Celebrating Osage: with Evolution of the Heartland Showcase

 

September 24, 2025, Osage, Iowa, – Last Friday, Osage welcomed visitors from across a tri-state region for the Evolution of the Heartland tour, a day dedicated to showcasing the vibrancy of small-town Iowa, its agritourism treasures, and the people who make it thrive. Guests traveled from Iowa communities as far as DeWitt, Harlan, Lake City, and beyond, as well as from Minnesota and Nebraska, underscoring the broad appeal of rural Iowa experiences.

The event kicked off at the historic Cedar Valley Seminary, where guests enjoyed fresh pastries, egg bake, and coffee while learning from Director, Nikole Gast, about the Seminary’s rich history – including a move across town and its modern-day role in serving the community. Osage Mayor Steve Cooper, Iowa’s longest-serving mayor, shared his reflections on the strength and resilience of the town, emphasizing Osage’s commitment to overcoming challenges and growing stronger together.

From there, attendees experienced the mission-driven work of Healthy Harvest of North Iowa, led by Marie Morud and Andrea Evelsizer, complete with a taste of their locally sourced “sneaky chef chili.” The growing local food movement in North Iowa was on full display, highlighting the abundance of ways to buy and support local.

The day’s tours continued with a behind-the-scenes experience at Limestone Brewers, where two of the three owners, Tony Wynorhad and Josh Olsen, shared how craft beer is bringing life and energy back to Osage’s downtown. Guests sampled small-batch brews and fresh pizza while gaining a deeper appreciation for the artistry of brewing and the brewery’s role in strengthening the local community.

Lunch was a highlight at Taste., the reservation-only farm-to-table restaurant by Chef Jes Baldus. Guests were treated to picture-perfect grazing boards and admired Jes’s inspiring journey of entrepreneurship. Her culinary vision extends into multiple ventures, including The Market, The Bakery, Piggyback Smoke Shack’s ghost kitchen, and the hidden gem Blind Pig Speakeasy. Each reflects her passion for elevating local food while keeping community at the center.

Afternoon stops brought attendees to Stillwater Greenhouse, where owners Daniel and Reba Zimmerman welcomed visitors to explore their flourishing greenhouse business and stock up on plants. At Mitchell County Conservation, Andy Taets and Chelsea Rowcliffe showcased the county’s trails, natural resources, and outdoor recreation opportunities. Side-by-side rides and education programs gave guests an exciting glimpse into how conservation and community go hand-in-hand.

The day concluded back at the Blind Pig Speakeasy, where Chef Jes provided an unforgettable evening atmosphere to close out a day full of discovery, flavor, and storytelling.

“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.

Evolution of the Heartland gratefully acknowledges the support of its sponsors, Travel Iowa and the Iowa Food & Family Project, who help make events like these possible. Together, they remind us that rural Iowa is not just a place, it is an experience waiting to be discovered.

Evolution of the Heartland is a collaborative marketing initiative that brings communities, businesses, and partners together to market rural Iowa, showcasing its agritourism and unique experiences to promote tourism. For more information and to become a part of the evolution, visit: www.evolutionoftheheartland.com

Downtown Osage
Cedar Valley Seminary
Limestone Brewers
Taste
Stillwater Greenhouse
Mitchell County Conservation
The Blind Pig
Downtown Osage

 

 

 

 

Rooted in the Heartland

Rooted in the Heartland: Iowa’s Agritourism Is Growing, One Story at a Time

When people talk about Iowa agriculture, they often picture endless cornfields, combines, and century-old family farms. While that is still a proud part of our identity, the real evolution of Iowa’s agriculture is in the people, the agricultural entrepreneurs who are reimagining what can grow here, how we share it, and how it connects us.

At Evolution of the Heartland (EOH), our mission is to tell those stories, showcasing the farmers, entrepreneurs, and visionaries who are using what has been passed down to them (land, skills, and community spirit) to build something new.

Recently our team had a chance to take a rural road trip through north central Iowa and visit a few towns with great examples of history and innovation working together.

Clear Lake: A Community Rediscovering Its Roots

Clear Lake has long been a tourism magnet, with a Main Street that could star in a Hallmark movie and the Surf Ballroom drawing thousands each year to relive music history. Amidst the summer buzz, there is a desire to connect visitors with the region’s agricultural heartbeat.

At Mossycup Farms, that heartbeat belongs to Jesse and Laura. Jesse, a chemical engineer by training, and Laura, raised on a farm, did not set out to run a heritage hog operation. They started with a personal need to eat clean, nourishing food after struggling with food allergies. What began as a family solution has become a thriving business producing heritage pork, pasture-raised poultry, lard-based soaps, and small-batch seasonings. Their work is not just about what is on the plate, but about creating something they are proud to share with their neighbors, customers, and now the world.

At Central Gardens of North Iowa, the story is about collective vision. Volunteers and local leaders transformed a piece of land into a 2.75-acre garden filled with themed spaces such as rose, butterfly, wetland, and children’s gardens. Here, flowers bloom alongside friendships, and community events bring together farmers, gardeners, and families in the heart of town. One unique aspect of the Gardens is their Fresh on Friday program where youth learn about where their food comes from and work in the gardens to pick fresh produce. Additionally, adult volunteers pick fresh flowers early in the morning and make beautiful floral arrangements available for purchase. This revenue stream for the Gardens started with a mere $50 in donations five years ago and produced more than $8,000 worth of beautiful displays in 2024.

On Thursday nights, Main Street belongs to the people. Thursdays on Main is not an organized showcase of agriculture, but it is a showcase of community. Food trucks feature local flavors, shops stay open late, and neighbors gather simply to enjoy each other’s company. Agritourism does not always look like a field tour; sometimes it is the food and conversation you share in the middle of Main Street.

Although we didn’t get a chance to stop in this time, we’ve visited before and will definitely be back again, because Lake Time Brewery and 173° Craft Distillery are truly “brewing” something special. By transforming Iowa-grown grains like corn and rye into craft beers, rums, vodkas, bourbons, and gins, they give visitors a taste of the state’s agricultural richness in every sip. It’s a perfect example of agritourism in action, where you can tour, taste, and experience firsthand how Iowa’s harvest is elevated into handcrafted brews and spirits. Places like these showcase not just quality and craftsmanship, but also the deep connection between Iowa’s farms and its hospitality.

Osage: Innovation, Collaboration, and Courage

In Osage, the story begins with Twisted River Farm. When Steve first came to Iowa, he was starting fresh in every sense of the word. He grew up on a sugar beet farm in Montana and was in marketing for minor league hockey in Minnesota. After meeting an Iowa girl, he decided to stay and started to dabble in becoming a farmer by ‘just Googling it.’ With only three acres, he built a market farm that produces vegetables, herbs, flowers, and microgreens nearly year-round, using organic practices and an innovative “ready-to-eat” harvest model. His success is rooted not just in hard work, but in the generosity of rural neighbors who lend land, swap advice, and pitch in when help is needed.

On Main Street, Chef Jes Baldus has built more than a restaurant. She has created a culinary ecosystem…seems pretty fancy for a small town, right? Well, this is what can happen when you reimagine an old Ben Franklin store. At t a s t e., her reservation-only farm-to-table space, diners enjoy menus designed around what is fresh and local at that time. Next door, The Market offers take-home meals and gourmet goods, while The Bakery satisfies sweet cravings. The Blind Pig speakeasy adds a hidden, moody escape where craft cocktails shine. Jes’s vision is bold, but it is grounded in collaboration with local farmers and producers, ensuring that her success is also theirs.

Just down the road from Osage at Stillwater Greenhouse, Reba and Daniel Zimmerman’s story spans decades. Reba grew up in a family greenhouse business, but it was in 1999 that she and Daniel decided to start their own on a quiet country road. They have built Stillwater into a destination for gardeners across Iowa and the Midwest, known for high-quality, naturally-grown flowers, plants and vegetables. Their mixed baskets, whimsical décor, and personalized landscaping plans are crafted with the same care they give their family. Their children are already part of the operation, learning what it takes to keep something growing season after season.

Why These Stories Matter

At Evolution of the Heartland, we are bringing awareness to these gems found in the heart of main streets and along the backroads of rural Iowa, because these are not just businesses…they are lifelines for rural Iowa. Every heritage hog, bouquet of cut flowers, or pint of beer is part of a bigger narrative about resilience, adaptation, and community pride. THIS is the American dream that is still alive and well found along America’s backroads. Travelers are no longer satisfied with just buying a souvenir. They want an experience, to connect with people, and treasure those memories forever.

That is why the Evolution of the Heartland exists…to make sure these stories are told, shared, and experienced. Even when plans change, such as our canceled Clear Lake event, we still show up, meet the people, and keep telling their stories.

It’s Your Turn to Join in the Narrative

There is still time to register for our upcoming Osage event on September 19th and meet these people yourself. Or if that doesn’t work out, plan your next road trip to the heart of rural Iowa. We promise you won’t be disappointed. Here are a few great rural communities to get your planning started or request an Iowa Rural Road trip map.

If you have an Iowa community or ag-based business you think the world should see, reach out to us about future partnerships. Apply to be a Host Community; Become a Partner; or Promote your Business or Community.

And remember, rural Iowa is best explored at your own pace. We are just getting started in marketing rural Iowa and one thing is for certain…we are stronger together and will keep leveraging each other’s talents, connections, and determination to keep the Heartland thriving.

Evolution of the Heartland Expands with New Opportunities for Rural 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.

 

Agritourism Event Highlights DeWitt Agriculture

The Evolution of the Heartland event brought a unique agritourism experience to DeWitt, Iowa, on Thursday July 25th, offering exclusive, behind-the-scenes tours that showcased the innovation driving our agricultural and small-town communities. From traveling into the depths of a quarry, witnessing a local locker and creamery, and being part of an IVF procedure, the event was a special opportunity to delve into the heart of rural Iowa.

Participants traveled from as far as Florida and Arizona to DeWitt for a fun-filled day of immersive, rural Iowa tours. Nearly 50 people from several states participated in the unique event sponsored by Travel Iowa, the Iowa Food & Family Project, DeWitt Chamber and Development Company, LiquiGrow, Farm Credit Services of America, Eastern Iowa Farmer, River Valley Cooperative, Clinton County Farm Bureau, and First Central State Bank, among others. Event staff and volunteers, sponsors, tour hosts, social media influencers, media, and members of the Central DeWitt Future Farmers of America were also able to experience rural Iowa through local tours.

The day began with immersive tours at Crystal Creek Enterprises in Grand Mound. Angela Rheingans, President and CEO of Dewitt Chamber and Development Company greeted attendees, setting the stage for a day filled with discovery and inspiration. Rheingans stated, “We are excited to host this event for the first time, providing you a glimpse of the ag innovation happening in our community. We are proud of our agricultural roots and those that continue to work and lead our local ag industries. Our hope is that you will return to visit again and share with others the outstanding experience you had in DeWitt.” Iowa Nice Guy, Scott Siepker, also met with guests and shared his excitement for small-town innovation.

The morning tours, hosted by Dennis Campbell, owner and operator at Crystal Creek Enterprises, showcased the impressive evolution of a Clinton County farm family’s operation into a cutting-edge agricultural innovator. During the “Plow > Power > Precision” tour, attendees marveled at century-old tractors in action and enjoyed rides in brand-new, state-of-the-art tractors and combines. Matt Willimack, Grain Merchandiser at Cedar County Coop and 4th generation of Willimack Family Farms led the “Seed to Silos” tour highlighted the innovation behind Iowa’s cornfields and the farm’s global efforts to feed and fuel the world. Attendees had the unique opportunity to walk among the grain bins where the harvested grain is stored until sold.

After a Main Street luncheon at Murphy’s Pub, where Chris McCulloh shared information about McCulloh Family Genetics and his swine operations. Rheingans and City Administrator, Steve Linder guided a walking tour of the downtown focused on revitalization projects, both past and current that contribute to the vibrancy of the downtown and community as a whole. Participants were also able to explore and shop local businesses. The catered meal was locally sourced pork from McCulloh Family Genetics, sides and salads from Murphy’s Pub, and desserts from Urban Eats.

The afternoon featured more immersive tours, including “Farm-to-Local Market,” where attendees experienced the Moore family’s commitment to providing fresh, local meat and dairy with the support of the region. “Revolution in Beef Genetics”, offered a glimpse into modern cattle breeding techniques at DeWitt Veterinary Clinic. “Unearthing Potential” at Wendling Quarries revealed the journey from raw material to vital infrastructure, showcasing sustainable practices and including a tour of the mining pit where participants witnessed the machines in action.

After a full day of learning and networking, participants ended the day at the DeWitt Farmers Market where they could shop from over 70 vendors with locally sourced produce, baked goods, and handmade items.

The Future of Evolution of the Heartland
“We feel that Evolution of the Heartland, and more events like this, will become a catalyst for rural Iowa to share their message, progress in agriculture, strides in the production of wholesome, nutritious food, and the pride that farm families experience when caring for their land and operations,” said Shelly Greving owner of Emerge Marketing Solutions and creator of Evolution of the Heartland.

Evolution of the Heartland has three more events in Iowa later this summer and fall. September 12th in Stanton; September 26th in Coon Rapids; and October 3rd, in Manning. To learn more about Evolution of the Heartland or to register for upcoming events, visit evolutionoftheheartland.com.

Opportunities for prospective 2025 sponsors and community event hosts are actively being pursued. For more Evolution of the Heartland information, please complete the online forms or contact the event coordinator, Annie Greve, at info@evolutionoftheheartland.com. Follow along with event updates on Facebook and Instagram @evolutionoftheheartland to learn more.

 

 

 

The Quiet Revolution of America’s Rural Communities

Big cities may get much of the press, but there’s a revolution brewing in a place many might overlook small towns like those scattered across the beautiful rolling hills and plains of Iowa. These communities are much more than rest stops on a road trip; they’re vibrant hubs where everyone plays a crucial role. Here’s why small towns, like those in the heartland are the experiencing a revolution and why you should be ready to embrace the change.

For decades, the allure of big-city opportunities drew many away from the Midwest’s heartland. However, the tide is starting to turn. Rising costs of living, concerns about crime, and a yearning for a strong community are prompting a migration back to these once-departed towns. People who once chased careers on the coasts are now seeking a different kind of success: raising families in a safe, supportive environment with opportunities for entrepreneurs to start businesses, and a newfound appreciation for the charm and stability their hometowns offer.

Stronger Together: The Power of Community
In small towns, looking out for your neighbor isn’t a saying, it’s a way of life. From coaches mentoring young athletes to volunteers at the local school or town festivals, these acts of kindness are the lifeblood of the community. Residents come together for library book sales, raising funds for new books and programs that enrich everyone’s lives. This hands-on involvement fosters a sense of shared responsibility and a deep pride in where you call home.

Local Businesses: The Backbone of the Community
Small-town businesses are more than stores; they’re partners in progress. By supporting local organizations and events, they ensure there are activities that enrich the lives of all ages. This creates a sense of belonging and provides essential services for residents. Imagine movie nights under the stars sponsored by the local hardware store, or a new playground funded by the community bank. It’s this kind of local investment that keeps the heart of the community beating strong.

A Network of Support: A Tight-Knit Community
Small towns offer an unparalleled sense of community. Neighbors know each other, and when someone faces hardship, the whole town rallies. A casserole appears on the doorstep for a family coping with illness, or a fundraiser is organized to help a neighbor facing financial difficulties. This genuine concern for one another strengthens the social fabric and creates a safety net for those in need.

Main Street Dreams: The Midwest’s Launchpad for Entrepreneurs
The American Dream isn’t just alive in bustling cities; it’s thriving in the heartland of the Midwest. Small towns offer a unique opportunity for aspiring entrepreneurs. Lower overhead costs and a supportive community can make starting a business less daunting. Imagine opening a bakery using fresh, local ingredients or a bookstore that becomes a cultural hub. The Midwest also boasts a strong manufacturing tradition, making it fertile ground for innovative ideas in sustainable agriculture or artisanal crafts. With a deep talent pool and a customer base hungry for locally-made goods, small-town America in the Midwest provides the perfect environment to chase your entrepreneurial dreams and build a successful business.

Why We Created Evolution of the Heartland
The magic of small towns is undeniable to those who live it, but capturing that essence and conveying it to outsiders can be a challenge. That’s why we created Evolution of the Heartland. We know there’s a misconception that small towns are dying and nothing is happening. Evolution of the Heartland aims to disprove that stereotype by showcasing the innovation beyond the cornfields.

Here’s what makes small towns and Evolution of the Heartland’s initiative, so special:

  • Unforgettable Experiences: Evolution of the Heartland isn’t about generic experiences you can find anywhere. It’s about immersing yourself in the one-of-a-kind character of each community. Imagine learning about hydroponics from a passionate local entrepreneur, and then savoring a delicious meal made with fresh, local ingredients. Or picture yourself, visiting a custom welding factory and trying your hand at welding, followed, by an evening spent browsing unique crafts at a locally sourced farmer’s market. These are the kinds of authentic immersive tours offered by Evolution of the Heartland.
  • A Celebration of Innovation and Progress: Small towns in Iowa and the Midwest aren’t stuck in the past. Evolution of the Heartland highlights the dynamism and innovation happening in these communities. From improving animal genetics and embryo transfers, to high tech agricultural equipment, to thriving small businesses, there’s a spirit of progress that fuels the local economy and creates a vibrant environment.
  • Rooted in Tradition, Reaching for the Future: The rich history agriculture is a cornerstone of its small towns. Evolution of the Heartland connects you to these roots, showcasing the dedication to traditional farming methods while fostering a forward-thinking approach to the future. The focus on a high quality of life and a strong sense of community is often envied by city dwellers.

Evolution of the Heartland goes beyond showcasing attractions; it’s about capturing the essence of small-town life. It’s about the feeling of belonging, the chance to get involved, and the opportunity to experience a unique way of life. If you’re curious to discover the hidden potential of the heartland, head to evolutionoftheheartland.com/ and sign up today to be a part of the revolution taking place.

Photo by zaigervision

Benefits of Attending Evolution of the Heartland

Dive Deep into Iowa’s Bounty: Unforgettable Experiences Await at Evolution of the Heartland

Calling all inquisitive minds and forward-thinking professionals! Evolution of the Heartland isn’t just an agritourism event; it’s a passport to a deeper understanding of the cutting-edge advancements shaping the future of agriculture. Here’s why you won’t want to miss this immersive journey:

  1. Go Beyond the Fields: Unforgettable Farm Tours

Escape the ordinary and immerse yourself in the extraordinary with our intimate, hands-on agricultural experiences. These tours aren’t only about sightseeing; they’re about connecting with the heart of agriculture through the stories of local Iowa-based entrepreneurs.

Imagine:

  • Visiting a niche farm such as yak or ostrich: Learn about these fascinating animals, explore their unique products, and maybe even taste a delicious yak burger or ostrich jerky!
  • Touring Puck Enterprises in Manning, Iowa: Witness cutting-edge agricultural technology in action, from custom-built pumps to the leading-edge LightSpeed control systems all made in the USA.
  • Delving into the science behind embryo transfers in beef production: Discover how this innovative technique is improving herd genetics and sustainability.

These are just a few examples of the diverse and engaging farm experiences you’ll encounter at Evolution of the Heartland.

  1. Main Street Magic: Rural Communities Come Alive

Evolution of the Heartland isn’t just about farms. Explore the heart and soul of rural Iowa by strolling down charming Main Streets. Witness firsthand the exciting comeback story of these communities.

Experience the evolution:

  • Main Streets once again bustling with activity: Discover new locally owned shops, businesses, and restaurants.
  • A renewed sense of community pride: Meet the entrepreneurs and residents who are breathing new life into these historic towns.
  • The spirit of innovation: See how rural communities are embracing technology and entrepreneurship to thrive in the 21st century.

Evolution of the Heartland allows you to step beyond the postcard images and connect with the vibrant reality of rural Iowa.

  1. Build Lasting Connections: Network & Relax in Style

Let us take care of the logistics while you focus on fostering meaningful connections. Relax and unwind in comfort aboard a motorcoach bus, complete with plush seating, ample legroom, and scenic views as you travel between destinations. This dedicated transportation allows ample time to bond with fellow participants, farmer ambassadors, sponsors, and tour hosts.

Imagine lively conversations and shared experiences as you:

  • Exchange ideas: Discuss the future of agriculture, the importance of local food systems, and your own personal connections to the land.
  • Build bridges: Connect with passionate individuals who share your interest in sustainable practices and vibrant rural communities.
  • Create a network: Form lasting connections that extend far beyond the event, opening doors to future collaborations and friendships.
  1. A Celebration of Local Flavors: From Farm to Table and Beyond

Savor the taste of Iowa with delicious, locally sourced meals featuring the freshest produce, artisan cheeses, and delectable meats raised right here in the state. But the experience goes deeper than just a good meal. Each culinary delight is accompanied by a short presentation from a local entrepreneur or restaurant owner.

Hear their stories:

  • Their inspiration: Learn what drives their passion for local food and sustainable agriculture.
  • Their connection to the land: Discover how they work directly with farmers to create high-quality, farm-to-table experiences.
  • The importance of local sourcing: Gain a deeper understanding of the vital role rural Iowa plays in putting food on our tables and the environmental benefits of supporting local producers.

Evolution of the Heartland is more than an event; it’s an experience that connects you to the land, the people, and the bounty that makes Iowa such a special place. Join us and discover the heart of American agriculture, one unforgettable taste, tour, and conversation at a time.

Photo by zaigervision

What is Evolution of the Heartland?

What comes to mind when you think of Iowa? Endless stretches of fertile land, a resilient work ethic, neighbors who embody the essence of care, and the ingenuity of entrepreneurs who carve out success against all odds? Iowa is synonymous with agriculture, humility, and the enduring spirit of the American dream. Yet, amidst the vast cornfields lies a narrative often overlooked—the evolution of the heartland.

Rural communities are the foundation of Iowa and America, pulsating with a spirit that fuels the state’s heartbeat. But how can we harness this energy to not only sustain but thrive? Enter Evolution of the Heartland, a visionary initiative that capitalizes on agritourism and economic development to invigorate rural Iowa.

Evolution of the Heartland knows that together Iowans can…

  1. Utilize rural, Iowa people, communities, and businesses as the driving force for tourism.
  2. Showcase the high-quality innovation happening in Iowa.
  3. Entice migration from cities and other states to rural life through hands-on experiences and authentic conversations and relationships.
  4. Inspire entrepreneurs to pursue the American dream right here in Iowa.

At its core, Evolution of the Heartland celebrates the essence of Iowa—its people, communities, and businesses and encourages rural communities to market themselves jointly for these common goals:

  1. Gain statewide and national exposure for the evolving Silicon Prairie (rural Iowa communities, businesses, and people).
  2. Create a positive image of rural Iowa and agriculture.
  3. Highlight opportunities to visit, live, work, and play in rural Iowa that result in an exceptional quality of life.
  4. Provide exposure to career opportunities and business start-ups.

Past the peaceful cornfields, you’ll find folks who are all about pushing the envelope with new ideas. Evolution of the Heartland sheds light on the innovation happening right here in the heart of Iowa. Farming nowadays isn’t just about plowing fields; it’s about using the latest technology to make things more efficient, sustainable, and productive. By showcasing the seamless fusion of tradition and innovation, this initiative aims to change perceptions of rural Iowa and agriculture, positioning the state as a leader in agricultural innovation.

But at the core of Evolution of the Heartland is the power of making connections. It’s a chance for people to meet community leaders, building relationships that last long after the event’s over. Through tours, immersive experiences, and Main Street dining encounters, individuals gain insight into the intricate structure of rural life.

So, what does a typical Evolution of the Heartland event look like?  All events follow a similar itinerary yet take on the local flavor of the host community. The day starts with a round of immersive tours. The Main Street luncheon and downtown exploration aim to connect attendees with local foods, flavors, and business owners. Attendees will set out on their afternoon adventure with another round of  immersive tours. Some communities will end the day with a local vendor showcase or community reception.

As Evolution of the Heartland continues to gain momentum, the vision extends beyond the horizon. The goal is not merely to replicate but to scale this initiative statewide, as the premier agritourism event that beckons individuals to rural Iowa. By raising awareness of the opportunities for tourism, business startups, and rural living, Evolution of the Heartland attempts to cultivate a well-rounded quality of life that resonates far beyond the heartland’s borders.

In essence, Evolution of the Heartland isn’t just an event—it’s a movement. A movement that celebrates the past, embraces the present, and charts a course towards an exciting and prosperous future for rural Iowa. Join us as we embark on this transformative journey, where the heartland beats with renewed vigor, and the spirit of innovation thrives.

Photo by zaigervision

Evolution of the Heartland Wins Two Iowa Tourism Awards

Emerge Marketing Solutions was awarded the ‘Outstanding Marketing Collaboration’ award and the ‘Outstanding Social Media Execution’ award for their work with Evolution of the Heartland at the 2024 Iowa Tourism Conference hosted by Travel Iowa on March 20th.

2024 Iowa Tourism Award Winner for Outstanding Marketing Collaboration - Emerge Marketing Solutions“It was quite an honor and surprise to receive these two awards from Travel Iowa,” said Emerge Marketing Solutions Owner & visionary leader behind Evolution of the Heartland. “We want to thank all the partners who have believed in us enough to invest in our cause and make this vision a reality for rural Iowa. We truly wouldn’t have been able to get this far without

them. After attending this year’s Iowa Tourism conference, I recognize that we have arrived, rural Iowa!! There has never been a better time to showcase the evolution of the heartland.” 

Emerge received the first award on behalf of the marketing collaborations between Travel Iowa; Iowa Farm Bureau (including Audubon, Shelby, & Carroll County Farm Bureau); Community Foundation of Southwest Iowa; Iowa commodity groups: Iowa Corn, Iowa Beef Industry Council, Iowa Pork Producers Association, Iowa Turkey Federation, and the Iowa Food & Family Project (Iowa Soybean Association); local community organizations: the City of Manning, Audubon County Economic Development & Tourism, Main Street Manning, Manning Hausbarn Heritage Park, Audubon County Fairgrounds, Nathaniel Hamlin Museum; various influencers: the Farm Babe, Michelle Miller; Iowa’s Storyteller – Darcy Maulsby; Olio in Iowa – Megan Bannister; Des Moines Parent – Erin Huiatt; and Ceara Kirkpatrick; and 15 private tour locations on local farms and agricultural businesses in the Manning, Audubon, Carroll, and Templeton area.2024 Iowa Tourism Award Winners

Evolution of the Heartland 

“We wanted to create and implement an authentic agritourism experience that highlights rural Iowa in a way that no one has been able to effectively do before,” said Greving. “Our ultimate goal is to gain exposure for the evolving rural Iowa; change perceptions of rural life and agriculture; create awareness of opportunities to visit, play, work, and live in Iowa where there’s an exceptional quality of life; and ultimately inspire others to pursue the American dream right here in Iowa.”

Through multiple local and statewide strategic partnerships and sponsorships, the inaugural Evolution of the Heartland event was held on August 31, 2022, at the primary host site of the Manning Hausbarn Heritage Park. The second annual event was hosted by Manning/Audubon on August 3, 2023. With more than 90% of Iowa being comprised of rural communities, Greving emphasized the importance of this initiative going beyond one or two communities. So, the Emerge Marketing team is working to bring Evolution of the Heartland to more rural communities in Iowa and scale the experience statewide in the next five years. 

Their vision to replicate the agritourism event across the state so that even more rural communities can benefit is already becoming a reality. This year, four Iowa communities will host an Evolution of the Heartland experience: DeWitt on July 25th, Stanton on September 12th, Coon Rapids on September 26th, and Manning on October 3rd. Registration for all events opens on May 1st and is limited to 50 people for each location. Registration will close three weeks before each event or when all spots have been reserved. Early bird registration features a $25 discount per person and ends June 1st. Participants can sign up to be notified when registration opens at www.evolutionoftheheartland.com. 

Emerge Marketing Solutions

Emerge Marketing is a local marketing organization owned by Shelly Greving of Manning. Greving, along with her team, including Katie Lange (Sextro, originally from Manning), Claire Zaiger (Olsen, originally from Audubon), and Annie Greve (Carroll) work to revitalize rural Iowa and support communities, non-profits, and businesses that make up the fabric of Iowa’s small towns through a variety of marketing services including brand development, business consulting, digital marketing, fundraising, social media management, strategic planning, video production, website development, and more. 

2024 Iowa Tourism Award Winner for Outstanding Marketing Collaboration and Social Media Execution - Emerge Marketing Solutions

This marks the third year in a row that Emerge has received a Travel Iowa Award, specifically the Social Media Execution Award. In 2022 they won for their video series promoting rural Iowa communities, ‘Off the Beaten Path in Iowa’; in 2023 for their digital promotions for Wright County Fair, and now for their Evolution of the Heartland social media marketing efforts. Emerge has received additional awards on behalf of their clients in previous years, including: ‘Outstanding Niche Market Initiative’ for their Look Local First initiative with DeWitt Chamber & Development Company in 2017 and ‘Outstanding Promotional Material’ for their social media marketing for the Manning Hausbarn-Heritage Park in 2017. 

“I am so grateful to our talented Emerge team who have worked tirelessly to showcase our rural communities and take our digital marketing efforts to new levels,” expressed Greving. “So, if you are a visionary leader and passionate about your rural community, reach out to us. Agritourism is one of Iowa’s priority areas that was highlighted at the conference, and there has never been a better time for our small towns to shine. I can’t wait to see what the future has in store for our rural communities.” 

To learn more about Evolution of the Heartland or Emerge Marketing Solutions, contact Shelly Greving at (712) 292-6875 or shelly@em3rgemarketing.com. 

Agritourism Event Highlights Agriculture and Rural Iowa

Manning, IA – Enjoying yak meatballs, holding a one week-old ostrich, taste-testing local wines and whiskey, and exploring two western Iowa communities were just a few unique highlights of the second annual agritourism event hosted on Thursday, August 3, 2023, at the Manning Hausbarn-Heritage Park. The ‘Evolution of the Heartland’ experience immersed attendees into the heart of America’s rural communities, showcased the evolution of agriculture, and highlighted the efforts taking place to be able to feed the world.

Participants from the Des Moines and Omaha metros traveled to Manning on a chartered bus through CIT Charters and others drove themselves to the Hausbarn-Heritage Park for a fun-filled day of immersive, rural Iowa tours. More than 200 people from three states participated in the unique event sponsored by Travel Iowa, Audubon County Farm Bureau, the Iowa Food & Family Project, City of Manning, Iowa Corn Growers District 4 Committee, Farm Credit Services of America, Audubon County Economic Development/Audubon County Supervisors, Carroll County Farm Bureau, and Iowa Pork Producers Association, among others. Participants were also made up of event staff and volunteers, sponsors, farmer ambassadors, and the Audubon and IKM-Manning FFA officer teams.

“Audubon County Economic Development was proud to support this event that showcased the amazing things that are happening in our rural communities, businesses, and our local agriculture producers,” said ACED & Tourism Director, Sara Slater. “It was a unique opportunity for all attendees to interact with entrepreneurs in our area and learn about what is happening on their farms and businesses and what their day-to-day life entails.”

Tour options included a Beef Immersion at Brinkman Ag Solutions and Wiese & Sons Herefords featuring a speaker from Lauritsen Cattle Company; a Swine Immersion at PigEasy and Templeton Family Farms featuring a speaker from AMVC Management Services; a Niche Farming tour at Irlmeier Ostrich Farm and Iowa Yak Ranch; a Main Street Entrepreneurs tour in Manning and Audubon; an Innovation & Technology Tour at Puck Enterprises and NexGen Ag Supply featuring a speaker from Van Wall Equipment; a Wine in the Heartland tour at the Santa Maria Vineyard & Winery; and a tour of the Templeton Distillery.

“What was most impactful to me was seeing the connection these families have with each other and their communities and the dedication they have to the future of their operations,” shared one attendee. “It was inspiring to see them work together, to overcome challenges they had faced, and continue to pursue their dreams right here in rural Iowa.”

Participants also got a taste of rural Iowa at the Ag Ambassador Luncheon at the Audubon County Fairgrounds, accompanied by conversations with local agricultural ambassadors. Debi Durham, Director of the Iowa Economic Development Authority, spoke during lunch, inspiring attendees to live, work, and play in Iowa because of the possibilities she believes are endless in rural Iowa.

Lieutenant Governor, Adam Gregg, spoke to attendees before the Community Tailgate supper, encouraging them that together we can grow in Iowa.

“In Iowa we have safe communities, exceptional quality of life, good schools, and the entrepreneurial spirit is still alive,” shared Lt. Governor, Adam Gregg. “In Iowa, you truly have the opportunity to have it all. And that’s what Governor Reynolds and I are working to preserve. That’s also what makes days like today so special. You’re helping us tell that story and expand that story across the Midwest and beyond.”

The catered meals were locally-sourced from Two Palms Grilling, Darrell’s Place, Deb’s Corner Café, and the Bakery on Broadway. About 65 local community members joined the Community Tailgate and Iowa Vendor Showcase, where people were able to browse handmade items and other Iowa-based products. Retail vendors included Feminine, Journey Trail Mix, Rusted Relics, Elizabeth Brittain Designs, Home Tree Leather, Tropical Sno, 2 Sisters Garden Art, The Crap Shack, Silver Valley Craft Corner, and Manning Rent-all. In addition to the retail vendors, agricultural businesses included: Puck Enterprises and Iowa Yak Ranch. Attendees enjoyed listening to live music by 2 ½ Guitars while browsing the Iowa Vendor Showcase.

The Future of Evolution of the Heartland
“We feel that Evolution of the Heartland, and more events like this, will become a catalyst for rural Iowa to share their message, progress in agriculture, strides in the production of wholesome, nutritious food, and the pride that farm families experience when caring for their land and operations,” said Greving.

The Evolution of the Heartland committee is eager to set a date and begin planning for the next event in 2024 and are planning to invite more communities to host similar events marketed under the same brand. More details will be shared once future dates are set.

Community Tailgate will be held at the Hausbarn Heritage Park on August 3rd

Manning, IA – Locals are invited to the Evolution of the Heartland Community Tailgate from 5:30-9pm at the Manning Hausbarn Heritage Park on August 3rd, 2023. The tailgate will feature live music, a meal, Iowa Vendor Showcase, and a mini farm show.

Lieutenant Governor, Adam Gregg, will kick off the Community Tailgate, speaking about how, together, we can “Grow in Rural Iowa”. Attendees will get a taste of rural Iowa with a supper including prime rib, brat bites, pork loin, a charcuterie display, and locally made desserts. Attendance is free, but the meal is $15/person and tickets can be purchased at the door. Food will be provided by Two Palms Catering (Audubon), Deb’s Corner Café (Manning), Darrell’s Place (Hamlin), The Bakery on Broadway (Audubon), Sporrer’s Sweet Corn (Templeton), Sporrer’s Melons (Manning), and Iowa Yak Ranch (Exira).

The Evolution of the Heartland Community Tailgate will also include an Iowa Vendor Showcase featuring goods and produce from local retailers and an outdoor “mini farm show” with local agricultural businesses. Retail vendors will include Feminine, Journey Trail Mix, Rusted Relics, Elizabeth Brittain Designs, Home Tree Leather, Tropical Sno, 2 Sisters Garden Art, The Crap Shack, Silver Valley Craft Corner, and 712 Boutique. Agricultural businesses like Manning Rent-all, Puck Enterprises, Iowa Yak Ranch, and others will be set up for a mini farm show. Attendees can also enjoy live music by 2 ½ Guitars on the courtyard while browsing handmade items and other Iowa-based products.

This year’s Evolution of the Heartland event is made possible by the following sponsors, Travel Iowa, Iowa Food & Family Project, Audubon County Farm Bureau, Manning Hausbarn Heritage Park, Emerge Marketing Solutions, Iowa Corn 4th District, Iowa Pork Producers Association, City of Manning, Audubon County Economic Development, and Farm Credit Services of America, and many more.

Evolution of the Heartland is seeking retail and agricultural vendors for the Iowa Vendor Showcase. For more information, please complete the online forms or contact event coordinator, Annie Greve, at info@evolutionoftheheartland.com. Follow along with event updates on Facebook and Instagram @evolutionoftheheartland to learn more.