United States Commodity Organizations Research

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Part
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United States Commodity Organizations Research

We have prepared a competitive landscape of four national commodity organizations in the United States, as well as four regional ones. This competitive landscape focuses on a review of their websites and provides their branding and communication efforts. Specifically we provided their value proposition/mission/values/strategic objectives, any resources they provide to farmers, a list of their social media channels, screenshots of their logo and of their home page on the website (which we either placed in a linked google document available in the spreadsheet AND/OR we placed in the body of this report), 2-3 examples of recent communications, which could include press releases, and any messaging they are doing surrounding COVID-19.

We have provided some highlights from the research below, but the entire competitive landscape has been placed in this spreadsheet for ease of viewing and comparison. There are two tabs, one for the national commodity organizations, marked as red, and the other for the regional commodity organizations, marked in purple.

National Commodity Organizations

The United Soybean Board

  • The United Soybean Board has a strategic planning page where they clearly state their core values, mission, vision, and strategies. Their mission is to "maximize profit opportunities for U.S. soybean farmers by investing and leveraging soybean checkoff resources." Their core values are to "work with honesty and integrity to achieve maximum value for the U.S. soybean farmer’s checkoff investments." Their vision is to see that "U.S. soy drives soybean innovation beyond the bushel." Finally, their strategies are focused on creating and enhancing "partnerships that increase the value and preference for U.S. soy."
  • To further break down their strategic objectives, they have categorized them into three areas: Meal ("USB will help develop, communicate and capture the full value of U.S. soybean meal in feed, food and industrial applications.") Oil ("Build preference for U.S. soybean oil in the food and industrial markets differentiating U.S. soybean oil through promotion, as well as research. Research will showcase the functionality and versatility of U.S. soybean oil specifically as it relates to high oleic soybean oil.") Sustainability ("Effectively enhance and communicate U.S. soy sustainability performance so that buyers and end users prefer U.S. soy as the best raw material choice to meet their own sustainability and social responsibility goals. Drive a coordinated sustainability message across the entire value chain.")
  • They have an annual action plan that they appear to have been publishing since 2008. If the most recent one is of interest, it can be accessed here.
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

The United States Durum Growers Association

  • The United States Durum Growers Association (USDGA) mentions on their "about us" page that their purpose "is to promote the production and marketing of durum wheat and semolina. The USDGA also lobbies on domestic policy issues that affect durum producers."
  • Their mission is provided via their "about us" webpage. Clicking on the "become a member" at the bottom of the page reveals their mission which is "increasing the profitability of durum production through effective domestic policy development and promotion and coordinated communication and educational outreach by: One: Advocating for a favorable domestic public policy climate in areas such as crop insurance and permanent disaster relief. Two: Promoting the industry and market development opportunities through participation in the National Pasta Association and regional agriculture shows, as well as recognizing annual award and scholarship recipients. Three: Providing producer input on durum-related research through collaboration with the North Dakota Wheat Commission. Four: Providing producer education opportunities, such as the International Durum Forum, the eUPDATE and Durum Kernel newsletter."
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

The National Grain Sorghum Producers

  • The National Grain Sorghum Producers mission statement as placed on their website is: "Lead positive change for sorghum farmers through effective policy and relationships." Their vision is to "Promote, advocate for and defend the sorghum industry."
  • Their strategic objectives can be best described as "The organization continues to rely on strong congressional Sorghum Belt leaders to ensure the needs of sorghum producers are recognized and given equitable treatment in Washington, D.C., It is more important today than ever before for producers to have a voice in Washington. As the organization moves forward more than 60 years strong, it will continue to meet the needs of its members through dynamic programs and new ventures. With producer commitment and support, the organization will continue to overcome the challenges the industry faces while recognizing the founding principles that still guide its work. The future is bright."
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

The American Soybean Association

  • The American Soybean Association's mission is to "advocate for U.S. soy farmers on policy and trade." Their vision is to be a "nimble, responsive, and highly effective agriculture policy organization." They have six values which are: Collaboration: Communication and collaboration with the entire soy family. Integrity: Professional, ethical and honest. Member Driven: Policy development by grassroots members. Openness: Inclusive and respectful of many views, with open dialogue. Service: Developing leaders and advocating policies for the future. Stewardship: Stewards of environmentally and economically-sustainable agriculture.
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

Regional Commodity Organizations

The Red River Valley Sugarbeet Growers Association

  • The Red River Valley Sugarbeet Growers Association's mission is "to be the growers voice for maintaining and improving their profitability through legislative efforts and to provide education to the non sugarbeet grower."
  • Their purpose is to "play a lead role in legislative issues both federal and local. Association members continue to educate members of Congress on legislative and trade matters and their impact on growers. Efforts to promote and defend the sweetener industry are coordinated with the American Sugarbeet Growers Association representing sugarbeet growers in 11 States."
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

The Northern Canola Growers Association

  • The Northern Canola Growers Association's mission statement is very plainly stated on their home page. It states: "The mission of the Northern Canola Growers Association is to promote and encourage the establishment and maintenance of conditions favorable to the production, marketing, processing, research, and use of canola. To promote efficient production through farmer education, public and private research, labeling and registration of crop protection products; to promote uniform seed and product standards; and to work to develop and implement agriculture policies that will enhance development of the industry." They also have this on their "about" page. They do not have a vision, values, or a strategic objective section.
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

The Northarvest Bean Growers Association

  • The Northarvest Bean Growers Association's mission as stated on their website is "NHBGA, growers representing growers through the check-off system, is North America’s largest supplier of quality dry beans. Working together to better the industry through promotion, research, market development, education of consumers and monitoring of governmental policy. Our future goals must be continued market exposure and careful monitoring of new ideas, consumer choices, and producer needs."
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.

The Northern Pulse Growers Association

  • There is not a specific section on The Northern Pulse Growers Association's website that outlines their values, mission, or strategic objectives, but after examining the website, we can state that it appears their mission is to "to increase pulse producers profitability through education, research, domestic and international marketing and government relations." Their strategic objective appears to be "to share resources and to be more effective within the domestic and international pulse industry."
  • Their logo can be viewed below, and we also provided screenshots of it, and the website, in a Google document available in the spreadsheet presentation.
Sources
Sources