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Soybean Checkoff Supports "America's Heartland"

United Soybean Board agrees to sponsor popular show

The United Soybean Board (USB) and the soybean checkoff have made a major funding commitment to “America’s Heartland,” the highly rated, nationally distributed TV program on today’s agriculture aimed at consumers. The checkoff joins other agricultural organizations and businesses in their support and encourages others in the agricultural industry to take part in the Friends of America’s Heartland campaign, which will assist in the continued funding of the popular program.

“‘America’s Heartland’ reaches more people whom we might not normally reach,” says Todd Gibson, soybean farmer from Norborne, Mo., and member of the USB Communications Committee. “It’s another avenue to use to reach out and talk to people who don’t know much about agriculture.”

In recent years, the soybean checkoff has stepped up efforts to reach consumers about today’s agriculture. Through a partial sponsorship of the upcoming season, USB already has funded “America’s Heartland” to ensure the TV show’s ability to carry on telling fact-based, entertaining stories about U.S. farmers and ranchers.

The “America’s Heartland” TV show began in 2005 with the goal of educating consumers about U.S. agriculture and the men and women who work hard to supply our nation and world with food, feed, fuel and fiber. Viewable on 230 public broadcast stations that cover 62 percent of the United States, “America’s Heartland” can also be found on RFD-TV and online on YouTube. The series reaches 40 million viewers each season.

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