Project Details:

Title:
Second SCN Coalition: Resistance Management and Awareness Campaign

Parent Project: This is the first year of this project.
Checkoff Organization:North Central Soybean Research Program
Categories:Soybean diseases
Organization Project Code:NCSRP
Project Year:2017
Lead Principal Investigator:Samuel Markell (North Dakota State University)
Co-Principal Investigators:
Guiping Yan (Adayana Agribusiness Group)
Kaitlyn Bissonnette (Iowa State University)
Gregory Tylka (Iowa State University)
Douglas Jardine (Kansas State University)
George Bird (Michigan State University)
Samuel Markell (North Dakota State University)
John Damicone (Oklahoma State University)
Albert Tenuta (Ontario Ministry of Agriculture-Food & Rural)
Jamal Faghihi (Purdue University)
Emmanuel Byamukama (South Dakota State University)
Jason Bond (Southern Illinois University at Carbondale)
Terry Niblack (The Ohio State University)
Nathan Schroeder (University of Illinois at Urbana-Champaign)
Carl Bradley (University of Kentucky)
Seth Naeve (University of Minnesota)
Melissa Mitchum (University of Missouri)
Loren Giesler (University of Nebraska)
Heather Young (University of Tennessee-Institute of Agriculture)
Shawn Conley (University of Wisconsin)
Ann MacGuidwin (University of Wisconsin)
Hillary L Mehl (Virginia Tech)
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Contributing Organizations

Funding Institutions

Information and Results

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Project Summary

The soybean cyst nematode (SCN) remains the most important economically-limiting threat to soybean growers in the North Central United States, and yield losses due to SCN are increasing and will continue to increase in the near future. In recent years, an increase in aggressive SCN populations, which can feed and reproduce on resistant varieties has been widely documented throughout the north central US (Faghihi et al. 2010, Mitchum et al. 2005, Niblack et al. 2003, Niblack et al. 2008). Data suggest that both the geographic spread and the level of increased aggressiveness of SCN populations will continue to increase over time and will slowly erode the usefulness of the available SCN-resistant soybean varieties. With only one readily available commercial source of resistance to SCN (PI88788), this trend will expose growers to levels of yield loss from SCN that have not occurred since the 1980’s and on a much larger scale. This impending threat is similar to the development of herbicide-resistant weeds that growers are currently facing, except the SCN situation is much worse because there is no other source of resistance to SCN that is widely available for soybean growers to use. It is not an understatement to say that the yield loss implications could be staggering and that the North Central region is facing an SCN Crisis.

Project Objectives

Project Deliverables

Step 1. Soybean grower survey designed, delivered and results analyzed (Summer 2015/Fall 2015).
Step 2. Awareness meeting held and the need for a Second SCN Coalition was determined (December
2015).
Step 3. A survey of attendees of the National SCN Conference will be conducted to assess the value of the meeting and to identify critical needs for SCN Research and Extension (Winter 2016/2017).
Step 4. Success of the meeting will be determined by the level of consensus that supports the mission and strategy of the Second SCN Coalition (Winter 2016/2017).
Step 5. Deliverables will include messaging and a series of awareness tools/items for agricultural
professionals and influencers of soybean growers (Winter/Spring 2017).
Step 6. This step is “where the rubber meets the road”. The success of this step will be measured by 1)
intellectual buy-in from industry partners, 2) their willingness to disseminate information to clientele, and 3) financial commitments from those partners to support the SCN Coalition into the future (Winter/Spring/Summer 2017).
Step 7. Assuming success of Steps 1-6, future implementation of the Second SCN Coalition will be
measured by increased industry funding, support from USB, and a follow-up survey (Step 1). Deliverables to growers will be through multiple media outlets, both new and established, and the primary web outlet will be www.soybeanresearchinfo.com.

Progress of Work

Update:
See attached report

View uploaded report PDF file

Final Project Results

Update:

View uploaded report Word file

Final Report on the
Second SCN Coalition: Resistance Management and Awareness Campaign
12/31/17

Submitted by Dr. Sam Markell, PI (NDSU) to Dr. Ed Anderson, NCSRP
Co-PI’s include: Bond, D., Schroeder, N., Faghihi, J., Tylka, G., Bissonnette, K., Jardine, D., Bird, M., Naeve, S., Sweets, L., Giesler, L., Yan, G., Niblack, T., Byamukama, E., Conley, S., MacGuidwin, A., Bradley, C., Damicone, J., Tenuta, A., Young, H., and Mehl, H.

Organization of Report:
The development of the 2nd SCN Coalition is organized into seven different steps, of which steps three through seven have been active. To most clearly explain progress made during this period, milestones, time frame and key performance indicators are detailed by step.

Mission:
The Mission of the Second Soybean Cyst Nematode Coalition is to develop an SCN Resistance Management and Awareness Campaign to educate growers and industry on the reality of SCN resistance development, to slow the development of highly aggressive SCN populations and to minimize increasing levels of yield loss. This project will focus on the North Central states, but with early success and additional partners, will be expanded nationally and into Canada in 2018.

Objectives (Steps):
Step 1: SCN Grower Baseline Survey
Step 2: SCN Awareness and Education Meeting – Kick-starting the Second SCN Coalition
Step 3: National SCN Conference
Step 4: SCN Coalition Building and Development Meeting
Step 5: Develop an SCN Resistance Management and Awareness communication strategy
Step 6: Securing Buy-in from Industry Partners and Early Implementation
Step 7: Future Implementation of the Second SCN Coalition

Summary of Progress:
Prior to this project, Steps 1 and 2 were completed. The information generated by survey growers in 17 states (Step 1) was used as a guide to clearly identifying the SCN awareness problem and possible desired solutions. The SCN awareness and education meeting in 2015 (Step 2) was used as a springboard to outline a broad strategy that could lead to the Second SCN Coalition.

Since the beginning of this project, we have organized and completed the National SCN Conference in Coral Gables, FL (Step 3), held the SCN Coalition Development meeting in Coral Gables (Step 4), held the SCN Resistance Management and Awareness Communication Strategy meeting (Step 5), have secured a half-dozen prominent industry partners (Step 6) and are deep in the process of implementation (Step 7). Significant progress has been made in each step.

Step 3 (National SCN Conference) brought together academic, industry and grower’s to share SCN research results and needs. The conference was opened by a plenary speaker (Dr. Greg Tylka) who successfully provided a history and foundation knowledge to the attendees. The conference design consisted of three distinct sessions (succinctly; host, pathogen and management), each of them opened by a plenary speaker who is an expert in the session topic. Following each session, growers from North Central States (members of the NCSRP) were asked to provide feedback to the entire conference attendance. These conversations were a critical part of the conference. The National SCN Conference was closed by plenary speaker Dr. Ed Anderson (NCSRP), who successfully synthesized the information presented throughout the conference and laid out a vision that researchers and growers alike can follow as we move forward on management of SCN; cooperation among different groups, coordination among researchers and always keeping the growers in mind. The performance indicators included feedback from attendees using a post-meeting survey of National SCN Conference attendees. Results demonstrated that conference organizers accomplished the objectives of the meeting and that attendees viewed the meeting ‘above average’ to ‘much above average’ when compared to similar meetings they have attended.

Step 4 performance indicators included the diverse attendance at the SCN Coalition building and development meeting. Specifically, fourteen industry scientists representing nine companies, nine growers representing six North Central states, five research directors from five state soybean checkoff organizations, seven scientists representing seven Universities and five professionals representing National soybean checkoff and/or media attended the meeting.

Step 5 performance indicators included the drafts of talking points, messaging, and presentations that were developed following a two-day meeting to develop the messaging and communication strategy for the 2nd SCN Coalition. This includes talking points and strategy to build the coalition with industry partners.

Step 6 performance indicators include many prominent industry partners being committed to the SCN Coalition, namely; BASF, Bayer, Corn+Soybean Digest, Growmark, Monsanto, Syngenta and Winfield United. Pioneer has been contacted and we are hoping to interact with their leadership soon (the Dow/DuPont merger has impeded progress. In addition to specific visits to each of the companies (save Growmark), the SCN members of the SCN Coalition leadership met jointly with BASF, Bayer, Growmark, Syngenta and Winfield United at ASTA on December 8th, 2017. While not in the time frame of this current FY, a meeting to get these competitors in the same room as partners, immediately prior to the launch of the SCN Coalition, was considered a great success.

Step 7 performance indicators are numerous, diverse and not static. Implementation is dependent upon partnerships, financial support and leveraging, content development and implementation steps. We will address each indicator succinctly.
• Partnerships include BASF, Bayer, Growmark, Monsanto, Syngenta, Winfield United. Anticipated partner visits include Pioneer and 4-10 additional partners.
• Financial support and leveraging. The NCSRP money has been used to generate early successes for the SCN Coalition and leverage significant financial support from other entities.
o The United Soybean Board funded a $275,000 proposal that is a perfect complimentary fit to the NCSRP support. This proposal will, 1) expand the SCN Coalition beyond the NCSRP member states, 2) dramatically improve the visibility at the launch, and 3) turn the SCN Coalition resource center into a robust, one-stop shop complete with state/region/partner specific information. Corn+Soybean Digest will be providing a multi-page layout to coincide with the launch at Commodity Classic.
o Private partners have provided direct support in terms of travel, conference rooms, partner meetings, support of the National SCN Conference and more throughout this cycle, likely valued at $50,000-$100,000. Additionally, private partners have committed to in-kind advertising (logo use, advertising, media help, etc..) in the near future. While the financial value is very difficult to estimate, it is likely to exceed $500,000. Similarly, they will likely be contributing direct support after the SCN Coalition is launched.
o Select QSSB’s will likely be providing complimentary direct support to state PI’s to help accomplish the objective and mission of the SCN Coalition into the future. While this number is unclear, we currently estimate the dollar figure submitted in proposals to the QSSB’s to exceed $750,000.
• Content Development. The first grower video (Ron Heck – IA), a national scientific training video (Greg Tylka – ISU), a Slim Jim (small fact sheet), multiple infographics, www.theSCNcoalition.com website, a logo/lockup and messaging materials have been drafted and/or completed.
• Implementation Steps. The SCN Coalition will be launched at Commodity Classic in Anaheim, CA in late February this year. Events currently planned include a booth, ‘what’s new’ session, press conference and multiple cross-marketing opportunities with partners. Following the launch, a concerted effort to recruit more industry partners will be made, and additional PR events will follow.

Benefit to Soybean Farmers

Performance Metrics

Step 1 and Step two were completed prior to the current FY.

Step 3
• When: December 13th–15th, 2016.
• Description and Milestones: National SCN Conference
• Key Performance Indicator Summary: A scientific conference brought together scientists from academia and industry, grower advisors and others to present and discuss research updates that have occurred since the last SCN Conference (2008). The implementation of the 2nd SCN Coalition will began at this meeting. A critical early step in coalition building was to bring together researchers to share updates. Follow-up surveys demonstrated the organizers of the National SCN Conference accomplished their stated goals and the conference was viewed as ‘above average’ to ‘much above average’. Specifically, on a 1-5 scale where 1 was much below average, 3 was average and 5 was much above average attendees ranked program content, location and field trip at 4.08, 4.00 and 4.31, respectively.

Step 4
• When: December 15th, 2016
• Description and Milestones: SCN Coalition Building and Development Meeting
• Key Performance Indicator Summary: A small gathering (roughly 30-36 people) of strategic partners (Industry, Growers, Academia) was held following the National SCN Conference. Feedback during the meeting was used as a foundation for developing the communication strategy. Interpretation of grower survey results (step 1), the strategic planning and mission development that occurred in step 2 and research results from step 3 were used to brainstorm how an SCN Coalition might be most successful to each group of partners. Results were a strong desire to push forward and establish messaging.

Step 5
• When: February 9th – 10th, 2017
• Description and Milestones: Develop an SCN Resistance Management and Awareness Communication Strategy
• Key Performance Indicator Summary: The ideas put forth and discussed in the SCN Coalition Building and Developmental Meeting (Step 4) were refined and packaged into key messages and strategies. Key members of the three original committees (Sam Markell, Albert Tenuta, George Bird, Greg Tylka, Seth Naeve and Kaitlyn Bissonnette) gathered with MorganMyers (Laurie Steen and Max Wenck) at the office of Kurt Lawton (Corn Soybean Digest). Drafts of talking points, messaging, and presentations were created. The draft messaging has been sent in a feedback loop among the SCN Coalition community in effort to ensure a reasonably high level of satisfaction and consensus among members. Industry visits were discussed and scheduling with industry partners and the United Soybean Board were discussed.

Step 6
• When: Spring – Fall 2017
• Description and Milestones: Securing Buy-in from Industry Partners and Early Implementation
• Key Performance Indicator Summary: In order to solicit and earn intellectual and financial buy-in from industry partners, key members will visit private partners. Committed partners include BASF, Bayer, Corn+Soybean Digest, Growmark, Monsanto, Syngenta and Winfield United. USB support has also been secured.

Step 7
• When: Fall 2017 – Spring 2018
• Description and Milestones: Future Implementation of the Second SCN Coalition
• Key Performance Indicator Summary: NCSRP funds have been leveraged to secure cash or in-kind financial support has been secured from USB and industry partners. This will support the launch, resource center, new partner visits and all supporting materials. Financial support secured. Launch set for Commodity Classic. Many resource materials drafted/developed (video, infographics, website, etc.).

Project Years