FROM SMALL TOWN TO BIG NEWS
FOOD MARKETING MAGIC THE BONUS BEEF
Decoding the Label
Know Your Beef Choices
Like the farmers and ranchers who choose how best to raise their cattle for beef, you have choices when it comes to the beef you buy. Cattle are raised responsibly and beef is safe, wholesome and nutritious – but you may see a variety of statements that reflect different production practices on beef packages in your grocery store or on a menu. The U.S. Department of Agriculture (USDA) approves these labels for beef based on specific criteria.
GRAIN-FINISHED
(Most beef is raised this way and likely doesn’t have a specific label claim)
This beef comes from cattle that...
• Spend the majority of their lives eating grass or forage
• Spend 4-6 months at a feedyard eating a balanced diet of grains, local feed ingredients, like potato hulls or sugar beets, and hay or forage
• May or may not be given U.S. Food and Drug Administration (FDA)-approved antibiotics to treat, prevent or control disease and/or growth-promoting hormones
GRASS-FINISHED OR GRASS-FED
This beef comes from cattle that...
• Spend their whole lives eating grass or forage
• May also eat grass, forage, hay or silage at a feedyard
• May or may not be given FDA-approved antibiotics to treat, prevent or control disease and/or growth-promoting hormones
CERTIFIED ORGANIC
This beef comes from cattle that...
• Never receive any antibiotics or growth-promoting hormones
• May be either grain-or grass-finished, as long as the USDA’s Agriculture Marketing Service (AMS) certifies the feed is 100% organically grown
• May spend time at a feedyard
“RAISED WITHOUT” CLAIMS
(May be referred to as “never-ever”)
This beef comes from cattle that...
• Never receive the compound noted (antibiotics, growthpromoting hormone, etc.)
• May be either grain- or grass-finished
• May spend time at a feedyard
DID YOU KNOW?
Cattle eat grass for most of their lives.
100% of beef processed in federally inspected packing plants is overseen and inspected by the USDA.
All cattle are commonly fed vitamin and mineral supplements to balance their diet.
You will likely come across other beef labels. For example, USDA labels like “beef raised without antibiotics” (cattle have never received antibiotics but may receive growth-promoting hormones) and “beef raised without hormones” (cattle have never received growth-promoting hormones but may receive antibiotics). All USDA labels must be approved through a formal submission and evaluation process. You might also see other claims on labels, including references to cattle breed, where cattle were raised and cattle welfare.
USDA. FSIS Guidelines on Substantiating Animal-Raising or Environment-Related Labeling Claims. 2024. www.fsis.usda.gov/sites/default/files/media_file/documents/FSIS-GD-2024-0006.pdf
USDA. Understanding Food Quality Labels. 2024. www.ams.usda.gov/sites/default/files/media/AMSProductLabelFactsheet.pdf
Welcome
IN THE SPRING ISSUE OF FRESH PICKINGS MAGAZINE, YOU’LL FIND STORIES THAT CELEBRATE THE INCREDIBLE FOOD, FARMS AND FAMILIES THAT MAKE IOWA A SPECIAL PLACE TO LIVE.
THIS QUARTERLY PUBLICATION IS BROUGHT TO YOU BY THE IOWA FOOD & FAMILY PROJECT. WE ARE AN INITIATIVE THAT INVITES IOWANS TO EXPLORE HOW FOOD IS GROWN AND RAISED AROUND THE STATE AND MEET THE FARMERS WHO MAKE IT HAPPEN, 24/7, 365 DAYS A YEAR.
WE NETWORK WITH NEARLY 35 FOOD, FARMING AND HEALTHY LIVING ORGANIZATIONS THAT ARE PROUD OF IOWA’S HOMEGROWN FOODS AND HOMETOWN VALUES. YOU CAN LEARN MORE ABOUT OUR PARTNERS ON PAGE 5.
14 FROM SMALL TOWN TO BIG NEWS
How does a farm background impact one’s perspective? And why is that perspective important in the newsroom?
Stacey Horst and Eric Hanson tell us.
20
A TALE OF TWO CORN KERNELS
Iowa’s corn powers sustainability through bioplastics that reduce plastic waste and ethanol that cuts emissions and supports energy independence.
24 UPHOLDING A LEGACY
Farmers have a role in taking care of our land and water. Learn how they’re increasing their positive impact.
30 FOOD MARKETING MAGIC
Looking back at famous food marketing campaigns that significantly impacted pop culture and consumer spending habits can help the industry understand what works and doesn’t.
Photo courtesy of Stacey Horst
Photo courtesy of Rebekah Jones
34
SPRING ON A PLATE
Discover a collection of fresh and flavorful dishes featuring a vibrant appetizer, refreshing salad, savory main course and decadent dessert.
38 THE BONUS BEEF
7
EDITOR’S NOTE SHOPPING SMARTER, SUPPORTING AG
8 FAMILY TABLE COOKING PORK LIKE A PRO 10
34 ON THE COVER
GARDENING TIPS WILDLY NATIVE / NATURE’S TEAMWORK
12
POINT OF INTEREST WAVELAND CAFE
48 FRESH PICKED FARM FRESH FINDS
The benefits of beef go far beyond its nutritional value. Today, consumers take advantage of popular beef byproducts, including tallow and bone broth, and other health and household products.
44 REDISCOVERING IOWA’S “SILENT CITY”
Blood Run, once a thriving Oneota settlement, is now a preserved historic site that honors Indigenous heritage and agricultural traditions through research and conservation efforts.
Eric Hanson, KCCI newscaster, pictured on his family farm near Roland.
Photo courtesy of Iowa Beef Industry Council
soybean, pork, corn, beef, dairy, egg and turkey checkoffs.
BROUGHT TO YOU BY THE IOWA FOOD & FAMILY PROJECT
FRESH PICKINGS
MAGAZINE
EDITOR
LYDIA ZERBY
PHOTOGRAPHER
JOCLYN BUSHMAN
DESIGNER
BRIANNA SCHECHINGER
CONTRIBUTORS
APRIL PEARSON
April Pearson Creative
CRISTEN CLARK
Food & Swine
DARCY MAULSBY
Darcy Maulsby & Co.
HALEY BANWART
Farm Roots & Chore Boots
KELSEY RITCHEY
Wixted & Company
GRETCHEN WESTDAL CENTERS
GWC Creative
LEAH BROOKE
ISU Extension and Outreach
REBEKAH JONES
Iowa Agriculture Water Alliance
IOWA FOOD & FAMILY PROJECT
FOUNDERS
Iowa Soybean Association
Iowa Beef Industry Council
Iowa Pork Producers Association
Midwest Dairy
Iowa Corn Growers Association
Iowa Poultry Association
Iowa Egg Council
Iowa Turkey Federation
The Soyfoods Council
SUPPORTERS
Anderson Erickson Dairy Cargill
Cookies Food Products Corteva Agriscience
Earl May Garden Centers
Farm Credit Services of America
Heart of America Group
Hy-Vee
Iowa Grocery Industry Association
Iowa Machine Shed Restaurant
Iowa State Fair
Key Cooperative Latham Hi-Tech Seeds
Live Healthy Iowa Subway
REQUEST YOUR MAILED SUBSCRIPTION AT IOWAFOODANDFAMILY.COM/MAGAZINE/SUBSCRIBE
Thank you to the Iowa Soybean Association, Iowa Beef Industry Council, Iowa Pork Producers Association, Midwest Dairy, Iowa
Corn Growers Association, Iowa Egg Council, Iowa Turkey Federation, Farm Credit Services of America, Cargill, Corteva Agriscience, Key Cooperative, Latham Hi-Tech Seeds, Live Healthy Iowa and Earl May for the financial investment that makes this publication possible.
Fresh Pickings is published four times a year by:
Iowa Soybean Association, 1255 SW Prairie Trail Parkway, Ankeny, Iowa 50023
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IOWA SOYBEAN FARMERS FEED THE WORLD
Iowa farmers productively and sustainably grow soybeans.
Soybeans are ground into soybean meal, serving as a high-protein feed source for poultry, livestock and fish.
Healthy turkey, cows, pigs, fish and chicken produce fresh quality food for consumers like you.
Funded by the soybean checkoff.
Shopping Smarter, Supporting Ag
Each year, the Iowa Food & Family Project (Iowa FFP) conducts the Consumer Pulse Survey to gain feedback and information from Iowa consumers about several important topics. The goals of the survey include exploring changes in grocery shopping behaviors and attitudes, sentiment toward Iowa farmers and agriculture practices, and identifying perceptions of the Iowa FFP.
The most recent survey was fielded in December 2024 and compares responses from a group of Iowans connected to Iowa FFP and another group of general Iowa consumers.
Not surprisingly, price was shown to have the biggest influence on grocery shopping habits, and many respondents indicated they’re using sales, coupons and opting for store brands to manage expenses. Other top grocery purchasing factors were quality, emphasizing the importance of freshness and brand reliability, as well as store convenience and ease of shopping.
Results were positive regarding favorability toward Iowa agriculture, farmers and their practices. The advocacy score for Iowa agriculture increased, with most respondents likely to speak positively about the agriculture industry in Iowa. Respondents believe farmers are working hard regarding water quality conservation but would like to see additional efforts in this area.
Respondents view Iowa FFP as a very trustworthy resource for information, and high marks were given to Iowa FFP for helping create a positive view of Iowa agriculture and advocating on behalf of Iowa’s ag industry.
The insights from the Consumer Pulse Survey reinforce the strong connection between Iowa consumers and agriculture. While grocery shopping decisions are heavily influenced by price, quality and convenience, it’s encouraging to see continued trust in Iowa farmers and their commitment to sustainability. The feedback also highlights the vital role Iowa FFP plays in fostering positive perceptions of agriculture and providing trustworthy information.
As we move forward, these survey results will help shape Iowa FFP’s content, events and partnerships to better serve Iowans and strengthen the bond between food, farming and families across the state.
Enjoy the issue,
WIN A $75 WAVELAND CAFE GIFT CARD
Enjoy their “out-of-this-world” hashbrowns and more! Enter to win at iowafoodandfamily.com/contest/waveland-cafe .
Cooking Pork Like a Pro
TECHNIQUES FOR FLAVOR AND PERFECTION
By Cristen Clark
Pork is one of the most versatile proteins, offering a range of cuts that can be seared, roasted, braised or grilled to perfection. Whether you’re aiming for a tender pork chop, succulent roast, or perfectly crispy pork belly, these professional methods will help take your pork dishes to the next level.
Select pork cuts based on the cooking method that will best enhance their texture and flavor. Pork tenderloin, lean and delicate, is ideal for quick-cooking methods like searing and roasting, while pork chops, especially bone-in, develop great flavor when grilled or pan-seared. For slow cooking, braising, or roasting, pork shoulder is a wellmarbled choice that becomes incredibly tender over time. Pork belly crisps up beautifully when roasted or braised, making it a rich and indulgent addition to a dish. Ground pork works well in meat sauces, meatballs, lettuce wraps, dumplings and burgers. Once you’ve chosen the right cut, it’s time to prepare.
Techniques for Perfectly Cooked Pork
Mastering the Sear
A good sear locks in flavor and creates a rich, caramelized crust. To achieve this, pat the pork dry before cooking to remove excess moisture that will “steam” the surface of the meat. Use a heavy-bottomed cast iron pan and heat on medium-high heat. Sear the
pork, undisturbed, for a few minutes on each side until golden brown.
Brining
for Moisture and Flavor
Brining is a secret weapon for juicy pork, especially for lean cuts like chops and tenderloin. A simple brine of 8 cups water, 1/4 cup salt and 1/4 cup sugar (with optional aromatics like garlic, thyme and rosemary) helps the meat retain moisture and enhances flavor. Soak pork for at least 30 minutes to a few hours before cooking.
Cooking
Low and Slow for Tenderness
Tougher cuts like pork shoulder and pork belly benefit from slow cooking to break down collagen and develop deep flavor. Braise them in broth, wine or a sauce at low heat for several hours until fork tender. This technique is perfect for pulled pork, ragu or slow-roasted pork belly.
Using
a Meat Thermometer
Don’t guess the doneness of pork — use a digital instant-read thermometer for perfect results. Cook pork to an internal temperature of 145 degrees F for medium doneness on whole muscle cuts. Cook ground pork products to an internal temperature of 160 degrees F. Let the pork rest for a few minutes after cooking to allow juices to redistribute before slicing or serving.
Cristen Clark is a pig farmer, creator of the Food & Swine blog, and an award-winning baker and cook. She lives on a farm near Runnells with her husband Mike and children Halle and Barrett.
Pork Chops with Garlic Herb Sauce
• 4 pork chops, ¾-inch thickness
• Seasoned salt of choice and black pepper
• 1 tablespoon vegetable oil
• 3 tablespoons butter, divided
• 6 large garlic cloves, peeled and sliced
• 1 shallot, peeled and minced
• 1 tablespoon cornstarch
• 1/2 cup white wine
• 1 cup chicken stock
• 2 teaspoons Dijon mustard or whole-grain mustard
• 2 teaspoons each chopped fresh parsley, basil and thyme (optional, to taste, extra for garnish)
*Alternatively, dried spices can be used, 1 teaspoon of each
Remove pork chops from refrigerator 30 minutes prior to starting the recipe.
Season the pork chops generously with seasoned salt and black pepper on both sides.
In a deep skillet, add the vegetable oil and 1 tablespoon of the butter over medium-high heat. Cook the pork chops for 4–5 minutes per side or until golden. Remove pork chops from heat and transfer to a plate. Reduce stovetop heat to medium-low.
Add the remaining butter, garlic cloves and minced shallot to the skillet and cook, stirring frequently until golden brown, a couple of minutes.
To the skillet, add the cornstarch and mix with garlic, shallot and butter to cook for around 30 seconds, stirring constantly.
Add the wine and stock to the skillet. Stir, and let it cook until the sauce is noticeably thickened, a couple of minutes.
Add in the Dijon mustard and fresh herbs, stir to combine.
Add the pork back in and cook for another 3–5 minutes or until the sauce has thickened and the pork chops register 145 degrees F on a digital instantread thermometer.
Garnish with additional fresh herbs and serve warm.
By Lydia Zerby
WILDLY NATIVE
Native Iowa plants are the ultimate low-maintenance choice for gardeners; they thrive with minimal care thanks to their natural hardiness developed over thousands of years. Native plants are drought- and heat-tolerant, flourish in full sun with little water and sustain on neglect, providing vibrant colors and attracting pollinators, birds and garden guests year after year. Here are some native plants to consider adding to your garden this spring.
1. Golden Alexander is an early bloomer that grows 1 to 3 feet tall. Its yellow blooms resemble a small Queen Anne’s lace.
2. Spiderwort Flowers open in the early morning and close in the afternoon to conserve moisture. Native insects and bees are attracted to and serve as pollinators.
3. Butterfly Milkweed offers vibrant orange flowers that attract butterflies, bees and hummingbirds. It serves as a host plant for the endangered Monarch Butterfly who lay their eggs exclusively on plants in the Milkweed family.
4. Blue False Indigo is a member of the pea family and has unique flowers arranged in long spikes. It’s low maintenance, drought tolerant and deer resistant.
5. Wild Bergamot offers lavender blooms that resemble a cascade of fireworks.
6. Coneflowers offer many color options and a unique, eye-catching shape that attracts helpful insects and local birds.
7. Ironweed is a tough plant with vibrant purple flowers that pollinators love.
8. Rough Blazing Star is extremely hardy and drought tolerant. Butterflies can’t resist its large purple blooms. 1
5 2 3 4 6 7 8 9
9. Cardinal Flower does well around downspouts or other areas that stay wet. It blooms in late summer and is attractive to butterflies and hummingbirds.
NATURE’S TEAMWORK
By Lydia Zerby
While garden pests are inevitable, they can be managed with thoughtful planning — and strategic planting. Companion planting can be a first line of defense regarding chemical-free pest control. This method involves growing two different plants close together to benefit one or both. While deterring pests is often the main goal, companion planting also offers perks like attracting beneficial insects, enhancing soil fertility, promoting plant growth and reducing weeds.
Sunflowers with Cucumbers and Pole Beans
Sunflowers provide support for climbing plants and shade for crops that are susceptible to sun stress and insect damage during hot months.
Basil with Tomatoes
Basil attracts beneficial insects and bees that pollinate tomato flowers while repelling moths that lay tomato worms.
Nasturtiums with Cabbage and Broccoli
Nasturtiums help to keep hungry caterpillars away from plants like cabbage and broccoli.
Marigolds with Onions
When grown close to onions, marigolds reduce the onion maggot fly’s ability to lay eggs.
Cilantro and Potatoes
Cilantro protects potato plants against aphids, spider mites and potato beetles.
Beets with Garlic
Garlic helps improve the growth and flavor of beets. However, pole beans can stunt a beet plant’s growth.
Carrots with Rosemary and Sage
Rosemary and sage both deter the carrot fly, which lays their eggs around the developing carrots and then their larvae burrow and feed on the carrot’s roots.
“The Three Sisters”
These are corn, pole beans and squash. This combination was first developed by American Indian people centuries ago. Corn, with its sturdy stems, provides upright support for climbing beans. Pole beans fix nitrogen in the soil, providing essential nutrients for all three sisters. And the large leaves of the ground-dwelling squash shade the soil, retain moisture and block out weeds.
PROUDLY SERVING “THE BEST BREAKFAST IN DES MOINES AND THE BEST HASHBROWNS IN THE GALAXY SINCE 1984.”
By Haley Banwart
There’s something about a classic diner that feels like home. The soft sizzle of eggs on the griddle, the clink of coffee cups, the friendly banter between regulars and staff. It’s a comforting rhythm that never goes out of style, and no place embodies this better than the Waveland Cafe.
Celebrating 40 years in business in 2024, the Waveland Cafe is a Des Moines institution, known for its hearty breakfasts, unpretentious atmosphere and staff who treats every customer like family. The cafe, which was named after its neighborhood and originally called Jeff’s Waveland, has stayed true to its roots.
“We’re consistent to a fault,” says owner David “Stoney” Stone. “Customers walk through the door years later and say their dish is perfect, just like the last time they had it. It brings back memories, which keeps people coming back.”
Stone’s philosophy on consistency and quality comes from decades in the hospitality business. He got his start in 1972, learning from mentors who instilled in him the importance of buying the best product possible and never cutting corners.
When Jeff’s Waveland went up for sale, he saw an opportunity
to lean into the old-school diner experience, drawing inspiration from The Mint Cafe in Wausau, Wisconsin, a beloved mainstay in Stone’s native state. That influence helped shape Waveland into the destination it is today, where both regulars and newcomers feel instantly welcome.
Famous Hashbrowns, Friendly Faces
One of the diner’s signature items is the “best hashbrowns in the galaxy,” a claim that might sound bold until you taste them. The cafe serves an astonishing three tons of hashbrowns each month. Golden brown and perfectly crisp, they’re a must-order alongside legendary omelets and biscuits and gravy.
Beyond serving the best breakfast in Des Moines, an honor the local establishment has consistently earned, Stone says the key to Waveland’s success is its dedicated staff.
“We’ve been fortunate to hang on to good help. Multiple generations of families have worked here,” he explains. “Some of our employees started when they were 14 and are now cooks.”
The kitchen hums with energy as food orders are hollered out Judge Judy-style. The chef picks the
daily special and the music, filling the dining room with lively tunes that sometimes spark singing and dancing. Hand-painted murals add to Waveland’s welcoming charm.
Over the years, Waveland Cafe has become a favorite stop for celebrities and politicians. News anchor Tom Brokaw once did the nightly news from the cafe, and actor Jason Momoa is known to be a fan.
But it’s not the notoriety that defines the diner; it’s the sense of family and community. Stone, his wife Julie, and their daughters Annie and Haley continue to foster a place where customers find comfort in familiar faces, good food and a genuine connection.
The Stone family also owns and operates Waveland West (Booneville Bar & Grille), a rustic, cabin-style eatery in Booneville that carries on their tradition of great food, friendly service and a laid-back dining experience.
“We don’t advertise, but people find us because people go where others go.
The moment someone walks in, whether they’re a regular or a newcomer, they feel it.
It’s a unique atmosphere you don’t find just anywhere.”
DAVID STONE, OWNER
David Stone's daughter, Haley, serves breakfast with a smile.
FROM SMALL TOWN TO BIG NEWS
By April Pearson
Eric Hanson grew up on a farm near Roland. The farm has been in his family for over 86 years.
THE RURAL ROOTS OF KCCI’S STACEY HORST AND ERIC HANSON
You know Stacey Horst and Eric Hanson from KCCI — as leaders of the news team, they’ve covered stories from across the state for decades. But did you know these seasoned pros started in rural Iowa? Both grew up on family farms with values that shaped their childhoods, educations and careers.
You both grew up on farms, Stacey near Wall Lake, and Eric near Roland. Tell me about it.
Stacey Horst: I didn’t realize how special it was to grow up on a farm, because where I come from, there were a lot of farm kids. It wasn’t until I went to college that I met people who didn’t have a similar experience. Trying to explain what it was like to raise cattle and hogs, to walk beans and detassel corn was really something.
My dad and grandpa had corn, soybeans, hogs and cattle. My mom, who also came from a farm family, did a lot of making meals, running guys to the field, picking up equipment parts — the choreography of keeping the farm and household running. And she also worked outside the home, which was rare. She was a superwoman.
Eric
evening
Bottom left: Stacey disproving the “knee high by the Fourth of July” saying when it comes to corn growing in Iowa.
Bottom right: Eric's dad shows him "baby’s first" International tractor.
“ It’s a blessing to know that the same farm my grandpa lived on is the same farm my parents lived on, and now my brother lives on. ”
ERIC HANSON
Left: Stacey and
co-anchoring an
newscast at KCCI.
Photo courtesy of Eric Hanson
Photo courtesy of Stacey Horst
Photo courtesy of Stacey Horst
“ You realize that the ethics instilled in you from such an early age are with you throughout your life. I am who I am because I grew up on the family farm. ”
STACEY HORST
Eric Hanson: My grandpa had seven sisters and no brothers. So when his dad got sick, he dropped out of school after eighth grade to become a full-time farmer. He farmed until he passed away about 16 years ago. My dad and uncle also raised hogs, corn and soybeans. After they retired, my brother and cousin took over the farm, which I’m so grateful for. I knew pretty early on that, while I enjoyed living on a farm, farming wasn’t for me. It’s a blessing to know that the same farm my grandpa lived on is the same farm my parents lived on, and now my brother lives on.
Any fun memories from the farm?
SH: One of my chores was to bottle-feed the calves. That was fun — I got to get close to them, knowing that what I was doing was keeping these little animals alive.
EH: One of the — I won’t say traumatic — but one of the earliest things I remember was helping my dad with the
Right: Eric enjoys helping on the family farm during harvest.
Bottom left: Eric participates in a 4-H dog obedience competition at the Iowa State Fair.
Bottom right: Stacey and her sister Amy walking up the lane to wait for the bus on the first day of school.
Photo courtesy of Stacey Horst
Photo courtesy of Eric Hanson
springtime lambs. I remember him saying, “This ewe is having trouble; we have to pull out the lamb. You have a little hand — why don’t you get in there and pull it out?” I remember that.
Stacey, you went to the University of Iowa, and Eric, you went to Wartburg College. How did growing up on the farm help prepare you for college?
SH: From watching my dad and grandfathers, I knew that hard work must be done. You have to plow through, pardon the pun, and figure it out. I realize that farm labor is different from college classes, but there are some struggles there, too. You’ve got to dig in, assess the problem and figure out the best solution — and that’s truly farming every day. So, I learned a sense of fortitude.
EH: I joined 4-H in fourth grade and did various projects, from dog obedience to photography to woodworking. I was raising hogs for 4-H and had to figure out the budget. My dad was really good at bookkeeping and planning everything on the farm, and those organizational lessons paid off. Once I got to high school, I was involved in school activities, 4-H, church group and helping on the farm. So, time management skills helped me become a multitasker and get a lot done, which also helped me in college.
Top right: Stacey's rural background makes her uniquely qualified to report on issues important to Iowans.
Left: One of Eric's earliest memories is pulling a lamb from a struggling ewe.
Top left: Stacey has been at KCCI for 20 years; Eric has been there for 25.
Photo courtesy of Stacey Horst
Photo courtesy of Stacey Horst
Both of you left the state early in your career. What made you come back to Iowa?
SH: The opportunity to work at KCCI. I watched this TV station growing up; even back then, I was a news hound. I was working in Raleigh, North Carolina, and I got a call from Dave Busiek, the news director. He said there was an opening, and would I be interested? I jumped at the chance to come home. It was a wonderful opportunity I didn’t think I would ever have. If you’ve watched KCCI for any length of time, you know nobody ever leaves. It’s a great place to work. So when that phone call came, I was ready. And I’ve been here for 20 years.
EH: Coming home was always the goal. I grew up watching KCCI; this was my home station. I remember my first day on the job; it was very exciting and kind of nerve-wracking. I put my microphone on, the lights turned on, and all I could think was, my mom and dad are watching, my pastor’s watching, my 4-H leader is watching…. And then Kevin Cooney said, “News Channel 8’s Eric Hanson joins us live from the newsroom,” and I was like, Kevin Cooney knows my name!
It was great to be back at home. Just knowing the history of six-on-six basketball, or what RAGBRAI is, or how to say Nevada and Madrid and Wapsipinicon — if you didn’t grow up here, you don’t really know. And now, after 25 years at the station, I still enjoy my work here.
Eric's brother Justin is the fourth generation to live on the family farm.
Photo courtesy of Eric Hanson
Eric and his siblings pictured on their family farm. Left to right: Sally (age 4), Justin (age 2), Eric (age 8).
How does your connection to the farm influence your journalism style?
SH: My dad still farms, and my grandma still lives on our farm. I love going back and just reconnecting. You get out of the city rush. You get to relax. And when you surround yourself with family, you realize what’s most important. You realize that the ethics instilled in you from such an early age are with you throughout your life. I am who I am because I grew up on the family farm. Bringing that understanding to the newsroom makes for a more well-rounded story and a more balanced news station.
EH: My son and I like to go up on fall weekends to run the grain cart or help out during different times of the year. I enjoy being on the farm, and I’m so grateful that the farming tradition continues in my family. Many of my coworkers didn’t grow up on a farm, so when we do a story on the ag economy or a drought, or somebody has questions about planting season or buffer strips, they come to me. That background knowledge is important because if we screw up an ag story, we lose credibility with our viewers.
Stacey, why is advocating for Central Iowans important to you?
SH: I have a unique perspective because I came from rural Iowa. I know what that world is like, what the folks there want and what they need to succeed. I’ve also lived in Des Moines for 20 years, so I know what the people here want and need. And a lot of the time, it’s the same thing.
The unknown is so frustrating. And feeling like you don’t have a voice is frustrating, too. So I try to listen and elevate Iowans’ voices, asking our state lawmakers, our governor, our Iowa congressional delegation, “What’s going on? How can we break this down? What do the folks at home need to know? How’s it going to impact their lives?” I think that’s incredibly important. When we better understand one another, we’re all a lot better off.
Eric, why are you drawn to telling stories about interesting Iowans?
EH: In our job, we are responsible for covering what’s in the news. Sometimes it’s good, and sometimes it isn’t good. It would be irresponsible if we didn’t warn people about a blizzard or crime spree. But it would also be irresponsible if we didn’t acknowledge the good things happening, too. It’s important to tell the whole story of our state, our people and the fabric of Iowa.
There’s a reason people enjoy living here. A lot of it comes down to our neighbors and the people we see at the grocery store, the kindness of small towns rallying around somebody going through a hard time or the silliness of some things that happen on the farm. There are all kinds of unusual things that are easy to write off as just part of life. But sometimes, when you shine a spotlight on those things, people get to pause and fully appreciate our state.
Left: Stacey’s favorite place to ride with her dad, Henry, on their tractor.
Right: Stacey with her KCCI co-workers Eric Hanson and Zane Satre at KCCI’s Iowa State Fair booth.
Photo courtesy of Stacey Horst
Photo courtesy of Stacey Horst
From Field to Fuel and Beyond A Tale of Two Corn Kernels
By Haley Banwart
In Iowa, corn is king, and that’s no accident. With its fertile soil and favorable growing conditions, the state consistently leads the nation in corn production, outpacing entire countries in total output.
Iowa farmers harvest an estimated 12.9 million acres of corn each year, producing around 2.4 billion bushels. But corn’s impact extends far beyond the field. It plays a pivotal role in various industries, serving as a key ingredient found in nearly 4,000 everyday items like crayons, toothpaste, tires and beer.
However, corn’s versatility doesn't end there.
Follow the journey of two corn kernels: one redefining sustainability through innovative bioplastics, the other fueling the future as ethanol.
PLA: A Renewable Alternative to Plastic
Iowa’s top crop is shaping the future of bioplastics through polylactic acid (PLA). As an industrially compostable material, PLA offers an eco-friendly alternative to petroleum-based plastics and is used in everyday items like food packaging, water bottles and service ware.
“Unlike the vast majority of plastics, which are still made from petroleum, PLA is a plant-based material made right here in America, helping to reduce dependence on foreign oil and energy,” explains Alex Buck, Ph.D., PMP, director of industrial innovation for Iowa Corn. “It serves as a ‘compost-to-compost’ vehicle for food, meaning both the packaging and the food it carries can return to the soil.”
“PLA is a homegrown product derived from one of our most abundant agricultural commodities, and it doesn’t break down into harmful microplastics. This makes it a
sustainable alternative for the future.”
ALEX
Water Bottle PLA Production
Harvesting
In the fall, mature corn is harvested using combines that separate the kernels from the cobs.
Conversion
Lactic acid monomers (bonding molecules) are converted into lactic acid dimers (the result of combined monomers), called lactide. This ensures the future PLA will have the desired properties.
Transportation
The collected kernels are transported to a corn wet-milling facility.
Distillation
The lactide is distilled for purification.
Steeping
The corn kernels are steeped in acidic water to soften them and begin the separation process to extract starch, the base material for corn bioplastic. The corn oil, fiber and protein are separated. This corn oil is food grade, and the protein and fiber are sold separately (not combined) as animal feed.
Bottle
Manufacturing
Polymerization
The lactide undergoes polymerization to create polylactic acid (PLA), an industrially compostable plastic alternative.
PLA pellets are melted and molded into water bottle preforms using specialized equipment. Then the preforms are molded into the desired shape of a bottle.
Liquefaction and Saccharification
Corn starch undergoes processing to extract the starch. The base material for bioplastics is mixed with enzymes to convert it to simple sugar (glucose), also called dextrose.
Fermentation
A bacterium (lactobacillus) is used to convert glucose into lactic acid, the basic building block for polylactic acid. This is the same lactic acid your body produces.
Finishing Touches
The bottles are trimmed, sterilized and prepared for packaging.
BUCK, Ph.D., PMP, director of industrial innovation for Iowa Corn 1 2 3 4 5 6 7 8 9 10 11 12
Distribution
Eco-conscious brands package and distribute the bottles to stores and consumers.
End of Life
After use, these bottles can be industrially composted, breaking down into natural elements and reducing waste in landfills. PLA is especially beneficial in food packaging, plates and cutlery since it helps divert food waste into compost streams.
Ethanol: A Homegrown Fuel
Beyond its traditional uses, corn has become a critical component in the renewable energy sector, particularly in ethanol production. Iowa leads the nation in ethanol production, with 62 percent (1.6 billion bushels) of the corn grown in Iowa going to create nearly 30% of all American ethanol.
“Iowa’s ethanol industry is a key demand driver for corn, keeping our agricultural economy strong," says Buck. “But ethanol production isn’t just about fuel. It also creates valuable co-products like dried distillers grains (DDGs), a high-protein feed source for livestock.”
Ethanol Fuel Production
3
Milling
The corn undergoes milling at the plant, where it's ground into a fine powder.
Fermentation
Yeast is added to the mixture, fermenting the sugars into ethanol and carbon dioxide over several days.
Distillation
One bushel of corn produces 17 pounds of DDGs as well as 2.8 gallons of ethanol.
1 2
Harvesting
Like its PLA-bound counterpart, this kernel is harvested and processed.
4 5
Dehydration and Processing
Transportation
The collected kernels are transported to ethanol production facilities.
Liquefaction and Saccharification
The corn powder is mixed with water and enzymes, converting starches into fermentable sugars.
6 7 8 9
Two Paths, One Mission
The resulting “beer” is distilled to separate ethanol from residual solids and water.
Ethanol is dehydrated to achieve the desired purity level for fuel use, while the corn oil is separated from the protein and fiber to be sold for biodiesel. The leftover protein and fiber are sold for animal feed as distillers grains.
While their journeys differ, both kernels serve a shared purpose: leveraging Iowa’s corn to create products that contribute to a more sustainable world. Bioplastics like PLA address the mounting issue of plastic waste, while ethanol reduces emissions and fosters energy independence. Together, they demonstrate the boundless potential of corn as a resource.
Denaturing
The purified ethanol is blended with gasoline or other approved products to create denatured ethanol, as required by law. This ensures it is used only for fuel.
Distribution
The purified ethanol is transported to blending facilities, where it's mixed with gasoline and distributed to fuel stations.
“Iowa corn farmers care deeply about the environment because they always want to protect their number one investment — the land itself,” shares Buck. “They use sustainable practices like no-till farming, cover crops and fertilizer management to preserve soil health and water quality. At the same time, innovations like PLA and ethanol show how industries are working together to create sustainable solutions.”
UPHOLDING A LEGACY
Restored wetlands on Iowa farms improve water quality.
Photo courtesy of Rebekah Jones
FARMERS IMPROVE IOWA’S LAND AND WATER FOR GENERATIONS TO COME
By Rebekah Jones
Iwas about 10 years old when my dad Loras Hoeger took me out to our Eastern Iowa farm one spring to teach me about responsibility. He jumped out of our burgundy-colored diesel pickup (that he still owns today), walked about 50 feet into the field and put his knee into the dark, gritty dirt.
With the tip of his hat turned down to the ground, he used his big, calloused fingers to dig beneath the top layer of soil before scooping up a handful. He put it in my hands.
“This is called Downs soil,” he said. “It’s some of the best on the farm, and it’s ours to take care of.”
We continued walking, stopping for him to show me Dinsdale and Floyd soils, too.
I remember feeling something special when I saw his pride in that soil. Our family — of all the people in the world — had the blessing of protecting this little piece of earth.
HEALTHY SOIL LEADS TO CLEAN WATER
Today, I am back in agriculture, connecting the dots between healthy soil and clean water as Iowa Agriculture Water Alliance’s (IAWA) communications director.
wetlands, prairie, stream buffers and more.
Healthy Soil is alive with earthworms, microbes and fungi
Leading to cleaner water.
Healthy soil is alive with earthworms, microbes and helpful fungi. It leads to cleaner water because it absorbs more nutrients and water, preventing them from flowing downstream. Plus, tactics to create healthy soil (like planting cover crops outside the corn and soybean season) also prevent soil particles from eroding into local waterways.
Iowa Corn, the Iowa Soybean Association and the Iowa Pork Producers Association formed IAWA as a nonprofit in 2014 to help improve water quality through not only cover crops and no-till but also
“There were many things that we knew were possible,” said Craig Floss, CEO of Iowa Corn and one of three founders of IAWA. “There were a lot of practices that we knew would ultimately make a difference. But we had to show farmers how to get involved in these opportunities.”
Since 2014, IAWA has helped secure more than $220 million and counting for on-farm conservation, impacted more than 4 million acres and partnered with more than 100 organizations.
“Helping the environment, leaving something better for the next generation. I can look back and say, you know we’re making a difference,” said Anthony Montag, vice president of Montag Manufacturing and member of the IAWA Business Council, a
Farmers can improve their crop by focusing first on nourishing the soil. Cover crops like rye, pictured here, keep nutrients in the field.
Photo courtesy of Rebekah Jones
group of agri-business sustainability leaders.
The Montag story is one of my favorites. Like many of our partners, it has humble beginnings with deep roots.
Anthony’s dad, Roger, began the business officially in 2005 after decades of “tinkering in the shed” — as he calls it. Now, his kids run an international
conservation equipment company driven by their dad’s values of respecting God’s creation. It’s a value instilled early. Anthony remembers at-home science lessons with soil testing kits as a kid.
WATER QUALITY STARTS UPSTREAM
“If you lose the soil and ruin the water, it’s tough to bring
Where Soil Begins
there are more living microbes in a teaspoon of soil than there are people on earth.
Parent material is the natural geological foundation of soil, formed from bedrock breakdown or deposited by wind, water or glaciers. It influences soil fertility, texture and chemistry, shaping soil properties based on its composition and location. Iowa features a diverse range of parent materials, detailed below.
Parent Materials soil substance Details
Glacial Till
Alluvium
Loess
Aeolian Sand
Lacustrine
Mixed materials (sand, silt, clay, gravel, boulders) deposited by a glacier
Deposited by running water and sorted materials
Wind-blown silt materials
Wind-blown sand materials
Lake-bed deposits, fine materials
Typical Locations in IOwa
Found throughout much of Iowa
River and stream valleys
Statewide, but especially pronounced in western Iowa
Near and downwind from river systems
Drained lakes or places where a lake was once found, especially in north central Iowa
Colluvium
Any type of material found on the bottom of a slope that has been moved downhill by gravity
Residuum Soil developed out of bedrock with properties dictated by the rock type
At the bottom of slopes
Northeast Iowa
Source: Iowa State University Extension and Outreach
it back,” warned Dan Voss as he showed me around his farm in Linn County last year. It’s just upstream of the Cedar Rapids water treatment facility, which serves 128,201 people.
He has cover crops, no-till, strip-till, waterways, buffer strips, prairie, a saturated buffer and a bioreactor, plus more additions in the works. Improving yields and
reducing costs led to some of the conservation practices. Others were simply the “right thing to do,” he told me.
“When we started in 1988, many people thought we were nuts,” Voss said. “But I think that made us want to succeed even more.”
And succeed, he did. This winter, he won the Iowa Soybean Association
Environmental Leader Award, and he says his yields have never been better.
Not all farmers will use as many conservation practices as Voss, but they can choose at least one way to improve their soil and their community’s water.
The key is picking the practices that work for their unique farms.
PRACTICE WHAT IT IS EXTRA BENEFITS
Cover crops and no-till
Bioreactors and Saturated Buffers
Native prairie
Wetlands
Living roots of rye, wheat or other varieties hold the soil in place during the off-season when corn and soybeans aren’t growing. Often paired with no-till, which means not disturbing the soil before planting.
These are underground filters for the edge of a field. They are hooked to tile drainage (pipes laid under the field to release excess water). The edge-of-field structures direct water to either a trench of woodchips or a buffer strip of grass, where microbes clean the water before releasing it downstream.
Did you know more than 80% of Iowa used to be tallgrass prairie? Prairie has strong, deep roots that protect the land and soil. Some species can even reach depths as tall as an African elephant! When planted in strips, they also act like speedbumps.
Wetlands are like nature’s kidneys. Aquatic plants and microbes filter out nitrate. The shallow ponds hold floodwater and make the landscape more resilient. Much of Iowa’s Des Moines Lobe (a geologic region) once had wetlands carved out by ancient glaciers.
Prevents erosion, improves soil health and focuses on the longevity of their land. Without protection, Iowa loses an average of 5 tons of soil per acre every year.
The structures located at the side of the field are significant yet don’t impact the crop. Plus, several can be installed in one area at a time through locally led programs called “batch and build.”
Addresses erosion, adds pollinator habitat and can be used to take low-yield acres out of production. They can be planted in small strips or on the entire field.
When areas of a field continuously flood, it may be because they were originally a wetland. Turning these low-yield areas into wetlands can save farmers money because they don’t have to purchase expensive seed and fertilizer.
My dad drove out to Greenfield in Central Iowa to see the new
He has no shortage of insightful stories about his lifetime of farming and what he learned from his dad about taking care of the land.
Photo courtesy of Rebekah Jones
COMING FULL CIRCLE
With my husband’s family, we bought our own small farm in 2021 in central Iowa.
That spring, my dad called me up. I was walking my dog in Des Moines.
“I’m on my way,” he said, one hour into a two-hour drive. He likes to surprise me. “We’re going to look at that new farm.”
We rode out to the field together. He jumped out of his pickup, walked 50 feet into the field and put his knee in the soil — 20 years
later, 220 miles away from the farm I was raised on.
“Not bad,” he said scooping up a handful of it and analyzing it.
Later, we talked about the responsibility of owning land.
“You don’t own it,” he corrected me. “You are borrowing it until the next generation.”
This past fall, we planted our first cover crop, sprouts of golden wheat scattered across the land, which will be our legacy.
“You don’t own it, you are borrowing it until the next generation. ”
If you look closely, you can see sprouts of rye in this spring photo of my dad, Loras putting in fence.
Crews install a saturated buffer in the Cedar Valley, where cities and farms are working together to batch installations.
Photo courtesy of Evan Brehm
Photo courtesy of Rebekah Jones
farm.
Food Marketing Magic
How memorable campaigns shaped consumer choices
By Gretchen Westdal Centers
Got milk?
Where’s the beef?
Eat more chikin!
Those phrases could seem like your runof-the-mill questions or a bizarre command. But you most likely recognized them as something more. That’s the power of successful marketing and advertising campaigns: recognition, retention, and —
hopefully — action. Looking back at some of the most successful and recognizable marketing and advertising campaigns from recent history can help the food industry understand what’s worked and what left people wanting more.
Where’s the Beef?
It’s a question that’s transcended its time.
Wendy’s iconic “Where’s the beef?” advertising campaign debuted in 1984 and is still lauded as one of the most notable campaigns in fast-food history. At the time, Wendy’s needed to stand out from its more well-known competitors, McDonald’s and Burger King. To do so, Wendy’s called out the size discrepancy between their burger patties, which were larger and considered higher quality compared to its rivals.
The concept initially started with the phrase “fluffy buns,” but the agency creating the commercial pivoted to emphasize the competitors’ smaller patty size. By highlighting their product’s value, size and quality over their competitors, Wendy’s would stand out. It was all brought to life by a spunky, 81-year-old manicurist-turnedactress named Clara Peller. Peller’s comedic delivery and memorable voice brought humor and life to the message.
The public loved it. The commercial became a cultural phenomenon, with Peller’s delivery of “Where’s the beef?” solidifying its impact. The phrase quickly entered the mainstream vernacular, often used to question the quality of something. Its mass appeal led to parodies, T-shirts, bumper stickers and even a song. The ad’s humor and relatability struck a chord with audiences and turned Wendy’s into a household name.
The campaign proved highly successful in driving sales. Wendy’s reported a significant increase in sales shortly after the ad aired, with a 31% jump in profits in 1984 compared to the previous year. The focus on the actual size of the beef patties resonated with customers looking for more value in their fastfood meals. The slogan also helped Wendy’s differentiate itself in the crowded fast-food market by positioning itself as offering higher-quality, substantial burgers.
The Incredible Edible Egg
After the political and social turmoil of the 1960s, people were looking for a reset. Some health and wellness trends we are familiar with today were born in the 1970s. People sought ways to cleanse the body and connect with their inner thoughts, with optimal wellness as the goal. This led to misconceptions about traditional food products. One commodity that
came under scrutiny was the humble egg.
In 1977, the American Egg Board sought to dispel the myths that eggs weren’t a nutritionally valuable food. The “The Incredible Edible Egg” campaign was created with a catchy jingle and fact-filled language. Designed to focus on how versatile, nutritious and essential eggs are, the ads highlighted their protein
richness, vitamin content and ease of preparation.
The campaign resonated with consumers, who appreciated the emphasis on eggs as an affordable and nutritious food. It successfully countered some of the negative press about cholesterol by highlighting the positive nutritional qualities of eggs, such as their high protein content and essential vitamins.
The campaign had a real impact on egg consumption. Over time, egg sales stabilized and eventually grew, partly thanks to the campaign’s broad appeal and compelling messaging. It also encouraged people to use eggs in meals other than breakfast. This shift in perception allowed the American Egg Board to position eggs as an all-day, indispensable product.
Got Milk?
In 1993, due to declining milk consumption, the California Milk Processor Board and MilkPEP (the Milk Processor Education Program) hired an ad agency to help. The agency and its partners wanted consumers to remember the health benefits of milk without harping on them or simply listing nutritional facts.
An idea was born to create a print advertising campaign
using beautifully shot photos of the world’s most famous celebrities, personalities, and athletes, each wearing a milk mustache. The image was accompanied by the infamous “Got Milk?” text nearby, along with a few key reasons why the celebrity was apt to drink milk. Nearly 300 celebrities participated in the ad campaign over the two decades it ran. It was lauded as one of the most popular advertising
campaigns of the ’90s, but did it work?
According to data from the USDA, the campaign slowed the decline of whole milk consumption and contributed to a 7.7% increase in California milk sales in the first year of the campaign. There are arguments for the campaign’s public perception of milk’s health benefits, noting that 47% of women viewed milk consumption as a way to lose weight and
Subway's $5 Footlong
Five dollar… Five dollar…
Five dollar footlong. Can you hear the jingle in your head? In 2008, that tune was playing on radios and TVs, and was stuck in the heads of millions. The Subway $5 Footlong campaign was, and for many still is, a memorable marketing effort that helped Subway increase sales and cement the company as a customizable, reliable, affordable restaurant choice.
The idea originated from a Florida-based franchise
owner named Stuart Frankel, and it quickly found its way to Subway’s corporate headquarters. The appeal was simple: a catchy slogan-turnedjingle highlighting the product’s affordability. And it came at just the right time. The financial collapse of 2008, which led to the Great Recession, had many on tight budgets.
The campaign addressed a need and provided a solution. Hungry patrons trying to make ends meet could get a filling
meal for a relatively low price. On top of that, customers could get a fresh meal offering lean proteins and vegetables. Like other restaurants of the time, Subway was marketing the value of their product — and with great success.
Within the first year, the promotion generated an estimated $3.8 billion in sales, significantly boosting the chain’s revenue. Subway became a leader in the quickservice restaurant sector, gaining an edge
an essential part of a healthy diet compared to 24% two years prior.
The “Got Milk?” campaign is an excellent example of how food marketing and advertising are critical to public perception. But even a campaign with the resources and breadth of this iconic effort had its limits, demonstrating that food advertising is an essential albeit fickle endeavor.
over competitors by offering an unbeatable combination of price, portion size and perceived freshness. The promotion also helped Subway franchisees increase foot traffic, creating a steady stream of customers eager to take advantage of the deal.
The long-term impact of the $5 Footlong campaign was transformative. It solidified the chain’s image as an affordable, customizable, and fresh meal provider, attracting a loyal customer base.
Looking Forward
The food marketing landscape looks much different today than during these campaigns. Current campaigns must be multi-faceted and use various media tactics to reach the right audience. Iowa commodity groups are looking for new and thoughtful ways to reach consumers. Take a look at the quotes below to see how some are creating new opportunities.
“Through our omnichannel marketing efforts, we can meet consumers pre-, at point of sale, and post-shopping, all while connecting with audiences on a personal level,” explains Alyson Fendrick, marketing communications manager at Midwest Dairy “Dairy farmers, with their authentic stories and direct access to local consumers, have a unique opportunity to amplify their impact through
micro-marketing. By leveraging their own social media channels, they can build trust, highlight their sustainability efforts and showcase the quality of their products, creating a direct and meaningful connection with their community that drives both awareness and sales. Unlike traditional advertising, social media campaigns can be far more affordable while still allowing targeted marketing.”
“We use a variety of marketing strategies to reach our consumers, and we started using influencers about five or six years ago,” says Kylie Peterson, director of marketing and communications at the Iowa Beef Industry Council . “This helps build authentic and trustworthy relationships through appealing and engaging content. The strategy can also help grow our
audiences, educate them about the versatility of beef, and change purchasing habits. We are also using our farmers to share their stories through social media. Our farmers are often humble folks who see what they do as just a job, a way of life, a passion. They don’t always think what they do is special, but we know consumers think what they do is special and deserves to be shared.”
Iowa turkey farmers provide deli turkey meat to Subway stores nationwide.
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Recipe on Page 37.
ON A PLATE
A SEASONAL SPREAD FEATURING BRIGHT BITES AND A DECADENT TREAT
By Lydia Zerby
As the days grow longer and the world bursts into bloom, it’s the perfect time to refresh your table with vibrant, seasonal flavors. This collection of spring-inspired recipes brings a delightful mix of fresh ingredients and bold tastes, from creamy avocado deviled eggs to savory Mediterranean beef flank steak pinwheels. A cool and zesty tortellini salad adds a bright, herby touch, while a decadent chocolate yogurt cake provides the perfect sweet finish. Whether you’re hosting a brunch, a backyard gathering or simply embracing the flavors of the season, these dishes are sure to impress!
Avocado-licious Deviled Eggs
12 hard-boiled eggs, peeled
1/2 cup mayonnaise
• 1 tablespoon Dijon mustard
1 teaspoon sweet or dill pickle juice
1/4 teaspoon salt
• Few drops bottled hot pepper sauce
• 1 ripe but firm avocado, halved, pitted and peeled
2 teaspoons lime juice
• Sprinkle Spanish paprika
Cut eggs in half crosswise. Remove yolks and place in a heavy resealable bag. Cover the whites and set aside.
Add mayonnaise, mustard, pickle juice, salt and hot pepper sauce to bag. Gently
squeeze to combine ingredients.
Cut avocado into 24 equal pieces. Toss with lime juice.
Pipe mixture through hole into egg white halves. Top with an avocado piece. Sprinkle with paprika.
Photo and recipe credit: Iowa Egg Council
Mediterranean Beef Pinwheels
• 1 beef flank steak (11/2 to 2 pounds)
BEEF MARINADE
• 1/3 cup lemon juice
2 tablespoons vegetable oil
2 tablespoons dried oregano leaves
FILLING
• 1/3 cup olive tapenade
• 1 cup frozen chopped spinach, thawed and squeezed dry
1/4 cup crumbled low-fat feta cheese
VEGETABLES
• 4 cups grape or cherry tomatoes
1/2 teaspoon salt
Place steak between 2 pieces of plastic wrap. Using the smooth side of a meat mallet, pound steak to 1/2-inch thickness. Place steak in large food-safe
plastic bag or large baking dish. Combine marinade ingredients in small bowl. Pour marinade over steak; turn to coat. Close bag securely or cover dish and marinate in refrigerator 4 hours or as long as overnight, turning occasionally.
Preheat oven to 425 degrees F. Line shallow baking pan with parchment paper. Remove steak from marinade. Reserve remaining marinade; cover and refrigerate. Place steak on cutting board so grain is running top to bottom. Spread tapenade on steak. Arrange spinach evenly on tapenade and sprinkle with feta. Starting from side closest to you, roll the
steak tightly to form a log. Using 6 (8-inch long) pieces of kitchen string, tie log in even intervals.
Cut log between the string into 6 equal pieces, leaving string in place. Place pieces, cut side up, on baking pan. In a medium bowl, combine reserved marinade and tomatoes, toss to coat. Arrange tomato mixture around pinwheels. Roast at 425 degrees F for 25 to 35 minutes until instantread temperature inserted horizontally into center registers 165 degrees F. Let stand 5 minutes before serving.
Tip: Cut-up pieces of zucchini and yellow squash can be used in place of tomatoes.
Photo and recipe credit: Iowa Beef Industry Council
Greek Tortellini Salad
• 1 pound cheese tortellini pasta, cooked and drained
• 1½ cups cherry tomatoes
⅔ cup red onion, chopped
• 1 cucumber, peeled, seeded and chopped
1 cup edamame, shelled
• 1 cup red bell pepper, chopped
• ½ cup kalamata olives
• 1 cup feta cheese crumbles (plain or garlic herb flavor)
• 1 cup loosely packed basil leaves, finely chopped
• 1 cup loosely packed parsley leaves, finely chopped
1 cup Greek Vinaigrette (store-bought or recipe to right)
• Salt and pepper to taste
To a large mixing bowl add all ingredients. Stir well to combine. Refrigerate until serving. Add additional vinaigrette and fresh herbs when serving, if desired.
HOMEMADE GREEK VINAIGRETTE
• 4 cloves garlic, finely minced
• ½ teaspoon sea salt
• ½ cup vegetable oil 1/3 cup apple cider vinegar
• Juice of one small lemon
• 2 tablespoons Dijon mustard
• 2 teaspoons dried oregano leaves
• ½ tablespoon dried basil leaves
• ½ teaspoon freshly cracked black pepper
• 2 teaspoons honey
To a medium mixing bowl, add finely minced garlic and salt, then mash together with the back of a spoon until smooth. Add remaining dressing ingredients to the bowl and whisk until combined. Refrigerate until use.
Photo and recipe credit: Iowa Food & Family Project
Chocolate Yogurt Cake with Coffee Glaze
CAKE
6 tablespoons unsalted butter, softened
• 11/4 cups sugar
2 large eggs
• 2 teaspoons bourbon extract
• 2/3 cup plus 1 tablespoon unsweetened cocoa powder
1 cup all-purpose flour
• 3/4 cup whole wheat flour
11/2 teaspoons baking powder
• 3/4 teaspoon kosher salt
1/2 teaspoon baking soda
• 1 cup low-fat vanilla yogurt, or fat-free vanilla yogurt
1/3 cup water
GLAZE
2 cups confectioner’s sugar (icing sugar)
3 small packets instant espresso
2 tablespoons water
Preheat oven to 350 degrees F. Cream the butter and sugar together until light and fluffy. Add the eggs one at a time, and then the bourbon, scraping down the sides of the mixing bowl along the way.
In a separate bowl combine the cocoa powder, flour, baking powder, salt and baking soda. In another bowl stir together the yogurt and water.
Add one-half of the dry ingredients to the creamed butter and stir.
Next add the yogurt mixture and stir.
Finally, add the rest of the dry ingredients and stir until everything is combined completely.
Pour the batter into a greased loaf pan that has been dusted with the tablespoon of cocoa powder; bake for 1 hour, or until a toothpick comes out clean.
While the cake bakes, mix the powdered sugar, instant espresso and water until smooth.
Remove the cake from the oven and let cool in the pan. Just before serving, drizzle the glaze over top.
and recipe credit: usdairy.com
Photo
Ashley Recknor proudly shares the farm's best at Purple Ribbon Beef, bringing high-quality, locally raised beef to customers.
THE BO N US BEEF
By Kelsey Ritchey
THE GROWING POPULARITY OF BEEF
BYPRODUCTS
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If trending on social media is your measuring stick, then beef tallow is having a moment.
Social media influencers, health-conscious communities and people seeking all-natural products for everything from cooking to skincare have elevated beef tallow. So much so that articles in Vogue, Allure, The New York Times and NPR have honed in on beef tallow to better understand this product and why everyone uses it.
The truth is beef tallow is nothing new. In ancient Greece and Rome, tallow was used to clean grease from wool and cloth. Before that, it was an essential ingredient in many soaps and candles. Tallow eventually became a general cooking oil and made its way into other products for other uses, including being burned in oil lanterns and torches or as a lubricant for machinery parts. In
recent years, tallow and other beef byproducts have experienced a resurgence — resulting in a niche group of consumers seeking unique, natural solutions and goods for everyday use.
“I think there is an uptick of interest for beef byproducts,” said Ashley Recknor with Purple Ribbon Beef. “Some of this can be attributed to the growing interest in homesteading and getting back to the basics. There has been a shift of getting products directly from the farmer, making them easier to obtain and consume.”
Purple Ribbon Beef knows about meeting evolving consumer demands. What started as a typical fifthgeneration cattle farm eventually grew into a multi-faceted organization with customers across the U.S. Located in north-central Iowa, Recknor and her family at Purple Ribbon Beef bring high-quality beef to dinner tables across the country
including ribs, ground beef, burgers, roast, stew meat, brisket, beef sticks, bones and more. In 2016, they expanded their corn-fed Black Angus operation and headed to the Ames Farmer’s Market. This was their first step in reaching a larger audience and providing their meat — and beef byproducts — to more people.
“We eventually started selling products in three Iowa coops and opened a farm store. Today, we ship nationwide and are proud to use a variety of beef byproducts for items that consumers are seeking,” explains Recknor.
Customers who shop at the Purple Ribbon Beef Farm Store can select fresh cheese, eggs, syrups, honey, bread and vegetables from the farm. Natural beef tallow and hand-poured soy candles are also available, along with natural tallow moisturizers, tallow-based soaps and bone broth. The store features tooled leather
ASHLEY AND HER FAMILY AT PURPLE RIBBON BEEF BRING HIGH-QUALITY BEEF AND BEEF BYPRODUCTS TO HOMES ACROSS THE COUNTRY.
The Recknor family takes pride in raising their cattle with care, ensuring top-grade beef products that nourish families across Iowa and the U.S.
Photos courtesy of Purple Ribbon Beef
jewelry boxes, genuine leather cowhide wristlet pouches, and travel and makeup bags. Cowhide shaving kits and decorative trays are also available.
“Purple Ribbon Beef offers specialty products that customers look for,” says Recknor. “We are passionate about customer service and want everyone to have a great experience with not just us but the entire beef industry.”
According to the Iowa Beef Industry Council, very little of a beef animal is wasted. Incorporating a “nose-to-tail” approach allows consumers to maximize the use of every part of the animal.
“I’ve witnessed the introduction and the vast growth of packaged beef bone broth on grocery store shelves,” says Emily Good, registered dietitian at the Iowa Beef Industry Council.
“Beef bone broth is a comforting and nourishing beverage and a great way to support hydration and protein intake. A cup of bone broth can contain 5-10 grams of protein, depending on how it’s made, whereas a cup of canned traditional broth contains little to no protein — usually only 1-3 grams per cup.”
Whether you’re making a traditional purchase of beef or are venturing into the world of beef byproducts, Recknor says it’s important to remember one thing.
“Know that the beef industry is committed to animal welfare and sustainability,” she says. “There is no wrong choice. You can trust that [our industry] is committed to our animals and improving efforts to make agriculture more sustainable. To do that, we must care for our animals and the land they’re raised on.”
“KNOW THAT THE BEEF INDUSTRY IS COMMITTED TO ANIMAL WELFARE AND SUSTAINABILITY. ... YOU CAN TRUST THAT [OUR INDUSTRY] IS COMMITTED TO OUR ANIMALS AND IMPROVING EFFORTS TO MAKE AGRICULTURE MORE SUSTAINABLE.”
ASHLEY RECKNOR
Employees track orders of beef and specialty products from the Purple Ribbon Beef Farm Store.
Local customers choose Purple Ribbon Beef for its farm-fresh quality and convenience.
Photos courtesy of Purple Ribbon Beef
Beef byproducts in everyday life see how cows are more than beef and impact the world around us:
TALLOW
This popular byproduct has many uses, including chewing gum, candles, detergents, fabric softener, deodorant, shaving cream, perfume, cosmetics, lotions, crayons, paint, lubricants, biodiesel, waterproofing, cement, chalk, matches, insulation, rubber, medicines and more. 1 2 7 6 5 4 3
Tallow is used as the base of moisturizing balms and salves, in cleansers, candles and soap. Beef tallow is also a natural source of vitamins A, D, E and K. Grassfed beef tallow has the highest nutritional value.
BONE BROTH
Beef bone broth is made from bone marrow and has several health benefits, including supporting digestive health, boosting collagen, improving joint pain and stiffness and supporting healthy sleep.
Enjoy beef bone broth by: Sipping it warm as a comforting drink. Using it as a base for soups and stews. Adding to grains, legumes or vegetables for extra flavor and nutrition. Blending it into sauces for depth and richness.
HIDE
Cowhide is used in gelatin, flavorings, sheetrock, adhesives, medicines, candies and leather.
HOOVES & HORNS
Hooves and horns are used in adhesives, plastics, pet food, plant food, photo film, shampoo, lamination, wallpaper and plywood.
HAIR
Cow hair is used in air filters, brushes, felt, insulation, plaster and textiles.
BONES
Used in refined sugar, charcoal, fertilizer and glass.
FAT
Rediscovering Iowa’s
SEE HOW EFFORTS TO PRESERVE THE HERITAGE OF IOWA’S INDIGENOUS PEOPLE ALSO INCLUDE AG RESEARCH
By Darcy Maulsby
Bison scapulae (shoulderblades) were intentionally harvested from bison kills and modified for use as hoes and shovels for use in the agricultural fields where Oneota people grew corn, beans and squash.
Traveling the backroads of Lyon County in the extreme northwest corner of Iowa brings you to a place of unparalleled rural beauty, where the Big Sioux River flows among the tree-covered, rolling hills. Now try to imagine this site as it was 500 years ago — a large village and ceremonial site for the ancestors of the Omaha, Ponca, Iowa and Otoe tribes, which archaeologists call the Oneota Culture.
It’s all part of the Blood Run National Historic Landmark (NHL), an archaeological site on the border of northwest Iowa and southeast South Dakota. “Centuries ago, this was one of the biggest communities in America,” says Gerald “Gerry” Schnepf, marketing and development director for the Oneota Archival and Research Center (OARC).
Dubbed the “Silent City,” Blood Run is the largest Oneota cultural site discovered to date in the Upper Midwest and is among the oldest sites of long-term human habitation in the U.S. Schnepf and other leaders are striving in the long run to preserve this heritage by
encouraging federal officials to designate Blood Run as a National Historic Monument.
They’re also raising funds to build OARC, a $15 million facility slated for the Iowa side of the Blood Run region. Part of this 35,000-square-foot complex will house artifacts, documents and other materials associated with Oneota Culture. OARC will also include an agricultural research station dedicated to exploring native agricultural practices.
“Every aspect of the people who lived here centuries ago was tied to the land,” says Schnepf, who notes that most of Blood Run’s agricultural areas and artifacts are located on the Iowa side of the Big Sioux River. “What can we learn from indigenous people’s agricultural heritage?”
ONE PLACE, MANY PEOPLE
While it’s unclear exactly when people first began living in and around Blood Run, artifacts reveal that the region became a magnet for settlement about 500 years ago. Blood Run had evolved into a thriving
At one time, as many as seven of these pecked rocks were preserved at the Blood Run NHL. This example is the largest still present — the original purpose of these features remains unknown.
Aerial view of the Blood Run NHL area.
community by the time William Shakespeare became a celebrated playwright in England.
The residents of Blood Run weren’t isolated, either. “The direct ancestors of the Oneota Culture developed a craft and trade center that connected people up and down the Big Sioux River and beyond,” explains John Doershuk, state archaeologist at The University of Iowa.
From roughly 1500 to 1700 AD, Blood Run had a population of approximately 4,000 residents. They hunted bison and cultivated crops, including corn, beans and sunflowers. “Think what it would take to feed 4,000 people a day,” says Schnepf, who grew up on a farm near Blood Run (named for Blood Run Creek, which turns red with iron oxide during heavy rains).
Spanning nearly 3,000 acres, Blood Run remained a major hub and regional trading center
until the early 1700s. “Soon after that, the people dispersed, and the area became part of the hunting territory of the Dakota peoples,” Doershuk notes.
After European colonization, farming and gravel quarries became widespread throughout this region. “Some of the archaeological legacy at Blood Run has been damaged and lost through the years, reflecting the need for action,” says Bill Green, state archaeologist of Iowa from 1988 to 2001. “It was by no means a sure thing that any of it would be protected or preserved.”
PROTECTING A RICH HERITAGE FOR FUTURE GENERATIONS
Still, Blood Run remained a time capsule of indigenous culture. No other Oneota site of such size and integrity is known to exist in the United States. Thanks to a great deal of effort from many people, organizations, agencies and
tribes, portions of the Blood Run site are now preserved in Iowa and South Dakota.
South Dakota’s newest state park, Good Earth at Blood Run, is located southeast of Sioux Falls. The park contains hiking trails and an 11,000-squarefoot visitor center showcasing the cultural and historical significance of the Blood Run site. A nonprofit group called the Friends of Blood Run (including representatives from each tribe in the Oneota Culture) also preserves the region’s history. They sponsor an annual 5K trail run in the area to raise awareness and funds.
In Iowa, Schnepf and other leaders continue to raise money for OARC, which will become a central repository for all the artifacts that have been recovered from the site. “Researchers, students
This striking artwork depicting different cultures connected with the Iowa landscape was created by Lance Foster, tribal historic preservation officer for the Iowa Tribe of Kansas and Nebraska. Foster passed away in January 2025.
NO OTHER ONEOTA SITE OF SUCH SIZE AND INTEGRITY IS KNOWN TO EXIST IN THE UNITED STATES.
and tribal members from throughout the Midwest and Great Plains, as well as residents of the region, will find much to inspire them,” Green says. “The agricultural research station will facilitate the study of various plants grown by Native Americans in the region, including extinct or neglected varieties of native plants that might be ’re-domesticated.’”
All these efforts respect and protect the heritage of Blood
Run, one of the few places where a direct connection between “pre-contact” and “post-contact” history is well documented through oral tradition and written records, Green says.
“It’s important to honor and learn your history,” Schnepf notes. “I’m excited about all the untold stories that can be shared and knowledge that can be gained through OARC at Blood Run.”
Top right: Shell-tempered ceramic vessels like these are the signature artifact of the Oneota culture. They were often quite large, likely serving as communal cooking vessels.
Bottom right: These small triangular projectile points are true “arrowheads” and are the most common form of stone tool found on Oneota culture sites in northwest Iowa like Blood Run.
Photos
The Blood Run NHL setting in Lyon County.
Farm Fresh Finds
A DIETITIAN’S GUIDE TO FARMERS’ MARKET SHOPPING
By Leah Brooke
Leah Brooke, a lifelong resident of Southwest Iowa, has a deep-rooted connection to agriculture. Raised on a family farm with row crops, cattle and hogs, she has come full circle in her journey. Now, as a registered dietitian nutritionist, Leah combines her agricultural background with her expertise in nutrition, understanding how farm-raised products contribute to our overall health and well-being.
The days get longer. The temperatures are warm, and the green is starting to pop through. It must be springtime in Iowa! This means more time outside, golfing or playing tennis for some, but for me, it means heading to the local farmers’ market. There’s nothing better than enjoying fresh air while browsing the local farmers’ and producers’ fruit of their harvest! Here are a few tips on navigating the farmers’ market from a Registered Dietitian’s perspective.
Support the Local Farmer
Farmers love to chat while you’re browsing their products. Feel free to ask them more about themselves, their practices and business and get to know them better. This allows you to make a connection with the producer. See something new or unique? Ask the farmer what it is and how to prepare it. It’s a win-win for everyone when supporting the community by purchasing local, fresh and nutritious produce.
Purchase in Season
With our shorter growing season in Iowa, buy what farmers have the
most available. It will likely be a better price and taste the freshest. Look for lettuce and asparagus in May, broccoli and rhubarb in July, and watermelon and sweet potatoes in September and October. Find ways to use the local produce in recipes first, then supplement with grocery store produce as needed. If you need inspiration on how to use your produce, visit the Spend Smart. Eat Smart. website or app and use the “Cook” drop-down menu to find “Produce Basics.” There you’ll also find nutrition benefits, how to select your produce, and storing, cleaning and preparation tips for a variety of produce. I never seem to remember how to pick out my watermelon, so I open the app on my phone and instantly know to choose one with a symmetrical shape, creamy or yellowish-colored undersides and dried stems.
Buy in Bulk
Have you ever considered purchasing beef, pork, cheese or eggs from a local producer? Many people freeze their bulk meat and get creative with the variety of cuts. Perhaps it’s the end of the season for apples, and you want to
try canning applesauce or apple butter. You can save money by purchasing in bulk at the farmers’ market!
Grow Your Own
Take advantage of the plants and starters offered at the farmers’ market. After all, the seller likely has a green thumb and is happy to share tips on growing your own. From one rookie gardener to another, it’s so satisfying
growing your own produce and herbs. Start small and see how you do with just a few favorites. Tomatoes, peppers and herbs work great in pots if you’re short on space.
I highly encourage you to check out your local farmers’ market and take grocery shopping to the next level. It’s not just a chore but an outing. There are many advantages to buying fresh, local produce. Bring
a friend, your family or significant other — get everyone involved in the meal-planning process. It’s so much more than grocery shopping. Between the children’s activities, community building and homemade local goods like honey, breads and jams, it’s a time to slow down and connect. So, grab your reusable grocery bag, treat yourself to a coffee or iced tea and browse for those homegrown, bountiful goodies.
THERE’S NOTHING BETTER THAN ENJOYING FRESH AIR WHILE BROWSING THE LOCAL FARMERS’ MARKET. IT’S A WIN-WIN FOR EVERYONE WHEN SUPPORTING THE COMMUNITY BY PURCHASING LOCAL, FRESH AND NUTRITIOUS PRODUCE.
Leah browses fresh produce at her local Red Oak farmers market.
