In 2024, under the leadership of Greater Iowa City, Inc., the local chamber of commerce organization, local farmers and agricultural businesses in Johnson County, Iowa, launched the Agri-CULTURE Iowa brand. The organizations joined together “with the shared goals and values of implementing sustainable practices, celebrating the farm-to-table journey, and offering a suite of agricultural experiences that captivate both residents and visitors alike.” They worked together for more than a year to prepare for its launch at the Johnson County Fair in July 2024.
The brand’s ultimate goal is to make Johnson County a premier tourism destination by promoting local businesses that “showcase the area’s rich tapestry of farms, food, and fun.” The logo, which started appearing at businesses throughout the county in the summer of 2024, is meant to further the organization’s goal, as it “includes a harmonious blend of nature’s bounty and the business owners’ industrious spirit, representing the essence of Johnson County and the surrounding area’s agricultural heritage.” Agri-CULTURE Iowa promises visitors will “experience the passion of growers, the creativity of makers, and the warmth of a community proud to share its roots.”
Photo Courtesy Agri-CULTURE Iowa
The effort to unify rural businesses can be traced back to the hiring of Sarah Thompson as the Greater Iowa City Director of Rural Development in 2022. Thompson told The Daily Iowan, “They [the county and Greater Iowa City] wanted to see work in rural communities. One of the first things I did was reach out to a list of businesses that are in the county and tried to find as many as I could.” She described the benefits of these businesses working together, “A lot of the businesses have the same kinds of issues, and if one person solves it, then everyone can know how to solve it. Or if no one can solve it, maybe together we can come up with a solution.” Thompson added that there are significant benefits of showcasing local agricultural operations to Johnson County residents and visitors alike, “It’s a great way for anyone who doesn’t really understand farming to get a tutorial to find out the kinds of people who like to live in the country or on a farm. When you live in Iowa City, sometimes it’s hard to understand why anyone would want to live out in the middle of nowhere.”
Agritourism is particularly important in Johnson County. Agritourism connects people to the land where their food is grown and to the people who grow it. The industry provides supplemental income for farmers; in nearby Missouri, 64.4% of farmers who promoted agritourism on their land saw their profits increase. This profitability enables farmers to continue operating their businesses rather than being forced to pivot away from agriculture. According to the USDA National Agricultural Statistics Service’s Iowa Field Office, between 2002 and 2007, per-farm income from agritourism and recreational services more than doubled. Moreover, “Agritourism creates jobs, increases the tax base, gives tourists another reason to visit Johnson County, and residents another reason to stay in Iowa,” the Johnson County Food Policy Council explained in 2018. Each dollar of agritourism sales on one of New Jersey’s farms generates another $0.50 for other businesses, totaling $33.3 million in revenue.
In October 2024, Greater Iowa City Inc. hosted a bus tour to local farms, orchards, and vineyards. One of the brands involved in the tour, and part of the Agri-CULTURE Iowa brand, is Walker Homestead and Winery in Iowa City. The 80-acre farm uses sustainable agricultural practices and prepares farm-to-table meals for weddings and themed dinners, including this year’s Winter Murder Mystery Dinner Series. Kristy Walker, co-owner with her husband Bob, told Think Iowa City, “Our vision is a boundless venue for agricultural and culinary delight.” The business invites visitors to “come wander the vineyards, taste what’s in season, and discover your own little slice of Napa—right here in the heart of Iowa.”
Photo Courtesy Walker Homestead Iowa City
Another participant is Calyx Creek Lavender and Lodging. Taylor and Stephanie Getting brought their children to Oxford, Iowa, to launch this lavender farm, inspired by one they visited in the Pacific Northwest. The treehouse lodge and business makes everything from sweet lavender lemonade and lavender syrups, to lavender-stuffed animals and lavender bug spray. “We think you’ll love visiting the farm for years to come as we progressively unveil the splendor of lavender right here in our beloved home state of Iowa,” Calyx Creek writes on its website.
Photo Courtesy Calyx Creek Lavender & Lodging
Kristy Walker explained her business’s participation in Agri-CULTURE Iowa to The Daily Iowan, “We’re doing this to feature the great places that people should go visit as a part of Johnson County. Johnson County is full of really great food growers and makers, and we created this collaboration to help and support one another.” Bob Walker said, “Our mission statement is to bring the community agriculture education and business collaboration. You bring people out, put your phones down, and talk to each other.”
As Agri-CULTURE Iowa notes, “Here in central Iowa, agriculture isn’t just a backdrop—it’s a driving force that connects people, fuels local economies, and invites exploration.” Visitors can “discover Agri-CULTURE Iowa businesses in Johnson County and surrounding areas – where every harvest tells a story, and every visit is an experience!”
