Celebrating all YOU do for U.S. soybeans.

Every soybean farmer in the country pays into the soybean checkoff so this resource can be pooled and amplified to develop markets and generate demand for soy as a commodity. The more farmers who are familiar with these initiatives and the positive ROI they deliver, the more they support USB’s ability to continue maximizing the impact of their investment.

Research from 2021 showed that, despite their annual contribution, 45% of soybean farmers were "slightly" to "not at all familiar" with the work of the checkoff.

While older farmers tended to be more familiar and supportive of USB, farmers under 50 were less familiar but also expressed a desire to learn more about the checkoff and understand how they fit into USB’s efforts. Younger farmers also tend to be more engaged in the industry, making them — and their opinion — more influential.

Promote all the ways the checkoff creates value by putting the most important contributor front and center: them.

The (YOU) campaign featured a bold direct address to farmers, grabbing their attention by naming the hero of the checkoff story (psst, farmers — it’s YOU) in a memorable way.

Each execution illustrated the end results of their investment via the checkoff’s work with relatable, real-world examples, all underscoring the message that the checkoff exists to create a better future for
U.S. soybean farmers.