Farmer and philanthropist Norval Dvorak loved everything about renowned agricultural tourism, education and adventure center Fair Oaks Farms.
Everything except for the fact that it was located in Indiana.
Dvorak and a group of passionate Wisconsin farmers believed in a place that would celebrate Wisconsin’s agricultural heritage, and in 2018 the Farm Wisconsin Discovery Center opened in Manitowoc with a mission of teaching people about Wisconsin agriculture so they can better understand the people and processes behind their food, fiber and fuel.
The pandemic hit just as Farm Wisconsin was gaining momentum, says Executive Director Patty Lehn, so although the organization is celebrating its seventh anniversary this year “it feels more like four,” Lehn says.
But in four or seven years, Farm Wisconsin has come a long way.
Bringing its culinary and catering operations in-house during the pandemic was critical to the organization’s financial sustainability, says Lehn, who adds that Farm Wisconsin hopes to get to a model where it is equally funded by events, admissions and donations — it currently relies most heavily on the last. The sprawling facility has recently played host to everything from corporate meetings to weddings to high school proms, all of which help keep the lights on for the organization’s target demographics: parents and grandparents.
Lehn, who grew up on a dairy farm, has been in her role for six years. She says she knew Farm Wisconsin was the place for her because of how much it “brings the respect that farmers deserve.”
“Right now, 2% of the population is involved in food production and feeding 100% of the population,” she says. “There are fewer people like me who grew up on a farm. So in order to not only have people understand where their food comes from, but also fill jobs in the industry, we need to make that connection.”
The connection comes in the form of exhibits, farm tours and educational events — but what Farm Wisconsin has perhaps become best known for is close encounters with the circle of life.
Thanks to a partnership with nearby Grotegut Dairy Farm, which from the beginning has generously allowed the staff at Farm Wisconsin to transport pregnant cows to the museum every morning it is open (currently Thursday-Saturday and select extra hours during holiday and school breaks), chances are good visitors can see a dairy calf birth in the Land O’Lakes Birthing Barn as part of their visit.
“We’re really blessed to be able to work with [the Groteguts],” Lehn says. “Everything at Farm Wisconsin is so well done and engages people, but the exclamation point is when people are able to see a calf birth. I mean, that’s what’s ridiculously special.”
The Groteguts also accommodate tours for Farm Wisconsin visitors and are highly engaged in programming. And while dairy accounts for $53 billion of Wisconsin’s $116 billion agriculture industry, Farm Wisconsin definitely spotlights more than cows — with exhibits that highlight the diversity of Wisconsin agriculture, allowing farmers to tell their own stories, dispelling myths about the industry and showcasing ag technology and careers.
But also, there’s the great unifier: baby animals. Lehn says Farm Wisconsin had record attendance this spring when more than 1,000 visitors toured the museum during Spring Baby Fever, where they had the chance to interact with creatures including piglets, lambs, bunnies and crias (baby alpacas).
“We know that when we bring in baby animals, we’re going to do better,” Lehn says.
Leading with cuteness and fun and “tricking them into learning while they’re here” is the key to Farm Wisconsin’s success, Lehn says. And it’s industry partnerships that will help the organization thrive into the future.
“I think the most exciting [opportunity] is collaboration,” she says. “When I hear somebody say manufacturing is the largest part of our economy, absolutely. But how much of manufacturing is food? So for people to realize their role in helping to connect consumers to their food sources, that’s the biggest need … more collaboration is really the key.”
On the web: farmwisconsin.org
