Campaign Highlights Real Stories of Iowa Livestock Farmers

Iowa Farm Bureau's Real Farmers. Real Food. Real Meat. initiative brings authentic stories of environmental stewardship, animal care and nutritional benefits of meat and dairy products to Iowans.

Launched in 2019, the initiative has several consumer touchpoints. On the Real Farmers. Real Food. Real Meat. microsite consumers can learn more about Iowa farmers' commitment to sustainability, animal care and providing nutritious food for families. Visitors to the site can also sign up for The Iowa Dish, a newsletter that features the Iowa farmers who work each day to provide safe, nutritious foods; quick bites on food safety, nutrition and foodie trends; and in-season recipes.

Partnership with Fareway Expands Campaign Reach

One of Iowa Farm Bureau's strongest allies in the initiative is Fareway Meat & Grocery, an Iowa-based grocery store with outlets throughout the Midwest. For the past four years, Iowa Farm Bureau and Fareway have partnered for Meat the Need, which in 2025 included a donation of 23 pallets totaling 25,000 pounds of meat - the equivalent of 100,000 servings of nutritious protein for Iowans in need - to the Iowa Food Bank Association.

In late spring, Iowa Farm Bureau and Fareway cohost an educational contest called Sizzlin' Summer Giveaway. By completing a short online quiz that highlighted the value of animal protein as well as farmers' commitment to animal care and environmental sustainability, participants could win one $200 Fareway meat card from each of Fareway's 119 Iowa locations. Fareway also awarded one grand prize winner a Pit Boss 2 Burning Griddle, a Fareway meat bundle and barbecue-related swag such as tumblers, folding chairs, grill accessories and more.

photo credit: Iowa Farm Bureau, Used With Permission

Fun, Food and Learning at the Iowa State Fair

Iowa Farm Bureau also showcases Real Farmers. Real Food. Real Meat. at the Iowa State Fair through signage, interactive games and meat-focused activities. One such activity was the "Pulling for Iowa Farmers" pull-tab cards featuring meat products from commodity partners selling food at the fair. Fairgoers first played an educational game highlighting how farmers raise real meat then received a pull-tab card. If all three tabs revealed the same food - a pork chop, turkey leg or hamburger - they won that item.

In addition, on Farm Bureau Day, Iowa Farm Bureau hosted a statewide cookout contest in which more than 50 backyard chefs competed for nearly $4,700 in cash prizes and the Cookout Contest Grand Champion title. The contest featured categories for pork, beef, lamb and chicken and included a division for youth aged 13-17.

County Farm Bureaus Tap Into Real Farmers. Real Food. Real Meat. Resources

More than three-quarters of county Farm Bureaus in Iowa are also making the most of Real Farmers. Real Food. Real Meat.'s resources, like campaign and print advertising templates, messaging, radio scripts, and logos to wrap grain trucks.

For example, Floyd County Farm Bureau put banners around their county fairgrounds with positive livestock messaging and a QR code that led to the Real Farmers. Real Food. Real Meat. microsite. Greene County uses a RFRFRM-branded picnic table wrap with messages about the nutritional value of meat at various community events.

State Awards of Excellence

Iowa Farm Bureau's Real Farmers. Real Food. Real Meat. was recognized with a 2026 Award of Excellence in the Engagement and Outreach category. The award was presented at the 2026 American Farm Bureau Convention in January in Anaheim.