Farmer-leaders put a face to the Soy Checkoff at Farm Progress Show

Brent Rendel, an Oklahoma farmer and USB director, sees that connection as an important part of his role.

“We get to engage with farmers at Farm Progress Show,” Rendel said. “When the question comes up about what the checkoff is doing, we can put a face to it.”

Because farmer-leaders are growers themselves, they understand that the checkoff is a direct investment and that farmers want to know what that investment is accomplishing.

“That’s real money coming out of their pocket,” Rendel said. Farmer-leaders, he said, must be able to show what that investment delivers.

The Farm Progress Show also gives farmer-leaders an opportunity to connect with growers who might not otherwise interact directly with the people representing their national checkoff.

“I think it was good for us to be there because we had access to a lot of ag media,” said Travis Hutchison, a Maryland grower and USB director. “We were able to get the checkoff success stories out to a large audience. It also gave us a chance to speak with other farmers one on one.”

Nearly 600 agribusinesses set up across the Farm Progress Show grounds, drawing farmers and industry professionals from across the country. For farmer-leaders, being there means meeting growers where they are and making themselves available for questions and honest discussions about how their checkoff dollars are being used.

“Farmers want to know how we are creating new markets and expanding existing markets,” said Patrick Giberson, a New Jersey farmer and USB director. “I think the outreach from a national show of that size is a great way to showcase all that the checkoff does and helps us build reputational trust to farmers and industry partners alike.”

Those discussions can cover the range of checkoff-funded work, from market development and research to new uses for soybean meal and oil. They can also include the numbers behind the investment. A 2024 return-on-investment study by Cornell University economist Harry M. Kaiser found that U.S. soybean farmers received $12.30 in added value for every dollar invested in the checkoff. ¹

Explaining the Soy Checkoff is only part of the job. Listening is the other.

“Farm Progress Show is a great place for us to listen and learn from other soybean growers,” said Laurie Isley, a Michigan farmer and USB director. “It gives us the opportunity to share the many ‘wins’ from their investment in the soy checkoff, from soy firefighting foam to research outcomes and market development, all of which enhance their ROI.”

The booth also offered something tangible for farmers who stopped by: A chance to participate in the Annual Soybean Quality Survey.

Funded by the Soy Checkoff and led by Dr. Seth Naeve, professor of agronomy and plant genetics at the University of Minnesota, the survey provides global buyers with a science-based look at the protein, oil value and composition of the U.S. soybean crop. Farmers can request a free kit and submit a sample from their 2026 harvest at no cost. Samples are due Oct. 21.

Participants receive a personalized report on their own crop by mid-December, while individual results remain confidential. Farmer participation also supports the U.S. Soybean Export Council (USSEC) in building international marketing programs on behalf of the Soy Checkoff.

The survey kit is a concrete takeaway from a conversation that started at the booth. It’s also a reminder of why farmer-leaders need to be there: to explain the Soy Checkoff’s work, answer questions, listen to growers and put useful resources directly into their hands.

Most importantly, they can put a farmer’s face to the Soy Checkoff.

###

¹ Kaiser, Harry M. “An Economic Analysis of the United Soybean Board and Qualified State Soybean Boards’ Demand- and Supply-Enhancing Programs.” Cornell University, August 2024.