Agri-CULTURE Iowa aims to unite Johnson County agribusinesses under one brand

This summer, Agri-CULTURE Iowa makes its debut at the Johnson County Fair. The brand, a collaboration between Johnson County agribusinesses and facilitated by Greater Iowa City, Inc., seeks to promote rural development by uniting local, rural businesses and promoting agritourism. “Our mission statement is to grow Johnson County and surrounding areas as a destination by creating awareness of local agriculture based businesses,” said Sarah Thompson, director of rural development for Greater Iowa City, Inc.

“We want to be the Napa (Valley) of farm-to-table food, fun, and drinks. There's just so many things out there that you don't really realize how cool it is, until you go look at it as a farm, instead of just as a restaurant, or just as the winery,” she said, giving the example of Walker Homestead Farm and Winery in rural Iowa City. Katie Colony, owner of Colony Acres Family Farm in North Liberty, joined the brand after the first of the year. Some local agribusinesses are not as well known or established as others, and being part of this collective can give them the insight and support they need, she said. “This is great for a group or person to start connecting with us to collaborate,” she added. Ms. Colony’s vision for the brand is that Johnson County agribusinesses of every level, shape and size can support and help each other, bringing exposure to rural development. “Who better to speak for you and highlight you than other farmers?” she said.

List of eligible businesses expansive

Businesses that join pay an initial fee of $100, followed by a $25 renewal fee. Filling out an application and reviewing the guidelines is also part of the process, and the list of eligible businesses includes:

• U-pick farms
• Farm stays
• Wine tours
• Agricultural festivals
• Educational tours
• Horseback riding
• Hunting and fishing trips
• Rural Bed and Breakfasts
• Restaurants
• Booze Trails
• Farm Wineries, breweries, and distilleries
• Craft shops and local markets
• Community Supported Agriculture

When a business joins, it reserves the right to use the brand logo on social media sites, apparel, printed material and signage. Robin Hepker of Benson & Hepker Design created the logo, which features a farm scene at the top against the backdrop of the sun, with the brand name across the middle and multi-colored furrows at the bottom. The committee will officially unveil the new brand at the Johnson County Fair in July, and fair goers will receive a wooden nickel with a QR code on the back that reveals the name of an agribusiness. The nickel will act as a coupon, and fairgoers can visit the agribusiness and receive a free product or experience. Activities are already planned for the fall, which include a “farm-crawl” and bus tour. Ms. Colony said the committee is considering pairing these experiences with drives for local food banks and pantries as well. “It's also exciting to see farmers who are doing something other than corn and beans really kind of thrive and bring different aspects, because people don't necessarily understand the whole farming culture. And so this is an easy way to kind of learn about that small piece of it,” Ms. Thompson said. For businesses interested in joining, contact Sarah Thompson at sarah@greateriowacity.com.