Results of a new farmer/elevator operator survey indicates awareness of the checkoff is growing but needs continued exposure for better understanding.
The survey data was released Wednesday by the United Sorghum Checkoff Program.
Conducted for USCP by McCormick Co., the survey shows just 40% of sorghum growers are aware of the checkoff and only 14% recently recalled any news coverage about it, though what news they collected was positive.
The survey indicates that awareness builds support, with 60% among those aware of the checkoff approving of it. Forage sorghum producers, the survey said, were less aware of the checkoff than grain sorghum producers.
"Sorghum farmers need to see compelling benefits to continue the checkoff," said McCormick's Kathy Cornett. "The results show that producers need more information about why the program is in their best interest. This is because they have many expectations for new initiatives coming from the checkoff."
Those expectations, Cornett said, include increased demand for sorghum and sorghum products, and further research into higher yielding hybrids.
"There must be continued reassurance that you (the checkoff program board) have taken steps to ensure the effectiveness, accountability, fiscal discipline and low overhead of the program," Cornett said,
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