TV segment highlighting MSR&PC checkoff investments earns international award

A national TV segment highlighting cutting-edge checkoff investments from the Minnesota Soybean Research & Promotion Council (MSR&PC) earned a bronze award during the 2020 Telly Awards.

“It was a pleasant surprise to learn we won this award,” says MSR&PC Chair Cole Trebesch. “We were unaware the production company (DMG Productions) had even submitted our segment, but of course we are thrilled they did. This is quite an honor and is a tribute to the innovative practices of our farmers.”

This year marked the New York based Telly’s 41st year awarding the best in video and television content across all screens, including local, regional and cable programs. More than 12,000 pieces were submitted throughout the U.S. and five continents.

“We are humbled and gratified to see our checkoff investments recognized by such an esteemed international organization,” says Tom Slunecka, CEO of Ag Management Solutions, which oversees operations of the Council. “Like all the awards we’ve been fortunate to receive, it starts with the leadership of our farmers.”

The Telly Awards honors video and television made for all screens and is judged by The Telly Award Judging Council, a group of leading video and television experts from some of the most respected companies in entertainment, publishing, advertising and emerging technology.

MSGA President Jamie Beyer was ready for her close up during a filming for the national “Advancement Series.”

The Council was recognized as a Bronze Telly Award winner under the Public Interest/Awareness category for an educational segment produced in tandem with DMG Productions, which taught viewers about its dedication to using research, education, and environmentally friendly methods to help farmers increase yields and improve profits.

“This award shows once again that ag is important all across the world,” Slunecka says. “It was a risk the checkoff took to help promote our investments, but it’s proven to accomplish just what we set out to do – to tell the importance of farmers and the innovations in which they’re investing to make ag stronger for the future.”

The Council earned its award for a segment as part of the “Advancements Series,” which aired in fall 2019 in prime time national TV. The segment highlighted the Council’s three core objectives: opening and developing new markets, increasing the uses for soybeans and funding research to improve farmers’ bottom lines. The show also informed viewers about how research funded by MSR&PC contributes to improved yields, greater variety availability, environmentally friendly road products, renewable fuels and more.

“As a farmer, I am thankful for the opportunity to showcase the diversity and potential of how our Minnesota soybean crop can be used,” says Jamie Beyer, a Wheaton farmer featured in the “Advancements” piece. “A wide-reaching media package like this allows us to get positive agricultural information into the public domain through professional, established channels.”

Viewers also learned about the soybean checkoff, which is federally mandated by the Soybean Promotion, Research, and Consumer Information Act. Each time a Minnesota soybean farmer sells soybeans, one half of one percent of the market price is checked off. Half of the checkoff is utilized by Minnesota, while the other half is utilized by the United Soybean Board. “Advancements” brought to light MSR&PC’s dedication and commitment to increasing farmer profitability through the wise investment of checkoff dollars.

“We couldn’t have asked for a larger platform,” Trebesch says. “We felt like we put together a very good story to showcase our organization and Minnesota farmers, and it’s validating to see that work recognized.”

The segment can be viewed on the “Advancements” website under “soybean solutions.”

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