FOR IMMEDIATE RELEASE
DATE: February 11, 2026
CONTACT: Sheila Everhart, (608) 774-1354, [email protected]
Agriculture Pioneers Bob and Mary Ann Pearce Nominated for Governor’s Tourism Legacy Award
JANESVILLE, WI – The Wisconsin Agricultural Tourism Association (WATA) is proud to announce the nomination of Bob and Mary Ann Pearce, owners of Pearce’s Farm Stand, for the prestigious 2026 Governor’s Tourism Legacy Award. This nomination honors their 60-year commitment to building a destination that defines Wisconsin’s farming heritage and serves as a vital economic engine for Walworth County.
Married for 70 years and operating a 4th-generation farm, the Pearces have transformed a humble 1966 roadside picnic table into a major tourism landmark that now attracts visitors from all over the country. Their operation supports 50+ seasonal jobs and significantly contributes to the county’s tourism growth, which saw a 4.7% increase in visitor spending in 2024.
“Bob and Mary Ann Pearce are the living embodiment of the Wisconsin spirit,” said Sheila Everhart, Executive Director of WATA. “At a time when Wisconsin faces the loss of family farms, the Pearces have created a sustainable model that proves agricultural tourism can preserve land, create jobs, and educate the public. Their legacy isn’t just in the soil they till, but in the generations of families they have welcomed to their farm.”
A Four-Decade Legacy of Impact:
- Economic Anchor: Generates significant room tax and local tax revenue, helping fund public safety, parks, and roads in Walworth County.
- Innovation in Ag-Tourism: Offers over 15 recreational activities, including the famous fall corn maze which recently drew legendary Green Bay Packer Donald Driver.
- Workforce Development: Employs and trains 50-60 workers each year, imparting “agritourism know-how” to the next generation of industry leaders.
- Industry Mentorship: The Pearces actively share their framework for success with other farmers through the Growing Wisconsin Conference, helping rural families diversify their income streams.
- Heritage Preservation: As only the second family to farm this land since Wisconsin achieved statehood in 1848, they serve as a primary link between the state’s history and its future.
The Governor’s Tourism Legacy Award is reserved for individuals who have made a lifelong, multi-decade contribution to the state’s tourism industry. Winners will be celebrated at the Wisconsin Governor’s Conference on Tourism on March 17 in Milwaukee, WI.
About Pearce’s Farm Stand:
Located in Walworth, WI, Pearce’s Farm Stand is a premier destination for farm-fresh produce, custom-made bakery items, and authentic family-friendly adventures. The market is a cornerstone of Southern Wisconsin tourism, dedicated to the “Farm-to-Plate” connection.
About the Wisconsin Agricultural Tourism Association (WATA):
WATA is a non-profit which provides policy information, marketing and education to working farmers, thereby organization dedicated to promoting agricultural tourism as a sustainable economic engine for Wisconsin across Wisconsin. By connecting travelers with authentic farm-to-table experiences, WATA supports the preservation of family farms and the revitalization of rural communities across the state. Learn more at WiAgTourism.com