Rooted, Growing, and Thriving: Wrapping Up Evolution of the Heartland 2025

If 2025 taught us anything, it is that rural Iowa is full of surprises. Evolution of the Heartland (EOH) recently explored a few Iowa communities that shine bright on the map, Clear Lake, Indianola, Iowa Falls, and Osage. These towns offered visitors a mix of tourism, agriculture, pride, innovation, history, and hospitality that left a lasting impression.

These weren’t just tours, they were experiences that connected people with the stories of entrepreneurs, farmers, and visionaries who are reimagining life in the Heartland. Here’s a look back at the highlights from this year’s journey.

Clear Lake: Rediscovering Roots and Building Connections
Clear Lake has long been a favorite destination for travelers. Its lively Main Street, lakeside charm, and the legendary Surf Ballroom draw thousands each year. But this summer, visitors also discovered a deeper connection to agriculture and community.

Just outside of town, the Buddy Holly Crash Site Memorial stands quietly in the middle of a North Iowa grain field. Marked by a simple pair of steel glasses, the site draws music fans from around the world who come to pay tribute to the artists who lost their lives in 1959. The pathway leading to the memorial site lines rows of corn and soybeans, reminding visitors that the story of American music history is forever tied to Iowa’s agricultural landscape. It is a rare place where culture and farming meet, where the rhythms of rural life continue to surround a moment that changed rock and roll.

At Mossycup Farms, Jesse and Laura welcome guests into their world of heritage hogs, pasture-raised poultry, and old-fashioned lard products that have made a modern comeback. What started as a family solution to food allergies became a thriving farm business. From pure lard soaps and home-raised meat to small-batch seasoning blends, everything they create carries the story of resilience, ingenuity, and pride in Iowa-grown products.

Nearby at Central Gardens of North Iowa, flowers, vegetables, and community spirit flourish together. This 2.75-acre oasis was built through the vision of volunteers and has become a gathering place for the whole region. The “Fresh on Fridays” program gives youth a chance to work in the gardens, harvest produce, and learn where their food comes from. Early in the mornings, volunteers cut fresh flowers and arranged them into bouquets that sold out quickly, turning a small idea that started with $50 into more than $8,000 in support for the Gardens in 2024. For visitors, the Gardens are more than a pretty place to stroll, they are a living example of how communities grow stronger when they dig in together.

Clear Lake also reminds us that agritourism can appear in many different ways. At Thursdays on Main, food trucks serve local favorites, shops stay open late, and neighbors gather in the street to enjoy live music and conversation. Agriculture wasn’t necessarily  present through fields and barns, but rather in the flavors, friendships, and pride on display.

Although not on this year’s official itinerary, the EOH team visited Lake Time Brewery and 173° Craft Distillery, and both remain favorite stops. By transforming Iowa-grown grains like corn and rye into craft beers and spirits, they give visitors the opportunity to taste agriculture in a glass. Every pint and pour tells a story of craftsmanship and local flavor.

Indianola: Innovation, Education, and Experiences that Lift You Up
The Evolution of the Heartland journey also took us to Indianola, where community pride rises just as high as the balloons that fill its skies each summer. Known for the world-famous National Balloon Classic, this Warren County hub blends Iowa tradition with forward-thinking ideas that are propelling the town into a new era of rural vitality.

The day began at Simpson College, a cornerstone institution that has shaped generations of leaders, educators, and entrepreneurs. The EOH team toured the campus and met with staff who shared how Simpson partners with local businesses and nonprofits to strengthen both education and economic growth. The synergy between college and community was clear, Indianola’s next chapter is being written by collaboration.

Just down the road in Cumming, the team stepped into the world of craft spirits at Iowa Distilling Company, where Iowa-grown corn is transformed into award-winning whiskey, vodka, and apple pie moonshine. Their staff shared how they use local ingredients and honor their agricultural roots that make each pour uniquely Iowan. Samples and conversations with locals made it easy to taste the connection between farm and flavor.

We enjoyed lunch in downtown Indianola and especially loved the hand-crafted sweets (ice cream at Outside Scoop) while meeting community members who are breathing new life into the heart of the city.

In the afternoon, we visited The Wallace House and Henry A. Wallace Farm, where agriculture meets education and history meets innovation. The self-guided tour meandered through gardens and orchards where produce grown on site supports community meals, educational programs, and local food systems. The experience offered a living example of how stewardship and sustainability can go hand-in-hand with economic vitality.

We ended the day at Bochner Farms, a family-owned flower farm that blossomed from a simple weekend retreat into a vibrant haven of color and peace. What started as 50 acres of raw land has grown into a thriving destination where thousands of blooms fill the fields and the enchanting Cottage Garden invites quiet reflection. Visitors can explore the gardens, enjoy farm-to-table dinners, and experience firsthand the beauty and healing power of flowers that inspire everything the Bochner family creates.

Iowa Falls: Where River, Heritage, and Heart Flow Together
In 2025, we discovered the charm of Iowa Falls, a community nestled along the Iowa River where natural beauty, small-town warmth, and entrepreneurial energy come together to create an unforgettable experience.

The day began at the Calkins Nature Area, where we did a quick hike and saw wildlife in their natural habitat. Surrounded by native prairie and woodlands, we experienced firsthand how the area serves as both an outdoor classroom and a sanctuary for wildlife.

Downtown Iowa Falls was the next step for our day’s journey. Along Washington Avenue, historic brick buildings house boutiques, coffee shops, and a bakery, floral shop and more, that reflect the community’s creative side. At lunch, we gathered at God Fuel where we enjoyed protein bowls, a Mediterranean salad, and fresh juices and smoothies. Another one of our favorite stops was Nimrod Meats where we could taste and purchase meat, dairy products, and honey, nuts, jams, spices and sauces.

The afternoon brought a highlight unique to Iowa Falls, a riverboat ride aboard the Scenic City Empress. Cruising along limestone bluffs and tree-lined shores, we could see why so many love to escape to the Iowa River (especially as the fall colors change). As the sun dipped low, laughter and conversation filled the deck, blending with the sound of the river.

As we closed out the day before heading home, we went on a short walk to connect the town’s past and present. The historic Oak Street Bridge, originally built in 1928 spans the Iowa River. Today, the new bridge features a 42-ft roadway, sidewalk and bicycle trail and connects the past to the future for Iowa Falls.

With its flowing river, thriving Main Street, and welcoming residents, Iowa Falls reminds us that evolution in the Heartland doesn’t mean losing your roots, it means letting them grow deeper and continue to evolve.

Osage: Innovation, Collaboration, and Community Spirit
In September, the spotlight turned to Osage, a town that blends history with bold new ideas.

The day began at the Cedar Valley Seminary, a cornerstone of the community for more than 160 years. Guests gathered for coffee, pastries, and egg bake while Director, Nikole Gast, shared how the Seminary was saved from demolition, moved across town, and restored to serve the community once again. Mayor, Steve Cooper, the longest-serving mayor in Iowa, spoke with pride about the town’s ability to work together and face challenges head on.

Next, participants tasted the flavors of the future with Healthy Harvest of North Iowa. Their ‘Sneaky Chef Chili’, made with locally-sourced ingredients, highlighted a local food movement that is thriving across the region. The message was clear: choosing local is no longer a niche idea, it is becoming a way of life.

At Limestone Brewers, owner Tony Wynorhad, took guests behind the scenes of the brewing process, making the science of craft beer easy to understand. He also shared his passion for revitalizing downtown Osage and using his business as a gathering place. The samples of small-batch beers and fresh pizza were a hit, but what stuck with people most was Tony’s reminder that success in small towns comes from being there for the community first.

Lunch at Taste., was nothing short of unforgettable. Chef Jes Baldus has created more than a restaurant; she has built an entire culinary ecosystem. At Taste, guests enjoyed beautifully crafted grazing boards while hearing Jes’s story of starting her business and collaborating with local farmers. Just steps away, The Market offered gourmet goods and take-home meals, The Bakery satisfied sweet cravings, Piggyback Smoke Shack transitioned into a creative ghost kitchen model, and the hidden Blind Pig Speakeasy provided a vintage-inspired spot for craft cocktails. Each space showed how passion and creativity can transform a small-town Main Street into a destination.

The afternoon included a stop at Stillwater Greenhouse, where Daniel and Reba Zimmerman have grown a family business into a regional favorite. Their greenhouses were overflowing with high-quality flowers, shrubs, vegetables, and whimsical garden décor. Visitors not only stocked up on plants but also heard the Zimmerman family’s story of building a business rooted in knowledge, tradition, and love for growing.

At Mitchell County Conservation, Recreation Specialist Andy Taets, and Naturalist Chelsea Rowcliffe, gave guests a closer look at the county’s parks, trails, and outdoor opportunities. Side-by-side rides brought plenty of excitement, while stories of conservation efforts showed how the county is protecting resources and encouraging residents and visitors alike to enjoy them.

The day ended at the Blind Pig Speakeasy, where the moody atmosphere, and Jes’s storytelling set the perfect tone for reflection and celebration.

Why Do Evolution of the Heartland Experiences Matter?
Visitors traveled from across Iowa and beyond, including DeWitt, Harlan, Lake City, Pine Town in Minnesota, and Omaha, Nebraska. Each person left with more than a souvenir. They carried home authentic stories and memories of conversations with the people who make rural Iowa shine.

“This event was a celebration of everything Osage does best, welcoming visitors, supporting local entrepreneurs, and proving that rural Iowa is full of innovation and heart,” said Natashia Newhouse, Osage Chamber of Commerce.

None of this would have been possible without the support of sponsors Travel Iowa and the Iowa Food & Family Project, who share the vision of spotlighting rural Iowa and its entrepreneurs.

Looking Back, Forging Ahead
At Evolution of the Heartland, our mission is to tell these stories and keep them alive. From Jesse and Laura at Mossycup Farms to Jes at Taste; from volunteers at Central Gardens to the Zimmerman family at Stillwater Greenhouse, every stop reminded us that rural Iowa is built by people who are willing to take risks, share their talents, and work together.

The official tours for 2025 may be over, but the invitation is always open. Plan your own rural Iowa road trip, explore Clear Lake, stroll Osage, wander Warren County, or discover Iowa Falls, and see firsthand the stories waiting to be discovered.

Because in the Heartland, you don’t just visit, you connect. You don’t just see the sights, you share in the stories. And those are memories worth treasuring.