Illinois farmers are as concerned as anyone else about how their money is spent. The soy checkoff they pay into is no exception. Being the caretakers of the checkoff, all the Illinois Soybean Association needed to do was tout their shared achievements because the more farmers know, the more likely they are to give their support. So, in a first-person, farmer-style voice and a heart of soybean leaves, we touted their many accomplishments, like producing millions of gallons of biodiesel, improving Illinois waterways and building partnerships across the world. That way, farmers trust in their ISA partner and feel pride in what they did together. What’s not to love?