The Power of Partnerships
Mar 10, 2026
Sara Clausen
Director of Communications
IF YOU’RE READING THIS ARTICLE, there’s a high probability you’re intimately connected to agriculture. Members of an ag cooperative like Key live and breathe this industry. However, though Iowa is known as a farming state, many are still disconnected from decisions that impact ag. Consumers who don’t live or work in ag can sometimes be uneducated or misinformed, which is why we need partnerships throughout the state advocating for our industry.
The Iowa Food & Family Project (Iowa FFP) has been serving as this bridge for 15 years. Founded to unite rural and urban communities by informing consumers about their food choices, the Iowa FFP invites Iowans to a conversation while enhancing their awareness and building trust in today’s agriculture. Funded by the soybean, pork, beef, egg, corn, turkey and dairy checkoffs, as well as non-checkoff resources, the Iowa FFP involves a collaborative network of more than 35 partner organizations (including Key Cooperative).
Since consumer awareness and education are the drivers behind the Iowa FFP, they are proud to reach more than 152,000 Iowans each month through various communications. Their social media pages, e-newsletter and quarterly magazine are three of the channels with the most reach, but perhaps their most impactful initiative is the annual Consumer Pulse Survey, which is directed at both subscribers and the general public.
“Each year, the Iowa Food & Family Project conducts the Consumer Pulse Survey, which gauges Iowa consumer sentiment around topics such as food purchasing habits, farmer performance, the state of Iowa agriculture and trust in the Iowa FFP,” said Lydia Zerby, Consumer Insights & Engagement Manager for the Iowa Soybean Association and leader of the Iowa FFP. “The results help shape how we connect with consumers and guide the topics included in social, digital and print content. It’s a vital resource for our partner organizations as well.”
Do you want to be an advocate for ag? If so, here’s your opportunity! The Iowa FFP is always looking for partners to be the voice for Iowa agriculture. Whether through social media, assisting with farm tours or volunteering at their interactive booth at the Iowa State Fair, there’s space for you. Visit iowafoodandfamily.com to connect, learn a little more or sign up to join the other 80,000 subscribers who receive the monthly Fresh Pickings newsletter.
Stats connecting consumers to food:
Director of Communications
Get Connected with the Iowa Food & Family Project!
IF YOU’RE READING THIS ARTICLE, there’s a high probability you’re intimately connected to agriculture. Members of an ag cooperative like Key live and breathe this industry. However, though Iowa is known as a farming state, many are still disconnected from decisions that impact ag. Consumers who don’t live or work in ag can sometimes be uneducated or misinformed, which is why we need partnerships throughout the state advocating for our industry.
The Iowa Food & Family Project (Iowa FFP) has been serving as this bridge for 15 years. Founded to unite rural and urban communities by informing consumers about their food choices, the Iowa FFP invites Iowans to a conversation while enhancing their awareness and building trust in today’s agriculture. Funded by the soybean, pork, beef, egg, corn, turkey and dairy checkoffs, as well as non-checkoff resources, the Iowa FFP involves a collaborative network of more than 35 partner organizations (including Key Cooperative).
Since consumer awareness and education are the drivers behind the Iowa FFP, they are proud to reach more than 152,000 Iowans each month through various communications. Their social media pages, e-newsletter and quarterly magazine are three of the channels with the most reach, but perhaps their most impactful initiative is the annual Consumer Pulse Survey, which is directed at both subscribers and the general public.
“Each year, the Iowa Food & Family Project conducts the Consumer Pulse Survey, which gauges Iowa consumer sentiment around topics such as food purchasing habits, farmer performance, the state of Iowa agriculture and trust in the Iowa FFP,” said Lydia Zerby, Consumer Insights & Engagement Manager for the Iowa Soybean Association and leader of the Iowa FFP. “The results help shape how we connect with consumers and guide the topics included in social, digital and print content. It’s a vital resource for our partner organizations as well.”
Do you want to be an advocate for ag? If so, here’s your opportunity! The Iowa FFP is always looking for partners to be the voice for Iowa agriculture. Whether through social media, assisting with farm tours or volunteering at their interactive booth at the Iowa State Fair, there’s space for you. Visit iowafoodandfamily.com to connect, learn a little more or sign up to join the other 80,000 subscribers who receive the monthly Fresh Pickings newsletter.
Stats connecting consumers to food:
- Nearly 90 percent of Iowa’s land area is devoted to growing food, the highest percentage of any state.
- Six bushels of grain can feed one person for a year, which means the average soybean and corn farmer in Iowa grows enough grain each year to nourish 60,000 people!
- Iowa farmers raise nearly 12 million turkeys annually and are the number one supplier of turkey to Subway and Jimmy John’s.
- Iowa farmers raise more hogs than any other state—40 to 50 million annually, or almost one third of the nation’s total.