A healthy debate can lead to stronger decision making, and that certainly was the case June 26 for the Wisconsin Soybean Marketing Board (WSMB). 

While no tempers flared, and no one threatened punches, the board worked through an uptick in proposals as it set the 2025 budget at the Food+Farm Exploration Center in Plover.  

“We had a lot of good discussion around several proposals as we looked at the industry moving forward,” said Pat Mullooly, WSMB president and a farmer from Clinton. “The nice thing about our board is we have a diverse group of farmers across the state, which allows us to really look at soybean farming as a whole.” 

The Marketing Board doubled down on its support for research on soy-based firefighting foam made with soymeal. In 2024, WSMB funded research at Chippewa Valley Technical College to continue advancing the certification of soymeal as the ingredient in soy-based foam suppressants.  

“We really like this project,” said Jonathan Gibbs, WSMB treasurer/secretary and Fox Lake farmer. “We can invest in innovative projects like this, that use our soybeans, while helping our friends and neighbors.” 

SoyFoam TF1122 uses soy flour and is PFAS and fluorine-free, meaning it is a safer product for firefighters to use while battling blazes. It’s also certified-ready biodegradable, which means it’s safer for the environment. 

WSMB also invested in projects that: 

• Develop markets in South America 
• Grow markets in Southeast Asia 
• Foster biodiesel education and use 
• Bolster youth and teacher education 
• Continue development of the St. Lawrence Seaway 

Perhaps the most spirited debate of the meeting was centered on consumer education and the pros and cons of investing in these types of projects. 

“As stewards of checkoff money, we have to always look at how this comes back to the farmgate and improves our bottom lines,” Mullooly said. “There’s a fair argument to be made on both sides of this discussion, and we certainly did take our time with a decision.” 

In the end, WSMB chose to dip its toes in the water, approving a digital consumer campaign for 2025. 

“There are a lot of groups out there telling consumers what they are doing on behalf of their stakeholders,” said Andy Bensend, WSMB vice president and a farmer from Dallas, Wis. “Not being in that space says a lot more about us than being in the space. We need to take back our story and tell it the right way.”