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

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