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United Soybean Board’s

REQUEST FOR PROPOSAL FOR

1770-700-9455 – Market Access PROGRAM EVALUATION of

U.S. Soy Global Market Access and Sustainability Promotion

INTRODUCTION

United Soybean Board’s (USB) Audit & Evaluation committee (A&E) requests a proposal

for a comprehensive program evaluation of USB’s U.S. Soy Global Market Access and

Sustainability Promotion over the past three years ending 12/31/2016, managed by USB’s

primary contractor, USSEC. The Firm selected will work with the farmer leaders of A&E,

which serve as the committee responsible for this project. Firm will work with USB’s

Program Manager and interview USB’s primary contractor staff who manage both the

programs and the associated expenditures of the soybean checkoff.

PURPOSE OF RFP

The program evaluation should evaluate USB’s U.S. Soy Global Market Access and

Sustainability Promotion program to document progress towards the program’s objectives.

The evaluation should assess the management of the program and also:

Verify program delivered according to the terms of their agreement with USB’s

primary contractor, USSEC.

Determine if program contributed toward achieving the objectives of USB’s FY11-

16 Long Range Strategic Plan (LRSP).

Determine how/if the program contributes to USB’s FY17-21 LRSP.

Verify that the program’s goals align with USB’s FY17-21 LRSP.

Confirm that the program’s project tactics and approaches are consistent with and

meet USB’s goals.

Analyze the program with a conclusion as to whether strategic objectives and

target area goals were: exceeded; met; or not met – if objective and/or goals were

exceeded or not met, provide an explanation as to why (i.e. barriers, challenges,

promising practices, successes, etc)

Program Objectives and Goals Exceeded/Met/Not Met

Determine, specifically for FY18 and forward; under USB’s FY17-21

organizational structure, does the program address USB’s LRSP, Strategic

Objectives and Target Area Goals

Determine the performance results in accomplishing key strategies on USB’s

FY13, FY14 and FY15 Action Plans related to the program’s project objectives.

There should be an awareness of project objectives in FY16 Action Plan

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Determine if the program has built relationships resulting in greater market access

for U.S. soy.

Verify that the program projects have well defined KPI’s, specific deliverables and

timeframes.

Determine how U.S. Soybean Farmers are economically benefiting from funding

these types of activities.

Identify what, if any, opportunities are being missed by the program.

Provide a recommendation to USB to either increase; decrease; maintain, or

eliminate funding of this program project

Determine the Return on Investment (ROI) for USB’s investment in this program.

Provide recommendations for program focus, objectives and goals for next five

years.

Verify that USB funds were utilized efficiently and strategically as possible,

leveraging resources and partnerships appropriately and avoiding duplication of

efforts.

Deliverables

To ensure appropriate and adequate information for farmer director decision making, the

Firm will:

facilitate communication with USB staff regularly throughout the course of

fieldwork

report, in writing, methodology used and related findings to USB staff

coordinate with USB staff to review written draft report prior to submission to

A&E Committee

submit written draft report to A&E no fewer than 21 days prior to A&E meeting

present written draft report to A&E by August 1, 2017, site of meeting TBD, (not

in St. Louis)

after acceptance by the A&E Committee of the draft report, the draft report will be

forwarded to program contractor for their written response to the draft report

provide assistance to the A&E Committee in evaluating contractor’s written

responses to the draft report findings and provide rebuttal if deemed necessary

issue a final report, this final report is forwarded to the United States Department

of Agriculture’s Agricultural Marketing Service (USDA/AMS) for review as part

of its oversight responsibility of the soybean checkoff

Evaluation Work Flow

1. Firm provides regular communication with USB staff during fieldwork

2. Firm coordinates with USB staff to complete draft report

3. Draft summary report presented to A&E

4. Draft report accepted by A&E

5. Draft report forwarded to program contractor for written response

6. A&E evaluates written responses and provides rebuttals if necessary

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7. Final report issued and forwarded to UDSA-AMS

ADDITIONAL ASPECTS TO THE SCOPE OF WORK

The firm is expected to have an understanding of:

The Act & Order

Constraints of commodity checkoff programs

Constraints of market development programs and the role of USDA-AMS and

USDA-FAS in those programs

The operation of a commodity board

The value of providing timely updates to USB staff as needed especially if in

relation to findings

The importance of proactively negotiating to promote positive results for all parties

INSTRUCTIONS

Proposals should include an outline of the methodology to be used, a plan of work, a

timeline and detailed budget for the program evaluation. Firm’s fieldwork will take

place May through June 2017.

Timeline

NOTE: The following timeline is a guideline.

01/13/2017 Deadline for submission of proposals (12:00 PM CST)

02/26/2017 A&E reviews proposals for Firm selection

02/22-24/2017 A&E clarification of bidder proposals (if necessary)

03/02/2017 USB initiates Agreement with Firm

05/21/2017 Field work can begin

07/2017 Draft report received by A&E, specific dates to be determined

07/2017 PowerPoint and presentation materials received by A&E, specific

dates to be determined

08/2017* In-person presentation to A&E Committee

*Date is tentative

Engagement Information

Firm will be required to become familiar with USB policy and adhere to the requirements

of the Soybean Promotion, Research and Consumer Information Act & Order and other

related government mandates for checkoff programs which govern USB. USB maintains

a contractor handbook, code of ethics, and conflict of interest statement in order to hold its

contractors to the highest ethical and business standards.

Firm selection will take place by March 1, 2017. Selected contractor can begin field work

on May 1, 2017. Proposals are due to USB by 12:00 pm CST on January 13, 2017. Every

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attempt will be made to adhere to this timeline and USB reserves the right to change if

unforeseen circumstance dictates.

REQUIRED INFORMATION:

1) Provide background information about your firm. Including the following:

a) How long in existence

b) Major emphasis of services provided

c) Countries and/or regions in which you have offices

d) Number of staff

e) Nature of past and present clients

2) Detail your firm’s experience in providing marketing, analytical services, or strategic

assessment support to companies, nonprofit organizations, and/or associations of

comparable size to the United Soybean Board.

3) Provide information on whether you have provided marketing or analytical services to

any related industry/agricultural associations or groups.

4) Discuss your firm’s experience in conducting similar analysis, marketing programs

and strategic assessment work. Provide evidence of the creative use of a variety of

techniques and technologies in undertaking similar projects.

a) Provide examples of relevant analytical and evaluation work.

5) Identify the staff that will lead and/or be assigned to undertake each component of the

evaluation, and provide biographies for each. Include company information and

biographies on any contractors you will utilize in any of these teams.

6) Describe how your firm will approach the analysis and evaluation from the current

program to the recommended framework.

7) What is the fee for your services?

a) Flat rate.

b) Standard billing rates and estimated hours with a proposed fee cap.

c) Furnish standard billing rates for each of the members of the team and the

estimated hours for each.

8) Detail reimbursable expense categories (billed at cost with no markup) and estimate

expenses for each; meetings and travel in accordance with USB policy.

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9) Provide the names and contact information for other similarly sized clients of the staff

that will be assigned to our organization for reference purposes.

10) Describe how and why your firm is qualified to provide these services and why our

selection of your firm is the best decision we could make.

11) Describe what type of safeguards and/or procedures you will utilize to ensure that the

work you perform for the soybean checkoff does not violate any constraints of the

Soybean Promotion, Research and Consumer Information Act & Order.

Additional questions

Direct additional questions to USB Program Manager, Emily Altheuser at 800-989-8721

or 636-530-1777 or via email at ealtheuser@unitedsoybean.org.

SUBMISSION DEADLINE

12:00 PM CST, 01/13/2017

PROPOSAL GUIDELINES

Proposals are due by 12:00 pm CST, January 13, 2017 to United Soybean Board via email

to USB Program Manager, Emily Altheuser at ealtheuser@unitedsoybean.org.

INFORMATION AND BACKGROUND

UNITED SOYBEAN BOARD

The United Soybean Board, created by the 1990 Farm Bill to manage and direct the

National Soybean Checkoff, is dedicated to marketing and research for the soybean

industry. USB is comprised of 73 volunteer soybean farmers representing the interests of

fellow growers nationwide. Each board member is nominated by Qualified State Soybean

Boards (QSSBs) and appointed by the U.S. Secretary of Agriculture.

Led by volunteer farmers from across the United States, USB is today’s leading source for

soybean international and domestic marketing expertise, soy-related health information,

and support for soybean research and development. USB has a website at

www.unitedsoybean.org.

Oversight of USB is provided by the Secretary of Agriculture through the United States

Department of Agriculture (USDA), Agricultural Marketing Service (AMS). The

authority for the checkoff is the Congressional Act, Soybean Promotion, Research, and

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Consumer Information Act (Act). The criteria by which USDA administers USB is

outlined in the Soybean Promotion, Research, and Consumer Information Order (Order).

Both documents can be accessed through the website through the provided links. The Act

and Order contain certain constraints under which the checkoff program must operate,

specifically restricting the use of checkoff funds for lobbying the United States

government.

Because of the limitations on administrative and salary costs established in the Act, USB

outsources the majority of its program management responsibilities to USB’s three

primary contractors:

1. SmithBucklin-St. Louis for domestic marketing, new uses, production research

and Board initiative activities;

2. Osborn & Barr Communications for communications/public relations activities

and;

3. United States Soybean Export Council (USSEC) for international marketing

and global opportunities activities.

These three primary contractors may also undertake initiative activities on behalf of USB.

USB considers primary contractor staff (approximately 60 people) as core USB staff.

These three primary contractors use a number of subcontractors and, together, these

entities carry out approximately 450 projects each year for USB. USB also manages

approximately 10 subcontractors.

Fiscal Year:

October 1 through September 30

Income Tax:

USB is exempt from income taxes pursuant to the Department of Treasury, Internal

Revenue Service, and classified as a 501.c.1 tax exempt organization.

Revenue Sources:

USB’s revenue source is checkoff funds which are collections based upon the Act and

Order. USB has the oversight responsibility and authority over the entire soybean

checkoff program.

Organizational Responsibilities:

Volunteer farmers from across the United States oversee USB through a board of directors

and action team/committee structure. Paid staff consists of two persons. All other staff is

outsourced. All primary organizational and project/program decisions are made through

the board and committee structure.

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A&E has responsibility to the Board of Directors of the United Soybean Board. A&E’s

primary function is to ensure that soybean farmers’ checkoff funds are being spent for the

intended purpose and to determine if they have received a reasonable return on

investments made by USB.

USB LONG-RANGE STRATEGIC PLAN

PREAMBLE:

The United Soybean Board (USB), created under a provision of the 1990 Farm Bill,

established the national soybean checkoff in July 1991. Its charge, as determined by

Congress, is to fund and coordinate programs of promotion, research, consumer

information and industry information designed to strengthen the soybean industry’s

position in the marketplace and to maintain and expand domestic and foreign markets and

uses for soybeans and soybean products produced in the United States.

After twenty five years of steady successes, the checkoff is now facing a worldwide

demand that requires a 50% increase in protein by 2030. We must continue striving for

even greater yields to meet this growing demand while differentiating our U.S. soy

products and services in the global marketplace.

This strategic plan is the foundation for the USB farmer leaders' decisions as they provide

direction, leverage their resources within the industry and fund programs on behalf of U.S.

soybean farmers over the next three to five years

CORE VALUE:

The United Soybean Board works with honesty and integrity to achieve maximum value

for the U.S. soybean farmer’s checkoff investments.

MISSION:

Maximize profit opportunities for U.S. soybean farmers by investing and leveraging

soybean checkoff resources.

VISION:

U.S. soy Drives soybean innovation beyond the bushel.

STRATEGY:

Create and enhance partnerships that increase the value and preference for U.S. soy.

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Procedures performed for FY16 will consider both USB’s current LRSP (FY11-16) as

well as the upcoming LRSP (FY17-21) when identifying exceptions and developing

recommendations.

FY11 – 16 USB LONG RANGE STRATEGIC PLAN STRATEGIC OBJECTIVES

BY ACTION TEAM:

1. Meal: Increase the value of U.S. soybean meal to the entire value chain.

2. OIL: Increase the value of U.S. soy oil to the entire value chain.

3. Freedom to Operate: Ensure that our industry and its customers have the freedom

and infrastructure to operate.

4. Customer Focus: Meet our customer’s needs with quality soy products and

services to enhance and expand our markets.

Priority Issues:

Protect and Support the U.S. Animal Agriculture Industry

Investment in Transportation Infrastructure

USB Action Teams

Meal

Oil

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Freedom to Operate

Customer Focus

The board allocates funding to the action teams above. Additionally, USDA-AMS

requests USB distribute allocations by target area. Historically, USB funding was

distributed among USB’s six target areas; Animal Utilization, Human Utilization,

Industrial Utilization, Market Access, Supply, and Industry Relations. Currently, USB

funding is distributed to the following four target areas:

Domestic Opportunities

International Opportunities

Supply

Communications

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FY17-21 USB LONG RANGE STRATEGIC PLAN GOALS BY ACTION TEAM:

SUPPLY

1. Soybean producers use improved seed varieties and the latest production techniques

to maximize profit opportunities while meeting the standards of the U.S. Soybean

Sustainability Assurance Protocol

2. Farmers use big data and technological advances to maximize their profit

opportunities

MARKETPLACE

1. The soy value chain is using an accurate definition of the U. S. soy advantage and

bringing that value back to farmers

2. Potential partners and influencers use new information to communicate to

appropriate target audiences why improvements to the transportation infrastructure

are needed

DEMAND

1. Animal and aquaculture producers seek meal made from U.S. soybeans in their

feed rations because of the superior component value

2. Manufacturers of high value or high volume industrial products prefer U.S.

soybean oil or meal as a feedstock / ingredient

3. Targeted food manufacturers in export markets prefer U.S. soy protein

4. End users recognize, use and communicate the advantage of both conventional and

high oleic U.S. soy oil

5. Buyers and end users recognize U. S. soy as a sustainable and responsible choice

for food, feed and industrial applications

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USB’s Three Primary Contractors

Domestic Programs: SmithBucklin Inc.’s Background

SmithBucklin Inc. headquartered in Chicago, IL, manages and implements USB’s

domestic marketing, new uses and production research programs through a St. Louis

office located at 16305 Swingley Ridge Road, Suite 120, Chesterfield, MO 63017-0006.

Additionally, SmithBucklin provides USB with Management Services for Board directed

initiatives. SmithBucklin has a Program Management Agreement with USB to use

checkoff dollars to fund SmithBucklin program management activities to promote

increased demand for and consumption of soybeans, to improve soybean production and

to market soybeans and soybean products and Board directed initiatives, which include

activities defined by the Act as Consumer Information, Industry Information, and

Research.

Communications: Osborn & Barr Communications’ Background

Osborn & Barr (O&B) is located in Saint Louis and Kansas City, Missouri, and Iowa.

O&B manages and implements USB’s communications program through their St. Louis

office located at Cupples Station 9, 914 Spruce St., St. Louis, MO 63102. Additionally,

O&B is an advertising and marketing agency focusing on market segmentation, brand

management, product branding and sales promotion in the production agricultural,

associations, food, feed and rural living markets, this focus is the reason they are North

America’s leading name in agricultural and rural marketing.

International Marketing Programs: United States Soybean Export Council, Inc.’s

Background

USSEC, headquartered in St. Louis, Missouri, was created in 2005, manages and

implements USB’s international marketing and global opportunities programs. The

international marketing program has country/regional directors in nine foreign offices

managing a network of international consultants for the majority of the promotion and

marketing work implemented. USSEC uses USB checkoff dollars and United States

Department of Agriculture’s Foreign Agricultural Service’s (USDA/FAS) dollars to fund

its activities. For more information regarding USSEC, please visit www.ussoyexports.org

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Relevant Information:

General Charge for the Audit & Evaluation Committee (A&E)

USB allocates two percent of programming funding to the audit and evaluation of those

programs which approximates to 1.6% of overall funding budget. A&E has the

responsibility of evaluating all aspects of USB’s activities and to assist farmers in

formulating systematic methods for decisions on:

Programs

Policy

Resource allocation

Return on Investment

For example, A&E conducts annual Evaluation projects relating to:

Budget analysis

Bi-annual Farmer Attitude Survey

2-3 program Evaluations

Grassroots Farmer Evaluation

5-Year ROI (Return on Investment) Analysis

Emerging issues as requested by program committees

A&E provides critical information for educated Board decisions. A&E procedures verify

compliance with the Soybean Promotion, Research, and Consumer Information Act and

Order and performance of past program expenditures and provides: an informed strategic

basis to facilitate future funding allocations for programs; and a basis for improving best

practices and evolving board policy.

The board allocates funding to the action teams above. Additionally, USDA-AMS

requests USB distribute allocations by target area. Historically, USB funding was

distributed among USB’s six target areas; Animal Utilization, Human Utilization,

Industrial Utilization, Market Access, Supply, and Industry Relations. More recently, USB

funding was allocated to four Target Areas; Domestic Opportunities, International

Opportunities, Supply and Communications.

Currently, USB funding is distributed to the following target areas:

Meal

Oil

Sustainability

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There are additional support Committees which receive USB funding.

• Value Task Force

• Financial Audit Committee

• Strategic Management Committee

• Executive Committee

• Ad hoc committees

EXHIBIT A

USB TRAVEL POLICY

It must be established that there is a checkoff-related purpose for the travel. It must be

related to a project, which has been approved by the Directors and USDA, which includes

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a budget for travel or must be pre-approved by USB or the appropriate Program Manager.

If it involves travel to a state association or industry meeting, the specific purpose of the

trip and the checkoff-related activity which will be conducted must be clearly identified.

All personnel will fly as noted in the Air Travel section below.

For contractors, a daily limit of $120 (one hundred twenty dollars) shall be placed on

personal out-of-town meal costs and tips unless otherwise approved by the Treasurer. If a

meal is purchased as a group, then the per capita cost of that meal shall be charged against

each individual’s $120 (one hundred twenty dollars) daily limit. The traveler shall submit

itemized receipts for any expenses in excess of $25 (twenty-five dollars).

Expenses will be reimbursed from the time an individual departs from home or office until

the individual returns, assuming direct travel to and from the destination. If the trip is

combined with other travel, costs are to be prorated based on time spent on Board projects.

Itemized receipts are required for all commercial travel, lodging, meals, transportation and

any individual expenses in excess of $25 (twenty-five dollars). Credit card statements are

not acceptable.

Guidelines for reimbursement of travel expenses are as follows:

1. Air Travel: Domestic travel will be at the round-trip “coach” rate for the most

economical fare available, reserved at least seven (7) days in advance.

International travel will be purchased at least fourteen (14) days in advance of the

flight. (Exceptions must be approved by the USB in advance of the trip.) A receipt

for the ticket when individually paid should be attached to the voucher when

requesting reimbursement. When flying to meetings, mileage will be reimbursed to

and from the most economical commercial airport.

o On nonrefundable airline tickets, if an emergency arises that keeps a

contractor from using the ticket, USB may pay the cost of the

nonrefundable ticket subject to the approval of the USB Treasurer.

o Business class is permitted for international flights in excess of eight (8)

hours (scheduled travel time); up to two (2) hours of a layover period may

be included in the calculation.

o Cost justification of business class, with qualifying documented flight time,

must be submitted with final project report, trip report or expense

reimbursement form.

2. Auto: The current Federal reimbursement mileage rate should be used. Round-trip

mileage reimbursement will be limited to the most direct route to and from a USB

function. When flying to meetings, mileage will be reimbursed to and from the

most economical commercial airport. If electing to travel by car, total

reimbursement for mileage, meals and lodging shall not exceed two (2) days’

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travel each way (one (1) night out each way) unless prior approval is given by

USB.

3. Lodging: Reimbursement of lodging expenses should be reasonable and should be

at rates comparable to a standard, single-occupancy room at a national business-

class hotel. If at a USB function, reimbursement is limited to the hotel’s authorized

group room rate for one (1) individual. Lodging receipt(s) must be attached to the

voucher when individually paid and requesting reimbursement.

4. Meals: Actual food and beverage expenses will be reimbursed up to a maximum of

$120 (one hundred twenty dollars) per day, including tips. Where meals are

provided at a USB function, a prorated amount per day is available. The

recommended allocation of the daily meal limit is as follows:

Breakfast and lunch should each account for one-quarter (1/4) of the daily

limit.

Dinner should account for one-half (1/2) of the daily limit.

For instance, if USB provides breakfast and lunch one–half (1/2) of the $120

(one hundred twenty dollars) or $60 (sixty dollars) is available.

5. Personal Expenses: No expenses of a personal nature will be approved, i.e.,

movies, liquor, tobacco, magazines, books, laundry (unless traveler is continually

traveling for more than five (5) days or is requested by USB to stay over longer

than originally intended), etc.

6. Mileage: IRS official rate.

7. Telephone: USB will only cover business calls. Detailed billing statements should

be provided. One (1) personal call home daily, if reasonable, is allowed.

Primary contractor spousal/companion travel or any other contractor spousal/companion

costs will not be reimbursed by USB. Travel time will not be billed. USB is entitled to

request a written trip report describing trip purpose and accomplishments for any travel.