Private Sector Partnerships:
The Key to Watershed Success

James Hunt
District Conservationist, USDA NRCS

Robin Shepard
Water Resources Education Coordinator, UW-Extension

It is very easy to prove, from an environmental and an economic perspective, that adopting Integrated Crop Management (ICM) is a logical choice for most farmers. Yet despite more than a decade of educational efforts by agencies in Northeast Wisconsin, a very small percentage of farmers had implemented ICM by 1990.

A priority of the USDA Water Quality Demonstration Project-East River (WQDP-ER) was to significantly increase farmer adoption of ICM. (ICM including both Integrated Pest Management and Nutrient Management). A 1990 survey of watershed farmers showed that farmers relied on consultants and sales representatives when making their fertilizer and pesticide decisions. Of the six firms in the watershed providing these services, one was totally ignoring manure and legume credits, three were giving only minimal credits and two (the independents) were giving farmers recommendations that included and accounted for manure and legume credits. It was clear that without the support of these individuals, the chances for success are minimal.

A marketing plan was developed to target both farmers and the ag support sector. Our efforts were aimed at:

• Keeping open communication between agencies and ag businesses to minimize the perceived threat to their livelihood posed by water quality programs.
• Proving that selling services, such as soil sampling, manure analysis, soil nitrate testing and nutrient management planning could replace some of the lost product sales (nutrient management usually means reduced fertilizer sales for these firms).
• Providing the educational and technical support for sales organizations as they added service products.

This educational effort was a part of the Water Quality Demonstration Project-East River (WQDP-ER), one of 16 five year USDA projects across the US. The targeted watershed drains approximately 570 km² in Brown, Calumet and Manitowoc Counties in Wisconsin into Lake Michigan's Green Bay. The watershed is 75% rural with more than 300 active dairy farms. The 1990 Farm Practices Inventory survey of the watershed showed an average nitrogen application of 215 lbs/acre, with 160lb/acre recommended.

In addition to more than 30 on-farm demonstration plots done in cooperation with the consultants (to prove the effectiveness of the practices), staff from the WQDP-ER met individually with crop consultants, identifying their personal barriers to adoption of ICM. When practical, steps were taken to mitigate these--for example, watershed staff assumed all paperwork responsibility from the consultants in cost-shared programs. Staff also spent numerous hours explaining other government programs that impacted their customers.

An annual luncheon meeting between consultants and all agencies was held early each winter to discuss the proposed educational efforts for the following year, and to get feedback from the consultants as to how changes could be made to make it easier for them and for farmers. Watershed staff made presentations on how to market and price service programs. The most useful part of these efforts was the feedback sessions, where the consultants were encouraged to share with the agencies ways to improve cooperation and practice adoption.

Ag lenders were also involved, with special meetings and newsletters encouraging them to support their client's investment in purchasing crop-consulting services. Implement dealers and consultants were invited to become active participants in field days, demonstrations, and events. Live and static equipment displays not only drew larger crowds, but gave those participating ag businesses a positive image. They also widened the audience appeal, increasing attendance significantly.

The ICM effort was a team approach involving staff from the WQDP-ER, UW-Extension, USDA-NRCS, USDA-FSA, Brown County LCC (94), crop consultants and farmers.

Results: By the end of the project (September 1995), all of the crop consultants and agronomists serving the watershed were marketing various service packages in addition to sales. (This compares to most offering only one or two levels of service in 1990.) Other impacts include:

• A 300% increase in the number of certified agronomists serving the watershed area.
• A 400% increase in the number of acres under crop scouting without cost sharing.
• Fertilizer applications reduced by more than 2,500 tons over 3 years (92- 94), pesticide use reduced by 24 tons.
• Average manure application rates dropped 47%.
• 81% of farmers now credit alfalfa nitrogen, compared to 44% in 1990.

Every firm in the watershed now has a CCA-Certified agronomist on staff or available who has passed an exam and is trained to certify nutrient management plans.

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