Project Details:

Title:
Expanding the SCN Coalition

Parent Project: Second SCN Coalition: Resistance Management and Awareness Campaign
Checkoff Organization:North Central Soybean Research Program
Categories:Soybean diseases
Organization Project Code:NCSRP
Project Year:2019
Lead Principal Investigator:Samuel Markell (North Dakota State University)
Co-Principal Investigators:
Kathy Lawrence (Auburn University)
Edward Sikora (Auburn University)
Paula Agudelo (Clemson University)
John Mueller (Clemson University)
Gary Bergstrom (Cornell University)
Gregory Tylka (Iowa State University)
Douglas Jardine (Kansas State University)
Paul (Trey) Price (Louisiana State University AgCenter)
George Bird (Michigan State University)
Marisol Quintanilla (Michigan State University)
Tom W Allen (Mississippi State University)
Clarissa Balbalian (Mississippi State University)
Lindsay Thiessen (North Carolina State University)
Guiping Yan (North Dakota State University)
John Damicone (Oklahoma State University)
Albert Tenuta (Ontario Ministry of Agriculture-Food & Rural)
Alyssa Collins (Pennsylvania State University)
Paul Esker (Pennsylvania State University)
Emmanuel Byamukama (South Dakota State University)
Jason Bond (Southern Illinois University at Carbondale)
Anne Dorrance (The Ohio State University)
Terry Niblack (The Ohio State University)
Travis Faske (University of Arkansas)
Terry Spurlock (University of Arkansas)
Nathan Schroeder (University of Illinois at Urbana-Champaign)
Carl Bradley (University of Kentucky)
Seth Naeve (University of Minnesota)
Kaitlyn Bissonnette (University of Missouri)
Melissa Mitchum (University of Missouri)
Loren Giesler (University of Nebraska)
Heather Young (University of Tennessee-Institute of Agriculture)
Heather M Young-Kelly (University of Tennessee-Institute of Agriculture)
Shawn Conley (University of Wisconsin)
Ann MacGuidwin (University of Wisconsin)
Damon Smith (University of Wisconsin)
Hillary L Mehl (Virginia Tech)
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Keywords: SCN, PI88788, Extension, Partnership, soybean cyst nematode, resistance

Contributing Organizations

Funding Institutions

Information and Results

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Project Summary

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.

Between 2015 and 2017, a national public-private partnership with a shared vision was developed to help growers reduce risk to the yield threat posed by the breakdown of Soybean Cyst Nematode (SCN) resistance. With foundational support from North Central Soybean Research Program (NCSRP), the SCN Coalition leveraged support from United Soybean Board (USB) and private partners and launched ‘The SCN Coalition’ at Commodity Classic in February 2018. Concurrently, a cover page article was published in the Corn+Soybean Digest, the resource center www.theSCNCoalition.com went live (complete with videos, downloadable trainings, materials, etc), and social and traditional media outlets were engaged.

In FY 2019, NCSRP continued foundational support for the SCN Coalition for management, partner recruitment and communications. We have secured funding from USB ($586,880) to support local Extension efforts nationally, deliver research updates and create additional resource information. We have secured funding from private partners to produce a 32-page SCN-specific insert into the December issue of the Corn+Soybean Digest and anticipate further support for other national visibility. In addition, we anticipate approximately $1M in in-kind support that will also increase the visibility of the SCN Coalition. Consequently, we anticipate the SCN Coalition will grow in partner numbers, increase its national presence and engage growers and agronomists in over two dozen U.S. states. In FY2020, we will replicate a baseline grower survey done in 2015 to document change in practices among growers, determine the impact of the SCN Coalition on soybean production and calculate a Return on Investment (which we hope to be very high).

Project Objectives

NCSRP-SPECIFIC OBJECTIVES:
1. Additional SCN Coalition Partner Meetings:
To build partner memberships, we propose approximately six trips to company headquarters, or selected meeting sites, in FY2019. While the focus will be on new industry partners, we anticipate that some of these trips may be with current partners. This would be both to build on relationships and joint efforts and to develop relationships with current partners that are undergoing restructuring (as examples; the Dow and Dupont merger leading to creation of Corteva, Bayer purchasing Monsanto, the divergence of Bayer/Monsanto nematicide treatments to BASF, etc..).
2. SCN Coalition Management
Funds will be used to support SCN Coalition leadership to participate in and facilitate core team and committee meetings and calls; coordinate additional industry partner visits throughout 2018; and continued consensus-building efforts and support for the feedback loop among all members of the SCN Coalition as it grows and expands in 2019. These activities will include partners from checkoff organizations, industry and academic institutions.
3. SCN Coalition Ongoing Communications:
Funds will be used to ensure that NCSRP maintains control of the SCN Coalition presence in ag and social media; that TheSCNcoalition.com remains a relevant, timely resource; and to advance the SCN Coalition’s vision of helping soybean growers actively manage SCN and realize higher yields. Potential communications include: a literature review on cover crops; position papers/statements from the SCN Coalition on emerging issues, seasonal recommendations and newly published research; a list of all Peking varieties available for growers; updates on SCN Coalition leadership participation at trade events; and grower success stories. Additional efforts include adding an SCN research section to TheSCNcoalition.com to keep growers informed of SCN research-related news, updates and discoveries, and a monthly content calendar with regular news release updates and 3x weekly twitter posts.

OBJECTIVES (LONG TERM) FOR THE SCN COALITION:
1. Increase the number of growers who agree that SCN is adapting and overcoming resistance from 57%* by fall 2019. Target is a 10% increase.
2. Increase the number of growers scouting/sampling for SCN from 34%* by fall 2019. Target is a 7% increase.
3. Increase the number of growers who are rotating SCN-resistant varieties from 30%* by fall 2019. Target is a 10% increase.
*From 2015 Syngenta grower research

Project Deliverables

To achieve the mission and to accomplish the objectives, the SCN Coalition in FY2019 has organized specific deliverables into three categories: Management, Local, and National.

Management activities of the SCN Coalition are supported by the NCSRP. These include SCN Coalition Management, SCN Coalition Partner Building and SCN Coalition Communication. Essentially, these activities form the backbone of the SCN Coalition. Deliverables include effective management of the SCN Coalition, partner growth (we will be courting new partners this fall and winter) and significant communication through social and traditional media, www.thescncoalition.com traffic, and leveraged opportunities through private partners.

Local activities are financially supported by USB. These include local Extension programming for all member states, the development of Southern specific resources and research communications through the SCN Coalition. Deliverables include the local programming across member states, the production and distribution of the Southern resources and frequent research-based communications.

National activities are supported directly and indirectly by private corporate partners. These include the 32-page SCN insert in the Corn+Soybean Digest, a presence at national events (such as Commodity Classic and trade shows) and joint advertising.

Progress of Work

Updated March 29, 2019:
Summary:
In this document, we report on the progress of the SCN Coalition from 10/1/18 – 3/31/19.

The mission of the SCN 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.

To accomplish our mission, we have leveraged funding received from the NCSRP to acquire funding from private corporate partners of the SCN Coalition and the United Soybean Board. All funding is complementary and not codependent. Currently, funding received from USB supports primarily local Extension activities of the SCN Coalition and funding received from corporate private partner’s supports primarily national SCN Coalition activities. Funding from the NCSRP directly supports communications, management, leadership and coordination of the SCN Coalition. Specific objectives funded directly by NCSRP include 1) additional partner meetings, 2) SCN Coalition management and 3) SCN Coalition Communications. This progress report provides a summary of important events related to the mission and objectives of the SCN Coalition.

Commodity Classic:
Commodity Classic 2019 was held in Orlando, Florida from February 28 – March 2, 2019. Commodity Classic is one of the largest agricultural shows in the U.S., with 9,000+ attendees, with approximately 4,500 of them farmers. It also is heavily trafficked by media throughout North America.

Checkoff support was leveraged to deliver the SCN Coalition. Private corporate partners, specifically, BASF, Bayer and Syngenta, fully funded (with the exception of individual travel) the presence of the SCN Coalition at Commodity Classic. This included a 10x20 booth throughout the event, a Learning Center Session and a Press Conference. The checkoff funding supporting the SCN Coalition made this trip possible.

Six notable activities occurred at Commodity Classic; a Press Conference, a Learning Center Session, two preliminary visits to new partners (NuFarm and Valent), visits with two possible major media partners (DTN/Progressive Farmer and Farm Journal), media interviews with a reach exceeding 1 Million and release of the National Soybean Nematode Strategic Plan.

Press Conference at Commodity Classic:
The Press Conference featured Dr. Melissa Mitchum, University of Missouri, introducing the National Soybean Nematode Strategic Plan. Dr. Mitchum described cutting edge research, funded by the checkoff, to manage SCN. Dr. Mitchum was interviewed by two ag media representatives for nearly an hour after the scheduled press conference.

Learning Center Session at Commodity Classic:
Media personality Tyne Morgan, host of U.S. Farm Report, moderated a panel of three scientists and three growers from different regions of the country. This included Dr. Kathy Lawrence – Auburn, grower Kip Roberson –North Carolina, Dr. Albert Tenuta – Univ. of Guelph and the Ontario Ministry of Agriculture, Food and Rural Affairs, grower Pat Duncanson, Minnesota, Dr. Greg Tylka - Iowa State University and grower Ron Heck – Iowa. Tyne Morgan navigated the panel through a very informative and light (humorous) hour-long session about managing SCN across North America. The role of checkoff funding was repeatedly discussed, and numerous media interviews followed.

Partner Visits at Commodity Classic:
Drs. Greg Tylka and Sam Markell met twice with NuFarm representatives from research and marketing. NuFarm indicated a strong willingness to become members of the SCN Coalition. Drs. Kaitlyn Bissonnette and Sam Markell met with a marketing representative from Valent, who expressed interest in meeting with the SCN Coalition. Follow-up visits to both companies are being planned (tentatively April).

Media at the Commodity Classic:
Media interviews of Coalition leaders conducted at CC:
• Duane Toews, Kansas radio KFRM
• Gregg Hillyer, DTN/Progressive Farmer
• Willie Vogt, Delta Farm Press
• Kyleen Scott, High Plains Journal
• Gil Gullickson, Successful Farming
• Nicole Heslip, Brownfield
• Sonja Begemann, AgWeb/Ag Professional
• Rhonda Brooks, Farm Journal
• Sabrina Hill/Rusty Halvorson, American Ag Network
• Michelle Rook, WNAX AM/Agweek TV
• Mike Adams, Adams on Ag radio
• Tyne Morgan, U.S. Farm Report
• Kyle Hill, Missouri radio, KRES
• Mick Kjar, North Dakota radio, KQLX
Bayer Filmed Testimonial Videos About Managing SCN at Commodity Classic:
• Dr. Melissa Mitchum
• Mr. Pat Duncanson
• Mr. Ron Heck
• Dr. Kathy Lawrence
• Dr. Greg Tylka

National Soybean Nematode Strategic Plan at Commodity Classic:
The National Soybean Nematode Strategic Plan was released via a national news release distributed in conjunction with the press conference during Commodity Classic. To date, the following media outlets have publicized the strategic plan, which demonstrates the value and vision of checkoff funded research.
• AgWeb - 3 articles, AgWeb's reach is 123,488
• Successful Farming - 1 article, reach is 78,258
• Ag Professional -- 2 articles, Ag Pro's reach is 13,303
• Greenbook -- 2 articles, Greenbook's reach is 9,506
• Brownfield Ag News - 1 article, reach is 4,652
• AgriMarketing -- 1 article, reach is 3,268
• The Farmer (Farm Progress' state pub for MN) -- 1 article, reach is 64
• Top Producer -- 2 articles, reach is 160
• Corn+Soybean Digest - 1 articles, reach is 44

Local Extension Activities:
Local Extension awareness efforts for the SCN Coalition increased dramatically in the winter 2019. Numerous states are currently engaged in winter meeting events and teaching events. Summary will be provided in the next update.

Acknowledgements:
We thank the NCSRP and all the growers they represent for their support and leadership of the SCN Coalition. We also thank the private corporate partners, USB and all the QSSB’s that are contributing to the mission and messaging.

Final Project Results

Updated March 6, 2020:
The SCN Coalition - Final Report

Mission:
The mission of the SCN 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.

Summary:
In effort to increase the awareness of SCN management, the SCN Coalition conducted major media, trade show, partner and financial leveraging activities in FY2019. Major outreach/media efforts at trade shows included the Commodity Classic and Farm Progress Show in 2019. Since the launch in February 2018, The SCN Coalition has been mentioned in 429 online articles resulting in 18.2 million impressions in ag media; this represents 16.4% of the total share of online discussion on SCN. In FY2019, The SCN Coalition released seven news releases generating over 4.7 M online impressions. The SCN Coalition released the National Soybean Nematode Strategic Plan and worked with media to publicize the impact of soybean checkoff funded research. Twitter and website activity continued to increase during this period, and the SCN Coalition developed two additional videos featuring a grower and scientist discussing SCN. In 2020, the SCN Coalition will execute two grower-education and media events called Tode Tour. Financial support for Tode Tour was secured in FY19/20 from private corporate partners ($120,000 to date) and the United Soybean Board ($164,122). Proposed additional activities in FY20/21 include state-specific Extension education events, market research and the next National SCN Conference. Current and prospective partners continue to be recruited for future activities.

Structure and Funding:
To accomplish our mission, we have leveraged funding received from the NCSRP to acquire funding from private corporate partners and the United Soybean Board. All funding is complementary and not codependent. Funding received from corporate private partners supports primarily national SCN Coalition activities. Funding support from USB supports primarily local Extension activities. Funding from the NCSRP directly supports communications, management, leadership and coordination of the SCN Coalition, specifically; 1) additional partner meetings, partner relations and recruitment 2) SCN Coalition management and 3) SCN Coalition communications. Since 2015, detailed funding information and the outputs they have supported have been illustrated on the attached/associated The SCN Coalition Timeline (Figure 1).

In FY19, private corporate partners fully funded events of the SCN Coalition at Commodity Classic ($75,000), and contributed to the SCN Coalition at the Farm Progress show. Estimated in-kind support (primarily advertising and social media amplification) contributed by the private partners in this time was $725,000. USB supported SCN Coalition activities in FY19 ($586,880), which was extended into FY20 through a no cost extension. In FY20, USB initially did not fund a $650,000 proposal, however, they have since pledged $164,122 to support Tode Tour activities in FY20.

Commodity Classic 2019:
Commodity Classic 2019 was held in Orlando, Florida from February 28 – March 2, 2019. Commodity Classic is one of the largest agricultural shows in the U.S., with 9,000+ attendees, of which approximately 4,500 of them farmers. It also is heavily trafficked by media throughout North America.

Six notable activities occurred at Commodity Classic; a Press Conference, a Learning Center Session, two preliminary visits to new partners (NuFarm and Valent), visits with two possible major media partners (DTN/Progressive Farmer and Farm Journal), media interviews with a reach exceeding 1 Million and release of the National Soybean Nematode Strategic Plan.

Press Conference at Commodity Classic:
The Press Conference featured Dr. Melissa Mitchum, University of Missouri (now University of Georgia), introducing the National Soybean Nematode Strategic Plan. Ten ag media representatives attended. Dr. Mitchum described cutting edge research, funded by the checkoff, to manage SCN. Dr. Mitchum was interviewed by two ag media representatives for nearly an hour after the scheduled press conference.

Learning Center Session at Commodity Classic:
Media personality Tyne Morgan, host of U.S. Farm Report, moderated a panel of three scientists and three growers from different regions of the country. This included Dr. Kathy Lawrence – Auburn, grower Kip Roberson – North Carolina, Albert Tenuta – Univ. of Guelph and the Ontario Ministry of Agriculture, Food and Rural Affairs, grower Pat Duncanson – Minnesota, Dr. Greg Tylka - Iowa State University and grower Ron Heck – Iowa. Tyne Morgan navigated the panel through a very informative and light (humorous) hour-long session about managing SCN across North America. The role of checkoff funding was repeatedly discussed, and numerous media interviews followed.

Partner Visits at Commodity Classic:
Drs. Greg Tylka and Sam Markell met twice with Nufarm representatives from research and marketing. Nufarm indicated a strong willingness to become members of the SCN Coalition. Drs. Kaitlyn Bissonnette and Sam Markell met with a marketing representative from Valent, who expressed interest in meeting with the SCN Coalition. Follow-up visits with both companies led to both joining the SCN Coalition and both financially contributing to Tode Tour in 2020.

Media interviews of SCN Coalition leaders at the Commodity Classic:
• Duane Toews, Kansas radio KFRM
• Gregg Hillyer, DTN/Progressive Farmer
• Willie Vogt, Delta Farm Press
• Kyleen Scott, High Plains Journal
• Gil Gullickson, Successful Farming
• Nicole Heslip, Brownfield
• Sonja Begemann, AgWeb/Ag Professional
• Rhonda Brooks, Farm Journal
• Sabrina Hill/Rusty Halvorson, American Ag Network
• Michelle Rook, WNAX AM/Agweek TV
• Mike Adams, Adams on Ag radio
• Tyne Morgan, U.S. Farm Report
• Kyle Hill, Missouri radio, KRES
• Mick Kjar, North Dakota radio, KQLX
Partner produced testimonial videos:
SCN Coalition partner Bayer filmed videos that featured three nematologists and two growers at Commodity Classic; Dr. Melissa Mitchum, Mr. Pat Duncanson, Mr. Ron Heck, Dr. Kathy Lawrence and Dr. Greg Tylka.

Checkoff support was leveraged to deliver the SCN Coalition. Private corporate partners, specifically, BASF, Bayer and Syngenta, fully funded (with the exception of individual travel) the presence of the SCN Coalition at Commodity Classic. This included a 10x20 booth throughout the event, a Learning Center Session and a Press Conference. The checkoff funding supporting the SCN Coalition made this trip possible.

National Soybean Nematode Strategic Plan:
The National Soybean Nematode Strategic Plan was released via a national news release distributed in conjunction with the press conference during Commodity Classic. Ten media articles were published generating 673,090 potential impressions about the Strategic Plan.

Farm Progress Show:
Media: During the Farm Progress Show, Dr. Tylka and Dr. Kaitlyn Bissonnette, plant pathologist at the University of Missouri, were interviewed by 11 agricultural media outlets, including: AgriTalk, Adams on Ag, Farm Journal/AgWeb, DTN, Successful Farming/Agriculture.com, WYXY, WTAD, RFD Radio Network, WJBC, WHOW and Hoosier Ag Today. Interviews with Coalition experts also were conducted in September with Iowa Agribusiness Network and Brownfield Network. Topics included the importance of fall soil testing; what happened to SCN as a result of spring flooding, and checkoff-funded research underway to find new and improved SCN management options.

Partner leveraging and support. The SCN Coalition had a presence at Farm Progress Show August 27-29 in Decatur, Ill. Coalition leader Dr. Greg Tylka, nematologist at Iowa State University, was stationed in the Pioneer (Corteva) tent to interact with growers and answer questions. Pioneer is a SCN Coalition partner who has contributed $50,000 to our efforts to date. The Pioneer tent had a jumbo TV screen, and repeatedly played a Coalition video of Iowa farmer Ron Heck discussing how he manages SCN, and a Coalition animated video showing how the SCN resistance problem evolved.

News releases:
Cumulatively, since the launch in February 2018, The SCN Coalition has been mentioned in 429 online articles resulting in 18.2 million impressions in ag media. We currently have 16.4% of the total share of discussion on SCN. Specific news releases and associated reach in FY19 include:
• The SCN Coalition encourages piggybacking on fall fertility sampling – Distributed October 9, 2018. Garnered 13 articles and 201,886 potential impressions.
• The SCN Coalition recommends using soil test results to develop a management strategy – Distributed December 11, 2018. Garnered eight articles and 609,157 potential impressions.
• Checkoff-funded researchers finding solutions to SCN resistance – Distributed January 15, 2019. Garnered 27 articles and 269,176 potential impressions.
• Soybean checkoff organizations team up to tackle nematodes (National Soybean Nematode Strategic Plan) – Distributed February 28, 2019. Garnered 10 articles and 673,090 potential impressions.
• Have our SCN sorrows been drowned? – Distributed June 26, 2019. Garnered 24 articles and 586,233 impressions. In addition, the Coalition arranged ag media interviews for Dr. Tylka with AgriTalk, American Ag Network and Brownfield Network.
• Checkoff-funded soybean breeders improving several sources of SCN resistance – Distributed July 31, 2019. Garnered 50 articles and 1.104 million impressions. In concert with the release, the Coalition arranged ag radio interviews for Dr. Brian Diers, plant breeder at the University of Illinois, on the American Ag Network, KQLX, and WTAD.
• Use caution choosing cover crops for SCN-infested fields –Distributed September 10, 2019. Garnered 35 articles and 1.31M potential impressions. Coalition leader Dr. George Bird, nematologist at Michigan State University, has delivered radio interviews to: Brownfield Network, Farm to Fork/Northshore Productions and Michigan Ag Network.

Twitter:
308,921 impressions, 4,733 engagements and 780 link clicks (October 1, 2018 – December 31, 2019.)

Website:
• Total visits in FY19 (October 1, 2018 – December 31, 2019) were 7,301, with 4,537 total users, 4,492 new users, 18,117 page views and 2.48 page views per session.
• A new checkoff-funded research tab was added to TheSCNcoalition.com site in August. The information about SCN research studies is pulled directly from soybeanresearchinfo.com, and links back to both soybeanresearchinfo.com and the National Soybean Checkoff Research Database.
• A new SCN photo library was added to TheSCNCoalition.com in February 2020. The photo library contains downloadable, citable and verified (expert confirmed) photos for that can be used free of charge by any party, partner or media outlet to help illustrate SCN.

Video:
• Videos featuring soybean grower Kip Roberson, Robersonville, NC, shot on Roberson farm, August 2019. Two final videos are 1:00 (used in social media) and 2:27 (on TheSCNcoalition.com site).
• Video featuring Dr. Lindsay Thiessen, plant pathologist at North Carolina State University. Video shot on site at Sandhills Research Station, Jackson Springs, North Carolina and Department of Entomology and Plant Pathology, August 2019. Two final videos are 1:00 (used in social media) and 2:26 (on TheSCNcoalition.com site).

Partnership management and recruitment:
Site visits to Nufarm (new partner), BASF (current partner) and Syngenta (current partner) were made from October 8-10, 2019, all have committed financially to Tode Tour. Additional visits to private corporate partners at the American Seed Trade Association (ASTA) meeting in Chicago in December 2019. The Coalition leadership had several conference calls in August with Valent, who joined the SCN Coalition and committed financial support to Tode Tour. Dr. Greg Tylka was embedded with Corteva at the Farm Progress Show in August, and is currently sharing updates and planning with the company. Visits to Bayer (current partner) are being planned to introduce the SCN Coalition to seed divisions of the company; relationships with the seed care sector are already established. Communications with potential partner CHS are ongoing. Initial contacts with AgReliant Genetics and Becks Hybrids have been made. Update visits to partners Winfield and Growmark are in progress.

Acknowledgements:
We thank the NCSRP and all the growers they represent for their support and leadership of the SCN Coalition. We also thank the private corporate partners, USB all the QSSB’s and the land grant universities that are contributing to the mission and messaging.

View uploaded report Word file

View uploaded report 2 PDF file

The SCN Coalition - Final Report

Mission:
The mission of the SCN 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.

Summary:
In effort to increase the awareness of SCN management, the SCN Coalition conducted major media, trade show, partner and financial leveraging activities in FY2019. Major outreach/media efforts at trade shows included the Commodity Classic and Farm Progress Show in 2019. Since the launch in February 2018, The SCN Coalition has been mentioned in 429 online articles resulting in 18.2 million impressions in ag media; this represents 16.4% of the total share of online discussion on SCN. In FY2019, The SCN Coalition released seven news releases generating over 4.7 M online impressions. The SCN Coalition released the National Soybean Nematode Strategic Plan and worked with media to publicize the impact of soybean checkoff funded research. Twitter and website activity continued to increase during this period, and the SCN Coalition developed two additional videos featuring a grower and scientist discussing SCN. In 2020, the SCN Coalition will execute two grower-education and media events called Tode Tour. Financial support for Tode Tour was secured in FY19/20 from private corporate partners ($120,000 to date) and the United Soybean Board ($164,122). Proposed additional activities in FY20/21 include state-specific Extension education events, market research and the next National SCN Conference. Current and prospective partners continue to be recruited for future activities.

Structure and Funding:
To accomplish our mission, we have leveraged funding received from the NCSRP to acquire funding from private corporate partners and the United Soybean Board. All funding is complementary and not codependent. Funding received from corporate private partners supports primarily national SCN Coalition activities. Funding support from USB supports primarily local Extension activities. Funding from the NCSRP directly supports communications, management, leadership and coordination of the SCN Coalition, specifically; 1) additional partner meetings, partner relations and recruitment 2) SCN Coalition management and 3) SCN Coalition communications. Since 2015, detailed funding information and the outputs they have supported have been illustrated on the attached/associated The SCN Coalition Timeline (Figure 1).

In FY19, private corporate partners fully funded events of the SCN Coalition at Commodity Classic ($75,000), and contributed to the SCN Coalition at the Farm Progress show. Estimated in-kind support (primarily advertising and social media amplification) contributed by the private partners in this time was $725,000. USB supported SCN Coalition activities in FY19 ($586,880), which was extended into FY20 through a no cost extension. In FY20, USB initially did not fund a $650,000 proposal, however, they have since pledged $164,122 to support Tode Tour activities in FY20.

Commodity Classic 2019:
Commodity Classic 2019 was held in Orlando, Florida from February 28 – March 2, 2019. Commodity Classic is one of the largest agricultural shows in the U.S., with 9,000+ attendees, of which approximately 4,500 of them farmers. It also is heavily trafficked by media throughout North America.

Six notable activities occurred at Commodity Classic; a Press Conference, a Learning Center Session, two preliminary visits to new partners (NuFarm and Valent), visits with two possible major media partners (DTN/Progressive Farmer and Farm Journal), media interviews with a reach exceeding 1 Million and release of the National Soybean Nematode Strategic Plan.

Press Conference at Commodity Classic:
The Press Conference featured Dr. Melissa Mitchum, University of Missouri (now University of Georgia), introducing the National Soybean Nematode Strategic Plan. Ten ag media representatives attended. Dr. Mitchum described cutting edge research, funded by the checkoff, to manage SCN. Dr. Mitchum was interviewed by two ag media representatives for nearly an hour after the scheduled press conference.

Learning Center Session at Commodity Classic:
Media personality Tyne Morgan, host of U.S. Farm Report, moderated a panel of three scientists and three growers from different regions of the country. This included Dr. Kathy Lawrence – Auburn, grower Kip Roberson – North Carolina, Albert Tenuta – Univ. of Guelph and the Ontario Ministry of Agriculture, Food and Rural Affairs, grower Pat Duncanson – Minnesota, Dr. Greg Tylka - Iowa State University and grower Ron Heck – Iowa. Tyne Morgan navigated the panel through a very informative and light (humorous) hour-long session about managing SCN across North America. The role of checkoff funding was repeatedly discussed, and numerous media interviews followed.

Partner Visits at Commodity Classic:
Drs. Greg Tylka and Sam Markell met twice with Nufarm representatives from research and marketing. Nufarm indicated a strong willingness to become members of the SCN Coalition. Drs. Kaitlyn Bissonnette and Sam Markell met with a marketing representative from Valent, who expressed interest in meeting with the SCN Coalition. Follow-up visits with both companies led to both joining the SCN Coalition and both financially contributing to Tode Tour in 2020.

Media interviews of SCN Coalition leaders at the Commodity Classic:
• Duane Toews, Kansas radio KFRM
• Gregg Hillyer, DTN/Progressive Farmer
• Willie Vogt, Delta Farm Press
• Kyleen Scott, High Plains Journal
• Gil Gullickson, Successful Farming
• Nicole Heslip, Brownfield
• Sonja Begemann, AgWeb/Ag Professional
• Rhonda Brooks, Farm Journal
• Sabrina Hill/Rusty Halvorson, American Ag Network
• Michelle Rook, WNAX AM/Agweek TV
• Mike Adams, Adams on Ag radio
• Tyne Morgan, U.S. Farm Report
• Kyle Hill, Missouri radio, KRES
• Mick Kjar, North Dakota radio, KQLX
Partner produced testimonial videos:
SCN Coalition partner Bayer filmed videos that featured three nematologists and two growers at Commodity Classic; Dr. Melissa Mitchum, Mr. Pat Duncanson, Mr. Ron Heck, Dr. Kathy Lawrence and Dr. Greg Tylka.

Checkoff support was leveraged to deliver the SCN Coalition. Private corporate partners, specifically, BASF, Bayer and Syngenta, fully funded (with the exception of individual travel) the presence of the SCN Coalition at Commodity Classic. This included a 10x20 booth throughout the event, a Learning Center Session and a Press Conference. The checkoff funding supporting the SCN Coalition made this trip possible.

National Soybean Nematode Strategic Plan:
The National Soybean Nematode Strategic Plan was released via a national news release distributed in conjunction with the press conference during Commodity Classic. Ten media articles were published generating 673,090 potential impressions about the Strategic Plan.

Farm Progress Show:
Media: During the Farm Progress Show, Dr. Tylka and Dr. Kaitlyn Bissonnette, plant pathologist at the University of Missouri, were interviewed by 11 agricultural media outlets, including: AgriTalk, Adams on Ag, Farm Journal/AgWeb, DTN, Successful Farming/Agriculture.com, WYXY, WTAD, RFD Radio Network, WJBC, WHOW and Hoosier Ag Today. Interviews with Coalition experts also were conducted in September with Iowa Agribusiness Network and Brownfield Network. Topics included the importance of fall soil testing; what happened to SCN as a result of spring flooding, and checkoff-funded research underway to find new and improved SCN management options.

Partner leveraging and support. The SCN Coalition had a presence at Farm Progress Show August 27-29 in Decatur, Ill. Coalition leader Dr. Greg Tylka, nematologist at Iowa State University, was stationed in the Pioneer (Corteva) tent to interact with growers and answer questions. Pioneer is a SCN Coalition partner who has contributed $50,000 to our efforts to date. The Pioneer tent had a jumbo TV screen, and repeatedly played a Coalition video of Iowa farmer Ron Heck discussing how he manages SCN, and a Coalition animated video showing how the SCN resistance problem evolved.

News releases:
Cumulatively, since the launch in February 2018, The SCN Coalition has been mentioned in 429 online articles resulting in 18.2 million impressions in ag media. We currently have 16.4% of the total share of discussion on SCN. Specific news releases and associated reach in FY19 include:
• The SCN Coalition encourages piggybacking on fall fertility sampling – Distributed October 9, 2018. Garnered 13 articles and 201,886 potential impressions.
• The SCN Coalition recommends using soil test results to develop a management strategy – Distributed December 11, 2018. Garnered eight articles and 609,157 potential impressions.
• Checkoff-funded researchers finding solutions to SCN resistance – Distributed January 15, 2019. Garnered 27 articles and 269,176 potential impressions.
• Soybean checkoff organizations team up to tackle nematodes (National Soybean Nematode Strategic Plan) – Distributed February 28, 2019. Garnered 10 articles and 673,090 potential impressions.
• Have our SCN sorrows been drowned? – Distributed June 26, 2019. Garnered 24 articles and 586,233 impressions. In addition, the Coalition arranged ag media interviews for Dr. Tylka with AgriTalk, American Ag Network and Brownfield Network.
• Checkoff-funded soybean breeders improving several sources of SCN resistance – Distributed July 31, 2019. Garnered 50 articles and 1.104 million impressions. In concert with the release, the Coalition arranged ag radio interviews for Dr. Brian Diers, plant breeder at the University of Illinois, on the American Ag Network, KQLX, and WTAD.
• Use caution choosing cover crops for SCN-infested fields –Distributed September 10, 2019. Garnered 35 articles and 1.31M potential impressions. Coalition leader Dr. George Bird, nematologist at Michigan State University, has delivered radio interviews to: Brownfield Network, Farm to Fork/Northshore Productions and Michigan Ag Network.

Twitter:
308,921 impressions, 4,733 engagements and 780 link clicks (October 1, 2018 – December 31, 2019.)

Website:
• Total visits in FY19 (October 1, 2018 – December 31, 2019) were 7,301, with 4,537 total users, 4,492 new users, 18,117 page views and 2.48 page views per session.
• A new checkoff-funded research tab was added to TheSCNcoalition.com site in August. The information about SCN research studies is pulled directly from soybeanresearchinfo.com, and links back to both soybeanresearchinfo.com and the National Soybean Checkoff Research Database.
• A new SCN photo library was added to TheSCNCoalition.com in February 2020. The photo library contains downloadable, citable and verified (expert confirmed) photos for that can be used free of charge by any party, partner or media outlet to help illustrate SCN.
Video:
• Videos featuring soybean grower Kip Roberson, Robersonville, NC, shot on Roberson farm, August 2019. Two final videos are 1:00 (used in social media) and 2:27 (on TheSCNcoalition.com site).
• Video featuring Dr. Lindsay Thiessen, plant pathologist at North Carolina State University. Video shot on site at Sandhills Research Station, Jackson Springs, North Carolina and Department of Entomology and Plant Pathology, August 2019. Two final videos are 1:00 (used in social media) and 2:26 (on TheSCNcoalition.com site).

Partnership management and recruitment:
Site visits to Nufarm (new partner), BASF (current partner) and Syngenta (current partner) were made from October 8-10, 2019, all have committed financially to Tode Tour. Additional visits to private corporate partners at the American Seed Trade Association (ASTA) meeting in Chicago in December 2019. The Coalition leadership had several conference calls in August with Valent, who joined the SCN Coalition and committed financial support to Tode Tour. Dr. Greg Tylka was embedded with Corteva at the Farm Progress Show in August, and is currently sharing updates and planning with the company. Visits to Bayer (current partner) are being planned to introduce the SCN Coalition to seed divisions of the company; relationships with the seed care sector are already established. Communications with potential partner CHS are ongoing. Initial contacts with AgReliant Genetics and Becks Hybrids have been made. Update visits to partners Winfield and Growmark are in progress.

Acknowledgements:
We thank the NCSRP and all the growers they represent for their support and leadership of the SCN Coalition. We also thank the private corporate partners, USB all the QSSB’s and the land grant universities that are contributing to the mission and messaging.

Benefit to Soybean Farmers

The SCN Coalition is arming soybean farmers with knowledge needed to protect yield, and the success will be reduced yield loss to SCN on a national scale. Currently, SCN causes an estimated $1B yield loss to soybean growers annually, and without intervention, that number will likely increase. Active SCN management, optimal use of current management tools and monitoring the effectiveness of those tools can protect yield. Similarly, active management may help preserve the effectiveness of PI88788 (the most effective source of genetic resistance),reducing yield loss in the future.

Performance Metrics

Project Years