Thornton: strategic plan to guide USB in the coming year and beyond
A leader with the United Soybean Board says the new strategic plan will carry the organization into the new year and beyond.
Mace Thornton, USB vice president of communications and marketing, tells Brownfield “we do have a new strategic plan that is more granular in nature and more detailed. Our previous strategic plan really focused on soybean oil, soybean meal, and sustainability and our new one is focused on innovation and technology, infrastructure and connectivity, and health and nutrition.”
He says those focus areas will guide the work the United Soybean Board does on behalf of soybean growers.
“We want to be wise users of the money that our farmers trust us with. Our average return on investment for every dollar that goes into the soybean checkoff is $12.34,” he says. “We always want to make sure that we are doing an efficient job and an effective job to continue to build that value.”
Thornton says the new plan focuses on building value to U.S. soy farmers through resiliency, differentiation, and reputation.