FOR IMMEDIATE RELEASE

DATE: February 11, 2026

CONTACT: Sheila Everhart, Executive Director, (608) 774-1354, [email protected]

Food + Farm Exploration Center Nominated for 2026 Governor’s Tourism Innovation Award

JANESVILLE, WI – The Wisconsin Agricultural Tourism Association (WATA) has officially nominated the Food + Farm Exploration Center (F+FEC) for the 2026 Governor’s Tourism Innovation Award. This award recognizes organizations that implement transformative strategies through technology, sustainability, and best practices to enhance the visitor experience.

Since opening its doors in 2023, the F+FEC has revolutionized agricultural tourism by blending high-tech STEM education with hands-on farming. The Center has quickly become a premier Midwest destination, welcoming over 103,000 visitors from 35 states. Its impact on the local economy is undeniable; in its first year of operation, the Village of Plover saw a 19% year-over-year increase in tourism-related growth.

“The Food + Farm Exploration Center is a masterclass in modern tourism innovation,” said Sheila Everhart, Executive Director of WATA. “By combining a 38-foot-tall ‘World’s Largest Potato Masher’ landmark with wheelchair-accessible tractor simulators and sensory-friendly exhibits, they have created a space where everyone—regardless of age or ability—can engage with the science of how their food is grown.”

Driving Innovation in Wisconsin Tourism:

• Technological Integration: Features over 60 interactive STEM exhibits and a state-of-the-art Ag Simulator that is fully wheelchair accessible.
• Radical Accessibility: The facility exceeds ADA standards, offering braille signage, cane strikes, noise-canceling headsets, and a dedicated Wellness Room to ensure an inclusive environment for all travelers.
• Sustainability & Community Impact: In 2025 alone, visitors harvested 77,000 pounds of produce through U-Pick events, with an additional 10,000 pounds donated to local food pantries.
• Educational Excellence: The Center has hosted over 14,000 students from 369 schools, positioning Wisconsin as a leader in educational travel and “edutainment.”

The F+FEC serves as a year-round attraction, utilizing the Carol & Dick Okray Greenhouse, which incorporates state-of-the-art technology to educate current and future agriculturalists, along with a professional kitchen lab that engages community members with unique, hands-on culinary experiences. Its collaborative model with Mid-State Technical College and UW-Stevens Point further cements its role as a hub for both tourism and workforce development.

The Governor’s Tourism Awards are the highest honors in the state’s hospitality industry. Winners will be announced at the annual Wisconsin Governor’s Conference on Tourism on March 17 in Milwaukee, WI.

About the Food + Farm Exploration Center:

Located in Plover, WI, the Food + Farm Exploration Center is a 50,000-square-foot non-profit educational center. It is dedicated to connecting people to the modern world of agriculture through immersive exhibits, demonstration fields, and world-class culinary programs.

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