The SCN Coalition launched in 2018 to bring awareness to soybean cyst nematode (SCN) — the No. 1 yield-grabbing pathogen of the U.S. soybean crop — and the tools farmers can deploy to protect soybean yields. By late 2020, the activities of the public-private partnership led to an increase in the percentage of U.S. soybean growers reporting actively using SCN Management tools from 6% in 2015 to 18%. Even with conservative estimates, this increase in active management is estimated to generate more than $100M in annual gains for U.S. soybean growers. But that is only the beginning. By the end of 2022, video views exceeded 2 million (Let’s Talk Todes series), by the end of 2023, potential impressions in the ag media exceeded 316.5 million, and by the end of 2024, we anticipate leveraged financial support from the private sector to exceed $15M (direct and in-kind). The checkoff-envisioned SCN Coalition has grown into a public/private partnership (PPP) like no other, and with an expanded vision and leadership team, we are excited to grow its impact on soybean farmers into the future.
Leveraging Support. To date, partners include nine agrochemical companies, over two dozen universities and state, regional, and national checkoff organizations. The development and success of The SCN Coalition is directly linked to support from the NCSRP. The NCSRP resources have been leveraged extensively to secure direct financial support from the United Soybean Board (USB) and private corporate partners that support complementary Coalition activities and additional highly significant in-kind support from the private sector. To date, that leverage has built total support for The SCN Coalition of nearly $18M (approximately $1.9M NCSRP, $2.2M USB, $1.4M private partner direct financial support, and $12.5M private partner in-kind support).
Expanding Leadership and Vision. SCN Coalition leadership met multiple times during FY24 to discuss expanding the core leadership team to meet the expanded vision. The outgoing members of the leadership team, Drs. Greg Tylka and Sam Markell, along with the remaining leaders, Drs. Carl Bradley, George Bird and Albert Tenuta, played a crucial role in onboarding three new team members — Drs. Horacio Lopez-Nicora, Dylan Mangel and Tristan Watson — to ensure a seamless transition.
The Power of the Partnership. Since its launch, The SCN Coalition has been mentioned in 1,026 online articles, resulting in 42.0 million potential online impressions, and a total of 247 articles in print publications, resulting in 23.0 million potential impressions. Ag broadcast outreach has exceeded 316.5 million potential impressions. More than 10 million potential impressions have been generated on social media, and the ‘Let’s Talk Todes’ video series generated over 2 million views. The Coalition’s website has seen more than 250,000 views/sessions.
The USB-funded SCN Profit Checker, an online calculator powered by data collected from more than 25,000 university research plots, has been added to the Coalition’s website to assist farmers in determining the economic impact of SCN. It emphasizes the importance of active SCN management. Since its launch in August 2023, there have been more than 32,000 users of the calculator. Private partners have equipped their field staff to use the calculator to demonstrate the return on investment of active SCN management tools. Communications efforts are ongoing to disseminate this new and crucial calculator, which has already resulted in 1.8 million potential online impressions (for FY24).

The SCN Coalition is proposing to maintain foundational support for program management, partner relations, recruitment, and coordinated communications. We propose using this financial assistance to further enhance our cause by seeking additional support from both existing and new partners. The focus in FY25 will be on research advancements and economics regarding SCN. Additionally, the expansion of The SCN Coalition will include other plant-parasitic nematodes that attack soybeans and plant pathogens which interact with these nematodes.

Specific activities proposed to achieve our objectives, include:
SCN Coalition Partner Relations and Recruitment ($50,000): Maintaining relationships with the nine current industry partners (BASF, Bayer, Corteva, Growmark, Nufarm, Syngenta, UPL, Valent, and Winfield United) is critical for a consistent and coordinated messaging approach, as well as sustaining financial support. It’s also essential to continue recruiting new partners. Funds would also be used to present ideas for duel-branded campaigns and to keep these partners regularly updated on Coalition plans, progress, and results to maintain a high level of engagement.

SCN Coalition Management ($70,000): Funds will be allocated to support Coalition leadership by attending and facilitating core team and committee meetings/calls. They will also be used to update training presentations and other educational materials as research progresses. Additionally, new educational materials will be developed as needed (i.e., PI mailings, banners and signage, online tracking tools, etc.), specifically for The SCN Coalition land-grant university members. The funds will also sustain the ingoing efforts of consensus-building efforts and support for the feedback loop among all members of The SCN Coalition as it expands and evolves in 2025. These activities will include partners from checkoff organizations, industry and academic institutions.

SCN Coalition Ongoing Communications ($120,000): Ongoing, robust communications efforts include arranging print, radio and TV interviews for Coalition leaders in ag media outlets; cooperating with ag media outlets to provide custom SCN information and resources as requested; coordinating with Coalition leaders and other researchers to develop topics for news releases, articles and position papers; Coalition’s e-newsletter and social media efforts; and outreach to existing and new, potential media partners. Funds will also be used to maintain and update the website pages of The SCN Coalition’s University Experts.

Activities 1 and 2. SCN Partners Relations/Recruitment and SCN Coalition Management.
Success of these actions will be measured by 1) conceptual buy-in from industry partners, 2) dissemination of information to clientele, and 3) financial commitments received (in-kind or direct). The timeline is continuous, and visits are likely to occur throughout the fiscal year.

Activity 3. SCN Coalition Ongoing Communications. Success will be measured by media impressions: share of SCN conversations, website traffic and social media metrics. Press releases will be strategically timed around complementary leveraged events to multiply the message and magnify the impact.
Additional long-term objectives and KPI’s. A significant increase in knowledge and active management of SCN among growers measured by market research (95% confidence) in 2025, as part of the FY24 USB-funded project.

Updated April 9, 2025:
Progress Report: The SCN Coalition: Leveraging the Public-Private Partnership to Benefit Farmers
Date: April 8, 2025

Prepared by: Dylan Mangel, University of Nebraska

Background

The SCN Coalition is a Public-Private Partnership (PPP) of soybean checkoff, private companies and universities. The mission of The SCN Coalition is to conduct an SCN resistance management and awareness campaign to educate growers and industry on the reality of soybean cyst nematode (SCN) resistance development, to slow the development of highly aggressive SCN populations, and to minimize increasing levels of yield loss. The North Central Soybean Research Program (NCSRP) provides foundational funding that has led to one of the largest and most effective PPPs ever developed to manage an agricultural pest. NCSRP’s funds allow for the communications and management of partner relations that extends the impact of The SCN Coalition work.

Below, we present updates on The SCN Coalition activities in three sections: Mission and Activities in FY2025, Outputs and Outcomes in FY2025 and Planning Beyond FY2025.

Mission and Activities in FY2025

To accomplish our mission, we aim to increase active management of SCN and encourage growers to talk to their crop advisors about the four primary management actions (soil testing, rotation, resistance, seed treatments) so they can develop a strategy that best fits their farm. We have leveraged NCSRP funding from multiple sources; all funding is complementary and not codependent. Funding from the NCSRP supports the communication and partner relations of The SCN Coalition (it is central to everything The SCN Coalition does). Leveraged funding received from corporate private partners supports primarily national activities of The SCN Coalition. As examples, in FY2022, this included the “SCN Root Check” campaign sponsored by Valent, “Talking Todes Together with BASF” and media relations at the Farm Progress Show to showcase BASF’s SCN Action Month program. In FY2023, these included the development of the SCN Profit Checker Tool (funded by USB) and the first annual National Nematode Day (NND) held in early October and fully funded by private partners. In FY2024, these included ongoing support of National Nematode Day, an educational video project with Valent and expansion of the SCN Profit Checker media relations and promotions (funded by USB). Throughout, in-kind funding from private corporate partners (media, advertising, etc.) multiplies The SCN Coalition messages. Some aforementioned projects including NND are still being conducted or expanded upon in FY2025.

During March and April 2025, The SCN Coalition will hold/held hour-long virtual meetings with its private partners to provide updates on its results and activities and discuss ways their direct and indirect funding can support the mission and activities of The SCN Coalition. Also, this spring, The SCN Coalition anticipates at least two virtual update sessions for our university colleagues to ensure coordination of activities and discuss ways to leverage Coalition strengths for local growers. Updates to NCSRP and USB staff/leadership will be made as needed (or requested). Throughout the remainder of the project cycle, The SCN Coalition anticipates direct and/or leveraged activities that may include: ongoing engagement with Agricultural Media and social media, a press release announcing the results of the 2024 market research funded by USB, support of partner activities, and more.



Outputs and Outcomes in FY2025

Market Research Reveals Increased Adoption of Active SCN Management

During December 2024, we repeated the quantitative market research that took place in 2015 and 2020 to determine the effectiveness of messaging and programs conducted by The SCN Coalition. The 2024 study found (also see attachment):
• 27% said they were soil sampling for SCN, a 50% rise since 2015.
• 56% said they were rotating sources of genetic SCN resistance, a 43% increase since 2015.
• 27% identified Peking as a source of SCN resistance, an 80% increase since 2015.
• 42% said they use a nematode-protectant seed treatment, an 80% increase since 2015.
We believe the market research affirms significant impact of The SCN Coalition. Depending on the tool(s) farmers use, the 2024 research study showed between 9% and 20% more are actively managing SCN than in 2015. Surveyed farmers report capturing an additional 5.4 bu. per acre, adding $57.78 per acre to their bottom line based on an average price of soybeans of $10.70 during this 10-year period. But, research conducted by Dr. Tylka in Iowa demonstrates that depending on the level of SCN reproduction occurring on resistant soybean varieties in farmers’ fields, up to 23% more yield may have been recouped by actively managing SCN. That equates to tens of thousands of farmers, millions of acres and hundreds of millions of dollars in impact.
Select Summary Highlights

Online coverage associated with news releases such as National Nematode Day 2024, SCN Profit Checker, SCN Experts Share How to Put SCN Soil Test Results into Action, Novel Discovery Could Fortify Farmers’ Defenses Against SCN, Melissa Mitchum’s Research Discovery and SCN Spread Update have generated 7.4 million potential online impressions in ag media. The SCN Coalition has seen an increase in new visitors to TheSCNCoalition.com, with 35,427 new users in FY2025. We anticipate SCN sample increases in member states as a result of the tool and four videos promoting SCN Profit Checker.

Interviews Sam Markell, Nate Schroeder, Greg Tylka, Dylan Mangel, Mindy Bish, Travis Faske and Horacio Lopez-Nicora conducted in the first part of FY2025 have resulted in print and online articles in Farm Journal, The Daily Scoop, Nebraska Farmer, Indiana Prairie Farmer, Missouri Ruralist, Wallaces Farmer, Red River Farm Network and High Plains Journal. Greg, Dylan and Horacio have also appeared on Brownfield Ag News Network, RFD-TV, AgriTalk, U.S. Farm Report and AgDay TV.

Media and Communication

Media and communication activities have continued steadily through the first half of this cycle. Media results since the launch of The SCN Coalition in February 2018 to February 28, 2025:
• News releases distributed by the SCN Coalition have garnered 1,176 online articles, resulting in 44.6 million potential online impressions, which represents 10.11% of the total share of online discussion of SCN.
• A total of 302 articles in print publications results in a total of 27 million potential impressions.
• Broadcast outreach exceeds 365 million. (Most stations don’t provide potential reach/impressions.)
During the first part of FY2025, two news releases have been distributed to ag media:
• National Nematode Day: Why These Tiny Worms Are Such a Big Deal* (Distributed Oct. 1, 2024; 33% open rate, 39 online articles, 490,396 potential impressions.
• Survey Showing SCN’s Continued Spread Renews Focus on the Threat* (Distributed Jan. 13, 2025; 42% open rate, 67 online articles, 1.6 million potential online impressions.)
*Seven (7) of the 39 “National Nematode Day: Why These Tiny Worms Are Such a Big Deal” and 15 of the Survey Showing SCN’s Continued Spread Renews Focus on the Threat online coverage also mention The SCN Coalition Profit Checker calculator; 415,217 of “National Nematode Day: Why These Tiny Worms Are Such a Big Deal” and 1,014,318 of Survey Showing SCN’s Continued Spread Renews Focus on the Threat news release coverage potential reach added to SCN Profit Checker potential reach increases SCN Profit Checker potential online impressions (for FY2025) to 3,768,482.

SCN featured on Farm4Profit podcast
In early March, Dylan Mangel and Horacio Lopez-Nicora were featured on the Farm4Profit podcast. The SCN Coalition coordinated for one of the central Iowa podcast hosts to have SCN soil sampling done. The hour-long podcast highlights why SCN is the No. 1 yield-grabbing pest, the tools available for active management, and a discussion on the soil test results. During the show, the soil test results were plugged into the SCN Profit Checker calculator. Podcast metrics:

• 16.5K weekly podcast downloads on average
• 500K social media followers

SCN Website and Social Metrics

The SCN Coalition has seen an increase in new visitors to TheSCNCoalition.com, with 35,427 total new users Oct. 1, 2024 – Feb. 28, 2025. Total website users Oct. 1, 2018 – Feb. 28, 2025, is 252,539.

The SCN Coalition continues to grow our social media presence, garnering the following potential impressions and new followers Oct. 1, 2024 – Feb. 28, 2025:

• X, formerly known as Twitter: 34,311 impressions Oct. 1, 2024 – (February 28) March 1, 2025.
• Facebook: 1,316,458 impressions Oct. 1, 2024 – (February 28) March 1, 2025.
• LinkedIn: 301,177 impressions Oct. 1, 2024 – (February 28) March 1, 2025.
• X, formerly known as Twitter: 62 new followers: Oct. 1, 2024 – (February 28) March 1, 2025.
• Facebook: 17 new followers Oct. 1, 2024 – (February 28) March 1, 2025.
• LinkedIn: 65 new followers Oct. 1, 2024 – (February 28) March 1, 2025.

Google Ads

• 269,002 impressions; 0.97% average click-through rate.

YouTube

• New Videos: 5 (All new videos were SCN Profit Checker Shorts)
• SCN Video Impressions: 38,116
• Views: 2,602
• Watch Hours: 28.7

SCN Profit Checker key results
The USB-funded project strengthened The SCN Coalition’s presence in the soybean industry. Key results include:
• 18.5 million total media impressions garnered in the ag media.
• Articles about SCN Profit Checker appeared in Progressive Farmer, Farm Journal and The Furrow, and many regional publications.
• The calculator was highlighted on AgriTalk, Agriculture of America, U.S. Farm Report and AgDay TV, and many regional stations.
• 83,000-plus uses of the calculator online helped drive traffic to the Coalition’s website to view more information about active SCN management.

Awards

In January, The SCN Coalition was awarded the Region 3 Best of NAMA (National Agri-Marketing Association) first place award for “Other Digital Tools” for the SCN Profit Checker calculator and a Merit award for “SCN Profit Checker Media Relations.” Both entries are now being considered for a national title at the awards ceremony scheduled for April 9, 2025. NAMA is the largest agri-marketing association in the U.S.

Planning beyond FY2025

Recently, a complementary and non-codependent proposal (FY2026) has been submitted to the United Soybean Board. USB has not yet notified PI’s of the status. The goal of the proposal, titled “Advancing innovative learning tools to combat parasitic nematodes in soybeans,” is to bring attention to the four nematode guides being created in FY25 with support from USB. Using the framework of The SCN Coalition, we proposed a multi-media campaign to broaden awareness and usage of the four guides. The guides will be available on The SCN Coalition’s website by late summer 2025.

During March 2025, SCN Coalition leadership held private-partner meetings with the leadership teams of Syngenta, Nufarm and Pioneer. Meetings with other private partners are being scheduled for April. During the meetings we provide(d) an overview of research developments, results of Coalition programming and new resources that are available. We also present the results of the 2024 quantitative study, provide an update on checkoff-funded activities and discuss ways we can work together to further educational efforts. So far, two partners have indicated they are interested in providing financial support for National Nematode Day in October 2025 and two others have indicated they would provide financial support for another collaboration to be determined in the near future. During the meetings we also stress the importance of their in-kind support, which is utilizing resources from The SCN Coalition, as well as our university experts.

Specifically, Syngenta has indicated they would like help from SCN Coalition experts training their sales and support teams on the damage of parasitic nematodes as they anticipate the approval of their new nematode-protectant seed treatment. In addition, they would like experts available at the 2025 Farm Progress Show to assist in farmer education and media interviews. As we maintain and strengthen relationships with our private partners, we are gaining industry insights, providing our feedback, and offering support in shared educational efforts that will help to improve the sustainability of the soybean industry.

We are hopeful for strong future NCSRP-leveraged and coordinated activities with our excellent private sector partners!

View uploaded report

Updated November 12, 2025:
The SCN Coalition: Leveraging the Public-Private Partnership to Benefit Farmers
Dylan Mangel, University of Nebraska

Background
The SCN Coalition is a Public-Private Partnership (PPP) of soybean checkoff, private companies and universities. The mission of The SCN Coalition is to conduct an SCN resistance management and awareness campaign to educate growers and industry on the reality of soybean cyst nematode (SCN) resistance development, to slow the development of highly aggressive SCN populations, and to minimize increasing levels of yield loss. The North Central Soybean Research Program (NCSRP) provides foundational funding that has led to one of the largest and most effective PPPs ever developed to manage an agricultural pest. NCSRP’s funds allow for the communications and management of partner relations that extends the impact of The SCN Coalition work.

Below, we present updates on The SCN Coalition activities in three sections: Mission and Activities in FY2025, Outputs and Outcomes in FY2025 and Planning Beyond FY2025.

Mission and Activities in FY2025
To accomplish our mission, we aimed to increase active management of SCN and encourage growers to talk to their crop advisors about the four primary management actions (soil testing, rotation, resistance, seed treatments) so they could develop a strategy that best fits their farm. We have leveraged NCSRP funding from multiple sources; all funding is complementary and not codependent. Funding from the NCSRP supports the communication and partner relations of The SCN Coalition (it is central to everything The SCN Coalition does). Leveraged funding received from corporate private partners supports primarily national activities of The SCN Coalition. As examples, in FY2022, this included the “SCN Root Check” campaign sponsored by Valent, “Talking Todes Together with BASF” and media relations at the Farm Progress Show to showcase BASF’s SCN Action Month program. In FY2023, these included the development of the SCN Profit Checker Tool (funded by USB) and the first annual National Nematode Day (NND) held in early October and fully funded by private partners. In FY2024, these included ongoing support of National Nematode Day, an educational video project with Valent and expansion of SCN Profit Checker media relations and promotions (funded by USB). In FY2025 this included ongoing support of National Nematode Day and social media campaigns with Valent and Indigo Ag to promote active SCN management. Throughout, in-kind funding from private corporate partners (media, advertising, etc.) multiplied SCN Coalition messages. Some aforementioned projects were conducted or expanded upon in FY2025.

During March and April 2025, The SCN Coalition held virtual meetings with private partners to provide updates on its results and activities and discuss ways their direct and indirect funding can support the mission and activities of The SCN Coalition. Also, in spring, The SCN Coalition held virtual update sessions for our university colleagues to ensure coordination of activities and discuss ways to leverage Coalition strengths for local growers. An update to NCSRP leadership was made on March 1st 2025. Throughout the remainder of the project cycle, The SCN Coalition leveraged activities that included: ongoing engagement with agricultural media and social media, a press release announcing the results of the 2024 market research funded by USB, support of partner activities, and more.

Outputs and Outcomes in FY2025

Market Research Reveals Increased Adoption of Active SCN Management
During December 2024, we repeated the quantitative market research that took place in 2015 and 2020 to determine the effectiveness of messaging and programs conducted by The SCN Coalition. The 2024 study found (also see attachment):
• 27% said they were soil sampling for SCN, up from 18% in 2015.
• 56% said they were rotating sources of genetic SCN resistance, up from 39% in 2015.
• 27% identified Peking as a source of SCN resistance, up from 15% in 2015.
• 42% said they use a nematode-protectant seed treatment, up from 22% in 2015.
We believe the market research affirms significant impact of The SCN Coalition. Depending on the tool(s) farmers use, the 2024 research study showed between 9% and 20% more are actively managing SCN than in 2015. Surveyed farmers report capturing an additional 5.4 bu. per acre, adding $57.78 per acre to their bottom line based on an average price of soybeans of $10.70 during this 10-year period. But, research conducted by Dr. Tylka in Iowa demonstrates that depending on the level of SCN reproduction occurring on resistant soybean varieties in farmers’ fields, up to 23% more yield may have been recouped by actively managing SCN. That equates to tens of thousands of farmers, millions of acres and hundreds of millions of dollars in impact.
Select Summary Highlights

Online coverage associated with news releases such as National Nematode Day 2024, SCN Profit Checker, SCN Experts Share How to Put SCN Soil Test Results into Action, Novel Discovery Could Fortify Farmers’ Defenses Against SCN, Melissa Mitchum’s Research Discovery, SCN Spread Update and Market Research update have generated 7.4 million potential online impressions in ag media. The SCN Coalition has seen an increase in new visitors to TheSCNCoalition.com, with 115,942 new users in FY2025. We anticipate SCN sample increases in member states as a result of the tool and four videos promoting SCN Profit Checker.

Interviews Sam Markell, Nate Schroeder, Greg Tylka, Dylan Mangel, Mindy Bish, Travis Faske, Albert Tenuta, Carl Bradley, George Bird and Horacio Lopez-Nicora conducted in FY2025 have resulted in print and online articles in Farm Journal, The Daily Scoop, Nebraska Farmer, Indiana Prairie Farmer, Missouri Ruralist, Wallace’s Farmer, Red River Farm Network, Ohio Ag Net, Farm Forum, Farm Talk, Successful Farming and High Plains Journal. Greg, Dylan and Horacio have also appeared on Brownfield Ag News Network, Iowa Agribusiness Radio Network, RFD-TV, IL RFD Radio, AgriTalk, Market Talk, U.S. Farm Report and AgDay TV.

Media and Communication
Media and communication activities continued steadily in FY2025. Media results since the launch of The SCN Coalition in February 2018 to February 28, 2025:
• News releases distributed by the SCN Coalition have garnered 1,281 online articles, resulting in 45.6 million potential online impressions.
• A total of 324 articles in print publications results in a total of 27.9 million potential impressions.
• Broadcast outreach exceeds 420 million. (Most stations don’t provide potential reach/impressions.)
During FY2025, four news releases were distributed to ag media:
• National Nematode Day: Why These Tiny Worms Are Such a Big Deal* (Distributed Oct. 1, 2024; 33% open rate, 39 online articles, 490,396 potential impressions.
• Survey Showing SCN’s Continued Spread Renews Focus on the Threat* (Distributed Jan. 13, 2025; 42% open rate, 91 online articles, 1,997,930 million potential online impressions.)
• Growers See Greater Gains With SCN Programs and Active Management (Distributed April 8, 2025; 24.8% open rate, 49 online articles, 349,186 potential online impressions.)
• The SCN Coalition Wins Big at NAMA With a Tool Decades in the Making (Distributed April 16, 2025; 26.2% open rate, 32 online articles, 159,532 potential impressions.)
*Seven (7) of the 39 “National Nematode Day: Why These Tiny Worms Are Such a Big Deal” and 15 of the “Survey Showing SCN’s Continued Spread Renews Focus on the Threat” online coverage also mention The SCN Coalition Profit Checker calculator; 415,217 of “National Nematode Day: Why These Tiny Worms Are Such a Big Deal” and 1,014,318 of “Survey Showing SCN’s Continued Spread Renews Focus on the Threat” news release coverage potential reach was added to SCN Profit Checker potential reach which increases SCN Profit Checker potential online impressions (for FY2025) to 3,768,482.

SCN featured on Farm4Profit podcast
In early March, Dylan Mangel and Horacio Lopez-Nicora were featured on the Farm4Profit podcast. The SCN Coalition coordinated for one of the central Iowa podcast hosts to have SCN soil sampling done. The hour-long podcast highlights why SCN is the No. 1 yield-grabbing pest, the tools available for active management, and a discussion on the soil test results. During the show, the soil test results were plugged into the SCN Profit Checker calculator. Podcast metrics:

• 16.5K weekly podcast downloads on average
• 500K social media followers

National Nematode Day
The SCN Coalition and sponsors BASF, Indigo Ag and Syngenta, gave their target audience a reason to pay attention and dedicate a day directed toward soybean cyst nematode (SCN) by declaring
October 6, 2025, National Nematode Day (NND). The SCN Coalition used NND to spread awareness about SCN across digital, social and ag media channels. A giveaway driving users to the NND webpage paired with innovative social media posts and digital ads helped spread awareness and drive engagement. NND was made possible by support leveraged from this NCSRP project, this included direct support from the three private corporate partners ($45,000) plus additional leveraged in-kind (media) support.

Design and Execution
Content calendar
o Developed a comprehensive social media calendar educating the audience on SCN and their impact on soybean production.
o Incorporated existing resources created by The SCN Coalition, such as videos and active SCN management guides, into the social media calendar.
o Invested in social media promotion across Facebook, LinkedIn and X.
“Are you smarter than a nematode?” Quizzes and Sweepstakes
o Deployed a new quiz on nematodes each of the three weeks leading up to NND, with a weekly $250 sweepstakes incentivizing participation.
Expanded signups for The SCN Coalition newsletter via post-quiz prompt.
o Unveiled quiz answers via Friday videos featuring experts with The SCN Coalition.
o Promoted the quiz with digital ads and social media.
Each company sponsored a week of digital ads promoting the quiz.
o Encouraged audience to follow @TheSCNCoaltion on social media and use #NematodeDay.
Press release and media outreach
o Winners were announced in an October 1, 2024, “National Nematode Day: Why These Tiny Worms Are Such a Big Deal” release to trade media and published on The SCN Coalition website. A total of 1.4 million potential impressions in the ag media were generated.
o Trained spokespeople on NND messaging provided resources for promotion of the day in their university/extension newsletters, and scheduled media interviews.
Banner Ads
o Used banner ads with clear, persuasive copy to highlight the campaign and prompt click-thru to the campaign webpage and further engagement.
o Targeted the ads to farmers, agronomists and agriculture industry professionals using audiences tailored for each platform.
National Nematode Day Webpage
o Created an SEO-optimized webpage where the target audience could take the quizzes and watch answer videos.
o Provided comprehensive information about SCN, helping the target audience understand the threat to yields and profits.

Results
Are You Smarter Than a Nematode Sweepstakes Draws 446 Entries
o The three weeks leading up to NND featured quizzes about SCN and other parasitic nematodes that impact soybean production.
o Participants had a chance to win a weekly $200 sweepstakes and were prompted to sign up for The SCN Coalition’s newsletter.
Digital Ads and Videos Reach 255,000
o Each company involved with the campaign sponsored a week of digital ads promoting the quiz, reaching soybean farmers, agronomists and crop consultants.
Social Media Generates 3+ Million Impressions
o The audience was encouraged to follow @TheSCNCoalition on X, Facebook, and LinkedIn and to use #NematodeDay. Social media efforts across Facebook, X and LinkedIn resulted in nearly 103K link clicks.
Earned Media Generates 1.4+ million potential online impressions
o A variety of ag media ran the press releases, including American Ag Network, Farm Progress and Successful Farming, and the October 6, 2025, DTN/Progressive Farmer “Production Blog” featured nematodes.
National Nematode Day Webpage Dominates Web Traffic
o 80K page views from September 1 to October 6; users took the quiz, watched the answer videos and had access to educational materials about active SCN management.

Media interviews were conducted with SCN Coalition leaders following distribution of press releases.
• Albert Tenuta
o 9/11/25: Dusty Sonnenberg, Ohio Ag Net, Nematode Management - Guide
• Carl Bradley
o 9/11/25: Dust Sonnenberg, Ohio Ag Net, Nematode Management – Guide
• Dale Ireland
o 8/26/25: Chelsea Dinterman, Successful Farming, Highly virulent nematode populations; management guides
• George Bird
o 9/11/25: Dusty Sonnenberg, Ohio Ag Net, Nematode Management - Guides
• Greg Tylka
o 1/13/24: Mark Dorenkamp, Brownfield, SCN Map, Continued Spread of SCN
o 11/21/24: Dustin Hoffmann, Brownfield, SCN Management, lab testing
o 11/21/24: Mark Dorenkamp, Brownfield, SCN Management
o 1/13/25: Rhonda Brooks, FJ/AgDay, SCN Map, Continued Spread of SCN
o 1/14/25: Chip Flory, AgriTalk, SCN Map, Continued Spread of SCN, Profit Checker
o 9/11/25: Dusty Sonnenberg, Ohio Ag Net, Nematode Management - Guides
• Sam Markell
o 11/4/24: Don Wicks, Red River Farm Network, Soybean Cyst Nematode, Soil Sampling
o 2/14/25: Don Wicks, Red River Farm Network, Soybean cyst nematode spread and affect on dry bean region
• Dylan Mangel
o 8/26/25: Jared White, Brownfield, Fall soil sampling, increasingly aggressive SCN populations; management guides
o 8/26/25: Pam Smith, DTN, HG type test results; management guides
o 8/26/25: Gil Gullickson, Farm Progress, Fall soil sampling, increasingly aggressive SCN populations; management guides
o 8/26/25: Riley Smith, Iowa Agribusiness Radio Network, Fall soil sampling, increasingly aggressive SCN populations; management guides
o 8/26/25: Chelsea Dinterman, Successful Farming, Highly virulent nematode populations; management guides
o 8/27/25: Illinois Soybean Association, SCN Management; management guides
o 8/27/25: BASF, BASF Panel Discussion
o 8/27/25: DeLoss Jahnke, IL RFD Radio, SCN Management; management guides
o 8/27/25: Jesse Allen, Market Talk, SCN Management; management guides
o 8/27/25: Cesar Delgado, Podcast, SCN Management; management guides
o 9/11/25: Dusty Sonnenberg, Ohio Ag Net, Nematode Management - Guides
• Horacio Lopez-Nicora
o 10/14/24: Lorrie Boyer, AgNews, SCN Soil Testing
o 12/18/24: Brownfield, SCN and Profit Checker
o 4/14/25: Erin Anderson, Brownfield, Market Research 2025, SCN Profit Checker, Great Gains NR Coverage
o 4/16/25: Erin Anderson, Brownfield Managing for Profit Segment, Market Research 2025, Great Gains NR Coverage, SCN management tools
o 8/26/25: Jared White, Brownfield, Fall soil sampling, increasingly aggressive SCN populations; management guides
o 8/26/25: Pam Smith, DTN, HG type test results; management guides
o 8/26/25: Gil Gullickson, Farm Progress, Fall soil sampling, increasingly aggressive SCN populations; management guides
o 8/26/25: Riley Smith, Iowa Agribusiness Radio Network, Fall soil sampling, increasingly aggressive SCN populations; management guides
o 8/26/25: Chelsea Dinterman, Successful Farming, Highly virulent nematode populations; management guides
o 8/27/25: Illinois Soybean Association, SCN Management; management guides
o 8/27/25: BASF, BASF panel discussion
o 8/27/25: DeLoss Jahnke, IL RFD Radio, SCN Management; management guides
o 8/27/25: Jesse Allen, Market Talk, SCN Management; management guides
o 8/27/25: Cesar Delgado, Podcast, SCN Management; management guides
o 9/11/25: Dusty Sonnenberg, Ohio Ag Net, Nematode Management - Guides
• Nathan Schroeder
o 1/21/25: Stu Ellis, RFD-TV/AgDay, SCN Map, Continued Spread of SCN, Profit Checker
• Tom Fontana
o 3/23/25: Dusty Sonnenberg, Ohio Ag Net, NCSRP Research Program, Initiatives, SCN Coalition Update - activities to get the word out to farmers

SCN Website and Social Metrics
The SCN Coalition has seen an increase in new visitors to TheSCNCoalition.com, with 115,942 total new users Oct. 1, 2024 – Sept. 30, 2025. Total website users Oct. 1, 2018 – Sept. 30, 2025, is 331,805.

The SCN Coalition continues to grow our social media presence, garnering the following potential impressions and new followers Oct. 1, 2024 – Sept. 30, 2025:
• X, formerly known as Twitter: 54,972 impressions Oct. 1, 2024 – Sept. 30, 2025.
• Facebook: 4,799,207 impressions Oct. 1, 2024 – Sept. 30, 2025.
• LinkedIn: 396,685 impressions Oct. 1, 2024 – Sept. 30, 2025.
• X, formerly known as Twitter: 155 new followers: Oct. 1, 2024 – Sept. 30, 2025
• Facebook: 29 new followers Oct. 1, 2024 – Sept. 30, 2025.
• LinkedIn: 133 new followers Oct. 1, 2024 – Sept. 30, 2025.

Google Ads
• 365,862 impressions; 1.47% average click-through rate.

YouTube
• New Videos: 10 (5 traditional videos, 5 shorts)
• Video Impressions: 44,083
• Views: 3,275
• Watch Hours: 45.7

SCN Profit Checker key results
The USB-funded project strengthened The SCN Coalition’s presence in the soybean industry. Key results include:
• 18.5 million total media impressions garnered in the ag media.
• Articles about SCN Profit Checker appeared in Progressive Farmer, Farm Journal and The Furrow, and many regional publications.
• The calculator was highlighted on AgriTalk, Agriculture of America, U.S. Farm Report and AgDay TV, and many regional stations.
• 83,000-plus uses of the calculator online helped drive traffic to the Coalition’s website to view more information about active SCN management.

Awards
In April, The SCN Coalition received two first place “Best of NAMA” awards. The SCN Profit Checker won first place in Digital Tools and the campaign promoting the calculator placed first in Media Relations. NAMA is the largest agri-marketing association in the U.S.

Planning beyond FY2025
A complementary and non-codependent proposal (FY2026) was submitted to the United Soybean Board. The goal of the proposal, titled “Advancing innovative learning tools to combat parasitic nematodes in soybeans,” is to bring attention to the four nematode guides being created in FY25 with support from USB. Using the framework of The SCN Coalition, we proposed a multi-media campaign to broaden awareness and usage of the four guides.

During March 2025, SCN Coalition leadership held private-partner meetings with the leadership teams of Syngenta, Valent, Indigo Ag, BASF, and Pioneer. During the meetings we provide(d) an overview of research developments, results of Coalition programming and new resources that are available. We also present the results of the 2024 quantitative study, provide an update on checkoff-funded activities and discuss ways we can work together to further educational efforts. A total of $67,000 in funding from private partners was secured from private partners. During the meetings we also stressed the importance of their in-kind support, which is utilizing resources from The SCN Coalition, as well as our university experts.

Specifically, Syngenta indicated they would like help from SCN Coalition experts training their sales and support teams on the damage of parasitic nematodes as they anticipate the approval of their new nematode-protectant seed treatment. In addition, they requested experts be available at the 2025 Farm Progress Show to assist in farmer education and media interviews. As we maintain and strengthen relationships with our private partners, we are gaining industry insights, providing our feedback, and offering support in their educational efforts that in the long run help to improve the sustainability of the soybean industry.

The Soybean Cyst Nematode (SCN) Coalition is a partnership of universities, soybean checkoff programs, and agricultural companies working together to help farmers combat soybean cyst nematode, the most damaging pest of soybeans. The North Central Soybean Research Program provides core funding that supports the Coalition’s communication, outreach, and coordination among partners.
FY2025 Highlights
In 2025, the SCN Coalition continued to expand its impact by helping more farmers actively manage SCN by building awareness of soil testing, crop rotation, resistant soybean varieties, and seed treatments. Coalition activities were supported by NCSRP and leveraged with over $67,000 in direct private-sector funding and additional in-kind media support from industry partners including Syngenta, BASF, Valent, and Indigo Ag.
Documented Increases in Active SCN Management
A 2024 national market research survey compared farmer practices to baseline studies from 2015 and 2020 and found significant increases in active management:
• 27% of farmers now test their soil for SCN (up from 18% in 2015)
• 56% rotate SCN resistance sources (up from 39%)
• 27% can identify the Peking source of resistance (up from 15%)
• 42% use nematode-protectant seed treatments (up from 22%)
These changes, over the life of this project, represent a 9–20% increase in the number of farmers actively managing SCN. Surveyed farmers reported an average yield increase of 5.4 bushels per acre, adding a potential $57.78 per acre to their profits. Research suggests that even greater yield gains of up to 23% more could be achieved with continued SCN management.
National Communication Reach
The SCN Coalition maintained strong media momentum FY2025 with total project reach growing to:
• 1,281 online articles since launch, generating 45.6 million potential impressions
• 324 print articles, generating 27.9 million potential impressions
• Broadcast coverage exceeding 420 million potential impressions
This year’s website and social media also reached new heights:
• 115,942 new website visitors in FY2025, bringing total website traffic to 331,805 users since 2018
• 5.2 million social media impressions (Facebook, LinkedIn, and X combined)
• 365,862 Google Ad impressions with a 1.47% click-through rate
• 44,083 YouTube video impressions and 3,275 views across 10 new videos
National Nematode Day (October 6, 2025)
Supported by BASF, Indigo Ag, and Syngenta, National Nematode Day (NND) used online quizzes, sweepstakes, and videos to spark awareness about nematodes and SCN. Results included:
• 446 quiz entries and thousands of newsletter signups
• 255,000 digital ad impressions
• 3+ million social media impressions
• 1.4 million earned media impressions
• 80,000 webpage views leading up to and during NND
SCN Profit Checker Impact
The SCN Profit Checker calculator, which was developed with USB funding and promoted by the Coalition, helped more than 83,000 users estimate potential yield and profit losses from SCN. Media outreach for the tool generated 18.5 million additional impressions and major coverage in Progressive Farmer, Farm Journal, and The Furrow.
Looking Ahead
The SCN Coalition is building on this momentum through a new proposal, “Advancing Innovative Learning Tools to Combat Parasitic Nematodes in Soybeans,” submitted for FY2026. The Coalition will continue collaborating with public and private partners to produce educational tools, promote new nematode management guides, and extend the impact of SCN awareness across the soybean-growing region of North America, with the foundational goal of increasing grower profitability.

Despite great advancements in understanding and management, data suggests that large numbers of growers can still improve their yield by incorporating active SCN management tools. For example, the 2020 market research study revealed 48% of growers in Illinois, Indiana, Iowa, and Ohio believe they are already doing all they can to control SCN. Moreover, 29% of growers said they don’t need to test for SCN because they sampled once and already know they have it. What these growers are unaware of is that SCN pressure might be increasing at an alarming rate due to nematode adaptation to SCN-resistant varieties. Increasing awareness and use of the SCN Profit Checker calculator can encourage more growers to test for SCN — especially those who haven’t sampled in years — and motivate them to consider the new tools that are available to help them protect yields.
Additionally, the private and public sectors are making significant progress in research. We believe those advancements need to be made more visible to growers to encourage swift adoption and enable them to reap economic benefits. In this proposal, we aim to build on the success of The SCN Coalition.