Iowa Secretary of Agriculture Mike Naig has launched the Choose Iowa Passport, a free, interactive digital tool that connects Iowans and visitors with local farms, orchards, farm-to-table restaurants and boutique retailers offering Iowa-grown and made products.
Developed in partnership between Choose Iowa and Travel Iowa, the new passport program aims to boost agritourism while supporting Iowa’s agricultural producers.
Users can access the passport via smartphone to find destinations, check in at participating locations, and earn points toward prizes, including Iowa products. The platform highlights a wide range of experiences, from you-pick farms to farmers markets and restaurants featuring locally sourced ingredients.
“This partnership between Travel Iowa and Choose Iowa offers authentic agritourism experiences that celebrate and elevate Iowa’s agricultural prominence and heritage,” said Secretary Naig. “The Choose Iowa Passport is free to sign up for, easy to navigate, and users can support local farmers and businesses while earning rewards featuring products from Choose Iowa members.”
Mr. Naig encouraged Iowans to explore the state with the passport in hand, describing it as a way to make memories while supporting Iowa agriculture.
Consumers can also look for the Choose Iowa logo when shopping. The mark signifies food, beverages and ag products that meet the program’s quality standards and originate in Iowa. Businesses participating in the branding initiative may display the logo on qualifying products.
Choose Iowa currently includes 264 members, many of whom operate on-farm retail.
Travel Iowa Tourism Manager Amy Zeigler called agritourism one of the state’s “greatest competitive advantages” and praised the passport’s potential to attract visitors from across the country.
“The Choose Iowa passport offers a way to educate visitors about the vital role agriculture plays in our economy and serves as an invitation to experience the unmatched hospitality of rural Iowa,” Ms. Zeigler said.
Key features of the Choose Iowa passport:
- Free and mobile-friendly: No app required. Users can access it anytime from their phones.
- Points and prizes: Users earn points by checking in at each location and can redeem them for Iowa-made rewards.
- Local experiences: The platform guides users to farms, markets, and businesses that offer Iowa-grown, raised and made products.
- Support local: The program helps connect consumers with farmers and small businesses across the state.
Choose Iowa, launched under Mr. Naig’s leadership, serves as the state’s official branding program for local food and agricultural products. The Iowa Department of Agriculture and Land Stewardship administers the program.
