Evolution of the Heartland Expands with New Opportunities for Rural Iowa

[Manning, Iowa] – Rural Iowa communities and businesses are presented with an opportunity to enhance their visibility and attract wider audiences through a collaborative marketing initiative, Evolution of the Heartland. This program aims to leverage shared resources to promote the unique aspects of rural life, agriculture, and agritourism, potentially offering a cost-effective way to reach a broader market.

Since its inception in 2022, Evolution of the Heartland has shifted from a single event to a year-round marketing platform. Founder, Shelly Greving of Emerge Marketing Solutions, notes, “The growing interest in rural Iowa experiences and the potential for collective promotion of local events and attractions. The initiative aims to connect potential visitors and residents with the diverse offerings of rural communities, including town celebrations, county fairs, and festivals.”

Beyond tourism, the initiative seeks to educate residents about local agricultural opportunities and the economic potential within their communities. By showcasing innovation and entrepreneurship, Evolution of the Heartland hopes to foster a deeper understanding of rural Iowa’s contributions.

Collaborative Marketing Options for Communities and Businesses

To facilitate joint promotion, Evolution of the Heartland offers a range of marketing options designed to provide varying levels of exposure. These options allow communities and businesses to select a level of participation that aligns with their specific needs and budgets.

  • Basic Participation: Includes website listings, social media mentions, and inclusion in email newsletters, offering a foundational level of visibility.
  • Enhanced Visibility: Provides featured placements on the website, dedicated social media posts, and expanded newsletter coverage, increasing exposure to a wider audience.
  • Immersive Experience Promotion: Offers on-site presence, targeted social media campaigns, and direct mail promotions for more in-depth marketing efforts. This option is limited in availability.

Utilizing Digital Strategies and Influencer Partnerships

Evolution of the Heartland intends to leverage digital storytelling and influencer collaborations to expand its reach beyond regional boundaries. Past digital efforts have demonstrated the potential for significant online engagement, and future plans include continued use of these strategies to attract visitors, potential residents, and investors.

Partnership and Funding

Continued support from partners such as Travel Iowa and the Iowa Economic Development Authority highlights the value of promoting rural Iowa’s economic and tourism potential. The initiative seeks additional private funding to expand its marketing efforts and create immersive agritourism experiences.

The core mission of Evolution of the Heartland is to support and celebrate rural Iowa, emphasizing the opportunities and quality of life available in small-town communities. Those interested in learning more about participation and partnership opportunities can visit evolutionoftheheartland.com or contact info@evolutionoftheheartland.com.

 

Pictured: Event attendees at the 2024 Evolution of the Heartland event visiting Crystal Creek Farm, near DeWitt, Iowa and TrueFood, hydroponic greenhouse located near Stanton, Iowa.

 

Innovation in Agriculture Showcased in Coon Rapids

The Evolution of the Heartland event brought a unique agritourism experience to Coon Rapids, Iowa, offering attendees an immersive, behind-the-scenes look at the future of agriculture. With nearly 75 people involved – including attendees, Coon Rapids and Carroll-area FFA members, event staff, sponsors, tour hosts, and special guests including Debi Durham, Director of the Iowa Economic Development Authority and Iowa Finance Authority, and Matt Russell, State Executive Director USDA-Iowa Farm Service Agency – this day was filled with education, innovation, and discovery.

The event began with two immersive morning tours, ‘Fueling the Future Tour’ and ‘Behind the Bushel.’ Participants visited POET Bioprocessing to explore biofuel innovations, learning how corn is transformed into clean-burning energy and the importance of utilizing the energy cultivated right here in Iowa cornfields. Attendees also toured Roger Clayburg’s Beck’s Hybrids test plot and as well as the Beck’s packaging facility, witnessing cutting-edge seed selection, cleaning, treating, and packaging techniques that are helping to shape the future of farming.

After the morning tours, attendees gathered for lunch at the Raccoon River Social Club, catered by Cabbage Rose, enjoying a traditional Iowa meal featuring pan-fried chicken, roast beef, mashed potatoes, green beans, dinner rolls, fruit crisp, and ice cream.

Debi Durham, the Director of Iowa Economic Development Authority, spoke about the vast opportunities in rural Iowa. “It’s an exciting time for rural Iowa as we harness the strength of our agricultural innovation and expand economic development opportunities,” Durham remarked. Attendees also had the chance to explore local downtown businesses, connecting with the Coon Rapids community entrepreneurs.

During the afternoon, participants enjoyed two more immersive tours including ‘Sustainable Agriculture’ and ‘Beyond the Barnyard.’ A visit to Whiterock Conservancy showcased how this historical family farm transformed into an eco-friendly tourism destination, demonstrating how sustainability drives modern farming and provides connections to the past.

Participants also experienced firsthand the entrepreneurial spirit and superior genetics in the livestock industry, visiting a co-owned swine operation run by Roger and Jeanna Clayburg and Kyler and Emily Oswald, as well as the high-quality Tarentaise beef operation at HatRanch with the Honold family. Emily Oswald, a swine farmer who grew up in Chicago, was excited to meet attendees and shared, “Growing up, I never really thought about where my food came from. Now, I not only know where most of my food comes from, but I also understand the many uses for a pig and all that goes into raising it.”

To wrap up the day, attendees toured the Coon Rapids-Bayard FFA Hydroponic Greenhouse, where they saw how the next generation is embracing high-tech farming methods. Matt Russell, State Executive Director of USDA-Iowa Farm Service Agency, delivered a short closing speech on Iowa’s leadership in sustainable agriculture. Russell stated, “It’s inspiring to see how innovative farming techniques are shaping the future of agriculture in rural Iowa, ensuring sustainability for generations to come.”

Looking Ahead for Evolution of the Heartland
“We believe that Evolution of the Heartland will continue to serve as a platform for showcasing rural Iowa’s message of innovation and sustainability in agriculture,” said Shelly Greving, owner of Emerge Marketing Solutions and creator of Evolution of the Heartland. “It’s an opportunity to spotlight not only the production of wholesome, nutritious food but also the dedication of Iowa’s farm families to their land.”

For more information on Evolution of the Heartland, visit www.evolutionoftheheartland.com.

Opportunities for 2025 sponsors and community hosts are now being pursued. For more information, please contact Annie Greve at info@evolutionoftheheartland.com. Stay updated by following Evolution of the Heartland on Facebook and Instagram @evolutionoftheheartland.