Attention Wisconsin soybean farmers! You’re liked. 

A survey of non-farmers in the state shows that people really do like farmers, even if they don’t fully understand the power of the food, fuel and products that comes from a tiny soybean. 

That’s why, while soybean farmers are growing the 2025 crop, the Wisconsin Soybean Marketing Board will be raising awareness around soy-based products throughout the state. 

“As a board, we wanted to really focus on telling our friends in Wisconsin about the many benefits of soy-based products,” said Johnathan Gibbs, WSMB president. “We know the benefits of using soy products such as biodiesel or soy-based tires. We also learned many people don’t understand and want to know more.” 

WSMB recruited CLUTCH agency to test the attitudes of non-farmers about Wisconsin’s farmers. Additionally, the research delved into people’s opinions of soy-based products. Occupations of those surveyed ranged from retirees to students, nurses, HR and IT managers, mechanics, McDonald’s workers, truck drivers and more. 

According to the research, 81% of people surveyed had a positive or very positive attitude about the state’s farmers. Only 2% viewed farmers negatively. 

“What we’re seeing is that, generally, Wisconsin loves its farmers,” said Doug Monson, WSMB sr. director of integrated marketing. “We also learned that the older the person, the more favorable their attitudes toward farmers.” 

WSMB Executive Director Adam Kask said it was important to establish a baseline understanding of non-farmer attitudes in the state to better direct soy checkoff communication efforts.  

“While attitudes toward farmers were surprisingly very positive, their knowledge of soy-based products lagged behind,” Kask said. 

Only 38% of respondents surveyed were familiar with biobased products. 

Growing awareness 

The research is part of a bigger initiative by WSMB to help people understand the magic behind the little bean that could. As it chugs along, thinking it can, checkoff-driven products are born. Products like PFAS-free Soyfoam^TM TF1122, which helps firefighters combat fires while limiting exposure to cancer-causing chemicals. 

“Ultimately, we want to talk to our friends, neighbors and to urban areas about the importance of using biobased products, not only to support Wisconsin’s economy, but also its environment,” Gibbs said. 

The Marketing Board is targeting non-farmers with a commercial series, which will air over streaming services and devices throughout the summer and into the fall. The full commercial is currently being produced by Double Jump, a video production crew with a long history of working both in farm and non-farm video production. 

“We’re excited to showcase the soy-based products in a fun and memorable way,” Monson said. “We’ve definitely taken some creative freedoms with this project, and at the end of the day, we’re hopeful we’ll drive awareness around those products.” 

Golden ticket 

The Marketing Board isn’t just talking to non-farmers, it’s appealing to firefighters as well. Wisconsin is a unique state in that all the testing for SoyFoam certifications is done at Chippewa Valley Technical College in Eau Claire, thanks in part to checkoff investments by WSMB. 

But the story of the soy checkoff goes deeper as the initial investment into SoyFoam came from the United Soybean Board. 

“We really liked this project,” said USB Director Tony Mellenthin, one of three farmers representing Wisconsin on the national board. “Sometimes it isn’t about the number of soybeans we are able to use, but about the quality of the products that come out of the research. SoyFoam is one of those projects that just makes sense.” 

Throughout summer 2025, the Marketing Board will be engaging select fire departments throughout the state, with one lucky winner receiving a golden ticket for SoyFoam. 

“We’re having fun with all of this,” Kask said. “Wisconsin soybean farmers should be proud to grow a crop with so much potential.”