Minnesota Farm Bureau seized a significant opportunity to share farmers' stories with consumers by renovating their fair building at the Minnesota State Fair, drawing more daily visitors than Disney World. The decision to redesign came after a hailstorm damaged the building's roof, resulting in a $9,000 insurance payout. Director Ruth Meirick proposed the redesign to the board of directors, who not only approved the plan but also increased the funding.
To secure additional funds for the building overhaul, the Minnesota Farm Bureau Foundation launched a successful "Fare for the Fair" campaign, raising over $35,000 in just two and a half months. County Farm Bureaus, partnering agricultural organizations, and grants from individuals and companies played pivotal roles in achieving this goal.
The building redesign focused on educational exhibits, taking inspiration from the Iowa Farm Bureau's theme, "Farmers Produce More than Produce. The exhibits showcased how everyday items like paint, chalk, tires, and batteries ultimately originate from farms. A popular 2-D exhibit, complemented by special glasses, allowed visitors to experience this concept firsthand and became one of the fair's biggest attractions.
Minnesota Farm Bureau created a game to help visitors identify everyday items from farmers and ranchers. They collaborated with three other organizations to create additional exhibits addressing agricultural misconceptions through video games, cube displays, animal cutouts, and a grocery store scanner.
The redesigned building showcases Minnesota's diverse and innovative farmers, featuring women and technology. Exhibits engage visitors within nine seconds, providing an educational and captivating experience. Smart TVs showcase Minnesota Farm Bureau's century and sesquicentennial farms, farm facts, and membership benefits.
Beyond the fair, the organization developed collateral for county Farm Bureaus to extend the experience to their members. This included a video contest titled "Farmers Produce More Than Produce" for students and smaller 2-D displays for local events such as breakfast on the farm.
The Minnesota Farm Bureau's redesigned fair building successfully provided an engaging platform to communicate the contributions of farmers beyond produce, leaving a lasting impact on fairgoers and members alike.
Photo Credit: GettyImages-SkyF
Categories: Minnesota, Business