Perdue AgriBusiness

Proactive messaging rooted in science brings Perdue AgriBusiness to Lancaster County

Ceisler Media provided grassroots support and industry-expert validators for a comprehensive campaign

ISSUE

Perdue AgriBusiness encountered surprising opposition when it sought to build a soybean processing plant along the Susquehanna River in Lancaster County, Pa. A small but vocal group argued that the plant would create pollution – despite science to the contrary.  

The project was designed to alleviate Pennsylvania’s shortage of soybean meal, which is used as a feed ingredient by the state’s dairy and livestock industries. And it figured to be an economic boon for local soybean farmers, who had to ship their soybeans out of state for processing.  

Perdue asked Ceisler Media & Issue Advocacy to conduct a grassroots and media campaign to both explain the science and the financial benefits of building the plant and to help with hearings to secure permits to get the plant built. 

STRATEGY

We traveled the area around Lancaster County and neighboring York County, where much of the opposition was, and helped Perdue officials organize town meetings and forums and put on presentations to explain the benefits of the soybean processing plant.  

Our team also directed a proactive media campaign, making sure that positive news of the project was released first – and accurately – so that Perdue’s message effectively took away the headlines from opponents, and so residents were fully informed every step of the way during permitting. Third-party validators stood up publicly for the project and community members began to express doubt about opponents’ claims the more they learned about the project. 

Photo Credit to Ceisler Media
When it came time for critical state permit hearings, ou team helped Perdue build a coalition of supporters, enlisting scientists, local and regional economic groups, agricultural associations, area residents, local farmers, and others, working with them to craft and deliver the best messages for regulators, decision-makers, and local media on the scene. 

RESULT

After a multi-year campaign, the plant’s permits were approved. On Sept. 17, 2017, company Chairman Jim Perdue and Gov. Tom Wolf flipped the switch to open the state-of-the-art soybean processing plant, which continues to operate today. The plant created hundreds of jobs and represents an investment of more than $60 million in Pennsylvania agriculture and local communities. Image Credit: Ceisler Media
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