Wisconsin has lured foodies for years, thanks to its legendary cheese and craft beer for years. But Travel Wisconsin and TURNER wanted to delve deeper into the state’s diverse culinary and agritourism scene. Beginning in 2021, TURNER has worked to showcase Wisconsin’s “Tasty Makers,” including unique artisans, chefs, farmers, cheese makers and more, with a focus on BIPOC innovators. In 2023, the campaign was awarded the prestigious Mercury Award in the U.S. Travel Association's ESTO Awards.
In summer 2021, TURNER launched a culinary series called Fresh in The Field, bringing national media to Wisconsin for a multi-day event featuring the state’s top culinary experiences. The second annual Fresh in The Field event in fall 2022 in the Fox Cities region spotlighted locals who are reclaiming and reshaping Wisconsin’s culinary scene to sustain and share native flavors, all while supporting the environment.
Under the auspices of the Tasty Makers campaign, Travel Wisconsin has hosted 52 writers on media trips with a culinary focus, introducing 22 BIPOC-owned businesses/chefs to national media and highlighting every region of the state.
Last year ended with an 18% increase in culinary coverage of Wisconsin, with 40 total culinary travel articles appearing in such outlets as Travel + Leisure, USA Today, Thrillist, Modern Farmer, Midwest Living and more. Even more, the hit culinary competition series Top Chef recently announced plans to film its latest season in Wisconsin, which is sure to raise the destination's profile even higher.