THE FA RMER by 73 volunteer soybean farmers, the United Soybean Board * Led (USB) invests and leverages soy checkoff dollars to MAXIMIZE PROFIT OPPORTUNITIES for all U.S. soybean farmers.

unitedsoybean.org IOWA SOYBEAN REVIEW® | 9

IOWA'S SOYBEANS FEED THE STATE'S LIVESTOCK More than 116 million bushels of soybeans are fed annually to more than 22 million hogs and pigs in the state. On average, each hog eats about 138.5 pounds of meal crushed from 2.9 bushels of soybeans. Hog production statewide utilizes, on average, 2.8 million tons of soybean meal annually. Raising pigs in Iowa is good for the Iowa soybean farmer. The Iowa Soybean Association is a proud, founding member of the Coalition to Support Iowa's Farmers.

To find out how the Coalition can help you at no cost, visit SupportFarmers.com 1.800.932.2436

ASGROW.COM

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Bayer is a member of Excellence Through Stewardship® (ETS). Bayer products are commercialized in accordance with ETS Product Launch Stewardship Guidance, and in compliance with Bayer’s Policy for Commercialization of Biotechnology-Derived Plant Products in Commodity Crops. Commercialized products have been approved for import into key export markets with functioning regulatory systems. Any crop or material produced from this product can only be exported to, or used, processed or sold, in countries where all necessary regulatory approvals have been granted. It is a violation of national and international law to move materials containing biotech traits across boundaries into nations where import is not permitted. Growers should talk to their grain handler or product purchaser to confirm their buying position for this product. Excellence Through Stewardship® is a registered trademark of Excellence Through Stewardship. XtendiMax® herbicide with VaporGrip® Technology is part of the Roundup Ready® Xtend Crop System, is a restricted use pesticide and must be used with VaporGrip® Xtra Agent (or an equivalent vapor-reducing agent). For approved tank-mix products (including VRAs and DRAs), nozzles and other important label information, visit XtendiMaxApplicationRequirements.com.

ALWAYS READ AND FOLLOW PESTICIDE LABEL DIRECTIONS. XtendiMax® herbicide with VaporGrip® Technology is a restricted use pesticide. Not all products are registered in all states and may be subject to use restrictions. The distribution, sale or use of an unregistered pesticide is a violation of federal and/or state law and is strictly prohibited. Check with your local dealer or representative for the product registration status in your state. For additional product information, call toll-free 1-866-99-BAYER (1-866-992-2937) or visit our website at www.BayerCropScience. us. Bayer Crop Science LP, 800 North Lindbergh Boulevard, St. Louis, MO 63167. Products with XtendFlex® Technology contain genes that confer tolerance to glyphosate, glufosinate and dicamba. Glyphosate will kill crops that are not tolerant to glyphosate. Glufosinate will kill crops that are not tolerant to glufosinate. Dicamba will kill crops that are not tolerant to dicamba. Contact your seed brand dealer or refer to the Bayer Technology Use Guide for recommended weed control programs. Asgrow and the A Design®, Asgrow®, Bayer, Bayer Cross, Roundup Ready® and XtendFlex® are registered trademarks of Bayer Group. LibertyLink® and the Water Droplet Design® is a trademark of BASF Corporation. ©2020 Bayer Group. All Rights Reserved.

IOWA SOYBEAN REVIEW® | 11

Julie Kenney, Iowa Deputy Secretary of Agriculture, speaks to farmers and industry representatives at a recent Iowa Biodiesel Board meeting.

Activating Agricultural Advocacy Tips on how to build stronger connections BY BETHANY BARATTA

eing an agricultural advocate can take various forms. From being involved in Iowa Soybean Association (ISA) programs like the Communications Squad to showcasing your farm through the Iowa Food & Family Project or through social media platforms, there’s a place for every farmer to share their farm story. The best part about it? No two farms or farmers are identical, so no story will ever be replicated. Does the idea of being an advocate for agriculture seem intimidating? It doesn’t have to be, says Julie Kenney, Iowa Deputy Secretary of Agriculture and a farmer in Story County. “It’s more about sharing your passion for what you do by giving people a glimpse into your world with what’s happening on your farm, with your livestock or in your fields, with your farm family, and finding things that others can relate to,” Kenney says.

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Welcoming guests COVID-19 has halted many in-person farm visits, but someday, restrictions will be lifted, and normal travel will resume. Kenney says farm tours are a great opportunity for farmers and visitors. And they can be tailored to the interests of the group. “Start by giving them a glimpse into you and your family and what makes you so passionate about your farm,” Kenney says. She says learning what visitors are interested in and why they chose to visit your farm can spark great conversations. Kenney says she’s learned so much from previous experiences about ways she can improve upon the farm tours she hosts. “I can tell you stories about groups we’ve hosted on our farm,” Kenney

says. “If I immediately started talking at them, it wasn’t nearly as effective as when I stopped talking and figured out what they’re interested in.” What’s worked the best? “Let them see who you are, what you’re about and what’s important to you. Then, be quiet and let them talk.”

Online advocacy When former ISA director Tom Oswald made his way into an online forum to converse with other farmers, he didn’t go in with the intent of being recognized by his username ‘notillTom’ at large farmer events like Commodity Classic. Oswald, a United Soybean Board (USB) executive committee member and farmer near Cleghorn, joined the AgTalk online forum to discuss precision ag with other farmers.

He got his first GPS in 1996 and took to the forum to learn from farmers who had already worked out the kinks in their systems. “For those of us early on in the precision ag space it was incredibly powerful and beneficial,” Oswald says. The online forum has been a place for Oswald to pick up new ideas. In some instances, it reaffirms or challenges something he’s learned in a meeting or elsewhere. “The online community allows you to broaden your sources of information, but you still have to calibrate locally when it comes to agronomic practices,” Oswald says. As in the case of no-till, he says. what may work in Alabama or South Carolina might not work on Oswald’s farm in northwest Iowa.

Correcting misinformation While online discussions with farmers and consumers may differ from conversations at the coffee shop or on his farm due to the nature of the delivery, there are similarities, Oswald says. Being thoughtful and sincere helps build connections and credibility, even if opinions differ. “As in any coffee shop, there are misunderstandings and misinformation that gets shared. Sometimes you need to step in and correct misinformation to increase awareness,” Oswald says. He’s found himself in this position on several occasions, even clearing up some misunderstandings regarding fiscal

accountability related to the checkoff.

Building connections Oswald is a go-to when it comes to no-till and conservation tillage practices in Iowa. He’s also looked at as an agricultural advocate. He’s shared glimpses of his farm life and family through the Iowa Food & Family Project blog. These efforts are important not only in building an ag community, but bridging gaps between consumers and farmers, Kenney says. “I think the Iowa Soybean Association does a great job connecting people and connecting with people,” Kenney says. “As an ag community, we’ve got to continue to be open and support programs that help farmers do this. I commend grower groups that have made communication a priority, especially farmers who have put themselves out there and aren’t afraid to share who they are and make really important connections.”

Window of opportunity If there’s one thing the global pandemic has done to benefit agriculture, it has increased the awareness of where food comes from. In some cases, consumers saw empty coolers and freezers at their local grocery stores while they tried to stock up on meat and milk. It’s an opportunity, Kenney says, to talk about the work farmers do to provide the products that eventually wind up in stores.

“From what I’ve seen since the pandemic started, people are even more acutely aware of where their food comes from or where it doesn’t come from,” Kenney says. “I think it’s an opportunity for anybody in the ag community – farmers and otherwise – to use this as even more of an opportunity to have conversations with people because their interest is piqued.”

TIPS Oswald and Kenney share tips to make your connections more meaningful:

1. Listen. “We have to be good listeners and open to different perspectives. We get in trouble when we try to force conversations, ideas or ideologies; nobody likes that,” Kenney says.

2. Be consistent, credible and in context. “If you’re consistent and thoughtful in your responses, you’ll be respected for that. Respect others, even if their view is different,” Oswald says.

3. Lurkers are listeners, too. “In an online forum, remember that you’re not only talking to one person, but you’re also talking to all the people watching,” Kenney says.

Contact Bethany Baratta at bbaratta@iasoybeans.com.

Tom Oswald, a farmer from Cleghorn, frequently posts and receives information from AgTalk, an online forum about precision ag.

IOWA SOYBEAN REVIEW® | 13

Cole the Cornstar Part educator, part entertainer, part motivational speaker. 100% farmer. BY ANN CLINTON

or a 23-year-old central Iowa farmer, educating the public about farming has created notoriety that reaches around the world. The YouTube personality, who goes by the name of Cole the Cornstar, started his channel with the intention of being “a megaphone for agricultural education and innovation.” As his popularity has skyrocketed, the fourthgeneration farmer has been able to diversify Cornstar Farms by leveraging sponsorships and corporate support. Cole, who farms with his father and brother, says the team then invests their

earnings back into their operation. The extra income has allowed for equipment upgrades, grain storage updates and other farming investments that have catapulted them into financial security. “I want to show people the American dream is not dead,” says Cole. “That’s one reason I make six videos a week. If someone asks me how we make it work, I have hundreds of videos showing exactly how we do it.” Cole takes the responsibility of being an agricultural advocate in stride by keeping his content authentic and relatable. He says he is simply transparent

and shows it how it is. He addresses dayto-day life on the farm, educating viewers each step of the way with a high-energy, matter-of-fact approach. “Farming is not what it was 40 years ago,” Cole explains. “It’s a whole different game. We are operating with a lot of technology now and you have to be very scientific in your thinking. Decisions need to be factual, although there’s a lot of calculated risks involved. You have to push yourself.” Check out the Cornstar family on their YouTube channel, “Cole the Cornstar.”

Cole the Cornstar records a segment for his wildly popular YouTube channel.

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Cole the Cornstar's brother Cooper and his father Daddy Cornstar.

A Conversation with Cole: Cast of Characters?

Why the mass appeal?

Cole the Cornstar, Daddy Cornstar, Cooper (Cole’s brother) and Sable (Cornstar Farms’ hired hand.)

• 450,000 YouTube subscribers

“A lot of people who have never been on a farm are following us,” says Daddy Cornstar. “So that’s kinda neat for us. They are learning. We’re not anything special out here, but they have taken to us. It’s nice.”

• 83% of viewers are male and 17% are female.

Recent popular post?

Who is watching?

• 75% of audience are aged 25-55 • Majority of views come from the Midwest, but visits are logged worldwide. • Audience is half rural and half urban-dwelling.

Why the name Cole the Cornstar? “I was brainstorming the name of the YouTube channel with friends. The idea happened at 11:30 one night, and I got up the next morning and got started on it. It was just meant to be.”

What makes your channel unique? “One gift God gave me is to take complicated things and make them interesting,” says Cole. “I embrace that gift, formulate the content and make videos. Plus, I can be entertaining.”

“Our derecho video hit almost a million views,” says Cole. “There wasn’t a lot of reporting on the storm, other than local news sources. The rest of the country really didn’t know about it, so when they searched for more information about the storm in Iowa, our video popped up.”

Content philosophy? “I want to show young people that by putting your mind to something, and actually doing it, you can achieve it,” says Cole, “It’s going to take time, but if you stay persistent enough, it will happen.”

Message for the urban sector? “The 4x4 on the side of the pickup truck does not mean we only work four weeks in spring and four weeks in fall,” says Cooper.

Advice for wannabe agricultural advocates? “I’d tell everybody to start a YouTube channel,” says Cole. “I think it’s the best way. Farmers can talk farm talk all day. YouTube allows them to get their farm talk fix by watching other farmers farm.”

Benefits of the soybean checkoff on your farm? “Commodity organizations do so much for us behind the scenes,” says Daddy Cornstar. “They are out there promoting our products in ways we just can’t do.”

Legacy intentions? “I watched my grandpa work hard every day of his life, sacrificing so much just so that he could throw everything he had back into the farm,” Cole says of his grandfather, who passed away in 2018. “I want to honor that legacy and do him proud. He’d be tickled by all this. He had a very distinct laugh, and if he was here, I think we’d get a lot of that out of him. He’d be amazed that all these people are watching from all around the world. *Editor’s note: Cole’s real last name and exact farming location is purposely not reported per his request for privacy. Contact Ann Clinton at aclinton@iasoybeans.com. IOWA SOYBEAN REVIEW® | 15

Paige and James Hepp finish field work at their Rockwell City area farm. The Hepps are proponents of agriculture advocacy.

Finding Common Ground Group expands opportunities to share ag stories BY BETHANY BARATTA

hen the construction of a hog barn was announced in north Iowa, an acquaintance approached Val Plagge expressing their dismay, even though the barn wasn’t slated for Plagge’s farm near Latimer. The acquaintance and Plagge shared some common ground – they were both mothers who took their children to the library for story time. That’s where they met. They had talked about a variety of topics previously, bonding over the trials and tribulations of motherhood. Plagge also became a credible source of farm and food-related topics for this mother, so it became natural that she would approach her with the concern. Plagge, in a sense, had trained for this conversation. She’s been a CommonGround volunteer for years, sharing her personal experiences on the farm and the relevant science and research to help consumers sift through the myths and misinformation surrounding food production.

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“It’s not necessarily about what they come at you with to begin with as to why they’re upset. But if you ask questions and have an engaging conversation, you can figure out the root of their concern,” Plagge says. The real root of the woman’s concern, Plagge learned, was that traffic related to the new hog barn would impede with the mother’s established running route. With the tools in hand from CommonGround training, Plagge reassured the mother that the traffic wouldn’t be burdensome, and she would still be able to enjoy her scenic country run. This was just one conversation of many that Plagge has had with consumers. She got her start in ag advocacy in earnest in 2012 after she and her husband Ian were selected to participate in the American Soybean Association/DuPont Young Leaders program. “After the first session of that program, we were inspired to tell our story more,” Plagge says.

Since 2012, Plagge has shared glimpses of their farm life in their blog, “Corn, Beans, Pigs and Kids,” reflecting on all they raise and grow on their multigenerational farm in Franklin County. She’s expanded her presence on Facebook, Twitter and Instagram, growing their audience and, through her volunteer work through CommonGround, connection with consumers. CommonGround, funded through the United Soybean Board and the National Corn Growers Association, is a community of women in agriculture sharing their passions for the farm while also providing insight on how food is produced. “It’s about having conversations with consumers,” Plagge says. “Females are typically the ones making household food decisions, so for those consumers to talk to another female that’s also making those decisions, producing the food or involved with food production, it’s a neat opportunity for consumers and CommonGround volunteers.”

Being the voice Paige Hepp was raised on her family’s multi-generational farm in Treynor. From there, she was sharing stories from her family’s farm, admiring the outreach efforts of Sara Ross, a farmer, wife and mother in Minden. CommonGround became an opportunity for Hepp to take an active role in ag advocacy. “I got involved because I wanted to be that voice of agriculture, especially for women. It’s a very male-dominated industry, so it’s nice to have that women’s perspective because it’s a lot different,” Hepp says. She married James, a firstgeneration farmer sharecropping with another farmer near Rockwell City. James and Hepp are working with the farmer to someday make that farm their own. She says CommonGround is expanding opportunities to tell their farm story beyond their local community. “I’m not just speaking to the farming community, but to consumers as well. I want them to understand where their food comes from and how we’re taking care of the ground we’re raising our crops on,” Hepp says.

Pivoting through a pandemic Though COVID-19 has hindered efforts to host events in person, CommonGround has pivoted by reaching out through social media platforms. CommonGround Iowa’s Ladies Linked Week on Facebook brought together more than 1,000 women to share everything from farm tours, favorite holiday recipes and howtos in home décor. It’s one example of CommonGround’s work in connecting women and consumers through shared interests. “As an individual, I’m not just the farm,” Plagge says. “It’s a huge part of my life and at certain times of the year it probably really is what I am, but there are other parts of me. CommonGround helps weave it all together.”

Building community Hepp says she’s found a community of supportive women by being involved in CommonGround. “I recently got married and moved 2.5 hours north away from family and friends, so I’ve been missing a community per se. The CommonGround group has been a community of gals I can lean on, even if it’s virtually because of COVID-19.”

TIPS Want to share your farm story but don’t know how? Here are a few tips:

1. Start by posting a video or photo of your morning chores. “There’s a lot of people who think they know what’s going on on your farm, but you’re the only one who really knows,” Plagge says. “Sharing on your own social platforms, even if it’s your Facebook page to your own family and friends, is a starting point.”

2. Just start. “We need to share everyone’s farm story, no matter how small they think it might be,” Hepp says. “It could be really liberating, even for others to hear your story.”

3. Diversify your content. “Farming isn’t the only thing we do, so make sure you’re sharing all of your passions,” Plagge says. “Anytime you can share pictures of kids or dogs or yourself, those go over really well.”

Contact Bethany Baratta at bbaratta@iasoybeans.com.

Val Plagge has amplified her advocacy voice by participating in CommonGround and engaging in conversations about agriculture.

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Ethan Crow feeds hay to his cattle after a fresh blanket of snow fell at his Marshalltown farm.

Harnessing Consumer Curiosity Iowa Food & Family Project creates long-term, pandemicresistant consumer connections BY KELLY VISSER

he pandemic has brought food into the headlines unlike ever before. Local television news segments spotlight panic purchasing at the meat case, radio stations interview resilient restaurant owners and social media influencers jump on bread baking and canning trends. The increased headlines and shared human experiences of COVID-19 have sparked consumer questions about the role of Iowa agriculture in feeding families, communities and nations. “When things hit in March, I had people reaching out to see how they could buy beef, eggs and even wheat directly from my family,” says Ethan Crow, a farmer from Marshalltown. “What started as a simple transactional question grew into an opportunity to share my story as a farmer.” Like Crow’s experience, harnessing

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consumer curiosity about food and building it into a larger conversation is a key strategy of the Iowa Food & Family Project (Iowa FFP). The agricultural awareness initiative was created by the Iowa Soybean Association (ISA) and is dedicated to building consumer trust in modern agriculture. Iowa FFP’s trust-building work centers on uniting farmers and food-minded consumers for open, honest and relevant conversations about today’s food system. Over the past decade, Iowa FFP has seen consumer questions range from cooking tips and nutritional insights to an interest in environmental sustainability, biotechnology and farm business models. But in 2020, the consequences of COVID-19 dominated consumer queries. According to the 2020 Consumer Pulse Survey, an annual poll conducted by Iowa FFP, 51% of Iowa grocery shoppers were

surprised by the impact COVID-19 had on the food supply chain. In the past nine months, Iowa FFP has fielded an influx of consumer questions ranging from “Why are dairies dumping milk?” to “How can I support Iowa farmers through this crisis?” on its social media channels and website. “I think some of the headlines caused people to think more about where their food comes from,” says Crow.

Listening for questions Any worthwhile conversation starts with a good question. That’s why Iowa FFP works diligently to understand what food and farming topics are on the hearts and minds of Iowa consumers. All year long, Iowa FFP prompts consumers to share their opinions and questions in flash polls, focus groups and its Consumer Pulse Survey.

“I feel like my voice is heard,” says Anita McVey, a food blogger from Boone while reflecting on participating in an Iowa FFP focus group. “But it goes beyond the perspective I bring to a focus group. It amazes me how differently a group of people can view food … you don’t often realize it until you’re all around a table talking.” Layering the qualitative data from focus groups with the quantitative findings from the annual Consumer Pulse Survey helps shape the issues, topics and themes Iowa FFP addresses.

Worthwhile conversation With consumer questions in hand, Iowa FFP turns to farmers and industry experts for answers. It often taps on volunteers from the ISA Communications Squad or CommonGround Iowa networks to help lead the conversation. Last spring, Iowa FFP coordinated with Crow to record a virtual soybean field tour, asking him to address the basics of planting, seed treatment and conservation practices. “It’s pretty cool that people could get a close-up look at farming through

a simple video. I think this kind of outreach can help clear up misconceptions or answer questions people might have as they drive by tractors in a field,” says Crow who is a member of ISA’s Communications Squad. The real power of Iowa FFP is its ability to bring these types of thoughtful, relevant farmer insights to its consumer audience. The initiative has an opt-in audience of more than 135,000 food-minded consumers across its Facebook, Instagram, Twitter, Fresh Pickings eNewsletter and quarterly Fresh Pickings magazine platforms. “Working with Iowa FFP allows me to join the conversation on food and farming on a larger scale,” says Crow. The spring planting video Crow created received 4,100 views after being shared on Iowa FFP’s Facebook page. Despite a year of social distancing, Iowa FFP’s powerful channels continued

to spark meaningful conversations. Since the pandemic began, the initiative shifted from its traditional in-person events – like farm tours and Iowa State Fair outreach – to put an added focus on farm tour videos, radio promotions, Fresh Pickings magazine distribution and social media sharing. “No matter if it’s a farm tour, interview or social media video, I am always so impressed with the farmers I meet through Iowa FFP,” says McVey. “They are so gracious to openly share about their livelihoods and family histories with consumers like me. Our conversations really stick with me.” Contact Kelly Visser at kvisser@iasoybeans.com.

“Working with Iowa FFP allows me to join the conversation on food and farming on a larger scale.” — Ethan Crow, farmer from Marshalltown

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Communications Squad participant Dave Struthers (center) shares his experiences with participants at a 2020 meeting.

Sharing Our Story From farmer to consumer and beyond BY KATIE JAMES

n a world where more than 70% of American consumers use at least one form of social media, it’s no surprise the majority (55%) now get their news from digital platforms, according to the Pew Research Center. For farmer Klint Bissell of Bedford, he knew when his 13-year-old son started an Instagram account to promote agriculture, he needed to keep up or get left behind. “Someone is going to tell the story of agriculture, and if you always leave it up to someone else, then you have no control over how it’s told,” Bissell says. “If you want it to be told the right way, then you have to help tell it.” The southern Iowa farmer is one of more than two dozen to have participated in the Iowa Soybean Association (ISA) Communications Squad in 2020. Bissell and his wife Aimee are participating again this year. The Communications Squad is a value-added program for ISA members

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driven to empower farmers to be better spokespersons for the soybean industry. Originally created to keep farmers atthe-ready for the hundreds of media inquiries ISA receives each year, the group has evolved in its fourth year to promote agriculture and the soybean industry in all facets of communications, including social media. Aiming to post a picture or video of his row crop farming operation daily, Bissell operates his newly formed Instagram account with the objective of simply making agriculture more visible – something, he says, that doesn’t come naturally. “I think the more you do it, the more comfortable you get,” he says. “There’s a need – a demand, even – for farmers to talk to people and tell your farm’s story.” That need is at the backbone of the Communications Squad. Professional media training, updates from industry experts, opportunities to meet and speak

with reporters and guest speakers, help propel participants to actively speak up for modern farming. Partially funded by the soybean checkoff with support from industry partnerships, the group serves as a way for farmers to stay connected to ISA while learning skills that benefit their farm and the industry.

Beyond the comfort zone Lacona farmer Randy Miller says being a communicator has always been outside of his comfort zone, too. As Miller joins the Communications Squad again in 2021, he reminds other farmers that speaking to non-ag audiences is vital to supporting the world of agriculture. “I’ve been the guy who got up every morning and went to work,” Miller says. “Even though I knew it was important to do, I didn’t make time to be a communicator because frankly, I didn’t enjoy it. I preferred to be behind the scenes.”

Serving as an ISA District 8 director and most recently elected secretary for the ISA board, Miller routinely accepts media inquiries and completes interviews with television, radio and newspaper reporters. “We need to tell our story, to advocate,” he says. “Otherwise, people that don’t know anything about it will and it won’t be factual.” Miller’s proximity to Des Moines makes his farm a prime location for TV interviews. He welcomes them to his farm, not because it’s his favorite thing to do, but because he feels it’s the right thing to do. “I’ve always said that if you’re going to complain about something, you need to be willing to fix it. You have to be part of the solution,” Miller asserts. “By not being willing to talk to people about issues in agriculture, you’re not going to fix anything. I want to help fix things, not just complain about them.”

Member focused programming Farmers like Bissell and Miller inspire the programming for the Communications Squad. In 2021, the group is diversifying into three primary areas of communication. Farmers participating

choose between writing, social media or spokesperson task forces. They will be challenged to create, strengthen, or seek out communications platforms to share their farming stories and important messages for Iowa agriculture. Be it media interviews, personal or farm social media accounts, blogs, letters to the editor or speaking with reporters, the 2021 squad is tasked with closing the gap between farmer and consumer, all while bolstering the soybean industry. “There’s such a disconnect between the farm and the majority of the population,” laments Bissell who enjoys content from other farmers on platforms such as YouTube. “But I know my family likes watching other people farm, too. The more of us sharing our farms, the better. It lets people see what we’re doing.” For other farmers who don’t see themselves as communicators, Bissell’s message is simple. “Just say yes.” And Miller agrees. “It takes practice,” he says. “Fully engage and do it right. Commit to it and learn from it.” Miller practices media interviews with ISA staff before completing them and pays close attention to other farmers who are on the frontlines sharing

agriculture’s message. “If you don’t get out of your comfort zone, you’re never going to find out what it is that you enjoy and are good at.”

Moving forward And the benefit of farmer communication goes beyond sharing accurate consumer messages. A wellplaced effort from a farmer can help further positive policy movements and foster relationships with lawmakers. “The average farmer does have a voice, and if you ban together and go with other farmers to share your voice, they will listen,” says Miller, who sees his communications efforts compliment the policy work of ISA. Participants in the 2021 Communications Squad will get to hear firsthand information related to policy issues, consumer trends and communications opportunities, all while getting to meet and network with other soybean farmers from across the state. For more information about the Communications Squad and involvement opportunities, visit the membership programs page at www.iasoybeans.com. Contact Katie James at kjames@iasoybeans.com

ISA Public Relations Manager Katie James leads a Communications Squad session at the REG office in Ames for a summer session in 2019.

IOWA SOYBEAN REVIEW® | 21

Wayne Fredericks, an ISA member from Osage, checks the progress of his soybeans that he planted into a rye cover crop prior to terminating.

Speaking Out for Cover Crops How (and why) four farmers are dedicated to the cover crops cause BY HEATHER LILIENTHAL

our Iowa farmers. Three unique defining moments. One commitment to using and advocating for cover crops. It sounds like the dramatic opening to the newest winter blockbuster, but it’s the simple truth for Rob Stout, Wayne Fredericks, and Ray and Chris Gaesser. Across the Midwest, these early cover crop adopters are well-known on farm speaking circuits as they share their experiences with and support for planting cover crops to improve soil health and water quality, and strengthen economic outlooks.

Watersheds and neighborhood network Washington County is a state leader in the number of planted cover crops and the area’s farmers are recognized

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for their innovation and commitment to conservation. Rob Stout is one of those innovators. His operation started using no-till four decades ago after he and his dad attended a local meeting. “Back then, just like today, we looked to the science and the results with notill,” recalls Stout. A few years later, they moved forward. “The neighbors noticed. People notice when someone is doing something different. Soon, others were asking us about what we were learning.” It didn’t take long before county farmers were gathering around Stout’s kitchen table, learning more about conservation and the cover crops he added in 2009. They also rallied around a new-at-that-time concept called watershed planning. Stout’s

group became one of the first groups to establish a watershed plan with the Iowa Department of Agriculture and Land Stewardship (IDALS). “Eleven years ago, we created the West Fork Crooked Creek Watershed plan and were one of the first plans to receive IDALS funding,” Stout says. “That was a pivotal moment for us and helped create a blueprint for us to follow. I’d say that was our defining moment in this area.” Stout, who farms today with his stepson Alex Zimmerman, says that effort will continue through Zimmerman’s passion for conservation. “We keep beating the roads and bringing in new people and new neighbors each year. This results in more acres of conservation efforts,” says Stout. “I know I’m at 100% cover crops on my

“I work to bring my big picture information to the farm level, tell a compelling story, share the mistakes with the wins and keep learning.” — Ray Gaesser, farmer from Corning

own acres, so if I really want to help increase acres, I need to find new people.”

Powerful pictures It’s often said that pictures tell the real story. When it comes to telling his cover crop conversion story, Wayne Fredericks of Osage is quick to put that statement into action. When he leads presentations, he displays photos of green cover crops in December, thriving monarch and wildlife habitats, and the farm lake. Fredericks doesn’t have a lake in his yard, but his backyard looked like one after intense rains in 2008. The “lake” and resulting water movement became his defining moment. “I’d never seen so much water accumulate so quickly. And, a few days later, Cedar Rapids experienced terrible flooding,” says Fredericks. “It made me realize how what happens here impacts things downstream. I wanted to do my part.” The data-driven farmer went to work. It took years of careful management changes and research to bring the farm acres into 100% cover crop coverage. The data is showing the facts: improvement and increase in organic matter and strong yields. “My organic matter has increased 2% in 20 years of no-till and cover crops will continue to enhance that effort.” When he presents, his careful mix of beautiful photos and powerful agronomic and economic stats has farmers paying attention.

“I work to bring my big picture information to the farm level, tell a compelling story, share the mistakes with the wins and keep learning,” says Fredericks.

Changes for the climate Father-son team Ray and Chris Gaesser’s entry into cover crops was due to extreme weather conditions that made them step back and consider what else they could do. Intense rainfall in 2010 that brought four inches in one hour was a defining moment for them. The team had been notilling for years, but knew they needed to evolve. After learning more from organizations in which they were involved, adding cover crops to their system was the next step. “Cover crop adoption is still in the minority, but every year more people

seek info and try. Because we believe in and know the benefits, we want to serve as a resource,” Ray says. In the 1980s, Ray says they were the only area farmers no-tilling. Today, he sees drastic change, guessing that more than 80% of area farmers are doing no-till. He hopes to see cover crop acres see that growth. Innovation and involvement are two key characteristics of the Gaesser Farms team. As conversations about the conservation and climate continue, the Corning-area farmers are active in several ag groups and share their experience with other farmers. “The world is changed by action, not just opinion,” says Ray. “We’re not only learning things from groups like the Iowa Soybean Association, they offer us the opportunity to share how we are implementing those resources on our farm and allow us to be resource to others.” Contact Heather Lilienthal at hlilienthal@iasoybeans.com.

Rob Stout inspects the progress of his cover crop stand after applying animal manure to the field.

IOWA SOYBEAN REVIEW® | 23

Connecting the Dots Technology reaches farmers via virtual meetings, YouTube and more BY HEATHER LILIENTHAL

inter meeting season looks different this year as many traditional events that brought together large groups of people are being retooled. Instead of sitting in a meeting room, many farmers will be firing up Zoom. The virtual landscape isn’t the same and usually not the preference. Still, today’s technology allows the Iowa Soybean Association (ISA) Research Center for Farming Innovation (RCFI) to take efforts online and continue working to meet farmers where they are. “We strive to work directly with farmers to apply data and evidencebased solutions to cropping and livestock system challenges,” says Roger Wolf, RCFI director. “As we look to bring

Teresa Middleton, ISA field services manager, utilizes YouTube and other digital content to spread the word about agronomic research.

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resources to them in more virtual ways, we know that farmers like the unbiased nature of research and the technical assistance offered.” While the adjustment to virtual offerings is new for some farmers, Chris Gaesser is right at home learning from home. The Corning-area farmer and member of the ISA Research Advisory Council is a self-described gamer and appreciates and capitalizes on online and virtual platforms. “I’ve been playing against and communicating with other gamers from around the world for years and years,” Chris says. “For me, I do miss in-person meetings and research is my passion,

but this is my element. I think (virtual options) will allow us to reach new and more diverse farmers and future leaders.”

Info exchange based on preferences Scott Nelson, RCFI senior field services program manager, understands the need to adjust information delivery. “Farmers have different personalities and learn in different ways,” Nelson says. “Some are very data driven, while others prefer simple recommendations. Other farmers prefer to digest information via written communication. However, a growing number of farmers tell me they prefer online webinars and YouTube videos.”

Scott Nelson believes it is important to meet farmers where they are at – whether on YouTube or in person, there are many ways to access research information.

Nelson is taking that feedback and running with it, already taking information virtual. Last summer, his annual 4R event was offered via YouTube. And the offering connected with all 4Rs, which represent right source, right rate, right time and right place. The information is accessible to all farmer at https://www.youtube. com/watch?v=GGweN3w8o_g. Last month, he hosted an ISA webinar focused on recent water monitoring results and a deep dive into putting field-level information, such as yield, soil texture, seeding rates and fertility rate adjustments, to work to strengthen farm profitability. The webinar also reviewed some new ISA research on management practices for corn after cover crops. The study showed a 10- to 20- bushel advantage for cover crops with improved management compared to the no-cover crop control at three sites in 2020. This ISA study will be repeated in 2021, and the team is actively seeking participants.

From field to farmer screens On a personal level, Teresa Middleton, ISA field services manager, looks to YouTube and online resources for information. “I love to sew and crochet,” she says. “Often, I turn to YouTube as a goto resource when trying to understand a new stitch. Video captures our attention and is an easy way to learn. It’s another tool in the toolbox.” Middleton is putting that tool to use for farmers, recently working with ISA Communications Director Joe Murphy on an in-the-field video with Story County farmer Pat Murken. “I wanted to share the information he’s learning from the cover crop project. When I approached him with the video idea, he was on board,” says Middleton. Murken has been planting cover crops for many years and will work with Middleton to conduct a time of termination trial this spring, to determine the difference in biomass and nitrates in the soil and soil compaction levels. Murken will terminate half of his cover crop strips

a couple of weeks before planting his cash crop and the other half at or just after planting. Middleton and Murken look forward to understanding if the extra two weeks of growth will allow the roots to hold back more nitrate in the spring without a detrimental effect on yield. “That data will help us work with others to study cover crop termination times and determine how much more cover crop biomass we can get away with to maximize soil health and other benefits,” says Middleton. “It’ll be exciting to see.” They plan to shoot a follow-up video this spring. “It’s a great experience to take these trials and be creative in how we present the process and progress,” she adds. “There is a lot of work to creating video, and it’s been a rewarding and collaborative process with Pat and the ISA team. I think it allows us all to keep learning and striving to be relevant and timely with our offerings to our members.” Contact Heather Lilienthal at hlilienthal@iasoybeans.com. IOWA SOYBEAN REVIEW® | 25

The Last Word Editor’s Note by Ann Clinton aclinton@iasoybeans.com

Matter of Trust

nd just like that, it’s 2021. In this issue of the Iowa Soybean Review, we analyzed how farmers get information. As resources have moved online, it’s created opportunities for agricultural spokespeople to have broader platforms. Content experts can communicate with farmers around the world. That extent of connectivity can be considered a blessing and a curse. As a farmer, you can find YouTube tutorials on how to calibrate your tractor’s GPS. You can find your perfect combine three states away. But you can also be swallowed by too much information, making it difficult to discern what’s best for your operation. Your farming resources are no longer confined to the county lines; they’re suddenly worldwide.

I’m originally from a small town in southwest Iowa, and a lot of people from there are involved in agriculture in one way or another. As we all know, it’s a small world, and it’s not unusual to run into someone who has a connection to my hometown. More times than not, that connection is Mark Venteicher. Seemingly, EVERYONE knows Mark. Mark owns the local sale barn, Massena Livestock Sales, with his father Allen. A gifted auctioneer, Mark personally conducts all the livestock sales. He’s also a long-time salesman for Pioneer Seeds. When the editorial team started to discuss content for this issue of

the Review, I immediately knew I wanted to talk to Mark. For as long as I’ve known him, he’s been a natural conversationalist – he doesn’t know a stranger. He’s likable and funny. He calls people by name. He’s a straight shooter. Be careful what you ask him because he’ll tell what he thinks. As a result, people seem to like him. However, in full disclosure, Mark wasn’t super excited to talk to me. If I’d casually run into him at the local Cenex store, he would have been happy to chat. But, when I reached out with specific questions for this column, he would have liked to stay out of the spotlight. I totally pressured him into the conversation.

Who do you trust and why? As it’s become easier to research and obtain agronomic information online, there’s still so much to be said for one-on-one relationships in farming communities. I’ve been working in agriculture for several decades, and I’ve written countless stories on technological advances. As much as things have changed, I’ve learned one thing for sure from you farmers … personal relationships with people you trust still matter. Massena Livestock Sales

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Mark and Allen Venteicher own Massena Livestock Sales. Mark is the auctioneer at all the livestock auctions.

Trust is just an inevitable side effect of kindness. Nevertheless, when you run the local sale barn and sell seed, it’s important to have a good rapport with farmers. I was curious about how Mark maintains his clients’ confidence in an online world. That would be a hard question to answer no matter who you are. But for someone like Mark, it’s not something he thinks about much. He treats people well because it’s important to him to do so. Trust is just an inevitable side effect of kindness.

Why do you think farmers trust you? “I just tell people the truth,” says Mark. “People see me out in the community. It’s important to me to invest back, and I think people respect that.” Based on his stories, when Mark attends “corporate” events for Pioneer,

the good ol’ boy must make quite a splash, which would explain some of his widespread popularity. But, at the end of the day, it’s his overall approach to life that makes him successful. “Mark cares so much about his customers and treats each one of them just like their farm is his farm,” says Alex Beatty, Mark’s supervisor and territory manager for Pioneer Seeds. “Mark is such a likable guy. He’s also friends with so many of his customers outside of his seed business. “He doesn’t want to sell them something that’s not top-notch because he knows he will likely be auctioning their cattle off,” continues Beatty. “He doesn’t want anyone to have a bad taste in their mouth for something he’s done somewhere else. He’s very aware of that kind of thing and wants the best for everyone.”

Local agricultural spokespeople No doubt, you also know a Mark Venteicher, someone instrumental in your community’s vitality and success, yet uninterested in the limelight. Someone who is influencing agriculture by merely doing what they do with integrity. I’d love to hear more about these people. Send me a note and tell me about their story. Additionally, it’s important to us here at the Iowa Soybean Association for you to view us as a trusted source of agronomic information. Learn more what we do on your behalf at www. iasoybeans.com. Thank you for what you do for agriculture. By just being a part of the industry, your voice is extremely important. Stay well, my friends.

IOWA SOYBEAN REVIEW® | 27

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