Project Details:

Title:
The SCN Coaltion: Advancing Management

Parent Project: Second SCN Coalition: Resistance Management and Awareness Campaign
Checkoff Organization:North Central Soybean Research Program
Categories:Soybean diseases
Organization Project Code:FAR0033150
Project Year:2021
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)
Marisol Quintanilla (Michigan State University)
Samuel Markell (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)
Darcy Telenko (Purdue University)
Emmanuel Byamukama (South Dakota State University)
Jason Bond (Southern Illinois University at Carbondale)
Anne Dorrance (The Ohio State University)
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)
Melissa Mitchum (University of Missouri)
Loren Giesler (University of Nebraska)
Tamra Jackson-Ziems (University of Nebraska at Lincoln)
Heather Young (University of Tennessee-Institute of Agriculture)
Shawn Conley (University of Wisconsin)
Ann MacGuidwin (University of Wisconsin)
Damon Smith (University of Wisconsin)
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Keywords: heterodera glycines, soybean, partnership, awareness, management, coalition, impact, marketing

Contributing Organizations

Funding Institutions

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 SCN resistance was developed (see graphic on page 4). Since the launch of the SCN Coalition in February, 2018, The SCN Coalition has been mentioned in 458 online articles resulting in 19 million impressions in ag media, currently with 15.2% of the total share of discussion on SCN. The SCN Coalition has successfully leveraged funding to create a robust communications program using social and traditional media, a presence at national events, and through local Extension networks.

Development and success of the SCN Coalition is directly linked to support from the NCSRP. The NSCRP resources have been leveraged extensively to secure direct financial support from the United Soybean Board (USB) and private corporate partners that supports complementary SCN Coalition activities and additional highly significant in-kind support from the private sector. In FY21, direct and indirect support for SCN coalition activities exceeds $2M, and is a testament to the power of NCSRP-leveraged support.

We believe it is now time to move and evolve the SCN Coalition, and we present to you the proposal, The SCN Coalition: Advancing Management. In this proposal, the SCN Coalition is requesting continued foundational support for program management, partner relations and recruitment and ongoing communications, as we evolve. In addition to maintaining and building the robust communication tools under development (Let's Talk Tode's, www.thescncoalition.com, major media presence, etc.), we anticipate two primary strategic additions, both charted by market-driven data.

First, the SCN Coalition will enter a new phase of education activities. To date, we have largely provided growers with focused educational materials on the tools (and how to use them) to manage SCN (such as soil sampling, resistance and rotation). Messages have changed little since the 1990s, but our understanding of the science behind them is dramatically different. In this phase, we will focus our communications efforts on explaining research developments to answer the ‘why’ questions. Ultimately, people are more likely to trust science if they understand the science. The SCN Coalition will translate the SCN-related scientific discoveries into understandable language, and deliver them to growers.

Second, the SCN Coalition will include other economically important nematodes of soybeans, such as root-knot and reniform nematode. The expansion supports the National Soybean Nematode Strategic Plan and the needs of the many growers who must manage multiple economically important nematodes (and associated diseases) in their soybeans.

Project Objectives

The objectives of the SCN Coalition 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 Relations and Recruitment, SCN Coalition Management, and SCN Coalition Communications. Taken together, deliverables include a robust and grower coalition of partners (public and private) that contribute to the SCN Coalition (financially, technically, etc.) to achieve the mission of increasing grower awareness and active management of SCN, and limiting yield loss to the nematode.

Progress of Work

Updated April 19, 2021:
Progress Report: Second SCN Coalition: Resistance Management and Awareness Campaign
Date: April 1, 2021
Prepared by: Sam Markell, NDSU

Summary:
The SCN Coalition continues to increase awareness and active management of SCN among growers and the agriculture industry. NCSRP provides foundational funding that has led to one of the largest and most effective Public-Private Partnerships (PPP) ever developed to manage an agricultural pest. NCSRP’s funding allows for the communications, management of partner relations that makes the SCN Coalition work. Below, we present updates on SCN Coalition activities.

Market Research
Recently, market research was conducted to measure the impact of The SCN Coalition in late 2020. A robust national survey (95% confidence level) of 950 growers from 17 states was conducted in the late fall of 2020 (funded by USB). Results suggest that SCN may be the most impactful public-private partnership and Extension awareness campaign in U.S. agriculture. Results documented that soybean growers recalled 55% to 76% of the primary messages from the extension educational campaign. Compared to market research results from the same survey administered in late 2015 (funded by private partners), 6% to 18% more U.S. soybean growers reported utilizing tools to actively manage SCN. Using conservative estimates, the significant change in active management is resulting in yield increases that translate into $100M+ gains annually for U.S. soybean growers.

Let’s Talk Todes I (Summer 2020). Private partner funded.
The SCN Coalition created the “Let’s Talk Todes” education program in 2020. This included 23 videos in which Extension specialists and growers visited about SCN and SCN management in four states (ND, MO, IA and AR). North Dakota videos featured Mike Langseth (North Dakota Soybean Council Member) and Chandra Langseth (former Extension agent Richland Co., and current instructor at the North Dakota State College of Science). A six-week educational and media campaign was conducted during the 2020 harvest to promote the first six videos. In that time frame, the Let’s Talk Todes program (www.thescncoalition.com/lets-talk-todes) generated a total of 913,070 video views and the press releases generated more than 1.2 million impressions within the U.S. agriculture media.

SCN Coalition Wins the Best of Show Award (Summer 2020).
The SCN Coalition won the Best of Show National Agri-Marketing Association (NAMA) award in Public Relations for its media relations campaign. 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. This is the highest level of recognition that NAMA awards annually, and the high recognition for The SCN Coalition comes with anticipation of major long-term outcomes. The award was accompanied with an acceptance video and press release issued on August 12, 2020. https://twitter.com/i/status/1298621516733710336

Let’s Talk Todes II (Fall 2020/Winter 2021) USB funded USB# 2020-172-0163
Building upon the success of the Let’s Talk Todes series, The SCN Coalition developed a series to take grower behind-the-scenes of cutting-edge checkoff-funded research. The series visited Dr. Melissa Mitchum at the University of Georgia, along with soybean breeders and plant geneticists. A total of 7 videos were produced and made live in March 2021 and a series of three press releases will be available to the media during March and April. We broadly anticipate approximately 350,000 to 500,000 video views and 1 million impressions in the agriculture media. Additionally, 2 videos that feature University of Georgia Extension Plant Pathologist Bob Kemerait and a soybean grower from northwest Georgia discussing how to protect yield from the threat of nematodes were added to a Georgia video collection hosted on the Coalition’s website.

Expansion of local Extension Efforts (Ongoing). USB funded with additional leveraged funding from QSSB.
Financial support from USB in FY2021 supported a continues expansion of local Extension education efforts across two dozen states. Each state is currently delivering information on the most appropriate management strategies for their specific growers. SCN Coalition members within each state have (and continue to) successfully navigated challenges presented by COIVD-19 and the subsequent political/social response to the epidemic. Some of the outputs included the development of sampling programs, virtual/live meetings, publications, videos and interactions with local agricultural media.

News releases and major media presence (February 2018-Current). NCSRP funded, with leveraged media support from private partners and agricultural media, partial support from USB.
Between the launch of The SCN Coalition in February 2018 and December 31, 2020, “The SCN Coalition” has been mentioned in 429 online articles resulting in 21.4 Million Impressions in the agricultural media. This accounts for over 15% of the total share of online discussion on SCN.

Market Research (Current). USB funded
Market research was conducted to measure the impact of The SCN Coalition in late 2020. A robust national survey (95% confidence level) of 950 growers from 17 states was conducted in the late fall of 2020. Results suggest that SCN may be the most impactful public-private partnership and Extension awareness campaign in U.S. agriculture. Results documented that soybean growers recalled 55% to 76% of the primary messages from the extension educational campaign. Compared to market research results from the same survey administered in late 2015, 6% to 18% more U.S. soybean growers reported utilizing tools to actively manage SCN. Using conservative estimates, the significant change in active management is resulting in yield increases that translate into $100M+ gains annually for U.S. soybean growers.

View uploaded report Word file

Final Project Results

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

SCN Partners Relations / Recruitment and SCN Coalition Management. Success of these
actions will be measured by 1) Conceptual buy-in from industry partners, 2) dissemination of information to clientele and 3) financial commitments received (in-kind or direct). Anticipated visits (virtual or in-person) in FY 2021 are likely to include both current and future private corporate partners. The timeline is continuous and visits are likely to occur throughout the fiscal year. We anticipate that more in-person visits may occur later in the year due to travel restrictions related to COVID-19. Thus, front-end communications will be virtual.

SCN Coalition Ongoing Communications. Success will be measured by metrics,
including media impressions and share of SCN conversations, website traffic and social media impressions/retweets/etc. Press releases will be strategically timed around complementary events (such as Tode Tours) to multiple the message and magnify the impact.

The economic impact of the SCN Coalition, and the Return On Investment (ROI) of all of the checkoff and private sector dollars will be measured with a repeat of the market research conducted in FY 2015 (proposed to USB in FY21). Additional KPI will be measured, including:
• Increase the number of growers who agree that SCN is adapting and overcoming resistance from 57%* to 67%.
• Increase the number of growers scouting/sampling for SCN from 34%* to 41%
• Increase the number of growers who rotate SCN-resistant varieties from 30%* to 40%.
*From 2015 Syngenta grower research

Project Years