Summary Content
New technologies, larger farms, rising input costs and cultural shift – especially post-COVID – have challenged traditional methods of engaging with farmers. The Minnesota Soybean Research & Promotion Council and UMN Extension have adapted rapidly. While some “temporary” pandemic-era channels remain popular, others prefer a return to in-person meetings. The landscape of agricultural communication has changed, and expectations for how farmers receive information have evolved.
This project had two components: (1) a survey of agricultural professionals to gauge what information soybean farmers want and how they prefer to receive it, and (2) investment in new communication technologies to improve outreach.
We developed and deployed a survey to assess farmers’ educational needs and communication preferences. The survey asked about internet access, technologies used, preferred platforms, and opinions on AI, video, podcasts, and webinars. We also asked about preferences for inperson meetings, including timing, location, and duration. Agricultural professionals were also surveyed about their communication habits and their clients’ preferences. This project also supported the creation of a MSR&PC/UMN webcasting and podcasting studio for enhanced distance education. Equipment for recording high-quality, field-based videos was also purchased.
Findings
The survey was released in mid-April 2025, but early fieldwork reduced initial responses. We plan to re-promote it in midsummer. A full summary of results will be shared with MSR&PC in fall 2025.
The new webcasting/podcasting studio has been a valuable addition. It is now regularly used for live and recorded webinars. We’re also experimenting with dual-camera and green screen setups for more engaging video lectures. Naeve and Nicolai launched the podcast “Minnesota Crop Cast” as a direct outcome of this investment. They have released 50 episodes with nearly 6,000 downloads. About 57% of listeners are from Minnesota, with others tuning in from nearly all 50 states and several countries.
The need for unbiased, research-based information for farmers is greater than ever. With checkoff support from MSR&PC, the University of Minnesota continues to deliver essential insights to soybean producers across the state. This project enhances our ability to reach more farmers and support them in producing high-quality soybeans and sustaining their operations for future generations.
