As early as 1937, southern Minnesota farmers were experimenting with soybeans as a new oil crop. Extension tried to hold off promoting this until it was clear whether it was really marketable. The farmers insisted, however, and Extension listened. By the 1940s, soybean variety demonstrations were among Extension's regular agricultural programs. University soybean geneticist Jean Lambert developed new varieties that made Minnesota a leading soybean state. Extension introduced the varieties to farmers through field days, publications and the mass media. Farm income from soybean production alone was huge, more than the entire University budget in the 1950s.