HOW DID WE GET HERE?
Sod producers in US have been discussing the benefits of the checkoff since at least 1996, but in recent years, there has been more thoughtful discussions around how the industry can bring grass to life:
2017 2018
2019 EARLY 2020 LATE 2020 2021
Discussions and thorough considerations began within the industry
Discussions began with the USDA Ag Marketing Service to explore the idea of a Sod Industry Checkoff
Discussions with American Farm Bureau around establishing a Sod Industry Checkoff
First stakeholder meeting to discuss potential interest in a Sod Industry Checkoff
A formation committee of 14 U.S. Sod Producers began work on the draft order
First stakeholder meeting to discuss how a Sod Industry Checkoff program would work
PROTECT AND GROW MARKETS
The U.S. Sod Checkoff can help fight against regulations like grass bans, fertilizer bans, invasive species lists, building codes, etc.
Cease-sale initiatives, (Missouri, 2020) Lawn Removal Incentives, (CA,TX ongoing) Legislative Fertilizer Bans, (Florida, in-effect) Legislative Lawn Bans, (Maine, 2014) Legislative Lawn Equipment Bans, (New York, 2020) Legislative Grass Bans, (Maryland, 2021)
Marketing can help combat competitive products in the marketplace, not just synthetic turf.
Research can help gain insights into generational attitudes towards lawns, which are currently shifting in the wrong direction.
CHANGE THE NARRATIVE
Consumer messaging research can help to educate consumers on the benefits of sod, helping them make more informed decisions.
Scientific research on ecosystem services can change the narrative around lawns in terms of smart irrigation, drought tolerance, low-input grasses, etc.
A U.S. Sod Checkoff could create a network for monitoring headlines for negative media and responding to them swiftly, effectively, and in unison with one voice.
LOCAL MARKETING SUPPORT
Nationally recognized marketing firms with experience in not only checkoffs, but also the turfgrass industry, will help to build tools for marketing & communication.
National recognized brands and influencers can be tapped into to expand our reach.
Marketing tools for farms to access and promote their products locally, to achieve a consistent message across the industry.
U.S. SOD CHECKOFF PROGRAM
TPI Turf News May/June 2021
FOR MORE INFORMATION, VISIT THE U.S. SOD CHECKOFF WEBSITE –
WWW.SODCHECKOFF.ORG
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