Leeds: Breaking Ground...Again

As farmers break ground on another crop year, the Iowa Soybean Association has broken ground on an innovative and long-term consumer engagement campaign that will celebrate the miracle of food and the men and women that provide it.

Of course, breaking ground isn’t new for your ISA. Leadership and resources provided by you, the member, have created an organization that’s respected and recognized as a leader on issues that matter most to farmers, from environmental quality and transportation to research and market development. In 2005, the ISA and Iowa Soybean Promotion Board broke ground by merging to create one unified board of directors. And in 2008, we broke ground (literally) on a new headquarters in Ankeny that serves as a multi-functional home office for staff and members and a model for

energy conservation.

Last month, we broke ground yet again by providing significant funding to create and launch the Iowa Food & Family Project (FFP). The organization was unveiled April 13 at a news conference in Altoona celebrating the 25th anniversary of the Iowa Games and 10th anniversary of Live Healthy Iowa. It will inspire trust between farmers and consumers through personal engagement, advocacy and education to the benefit of human vitality, environmental quality and economic prosperity.

Trust matters in all professions but is especially critical in agriculture given that less than 3 percent of Iowans (and less than 1 percent of Americans) are directly involved in producing food. In 2010, the ISA board took action to impact this shared area of need by providing the staff and financial resources needed to develop and implement a strategic and long-term farm and food advocacy initiative. The outcome is the Iowa FFP and involves numerous Iowa farm and commodity organizations, food retailers, food relief organizations and a variety of interested and capable partners.

Today, the Iowa FFP is active and moving ahead on several innovative and strategic activities including a presenting sponsorship of the Iowa Games and a supporter of Live Healthy Iowa. More than 150,000 Iowans participate in those programs annually so the opportunities for engagement are considerable. In addition, the “Be Our Guest, Be A Farmer” contest launched by the ISA with the support of other commodity groups last December has also been redeployed within the Iowa FFP. More than 100 contestants from nearly 35 states signed up for the chance to win a three-night, four-day trip to Iowa in August to learn more about the people that provide their food.

The Iowa Food & Family Project is an exciting venture and one more example of our organization’s commitment to expanding opportunities and delivering results for Iowa’s soybean growers and their customers. To find out more and get involved, log on to

www.iowafoodandfamily.com.