MAKES THE YIELD WORK WSMB 2025 ANNUAL REPORT
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FINANCIALS
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FROM THE LOCKER ROOM: A MESSAGE FROM THE COACH
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RESEARCH & INNOVATION
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STARTING LINEUP DIRECTORS PAGE
MARKET DEVELOPMENT
GAME PLAN
TABLE OF CONTENTS
CONSUMER OUTREACH & EDUCATION
BIOFUELS & RENEWABLE ENGERGY
THE SCOREBOARD: A STRONG YEAR FOR WISCONSIN SOYBEANS AT THE CAPITAL
THE PASSING GAME
LOOKING AHEAD: NEXT SEASONS’S GAME PLAN
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STARTING LINE UP
TOTAL EXPENSES $5,183,623
MANAGEMENT $113,862
EDUCATION $361,679
JONATHAN GIBBS President District 4 Fox Lake, WI MATT WAGENSON Vice President District 7 Bear Creek, WI STEVE WILKENS Secretary/Treasurer District 6 Random Lake, WI
NANCY KAVAZANJIAN United Soybean Board Beaver Dam, WI TONY MELLENTHIN United Soybean Board Eau Galle, WI
DAVID JUSTMAN District 3 Platteville, WI PATRICK MULLOOLY District 5 Clinton, WI
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$689,044
COMMUNICATIONS $837,709
SARA R. STELTER United Soybean Board Wautoma, WI ADAM KASK Executive Director
DOMESTIC MARKETING & NEW USES $1,113,690
ANDY BENSEND District 1 Dallas, WI JUSTIN BAUER District 2 Eau Galle, WI
INTERNATIONAL
SCAN TO WATCH A MESSAGE FROM THE STARTING LINE UP
RESEARCH $2,067,639
FROM THE LOCKER ROOM A MESSAGE FROM THE COACH
Market development also played a major role this year. Through our collaboration with the U.S. Soybean Export Council, we strengthened ties with buyers in India, Vietnam and Thailand
Jonathan Gibbs
President Wisconsin Soybean Marketing Board
while supporting export and transportation improvements closer to home. We also continued working with Wisconsin’s poultry, pork and dairy sectors to increase soybean meal use and support livestock nutrition across the state.
This year, the Wisconsin soy checkoff came ready to play — taking the field with diverse strategies, strong partnerships and forward momentum. Just like on our farms, success requires balance, innovation and teamwork. That mindset guided every investment the Wisconsin Soybean Marketing Board made throughout the season as
Reaching consumers remains essential to our mission. Our statewide digital awareness campaign connected with millions of Wisconsinites, highlighting how soy supports food, fuel and innovation. These efforts helped bridge rural and urban communities and build a better understanding of the work farmers do every day.
we worked to deliver real value for growers across
We also advanced important opportunities in
the state.
biofuels. With growth in renewable fuels and
Every successful season starts with preparation, partnership and a clear game plan. Our strategy remains rooted in balance — investing in research, expanding markets, strengthening consumer connections and advancing new opportunities in
sustainable aviation fuel, WSMB invested in education, training and partnerships that keep Wisconsin in the clean energy conversation and prepare future mechanics and fuel professionals for evolving technology.
renewable energy. Research continues to be one
As you review this report, you’ll see a year marked
of our strongest offensive assets. Our partnerships
by collaboration, momentum and strong farmer
with leading scientists at the University of
leadership. Together, we’re building a stronger
Wisconsin–Madison help farmers improve yields,
team — and proving once again that teamwork
manage pests and make informed decisions that
makes the yield work.
keep Wisconsin competitive. These projects deliver both immediate gains and long-term advantages that build resilience for the future.
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RESEARCH & INNOVATION When it comes to Wisconsin soybean, research
foundation of our success, and WSMB is committed
remains our strongest offensive front. We’re proud
to funding science that delivers real-world results
to partner with top players like Dr. Shawn Conley,
for soybean growers.
Dr. Damon Smith and Dr. Rodrigo Werle at the University of Wisconsin–Madison, whose work helps Wisconsin farmers gain yardage in yield, efficiency and sustainability. Some of these projects deliver quick wins — others are long-term strategies that will keep our team competitive for seasons to come. Research is the
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MARKET DEVELOPMENT We know that to win, we have to keep moving
with the U.S. Soybean Export Council (USSEC)
the ball downfield — opening doors for the soy
to grow markets in India, Vietnam, Thailand
checkoff in new and growing markets.
and beyond.
We continue investing in logistics that strengthen
We’re also expanding our partnerships closer
our position on the St. Lawrence Seaway and
to home — collaborating with poultry, pork, and
connect us with customers around the world.
dairy sectors to increase soybean meal use in feed
From smaller buyers to global partners seeking
rations. As Wisconsin’s dairy industry evolves,
specialty soybeans, we’re finding ways to meet
we’re helping ensure soybeans are part of the
demand more efficiently than ever.
winning nutrition strategy for livestock
As the 14th largest soybean-producing state,
operations statewide.
Wisconsin plays an important supporting role on the national team. That’s why we’ve joined forces
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CONSUMER OUTREACH & ED Every great team needs its fans — and this year,
On the education front, WSMB continues to invest
we made sure Wisconsin consumers heard our
in Ag in the Classroom, youth programs and
story loud and clear.
outreach events that inspire the next generation
Through a statewide consumer awareness
of agricultural leaders.
campaign, we reached consumers with nearly 9
And, of course, one of our biggest “game days”
million digital ads delivered to non-farmers across
of the year is the Wisconsin Corn•Soy Expo,
the state, showcasing the versatility of soybeans
where we bring checkoff-funded research straight
and the dedication of Wisconsin farmers. To say
to farmers through breakout sessions and
we blanketed the state with our coverage is an
expert presentations.
understatement. These ads helped connect urban and rural communities, highlighting how soy supports food, fuel and innovation across the state.
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BIOFUELS & RENEWABLE ENERGY When it comes to biofuels, Wisconsin is
We also took the education game to trade
charging down the field with new opportunities.
schools, supporting programs that teach future
Historically, our biofuels playbook centered on
mechanics about biodiesel technology: how it
biodiesel — but now, we’re also investing in new
performs, its environmental benefits and how
talent, with renewable fuels and sustainable
it fits into the future of energy and transportation.
aviation fuel getting plenty of playing time. This year, WSMB teamed up with MEG Corp to strengthen Wisconsin’s position in clean fuels. We sponsored local fuel suppliers to attend the Clean Fuels Alliance America Annual Meeting in San Diego, connecting them with industry peers and learning from future Hall of Famers like Minnesota that have long embraced biodiesel use.
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THE SCOREBOARD
A STRONG YEAR FOR WISCONSIN SOYBEANS
Expanded research partnerships with UW–Madison scientists
Reached 8 million consumers through a statewide campaign
Invested in transportation and export infrastructure at the Port of Milwaukee
Supported ag education and youth engagement
Strengthened international market relationships through USSEC
Advanced Wisconsin’s leadership in biofuels innovation
Promoted soybean meal use across livestock sectors
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MADISON WISCONSIN While the Marketing Board drives research and promotion, the Wisconsin Soybean Association (WSA) makes sure our farmers’ voices are heard loud and clear — from the statehouse to the world stage. This year, WSA took it to the house on issues like trade, tariffs and policy, all while gearing up for major events like the Wisconsin Corn•Soy Expo. It’s been a fast-paced season, but one filled with big wins — more recognition, more outreach and more people talking about the work Wisconsin soybean farmers do every day.
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THE PASSING GAME On the trade front, WSA has been a powerful
These visits opened doors for dialogue and
advocate. Our leaders have been in the huddle
potential new markets, giving international
with legislators, the media and international
buyers a firsthand look at Wisconsin’s
partners, explaining how global market shifts
commitment to quality and sustainability.
and trade policy impact Wisconsin agriculture. In fact, WSA conducted several media interviews this year, ranging from local outlets to an international news team from Switzerland, helping tell Wisconsin’s soybean story to audiences near and far. The Association also hosted two trade teams
WSA also had players on the field at the State Capitol, where Matt Rehberg testified in support of the sustainable aviation fuel tax credit, and Doug Rebout testified on behalf of soyfoam. Their testimony underscores how soybean-based products can benefit both farmers and the state economy.
in Wisconsin this year: one from Germany and another representing 10 different countries.
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NEXT YEAR As we prepare for the next year, our strategy remains clear: stay diverse, stay innovative, and keep moving the Wisconsin soybean industry forward. Through collaboration, investment and outreach, WSMB will continue to deliver results for soybean farmers across the state — from the research lab to the export terminal and from the classroom to the consumer’s table. Together, we’re building a stronger team for Wisconsin soybeans.
Annual Report of Program Area ExpendituresAnnual Expenditures
Fiscal year Sept. 1, 2024 - Aug. 31, 2025 Certified through an independent audit by the accounting firm of CliftonLarsonAllen LLP. 6709 Raymond Rd. Suite 134 | Madison, WI 53701
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