United Soybean Board CEO Lucas Lentsch is interviewed from the checkoff booth at Commodity Classic. Photo credit: United Soybean Board  

Q: Tell us about your background. 

A: I’m originally from Waterloo, Iowa, where my dad worked 20 years for John Deere Tractor Works as a skilled tradesman. In the early ’80s, my folks had a dream to take their four sons home to South Dakota. So, at the end of my sixth-grade year, we moved and built a first-generation dairy farm. That's what launched my passion for agriculture and why I appreciate working for farmers. Most recently, I served on the Dairy Management Inc. leadership team, which manages the national dairy checkoff. I was also CEO at Midwest Dairy, overseeing a 10-state regional checkoff. I was appointed as the South Dakota Secretary of Agriculture from 2013 to 2016, and I’m a veteran of Operation Iraqi Freedom. On the education front, I’m proud to claim the Gophers and the Jackrabbits, with a Master of Business Administration from the University of Minnesota, Carlson School of Management (’20), and a Bachelor of Science in Agriculture from South Dakota State University (’96). I’m also the proud father of four young adults.

Q: What attracted you to the soy checkoff? 

A: First and foremost, it’s working for farmers, which has always been my true north. I may be the new CEO, but at the end of the day this is not about me. This is about the 77 farmer-leaders of the United Soybean Board, the 31 qualified state soybean boards they represent and the half million U.S. soybean farmers. I’m a steward of their office and trust their keen judgment. With the combination of animal agriculture, energy independence and consumer innovation, soy is absolutely front and center in all those arenas. And I feel this is going to keep us fired up as “U.S. Soy” collectively to create value through research, education and promotion investments propelling ROI back to the farm.  

Q: What are your goals as CEO and any observations so far?  

A: I feel strongly that the checkoff is the voice of the farmer. It’s the one place they can access the market to really drive demand for what they produce. Not only that, but our farmers also invest in the future needs of the plant by producing a healthier, more resilient soybean. Since I started Jan. 1 of this year, three themes have emerged in talking to farmers, states and our partner organizations: It’s about transparency, efficiency and accountability—which is not all that different than the farm itself.  

Q: Being new to soybeans, what feels like the biggest opportunity?  

A: Our vision of sustainable soy solutions isn’t just a catchphrase, it’s a way of life. Serving in Iraq, I saw the oil fields of the Middle East. I’ll bet on the soybean fields of America any day of the week. The fact that a soybean row can bring energy, I couldn’t be more proud as a veteran. With soy as a drop-in replacement, petroleum use today is a soy innovation tomorrow. And that’s only part of our portfolio. Animal agriculture remains our No. 1 customer, and soybeans stand strong as our country’s top agricultural export commodity. And, thousands of biobased products from turf to tires to shoes continue to open new markets and elevate the reputation of U.S. Soy.  

Q: What do you want to tell the half million U.S. soybean farmers?  

A: The relationship of checkoff first and foremost starts with a local zip code. Every farmer has one, and that local promotion system is the bedrock that our checkoff is built on. Your voice matters!