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Sod Checkoff Initiative Webinar #1 Recap

rolled sodMembers of the U.S sod production industry have asked Turfgrass Producers International (TPI) to investigate the potential interest among sod producers in a sod checkoff program as well as its impacts. Over the next 12-18 months, TPI will host online webinars to seek input from producers and to share information on what a potential checkoff could look like for the sod industry. Any sod industry checkoff would be designed, implemented and governed by sod producers, for sod producers. All U.S. sod producers will have a chance to provide input on establishing an industry-wide checkoff and ultimately be asked to vote on it in a nationwide referendum in order for it to become law.

 

Over 110 attendees registered for the first webinar on May 19, 2020, with the following agenda:

  • Sod Checkoff Introduction

Hank Kerfoot, President of Modern Turf

  • USDA Research and Promotions Program History and Overview

Dr. Casey Reynolds, TPI

  • Sod Industry Checkoff, Building the Case

Dr. Casey Reynolds, TPI

  • Dairy Industry Checkoff, Background, and Successes.

Marilyn Hershey, AR-JOY Farms LLC

  • Sod Checkoff Development, Process, Referendum, and Compliance.

Wayne Watkinson, Watkinson-Miller LLC

 

Dr. Casey Reynolds and Wayne Watkinson did a wonderful job explaining what a USDA Research and Promotion Program (also known as a checkoff) is and could look like for the sod production industry. We heard first-hand experience from Marilyn Hershey on the success of the Dairy Industry Checkoff. Marilyn is a Pennsylvania dairy farmer and the chairperson of Dairy Management Incorporated (DMI), which is a key dairy industry checkoff program. The webinar ended with several insightful questions from our participants. If you missed it, you can watch the entire un-edited webinar here and ask questions on SodCheckoff.org.

Sod checkoff Webinar #1 

Key Takeaways from Sod Checkoff Webinar #1

 

Background

  • USDA Research and Promotion programs commonly referred to as “checkoffs” began in 1966 when Congress authorized them at the federal level. The term checkoff originated from producers having to check a box if they were interested in participating. Today, all USDA programs are mandatory, but the term remains.
  • Research and Promotion programs establish a legal framework for producers to pool resources and promote the industry as a whole. These programs help to:
    • Strengthen Existing Markets
    • Develop New Markets
    • Conduct Important Market and Scientific Research
    • Drive Demand for the Covered Commodity
    • Engage other industries to leverage promotional funds
  • Checkoffs are Industry programs, NOT federal government or USDA programs. They are created and governed by industry members (producers, farmers, etc.)
  • There has not been a checkoff program established yet for turfgrass sod producers. Everything to this point has been exploratory and this webinar was the first of its kind seeking industry input.

 

Why the Turfgrass Industry Could Benefit from a Checkoff

  • Lack of public understanding of our product and its value
  • Generational opinions on the value of lawns are changing
  • Regulatory threats to our market
  • Competitive threats to our market
  • We have a good story that needs to be told

 

What is a Checkoff Program?

  • Congress authorizes the Secretary of Agriculture to implement programs for agricultural products
  • Checkoffs use federal authority to ensure fairness and compliance.
  • Checkoffs are Industry Programs with an active “Board of Producers.” The Board has the following responsibilities:
    • Sets the budget
    • Creates the programs
    • Oversees the programs
  • If approved, compliance is mandatory

 

Process for Developing a Checkoff

  • The industry drafts rules for a Checkoff program
  • The industry works with the U.S. Dept of Agriculture (USDA) to finalize the proposal
  • The final proposal is published for public comment
  • A referendum is held within the industry to approve the program

 

Next Steps for Creating a Program

  • The industry appoints a program development committee that drafts the rules of the program.
  • The Development Committee will be comprised of large and small producers, a wide geographic representation of producers, TPI, and non-TPI members, etc.
  • The industry then shares the draft program with the USDA and works with them to develop a final rule and publish a referendum for voting.

 

While TPI is leading the beginning stages of this effort, this will be an industry program, not a TPI program. We are here to help facilitate conversations between producers and the USDA. If you have any questions or would like to be included in the next steps, please email us at Info@TurfgrassSod.org

Breakfast on the Farm with Jasperson Sod Farm

TPI member and past Board of Trustee Randy Jasperson of Jasperson Sod Farm hosted “Breakfast on the Farm” on June 22nd, 2019. This annual event is held at various locations  in Wisconsin each year and is designed to educate the public on the value and presence of Wisconsin agriculture. Members of the Wisconsin farming community in Union Grove, WI put on a real show for the public with events including petting zoos, local honey, antique tractors, and even live music, all while eating breakfast. There was also a sod harvesting demonstration which as always really draws in a crowd.

In addition to all of the fun, TPI was there to educate people on the value of natural grass sod and answer any questions on how it’s grown, harvested, and delivered to market. There was also a little more serious discussion with Rep. Bryan Steil (R-WI) on H.R. 1673, the Agricultural Trucking Relief Act of 2019. Randy Jasperson and I visited with him to discuss the importance of this bill to sod producers in getting their product to market. H.R. 1673 currently has bipartisan support from 23 legislators as well as a companion bill in the U.S. Senate.

Check out some of the pictures below as well as a story from Journal Times. Thanks to Randy Jasperson and his team for hosting this fantastic event!

 

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TPI Gets Involved at Local Level

Local CBS news coverage of TPI's involvement in natural grass field removal

In early 2019, the University of North Carolina at Chapel Hill announced plans to remove the natural grass playing surface in Kenan Memorial Stadium and replace it with synthetic turf. As one could imagine, this decision did not sit well with sod producers in North Carolina and one of them decided to reach out to TPI to take action. Keaton Vandemark, retired TPI member of Vandemark Sod Farms in eastern NC reached out to me to discuss contacting UNC officials regarding this decision. I wrote the letter below (Suz, see other attachment) and sent it to the Chairman of the UNC Board of Governors as well as the Director of UNC Campus Health, the UNC Director of Athletics, the NC Department of Agriculture Commissioner, a former NC Speaker of the House, and the UNC Board of Trustees. I also worked with Mr. Vandemark to contact local news agencies to get this story in front of the public, and it was highlighted on the local CBS evening news. This story also made the rounds on social media where it was shared by the current president of the Sports Turf Managers Association (STMA) and others.

UNC’s athletic director responded to our letter directly, and said that they were moving forward with the synthetic field installation despite our concerns. While we didn’t win this battle, we at least got UNC’s attention and made them aware of the increased risk to their athletes on artificial turf. If TPI can ever assist any of our members with local issues in your area, please let us know. We are happy to promote natural grass and fight to keep our kids and athletes safe everywhere we can. New TPI publications on recent NFL and NCAA player injury research can be found in the Resources tab of TPI’s new website www.TurfgrassSod.org.

The official version of TPI’s letter is attached here and can also be seen in the 2019 July/August issue of Turf News.

Click on the link below to see the full story on CBS 17.com/sports.

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TPI Launches #KeepItREAL to promote Natural Grass

Be on the lookout for our KeepItReal hashtag on Social Media and new SWAG that TPI be handing out at field days and shows. TPI is encouraging people to Keep It Real with natural grass in 2019 and beyond! TPI Members can download all of our KeepItREALl graphics for their own use in printing, social media, and more. Stickers, koozies, and other SWAG will also be available for download and/or purchase in the membership portal of TPI’s new website to be launched this summer. Stay tuned and be sure to help promote natural grass locally by encouraging members in your community to KeepItREAL!

TPI Partners with FleishmanHillard to Promote Natural Grass

Over the next 6-8 months, TPI will work closely with FleishmanHillard to develop research that will provide further insight into consumer views on natural turfgrass. This research will be instrumental in helping TPI develop new benefits for its members that they can use to promote natural turfgrass locally, while at the same time promoting their own businesses and products. This research will also allow TPI to take a more deliberate and instrumental role in promoting natural turfgrasses to benefit it’s members and the entire green industry.

TPI’s Executive Director Dr. Casey Reynolds says, “We are committed to promoting our members and the natural turfgrasses they produce that we are all so passionate about. This initiative is about bringing new benefits to TPI members while at the same time allowing TPI to take a lead role in promoting natural turfgrasses.” FleishmanHillard was selected not only for the quality of its reputation and work, but also due to its international presence. “It is important to us that as we develop these resources, we do it in a way that not only benefits US growers, but Canadian, European, Australian, and other international TPI members as well”, says Dr. Reynolds. FleishmanHillard has over 85 offices worldwide that will allow TPI to meet regionally specific needs and markets in which it’s international members operate. 

FleishmanHillard

“Continually building upon our experiences, we compel key audiences, transform behaviors, and help to build, maintain and protect our clients’ brands and reputations”

TPI members can be on the lookout for these resources to hit the Members-Only Toolkit found on the TPI website sometime in early 2019.  The contents of the toolkit will be largely based upon the results of the market research, but items available to TPI members could include pre-packaged media kits, social media posts, brochures, pamphlets, or more that can all be customizable by location and member farms. “We will continue to strive to bring as much value as possible to TPI members and hope that these new resources will assist our members locally, while TPI simultaneously works to promote natural turfgrasses nationally and globally”- Casey Reynolds, PhD.