Iowa Food & Family Project: Celebrates Food While Connecting Farmers and Consumers Nationwide

Meet the Contursos! The New Jersey family won a trip to Iowa and discovered the role the state plays in feeding and fueling the world, while making new friends in the process. In the United States, many people have the luxury of walking into a grocery store filled with aisles of choices, and purchase safe and affordable food. As routine it is to buy groceries, many are starting to think about where their food comes and the hard work that goes on behind the scenes to provide consumers with such options.

This is where the Iowa Food & Family Project (Iowa FFP) comes in. With no board of directors or officers, it isn’t an organization, but a movement to celebrate the miracle of food and the men and women who provide it.

According to Aaron Putze, Iowa Soybean Association director of external relations and coordinator of the Iowa FFP, more than 97 percent of Iowans are not directly involved in farming.

“In fact, 70 percent admit to knowing little or nothing about where food comes from,” Putze explains. “Yet there’s a food renaissance taking place in America with more than 85 percent of consumers saying they want to know more about the origins of their food. Consumers also have sincere questions about farming, and more specifically, the relationship between today’s farmers and healthy and wholesome food, environmental quality, animal well being and community vitality.”

Putze describes the Iowa FFP as a purpose-driven initiative that’s inspiring greater awareness and trust between farmers and consumers through advocacy and engagement to the benefit of Iowa’s people and communities.

“This includes two-way communication that answers consumers’ questions about farming and provides concrete examples of how farmers are dedicated to continuous improvement and providing healthy and wholesome food choices for everyone,” Putze says.

Since its inception last fall, the Iowa FFP has made huge strides in educating and connecting consumers and farmers about the increasing significant role Iowa plays in feeding and fueling our state, nation and the world.

One of its biggest projects this year kicked off with a bang. The “Be Our Guest, Be a Farmer” contest grabbed the attention of thousands when it debuted on the CBS Jumbo-Tron in Times Square, New York City. People from around the country were invited to win a four-day, three-night trip to Iowa to tour farms and meet Iowa’s farm families. More than 100 people from 31 states entered the contest, and the John and Nancy Conturso family, from Wayne, N.J., who own and operate a specialty food store and fine catering business, were selected as the grand price recipients.

Nancy Conturso said when she shared the news of winning the contest with friends and family, she was met with some skepticism as to why anyone would want to win a trip to Iowa, as it isn’t exactly known as a top tourist destination.

“My answer was always the same,” she says. “I want my children to learn more about another lifestyle and how farming is so important to all of us.”

Putze said the Conturso family embodied the true spirit and intent of the “Be Our Guest, Be A Farmer” contest.

“In addition to owning a fine catering and food market in suburban New Jersey, the family had never visited Iowa or experienced farm life. They were the perfect family for this unique and innovative consumer engagement activity,” he says.

In mid-August, the Contursos, accompanied by their children, Johnny, 9, and Grace, 8, made the trip to Iowa. Some highlights included guided tours of two crop and livestock farms, John Deere Des Moines Works in Ankeny, Living History Farms in Des Moines and Renewable Energy Group in Newton. And no trip celebrating Iowa’s farmers would be complete without a stop at the Iowa State Fair.

“From a Northeasterner’s perspective, the infrastructure that exists to put on the fair annually is astounding,” Nancy marveled.

One of the most memorable moments of trip for the Conturso family was meeting Kevin and Julie Van Manen and touring their grain and livestock farm near Kellogg, along with meeting Nathan and Betsy and Paul and Mary Hill and touring their turkey farms near Ellsworth.

“We met with each farmer and discussed the challenges they face, how they run their business and the tactics they use to grow their farms,” Nancy says. “We were surprised to learn Kevin and Julie Van Manen raise hogs and sell them abroad, as most family-owned, small businesses don’t have global customers.”

Nancy says one thing the family really took away from the trip was learning who farmers are.

“They are smart, savvy business men and women, who, like the rest of us, are testing new ways to grow their business, meet and exceed consumer demands and pursue new markets. They face the same challenges as any other business. We will forever remember our trip to Iowa and the wonderful farm families we’re now privileged to call friends.”

While the Contursos were busy meeting new friends and learning about life and agriculture in Iowa, numerous volunteers were on hand at the Iowa State Fair, participating in the “Together We CAN!” Food & Farming Exhibit, featuring Canstruction^®.

“Together We CAN!” was presented by the Iowa FFP, and showcased the work of Canstruction, one of the most unique food charities in the world, along with the creative skills of the members of the Iowa Chapter of American Institute of Architects.

The exhibit featured 11,464 of mostly canned food items sculpted to create larger-than-life replicas of the Iowa State Fair butter cow, a milk carton, a landscape of corn and soybeans and more. All food items used in the display were then donated to the Iowa Food Bank Association. Fair goers also had the opportunity to meet farmers and ask questions about agriculture.

According to the Iowa Food Bank Association, almost 13 percent of Iowans are food insecure, meaning more than 382,000 Iowans will have to choose between paying bills and paying for food. Carey Miller, executive director of the Food Bank of Iowa, said the Canstruction donations are greatly appreciated.

“Their generous support will help us provide essential food resources to Iowans during a critical time of need,” says Miller. “The cash donations are especially meaningful as food banks can distribute up to $15 worth of food for each dollar donated.”

With a successful first year “in the can,” the Iowa Food & Family Project looks to building future relationships between consumers and farmers, while advocating the importance agriculture holds in Iowa and worldwide.

“Each day provides new opportunities to engage consumers about farming and the people who provide healthy and wholesome food,” Putze reflects. “We will build on our early success by enhancing the quality and number of consumer engagement activities we conduct, inviting and involving additional farm, food and retail partners in our effort and networking with media and key influencers to advance our mission — a mission that benefits every Iowan and community.”

To learn more about Iowa FFP, visit its website at iowafoodandfamily.com.

“Be Our Guest, Be a Farmer” contest sponsors included the Iowa Soybean Association, Iowa Beef Industry Council, Iowa Pork Producers Association, Iowa Turkey Federation, REG Newton, Comfort Inn and Suites at Living History Farms, Iowa Office of Tourism, Living History Farms, Iowa State Fair, John Deere Des Moines Works and the Machine Shed Restaurant.

The “Together We CAN!” exhibit was sponsored by the Iowa Soybean Association, Syngenta, Hy-Vee, Midwest Dairy Association, United Soybean Board, American Institute of Architects-Iowa, Iowa Pork Producers Association, Iowa Food Bank Association and the Iowa State Fair.