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:FAR0031471
Project Year:2020
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)
Kaitlyn Bissonnette (Iowa State 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)
Albert Tenuta (Ontario Ministry of Agriculture-Food & Rural)
Alyssa Collins (Pennsylvania State University)
Paul Esker (Pennsylvania State University)
Darcy Telenko (Purdue University)
Emmanuel Byamukama (South Dakota State University)
Jason Bond (Southern Illinois University at Carbondale)
Anne Dorrance (The Ohio State University)
Travis Faske (University of Arkansas)
John Rupe (University of Arkansas)
Alyssa Koehler (University of Delaware)
Robert Kemerait (University of Georgia)
Melissa Mitchum (University of Georgia)
Nathan Kleczewski (University of Illinois at Urbana-Champaign)
Nathan Schroeder (University of Illinois at Urbana-Champaign)
Carl Bradley (University of Kentucky)
Seth Naeve (University of Minnesota)
Loren Giesler (University of Nebraska)
Shawn Conley (University of Wisconsin)
Ann MacGuidwin (University of Wisconsin)
Damon Smith (University of Wisconsin)
Hillary L Mehl (Virginia Tech)
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Information and Results

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Project Summary

Between 2015 and 2017, a national public-private partnership with the objective to help growers reduce their risk to the yield threat posed by the breakdown of Soybean Cyst Nematode (SCN) resistance was developed. Since the launch of ‘The SCN Coalition’ at Commodity Classic in February 2018, a major increase in educational articles, programs, literature and media coverage about the current SCN management crisis has occurred. Development of the SCN Coalition is directly linked to the support from the North Central Soybean Research Program (NCSRP). The NSCRP resources have been leveraged extensively to secure direct financial support from the United Soybean Board and private corporate partners that supports complementary SCN Coalition activities and additional highly significant in-kind support from the private sector. It is now time to assure the long-term success of the SCN Coalition through FY 2020 NCSRP foundational support for Expanding the SCN Coalition.

For 2020, the SCN Coalition is requesting continued foundational support for program management, partner relations and recruitment and ongoing communications. In April 2019, we submitted a complementary and independent proposal to USB to expand local Extension efforts across the nation ($485,878) and introduce a new Coalition Grower Advisory Council whose members, along with select ag media partners, would embark on ‘Tode Tour 2020’ ($164,122). USB would fund the first stop on Tode Tour 2020 to Melissa Mitchum’s molecular nematode research lab at the University of Georgia. In May 2019, we are asking our private corporate partners to fully fund our presence at Commodity Classic 2020 ($80,000) where Grower Advisory Council members will share what they experienced at the Mitchum lab. We also are asking corporate partners to fund the second stop on ‘Tode Tour 2020’, to the Iowa State University Field Extension Education Laboratory ($100,000). In addition, we anticipate securing approximately $825,000 in in-kind support from our private and media partners.

Project Objectives

The objectives of this proposal are to 1) increase grower and industry awareness of the increasing threat to soybean yields as nematode populations adapt to the source of resistance, PI88788, 2) unify the public and private sector around straightforward management recommendations and their communication, and 3) ultimately, slow the erosion of the PI88788 effectiveness.

Project Deliverables

SCN Coalition partner meetings and expansion, SCN Coalition Communications and SCN Coalition management. Leveraged: Tode tour 1 (Industry funded), Tode tour 2 (USB proposed).

Progress of Work

Updated November 2, 2020:
Progress Report: Second SCN Coalition: Resistance Management and Awareness Campaign

Date: May 1, 2020

Prepared by: Sam Markell, NDSU

Summary:

The SCN Coalition continues to increase awareness and active management of SCN among growers and the agriculture industry. Since the launch in February 2018 to May 1, 2020, The SCN Coalition has been mentioned in 458 online articles resulting in 19 million impressions in ag media. We currently have 15.2% of the total share of discussion on SCN. Website visits and twitter impressions exceed 13,000 and 600,000, respectively. Three FY20 press releases were picked up by Ag media, and SCN Coalition leaders were interviewed by eleven media outlets with coverage exceeding a million. In late 2019 and early 2020, Nufarm and Valent joined the SCN Coalition, becoming the newest members funding the Tode Tour Project in 2020 and 2021.

Partnership management and recruitment:
NuFarm (new partner in 2019), and Valent (partner since January 2020) committed to join the SCN Coalition, and are now contributing financially supporting Tode Tour. As a reminder, Tode Tour funding from USB (presumptive initially and now secured) was leveraged to create the whole program with private partner support. As we plan for Tode Tour, update calls (May) are being made with all current partners; BASF, Syngenta, Corteva, Bayer, Winfield and Growmark. Communications have been very slow to prospective partners, partly as a result of Covid19. However, we have reached out to AgReliant Genetics, Becks Hybrids and CHS and hope to resume communications this summer.

Commodity Classic 2020
Drs. Greg Tylka and Kaitlyn Bissonnette represented The SCN Coalition at Commodity Classic. MorganMyers’ Julianne Johnston arranged media interviews with:
• Mike Perrine, MP Ag Radio (Tylka)
• Mike Adams, Adams on Ag (Tylka)
• Michelle Rook, WNAX (Tylka
• Anna Hastert, Iowa Agribusiness (Tylka)
• DeLoss Janke, RFD Radio/Illinois (Tylka)
• Gil Gullickson, Successful Farming (Tylka & Bissonnette)
• Pam Smith, DTN/Progressive Farmer (Tylka & Bissonnette)
• Clinton Griffiths, Farm Journal/AgDay TV (Tylka & Bissonnette)
• George Bower, KICD Radio/Iowa (Tylka)
• Mick Kjar, AgNews 890 (Tylka & Bissonnette)
• Julie Harker, Brownfield Ag Network (Bissonnette)

FY2020 news releases:
• SCN keeps spreading – still time to soil test this fall – Distributed Nov. 5, 2019. Garnered 29 articles and 1,101,535 impressions. Arranged media interviews for Dr. Tylka with:
a. Chip Flory, AgriTalk
b. Mike Adams, Adams on Ag
c. Mark Dorenkamp, Brownfield Ag Network
d. Dustin Hoffman, Iowa Agribusness Radio
e. Gale Cunningham, WYXY
f. Mick Khaf, KQLS
• Tips for spring SCN sampling & seed tips – Distributed March 3, 2020. Garnered 11 articles, 377,771 potential impressions. Arranged a radio interview with Dr. Tylka on:
a. WHOW/Illinois
• Nematologists eager to study a new soybean variety with SCN resistance (PI 89772). Distributed March 31, 2020. Garnered 18 articles, 358,777 potential impressions. Arranged four radio interviews for Dr. Melissa Mitchum with:
a. AgriTalk
b. Brownfield
c. Adams on Ag
d. George Bower, KICD Radio

Media Leverage:
SCN Coalition worked with editors to arrange articles in print publications for: DTN/Progressive Farmer, Successful Farming, and Wallace’s Farmer. To buy 5 pages of advertising space in DTN/Progressive farmer, it would have been $90,000.

Website Feb. 2018 – April 30, 2020
Total visits: 13,496
Total users: 9,189
Pageviews: 36,794
Pages per session: 2.75
Average session: 3.39

Twitter metrics Feb. 2018 – April 30, 2020
Followers: 8,035
Impressions: 603,827
Total engagements: 8,117
Retweets: 1,075
Link clicks: 1,047
The SCN Coalition also compiled the following, posted on TheSCNcoalition.com website and distributed via social media:
• SCN populations are reproducing on pure PI 88788 – distribution map
• Minnesota 2020 soybean varieties with Peking resistance – chart
• SCN’s footprint continues to expand – news brief
• Nematode-protectant seed treatment options – chart

Local Extension Efforts:
This funding was received from USB in FY19, but extended into FY20. Highlights of these efforts include an increase in grower education, sampling programs and train-the-trainer events.

Please see graphical highlights in submitted word file.

View uploaded report PDF file

View uploaded report 2 Word file

Final Project Results

Updated November 3, 2020:
Final Report: Second SCN Coalition: Resistance Management and Awareness Campaign

Date: October 31, 2020

Prepared by: Sam Markell, NDSU

Summary:
The SCN Coalition continues to increase awareness and active management of SCN among growers and the agriculture industry. The approach is to reach the growers by as many means as possible, and utilize the power and levering of the public-private partnership to maximize the impact. Highlights include: news releases generating 19.3 million impressions in ag media consisting of 14.75% of the share of SCN discussion, 369 winter meetings, 77 field days, over 800,000 impressions in twitter, SCN sample increases in member states and the production of 23 videos showcasing SCN management as part of the ‘Let’s Talk Tode’ program. In fall 2020, we will measure the Return on Investment (ROI) and the impacts on the soybean growers of the SCN Coalition.

Who is The SCN Coalition:
The SCN Coalition is a public-private partnership of soybean checkoff organizations, agricultural companies and universities. A full list of partners is available at www.thescncoalition.com.

Mission:
The mission of the SCN Coalition is to conduct 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.

Structure and Funding:
To accomplish our mission, we strive to increase active management of SCN, and encourage growers to talk to their advisors about the four primary management actions (testing, rotation, resistance, seed treatments) so they can develop a strategy that best fits their farm. We have leveraged funding received from NCSRP heavily to achieve greater outputs and larger impacts. All funding is complementary and not codependent. Funding received from the North Central Soybean Research Program supports primarily the communication and partner relations of The SCN Coalition. Essentially, this is the backbone of The SCN Coalition. Funding received (both direct funding and in-kind funding) from corporate private partners (agricultural companies, agricultural media) supports primarily national SCN Coalition activities. Funding from USB supports primarily local (state or regional) Extension activities. Funding includes both direct and in-direct/in-kind support (such as the media and advertising power of major agro-chemical companies).

Partnership management and recruitment:
Private partner membership of the SCN Coalition includes, BASF, Bayer, Corteva, Growmark, NuFarm (new partner in 2019), Syngenta, Winfield and Valent (partner since January 2020). Initial contact has been made with AgReliant Genetics, Becks Hybrids and CHS but communication has stalled as a result of the COVID19 epidemic and subsequent pollical/social response. Nevertheless, the private partners grew in this cycle and financially support ‘Let’s Talk Todes’.

News releases:
Cumulatively, since the launch in February 2018, The SCN Coalition has been mentioned in 477 online articles resulting in 19.3 million impressions in ag media. Several of these were directly funded by USB, as indicated. We currently have 14.75% of the total share of discussion on SCN.

Twitter:
841,831 impressions, 11,519 engagements and 1,784 link clicks (October 1, 2018 – September 30, 2020.)

Facebook:
The Coalition launched a Facebook page in November 2019, generating: 297,527 impressions, 5,889 engagements and 3,183 link clicks through September 30, 2020.

www.thescncoalition.com:
Total visits (October 1, 2018 – September 30, 2020) were 19,244, with 14,158 total users, 13,067 new users, 46,069 page views, an average session visit of 3 minutes and 17 seconds and 2.58 page views per session. Additionally, a new checkoff-funded research tab was added to TheSCNcoalition.com site in August 2020. 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.

‘Let’s Talk Todes’ Program:
The newest output of The SCN Coalition (formerly called Tode Tour) is designed to let the soybean growers be a voice and proponent of SCN Management. Funding for the program is entirely leveraged and fully funded by private corporate partners and the United Soybean Board. While the program was designed to be an ‘in person’ event, the COVID19 situation presented us with the opportunity to reach more growers as the world become virtual. To date, we have 23 new ‘Let’s Talk Todes’ videos at https://www.thescncoalition.com/lets-talk-todes, which will be used heavily throughout the winter by public, private and checkoff partners.

Local Extension Activities:
Funding to support local Extension activities was secured from the United Soybean Board, and has resulted in many activities, including but not limited to; field days, winter meetings, SCN sampling programs, media interviews, train the trainer events, local video productions, trade show programming and others. Notably, the United Soybean Board in FY2021 has funded an expansion of local Extension activities.

Award Winning:
The SCN Coalition was awarded the Best of Show NAMA Award in Public Relations in 2020. NAMA is the largest U.S. association for marketing and agribusiness, and the Best of NAMA Awards honor the nation’s best work in agricultural communications.

Return on Investment and Impact on growers:
The United Soybean Board has fully funded market research on the impact of The SCN Coalition, which will be conducted in Fall 2020. Data will be used to compare grower knowledge and practices to data collected in Fall 2015 (fully funded by private partners). Notably, this direct comparison among 17 states and sample size of approximately 1,000 growers (1,096 in 2015 and similar number expected in 2020) will allow us to determine the change of knowledge, change of practices, and return on investment of The SCN Coalition to date.

Acknowledgements:
The SCN Coalition is a true public-private partnership that could not have been established had it not been for the financial support and foresight of the NCSRP. Their heavily leveraged investment has resulted in outputs far greater than any one partner could have produced. We thank the NCSRP and the QSSB’s that support the NCSRP.

View uploaded report 2 Word file

View uploaded report 3 PDF file

Final Report: Second SCN Coalition: Resistance Management and Awareness Campaign

Date: October 31, 2020

Prepared by: Sam Markell, NDSU

Summary:
The SCN Coalition continues to increase awareness and active management of SCN among growers and the agriculture industry. The approach is to reach the growers by as many means as possible, and utilize the power and levering of the public-private partnership to maximize the impact. Highlights include: news releases generating 19.3 million impressions in ag media consisting of 14.75% of the share of SCN discussion, 369 winter meetings, 77 field days, over 800,000 impressions in twitter, SCN sample increases in member states and the production of 23 videos showcasing SCN management as part of the ‘Let’s Talk Tode’ program. Recently, The SCN Coalition was honored with the Best of Show NAMA Award in Public Relations 2020. In fall 2020, we will measure the Return on Investment (ROI) and the impacts on the soybean growers of the SCN Coalition.

Who is The SCN Coalition:
The SCN Coalition is a public-private partnership of soybean checkoff organizations, agricultural companies and universities. A full list of partners is available at www.thescncoalition.com.

Mission:
The mission of the SCN Coalition is to conduct 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.

Structure and Funding:
To accomplish our mission, we strive to increase active management of SCN, and encourage growers to talk to their advisors about the four primary management actions (testing, rotation, resistance, seed treatments) so they can develop a strategy that best fits their farm. We have leveraged funding received from NCSRP heavily to achieve greater outputs and larger impacts. All funding is complementary and not codependent. Funding received from the North Central Soybean Research Program supports primarily the communication and partner relations of The SCN Coalition. Essentially, this is the backbone of The SCN Coalition. Funding received (both direct funding and in-kind funding) from corporate private partners (agricultural companies, agricultural media) supports primarily national SCN Coalition activities. Funding from USB supports primarily local (state or regional) Extension activities. Funding includes both direct and in-direct/in-kind support (such as the media and advertising power of major agro-chemical companies).

Partnership management and recruitment:
Private partner membership of the SCN Coalition includes, BASF, Bayer, Corteva, Growmark, NuFarm (new partner in 2019), Syngenta, Winfield and Valent (partner since January 2020). Initial contact has been made with AgReliant Genetics, Becks Hybrids and CHS but communication has stalled as a result of the COVID19 epidemic and subsequent pollical/social response. Nevertheless, the private partners grew in this cycle and financially support ‘Let’s Talk Todes’.

News releases:
Cumulatively, since the launch in February 2018, The SCN Coalition has been mentioned in 477 online articles resulting in 19.3 million impressions in ag media. Several of these were directly funded by USB, as indicated. We currently have 14.75% of the total share of discussion on SCN.

Twitter:
841,831 impressions, 11,519 engagements and 1,784 link clicks (October 1, 2018 – September 30, 2020.)

Facebook:
The Coalition launched a Facebook page in November 2019, generating: 297,527 impressions, 5,889 engagements and 3,183 link clicks through September 30, 2020.

www.thescncoalition.com:
Total visits (October 1, 2018 – September 30, 2020) were 19,244, with 14,158 total users, 13,067 new users, 46,069 page views, an average session visit of 3 minutes and 17 seconds and 2.58 page views per session. Additionally, a new checkoff-funded research tab was added to TheSCNcoalition.com site in August 2020. 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.

‘Let’s Talk Todes’ Program:
The newest output of The SCN Coalition (formerly called Tode Tour) is designed to let the soybean growers be a voice and proponent of SCN Management. Funding for the program is entirely leveraged and fully funded by private corporate partners and the United Soybean Board. While the program was designed to be an ‘in person’ event, the COVID19 situation presented us with the opportunity to reach more growers as the world become virtual. To date, we have 23 new ‘Let’s Talk Todes’ videos at https://www.thescncoalition.com/lets-talk-todes, which will be used heavily throughout the winter by public, private and checkoff partners.

Local Extension Activities:
Funding to support local Extension activities was secured from the United Soybean Board, and has resulted in many activities, including but not limited to; field days, winter meetings, SCN sampling programs, media interviews, train the trainer events, local video productions, trade show programming and others. Notably, the United Soybean Board in FY2021 has funded an expansion of local Extension activities.

Award Winning:
The SCN Coalition was awarded the Best of Show NAMA Award in Public Relations in 2020. NAMA is the largest U.S. association for marketing and agribusiness, and the Best of NAMA Awards honor the nation’s best work in agricultural communications.

Return on Investment and Impact on growers:
The United Soybean Board has fully funded market research on the impact of The SCN Coalition, which will be conducted in Fall 2020. Data will be used to compare grower knowledge and practices to data collected in Fall 2015 (fully funded by private partners). Notably, this direct comparison among 17 states and sample size of approximately 1,000 growers (1,096 in 2015 and similar number expected in 2020) will allow us to determine the change of knowledge, change of practices, and return on investment of The SCN Coalition to date.

Acknowledgements:
The SCN Coalition is a true public-private partnership that could not have been established had it not been for the financial support and foresight of the NCSRP. Their heavily leveraged investment has resulted in outputs far greater than any one partner could have produced. We thank the NCSRP and the QSSB’s that support the NCSRP.

Benefit to Soybean Farmers

SCN currently causes approximately $1B in yield losses annually. Yield loss will increase as PI88788 is overcome by aggressive SCN populations. We can help mitigate and prevent this yield loss by increasing the awareness of the new threat presented by SCN and by speaking with one voice (industry and universities) on how best to manage the situation.

Performance Metrics

Additional SCN Partners Meetings and SCN Coalition Management. Success of this step will be measured by 1) Conceptual buy-in from industry partners, 2) dissemination of information to clientele, and 3) financial commitments (in-kind or direct). Anticipated visits in FY 2020 are likely to include both current and future private corporate partners. The timeline is continuous and visits are likely to occur throughout the year.

SCN Coalition Ongoing Communications. We are working to ensure that the SCN Coalition remains a relevant and timely resource that keeps growers informed of SCN research-related news, updates and discoveries and that advances the Coalition’s vision of helping soybean growers actively manage SCN and realize higher yields. We are continuing use of social and traditional media, utilizing the resource center (www.thescncoalition.com) and working jointly with private corporate partners to deliver content that they can push. An emphasis in FY 2020 will be on grower-to-grower education, using the Grower Advisory Council members and their videos as a focal point to deliver messages to other growers. Timeline is continuous, but we expect major media pushes surrounding ‘Tode Tour Part 1', ‘Tode Tour Part 2’ and the Farm Progress Show, and an additional media blitz at the time of fall soil sampling.

Additional KPI, originally proposed in FY 2019 but moved to FY 2020 to coincide with a repeat of market research conducted in FY 2015 (prior to receipt of NCSRP funding), include:
• Increase the number of growers who agree that SCN is adapting and overcoming resistance from 57%* to 67% by fall 2020.
• Increase the number of growers scouting/sampling for SCN from 34%* to 41% by fall 2020.
• Increase the number of growers who are rotating SCN-resistant varieties from 30%* to 40% by fall 2020.
*From 2015 Syngenta grower research

Project Years