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Sunrise Cooperative: Do What’s Right for the Customer and the Land

Sunrise Cooperative, Inc. is an agricultural, grain, feed, crop insurance and energy cooperative with 33 locations throughout Ohio. Sunrise’s involvement in cover crops came not as a specific decision, but as a gradual process of responding to customers’ needs. Over the past eight years, the Sunrise team has seen water quality become a major factor in supporting farmers to adopt cover crops. Working along the learning curve—with their farmer customers—the team offers several lessons learned: systematically share mishaps as well as successes; present options and make no promises; use an online platform to share valuable local information; and prepare for logistical challenges such as seed availability as cover crops increase in popularity.