OHIO SOYBEAN COUNCIL FY2016 STRATEGIC PLAN

Transcription

1 OHIO SOYBEAN COUNCIL FY2016 STRATEGIC PLAN OHIO SOYBEAN COUNCIL VISION: OHIO SOYBEAN COUNCIL MISSION: Assure the long-term viability of Ohio soybean farmers Invest soybean checkoff funds to maximize the profit opportunities for Ohio soybean farmers OHIO SOYBEAN COUNCIL CORE VALUE: We will intentionally collaborate with all stakeholders to advance the profitability of Ohio soybean farmers and ensure the highest value to our customers PRIORITY AREAS FOR FY2016: SOYBEAN RESEARCH: Invest in research that increases profitability, identifies best management practices, and develops specific characteristics that meet customers and farmers needs SOY-BASED PRODUCTS/TECHNOLOGIES: Build commercial and industrial uses of soybeans through public and private collaboration that encourages rapid commercialization of new technologies ANIMAL AGRICULTURE: Support and promote the growth and long-term viability of Ohio s animal agriculture industry GLOBAL UTILIZATION: Develop and market Ohio soybeans and soy-based products to the global marketplace CRITICAL INFRASTRUCTURE: Support the improvement of existing infrastructure and identify emerging opportunities SUSTAINABILITY: Proactively build awareness with farmers, consumers and influencers of the critical role Ohio soybean farmers play in providing a safe and healthy food supply STRATEGIES FOR FY Strategies are shown for each OSC Priority Area, organized by the Committee responsible for the strategy. DEMAND COMMITTEE projects that create new markets or support sales of existing or future soy products RESEARCH COMMITTEE - projects that create innovations or solutions COMMUNICATION/EDUCATION COMMITTEE projects that raise awareness, change perceptions, or educate key audiences RANKINGS: High priority Priority Priority (will fund) (some funding) (funding if available and doesn t negatively affect funding to other projects)

2 Strategies in the SOYBEAN RESEARCH priority area: Page 2 of 8 Research Strategies: Invest in research that increases profitability, identifies best management practices, and develops specific characteristics that add value to Ohio soybean farmers through new traits or mechanisms and minimizing insect / disease pressure. o Desired Outcome: Use breeding technology to identify traits in soybean to increase yield. o Desired Outcome: Use technology to identify compositional traits that add value to Ohio soybeans in the market place. o Desired Outcome: Continue a comprehensive effort to gather information about current and future insect and disease threats to the soybean crop in Ohio. o Desired Outcome: Research and develop protocols and technology to combat insect and disease threats to soybean in Ohio. Research to determine best management practices to improve nutrient management and water quality. o Desired Outcome: Perform research and field trials on nutrient management use and practice to determine those that are most efficient, effective and economically viable for Ohio soybean farmers. Determine best management practices that will improve yield for Ohio soybean farmers. o Desired Outcome: Perform third-party research and field trials on techniques and technology that have potential to increase yields for Ohio soybean farmers. Collaborate and coordinate Ohio soybean research efforts with other stakeholders. o Desired Outcome: Effectively collaborate and coordinate with all soybean states, regional, national and industry groups and organizations performing soybean and agronomic research to leverage investment in research and eliminate redundancy. Provide independent assessment of industry developed and promoted technologies, products and techniques. o Desired Outcome: Perform field trails on management practices, seed treatments, soil amendments, disease treatments, insect treatments and other inputs promoted by industry to determine efficacy. Establish OSC as an important supporter of practical, Ohio-based soybean research projects that increase soybean profitability. o Desired Outcome: Increase Ohio soybean farmers awareness of OSC soybean research program. o Desired Outcome: Increase agriculture media coverage of OSC soybean research program. Educate farmers, soybean research professionals and/or other stakeholders about the conservation and agronomic practices that help protect water quality and soil health. o Desired Outcome: Build a partnership with soybean research professionals to leverage communication resources.

3 Strategies in the SOY-BASED PRODUCTS/TECHNOLOGIES priority area: Page 3 of 8 Demand Strategies Conduct market research (up-front homework) to better understand the gaps and/or demands soy-based technologies could fill within the soy-based product and aquaculture industries. o Desired Outcome: Provide increased guidance to contractors. o Desired Outcome: Increase probability of R&D work becoming a commercial product. o Desired Outcome: Improve decision making on strategic proposal decisions. Increase our activities with commercial product companies to develop soy-based products o Desired Outcome: Gain an understanding of industrial and consumer needs for soy-based products. o Desired Outcome: Shorten the path to market and improve return on investments to all stakeholders. Work with industry partners (National Biodiesel Board and Clean Fuels Ohio) to gain consumer (fleet operators and mechanics) acceptance of biodiesel. o Desired Outcome: More modes of transportation (airplanes and trains) approving the use of B20 as a transportation fuel. o Desired Outcome: Automotive industry acceptance of B20 in all diesel vehicles. Proactively promote new uses to the industry to assist with the adoption of new technologies within the marketplace. o Desired Outcome: Leads to the adoption of multiple new use technologies by means of licensing or partnerships. Promote biodiesel s positive qualities among the fuel retail industry through marketing strategies designed to influence key decision makers in the distribution sector. o Desired Outcome: Increased positive marketing among retailers and marketers in Ohio and to build a growing support for the biodiesel brand. o Desired Outcome: Build a growing appreciation among fuel retailers of the economic impact of policies favorable to biodiesel. Support the soy-based products industry through the creation of business tools, resources and outreach that will support soy-based product businesses and entrepreneurs. o Desired Outcome: Increase the market share of current soy-based products and encourage the development of new soy-based products. o Desired Outcome: Two to three current soy-based products are improved through technical assistance or one new product is added to a commercial company s portfolio due to collaboration. Provide awareness to consumers, fish farmers, and other key value chain stakeholders of the use of soybean meal in the aquaculture and the benefits to all stakeholders. o Desired Outcome: Increase the usage of soybean meal in this emerging market. Proactively market technologies by presenting at technical conferences, applying for R&D 100 awards and by other avenues. o o o Desired Outcome: Commercial product companies become engaged followed by licensing technologies or partnering for product development. Desired Outcome: Win one R&D award. Desired Outcome: License at least one technology per year.

4 Page 4 of 8 Research Strategies Conduct industrial and consumer research and development to commercialize products utilizing soybean meal, soybean oil and soybean co-products. o Desired Outcome: Increase the demand for soybean products, receive a substantial return on investment and create an improved sustainable environment. Maintain a diversified portfolio within R&D, commercialization and product development with partners to keep a good mix of low to high risk projects in combination with short to long term market penetration products. o Desired Outcome: Increase the demand for soybean products, receive a substantial return on investment and create an improved sustainable environment. o Desired Outcome: Maintain a steady flow of developing new technologies, licensing intellectual property and product development. o Desired Outcome: Maintain a stage-gate process by benchmarkeing and rating progress. Conduct aquaculture research and development to reduce the anti-nutritional factors (ANFs) within soybean meal. o Desired Outcome: Increase the soybean meal usage in current fish feed formulations by 25%. Conduct aquaculture research and development to tailor the fish feed that is more favorable for soybean meal. o Desired Outcome: Increase the soybean meal usage in current fish feed formulations. Identify and build relationships with key commercial and private partners that encourage rapid commercialization of new technologies. o Desired Outcome: Increase coverage of soy-based products and technologies in trade media publications. Ensure all new technology commercial and industrial partners understand the basics of soybeans as a commodity. o Desired Outcome: Increase knowledge among commercial and industrial partners of soybean production, processing and usage. o Desired Outcome: Create communication tools and resources for commercial and industrial partners on the basics of soybean production, process and usage.

5 Page 5 of 8 Strategies in the ANIMAL AGRICULTURE priority area: Demand Strategies: Support marketing programs to build demand for US meat and poultry in international markets. o Desired Outcome: Increase indirect exports of U.S. soybeans by increasing exports of U.S. produced meat and poultry products. Partner with Ohio livestock producers to promote the sale of meat and egg products and promote the collaboration of the agriculture industry. o Desired Outcome: Strong relationships with Ohio livestock groups and a shared vision for Ohio agriculture. o Desired Outcome: Increased demand for crushed soybean meal in Ohio. o Desired Outcome: Strong consideration by Ohio broiler producers to create a broiler checkoff in Ohio to promote Ohio raised poultry. Promote Ohio as a destination that encourages growth in the livestock sector. o Desired Outcome: Meetings with the broiler industry, JobsOhio, and Ohio Department of Agriculture representatives to encourage broiler industry leaders to move production to Ohio. Encourage support among local communities for livestock and poultry farms. o Desired Outcome: Establish communication network between OSC and local communities on local livestock and poultry economic issues and trends.

6 Page 6 of 8 Strategies in the GLOBAL UTILIZATION priority area: Demand Strategies: Promote containerized shipments of soybeans and soybean products in Ohio. o Desired Outcome: Increase containerized shipments of soybeans and soybean meal from Ohio. o Desired Outcome: Increase opportunities for Ohio soybean farmers to receive premiums. Support marketing programs to build demand for Ohio soybeans in international markets. o Desired Outcome: Increase exports of Ohio soybeans and soybean products. o Desired Outcome: Increase opportunities for Ohio soybean farmers to receive premiums. o Desired Outcome: Explore opportunities to partner with USSEC. Host incoming delegations of international buyers of Ohio soybeans o Desired Outcome: Increase exports of Ohio soybeans and soybean products. o Desired Outcome: Increase opportunities for Ohio soybean farmers to receive premiums. o Desired Outcome: Explore opportunities to partner with USSEC. Lead small groups on international sales and marketing trips. o Desired Outcome: Increase exports of Ohio soybeans and soybean products. o Desired Outcome: Explore opportunities to partner with USSEC. Develop project to explore export opportunities in the Middle East and Northern Africa over 1-2 years. o Desired Outcome: Develop long-term export markets for Ohio soy. o Desired Outcome: Increase awareness of Ohio soybean sustainability and superior quality among international buyers. Organize a coalition of Ohio food grade and specialty soybean exporters. o Desired Outcome: Increase exports of Ohio soybeans, including food grade and specialty. o Desired Outcome: Increase opportunities for Ohio soybean farmers to receive premiums. o Desired Outcome: Increase awareness of superior Ohio quality among key international buyers. o Desired Outcome: Develop coalition business plan to present to food grade and specialty soybean exporters. Research Strategies: Develop characteristics that fulfill international customer demand. o Desired Outcome: Identify international markets that are willing to pay a premium for superior Ohio soybeans. o Desired Outcome: Develop food grade soybean varieties that meet international customer demand for soy foods. o Desired Outcome: Develop soybean varieties and/or processing technologies that meet the demands of the international market with a focus on amino acid profiles for animal feed.

7 Page 7 of 8 Establish the Ohio soybean advantage among global utilization trade media. o Desired Outcome: Identify global utilization trade media list. o Desired Outcome: Increase coverage of Ohio soybean brand in trade media. Develop relationships with specialty soybean suppliers who export to international customers. o Desired Outcome: Create contact list of specialty soybean suppliers and increase frequency of communication, including feedback from that audience. Strategies in the CRITICAL INFRASTRUCTURE priority area: Demand Strategies: Identify critical infrastructure (CI) threats and opportunities for soy farmers (from the farm to the final destination). o Desired Outcome: CI opportunities or threats are narrowed down, a strategy is developed (to address threats and opportunities in the next 2-5 years) and executed. Support national level initiatives focused on improving the national transportation infrastructure through organizations such as the Soybean Transportation Coalition. o Desired Outcome: Improve transportation infrastructure for Ohio soy farmers. Reinforce importance of transportation and logistics issues among influencers and other industry stakeholders. o Desired Outcome: Increase frequency of communication to influencers and industry stakeholders on current issues and trends in transportation/logistics. Encourage Ohio soybean farmers to provide OSC feedback on transportation and infrastructure needs and concerns. o Desired Outcome: Create a formal system of communication between Ohio soybean farmers and OSC on transportation and logistics related information. o Desired Outcome: Increase awareness among Ohio soybean farmers of the availability of this system.

8 Page 8 of 8 Strategies in the SUSTAINABILITY priority area: Inform and educate Ohio teachers and students about modern agriculture and soybeans and their importance to the state, nation and world. o Desired Outcome: Use existing OSC systems as a vehicle to disseminate valuable agricultural and soybean-based programs and information which can be used in Ohio classrooms. o Desired Outcome: Continue to perform outreach to stakeholders to build awareness and usage of OSC developed educational programs through a variety of communication tools including grownextgen.org, print media, personal contact, , blogs, videos, and social media. o Desired Outcome: Create teacher networks throughout the state to serve as a conduit to other teachers, administrators, and students for disseminating the information and opportunities associated with OSC soybean-based educational programs. o Desired Outcome: Continue to promote career opportunities in the soybean and agriculture industry to attract the best and the brightest of the next generation workforce to the industry. o Desired Outcome: Promote collaboration among teachers, school administrators, industry and OSC to provide valuable educational experiences to students throughout Ohio. Educate targeted audience of Ohio influencers about a relevant and timely soybean-related topic(s). o Desired Outcome: Increase awareness and/or understanding of soybeans or soybean-related issues among targeted influencer audience. Provide education and research on modern production practices and the economic impact of the Ohio Soybean Industry. o Desired Outcome: Conduct research on how Ohio soybeans are utilized and quantify the impact through economic metrics including creation of jobs. o Desired Outcome: Research public perceptions and develop resources and programs that educate the public on the modern agricultural industry and the use of agricultural products. Inform Ohio farmers and key Ohio agriculture stakeholders about the impact of soybean exports on their bottom line. o Desired Outcome: Increase awareness of importance of soybean and agriculture exports among key Ohio agriculture stakeholders. o Desired Outcome: Incorporate survey questions into producer research studies. Educate targeted audience of Ohio consumers about relevant and timely soybean-related topics o Desired Outcome: Increase awareness and/or understanding of soybeans or soybeanrelated issues among targeted consumer audience.