Susan Littlefield, farm director at Rural Radio Network, caught up with Ralph Lott, United Soybean Board Chair, who grows soybeans near Seneca Falls, New York, to discuss his role in leading the soy checkoff into 2022.
“We put in a new strategic plan, so that’s going to help. We just set up all the committees up in St. Louis while voting on new initiatives, and all the farmers were happy to be there and happy to implement the new strategic plan. I see the future as being pretty bright,” says Lott.
The USB Strategic Plan will guide checkoff investments in research, education and promotion across three priority areas of infrastructure and connectivity, health and nutrition, and innovation and technology. Each area is further divided into two additional areas of focus, supply and demand, and measured by resilience, differentiation and reputation.