By Scout Nelson
Ag United for South Dakota is beginning a new chapter under the leadership of Don Norton, who stepped into the role of executive director earlier this year. As the group enters its 20th year, it is shifting its focus to better connect with today’s consumers.
Ag United is a coalition of seven commodity and advocacy groups, including South Dakota Soybean. The organization works to support agriculture by helping producers share their stories with the public in ways that are honest, relatable, and easy to understand.
Unlike many groups, Ag United does not focus on policies. Instead, it focuses on public outreach and building trust between farmers and the public.
Don Norton brings new energy and direction to the organization. He says that as Ag United reflects on what it has achieved in the past two decades, it’s also thinking ahead about what can be improved.
One of his key goals is to refresh the way the group tells agriculture stories to make them more appealing and accessible.
Norton will share more about his plans and experiences in an upcoming episode of the Soybean Pod podcast, which is available on most platforms.
He believes storytelling is the best way to bridge the gap between rural and urban communities, especially at a time when fewer people have a direct connection to farming.
Ag United continues to be supported by checkoff dollars and member groups who believe in educating the public about where food comes from. Norton’s leadership aims to build stronger relationships and make agriculture more transparent to the people it serves.
Photo Credit: soybean-field-istock-oticki
Categories: South Dakota, Business, Crops, Soybeans