THE FIELD
The Soy Checkoff Check-in
AgriTalk – April 2, 2024
In this month’s Soy Checkoff Check-in, USB CEO Lucas Lentsch discusses how the United Soybean Board is building off the energy and excitement of Commodity Classic. U.S. Soy’s investment pipeline is a three-legged stool, explains Lentsch:
Key Initiatives
INFRASTRUCTURE & CONNECTIVITY
INNOVATION & TECHNOLOGY
HEALTH & NUTRITION
COMMUNICATION & EDUCATION
EXPORTS
AWARD SEASON
Sold on Soy Takes Top Honors at SABRE
U.S. Soy won big at the 2024 North American SABRE Awards in May, taking top honors with the Sold on Soy campaign in the Corporate Reputation Institutional Image category. This reputation-building campaign was designed to change the narrative of soy from reactive, myth-busting to an always-on, positive influence engine. Matt Gast, chair of the soybean checkoff’s Communication & Education Committee and North Dakota farmer, attended the ceremony and accepted the award on behalf of U.S. soybean farmers and agency partner MSL.
USB STAFF UPDATES
Schwarzen Named EVP of Finance for USB
As the new EVP of Finance, Sandi Schwarzen will play a key role on USB’s leadership team. She joins USB with more than 30 years of experience in accounting, with the past three serving as the contract lead with our accounting firm. Welcome Sandi!
Effective April 15 – Sandi Schwarzen accepted the role of Executive Vice President, Finance. As Executive Vice
President, Sandi will be a key part of the USB senior leadership team. Sandi has been serving USB over the past
three years as the contract lead with our accounting firm – CLA. Some highlights for Sandi’s career in finance
includes:
- Certified Public Accountant (CPA) member of the Missouri Society of CPA’s and the American Institute of
Certified Public Accountants (AICPA). - Licensed to practice in Missouri.
- 30 years in the industry and about 25 of those have been working exclusively with not-for-profit
organizations. - 10 years in public accounting as an auditor – about 5 years specializing in not-for-profit audits.
- 13 years as the Director of Finance for a large St. Louis nonprofit.
- 7 years with CLA
Effective May 2 – Effie Mills, USB Finance Director, has resigned from her role with USBs Finance firm –
CLA. As many of you have worked with Effie in the past, you are aware she was a valued exemplary employee,
very professional, an asset to the team and a wonderful colleague. She spent a lot of time, in addition to
her core job, helping the finance team implement many special projects that allow us to do our jobs more
efficiently as well as more concise and accurate reporting to the board. For the time being, please reach
out to Sandi Schwarzen should you have any questions.
MEDIA COVERAGE
U.S. Soy Shines: Highlights from SXSW
2 total interviews•147.7M potential UVM
Tony Mellenthin breaks down U.S. Soy at SXSW via Farm Progress. Similar coverage via Wisconsin Soybean Marketing Board.
Carla Schultz amplifies soy’s role in fashion and beauty innovation via Electric Runway Podcast.
For this event, we focused on engaging with consumers via social media. 18 total posts were created and disseminated across U.S. Soy’s social media channels – Facebook, Instagram, LinkedIn and X, with a total of 636,840 impressions, 11,086 engagements, and a 5.7% engagement rate.
Our Instagram post, published on March 7, racked up 322,801 impressions and 2,995 engagements. Our March 6 Instagram post garnered 307,846 impressions and 7,554 engagements. And our March 28 LinkedIn post accumulated a 15.9% engagement rate.
Top media placements
- Soy-based bar and chain oil hits the market via Successful Farming
- Soy checkoff finding uses for soy meal via Red River Farm Network
- U.S. Soy Selects Winner for Inaugural NEXTILE: Soy in Textile Design Challenge via American Ag Network
- SoyFoam: Fire Fighters Demo First Soybased Fire Suppressant via AgWeb
- Iowa soybean farmers to celebrate national soy foods month in April via Brownfield