Adunate Word & Design

Uniting words & design for all your communication needs

Wisconsin

Well, March Was Interesting

This morning I flipped my calendar with a definite good riddance to March. One of my Facebook friends shared a similar attitude when she said, “Well, March was interesting,” to which her friends added a barrage of colorful comments.

March was interesting, to say the least. Like many of you, the first half of my month was filled with the usual outings and obligations. The second half was nothing but cancellations. However, just before the start of my cocoonment, my husband surprised me with a day of meandering through Wisconsin’s countryside, all based on his accumulated stack of gift certificates. I’ve gotta say, spontaneities are not his norm so there was no way I could refuse. Besides, isn’t that why I’m self-employed?

I’m so thankful we did that day. What seems like such a long time ago—only three weeks actually—is now saved in my bank of precious memories. Little did we know it would be the start to a universal slowing down and spending time with those you love.

Edwin Brix Winery, Juneau
Our first stop was a scheduled meeting with an architect (we’ve been contemplating a garage addition, like, forever). We met in the upstairs loft of what once was a grainery and is now a tasting room for Edwin Brix Winery. Seriously, you have to go there—rural, rustically quaint, and so very welcoming. Plus they were just featured on Discover Wisconsin.

Wollersheim Winery & Distillery, Prairie Du Sac
Our next stop was two counties west to the ever-impressive Wollersheim Winery & Distillery. We had a nice, slow lunch in their bistro while perusing decades of family pictures hanging on the wall. We bought wines for the large Easter gathering we would host (which, of course, we now can’t) and brandy for the raspberry cordial we’ll make this fall (which we most certainly will).

Stoddard’s Meat Market, Cottage Grove
From there, we drove to the small town of Cottage Grove for a first-time visit to Stoddard’s. What a friendly shop with a drooling selection of meats! We happily spent our gift certificate and more.

James J Chocolate, Lake Mills
My husband has been married to me for 41 years, which goes to show he’s a very wise man. These two things he knows so well: 1) A woman needs her chocolate, and 2) happy wife, happy life. We made this necessary stop to James J Chocolate, a store I normally only visit at Valentines and Easter. This year I’m placing online orders. You should too, they truly are the finest!

Tyranena Brewery, Lake Mills
What’s a road trip without a brewery stop, right? Tyranena’s Headless Man has been our Friday choice of beverage for years, but always with a fish fry. Sitting down to a friendly server in Tyranena’s taproom was super fun, but alas, they’re discontinuing our favorite amber. Instead, they’ve introduced Mangy Fox, and equally tasty copper ale. We left with a growler of Mangy Fox and one of my favorites, the Chief Blawhawk Porter.

How have you been this month of March?

“Interesting” is certainly a facetious way to describe March 2020. For some, it’s been bitterly so. Local, family-owned businesses everywhere, just like these we visited a few weeks ago, are now hurting—some to the point of closing their doors. People are sick and dying. We all wonder what April will bring.

If you find yourself needing something to grab onto during this COVID chaos, please consider listening to Hope Lake Country or one of the many churches now offering online services. No matter who you are or what you’re going through, this could be a nice chance to slow down and spend time with people who care about you.

Take care and be safe!

Celebrating Fat Tuesday with Sense of Place

You know how you walk into a local bakery and the aroma of fresh baking fills your soul to its deepest depths? That was my husband and me this last weekend as we followed the Wisconsin Foodie trail in Sheboygan. Stepping into the first bakery was an aaah-romatic indulgence of Paczki. Coming upon the second was a heavenly whiff of hard rolls before we even walked through the door. Oh, how I swoon.

Good Smells, Good Marketing

They say good smells are good marketing. In truth, tapping into all the human senses is good marketing and our weekend getaway was a perfect example. Think cozy lights welcoming us as we arrived at our B&B. Or a friendly hubbub at the local foods cafe. All of these absorbed together created a memorable image of Sheboygan, an image which, jargonly speaking, can be referred to as “sense of place.”

Defining Sense of Place

Sense of place is the impression we get from a place. It’s the look, the feel, the sounds—it’s the complete physical and emotional lens through which we experience a place. 

When it comes to your business, sense of place is equally important. It’s an element of your brand. Whether it’s your venue, your website, your logo…they all evoke a sense of place.

NEED HELP WITH YOUR SENSE OF PLACE?

What I’m Working on This Month

I was proud to participate in an upcoming toolkit called “Amplify Our Voices: Connecting Organic Women Farmers with the Media.” It’s put together by Renewing The Countryside and coming out soon. Join their newsletter! 

What I’m Tuned Into This Month

  1. Paczki Day! Everyone is Polish on Paczki Day, so Happy Fat Tuesday to all!
     
  2. Gastrophysics, Charles Spence. A little science-heavy for my right brain, but interesting nonetheless. Eating is multi-sensory, meaning there’s truth to Good Smells, Good Marketing. 
     
  3. “At Berea College, Students Craft a Bright Future, Tuition-Free,” Are you a maker deciding on colleges? Interesting article from an equally interesting magazine.
     
  4. The Corner Table Podcast: Food Photography, A beef farmer recently lamented that the food photographer he hired altered his meat presentations, leaving them inedible. Yep, sorry, but I bet they looked tasty good in the photos. I’m suggesting he listen to this podcast.

Who Owns a Name?

Last week The Cap Times ran an interesting story titled ‘We Are A People.’ It’s multifaceted to say the least and I was surprised it didn’t evoke more conversation.

The story talks about Kickapoo Coffee, a fair trade, organic roaster from southwestern Wisconsin. But first, let’s explore a bit of geography for those unfamiliar with this part of our state. Kickapoo is the name of a 126-mile river winding through a unique bioregion known as the Driftless Area. Both the river and the region are beloved, like really beloved, by those who live there and those who visit (myself included). Naturally every other business and its offshoot has incorporated Kickapoo into its name. And why not? Why not celebrate the land where your business has its roots, right?

Except Kickapoo is also a group of people. They’re a sovereign Indian nation who once lived in this area—before they were forcibly removed, that is— and the Kickapoo River was, in fact, named after them. This brings us the question of who owns a name.

And the subject of Kickapoo Coffee.

Last year Kickapoo Coffee decided the Kickapoo name was not theirs to take and they announced they were rebranding the business. “The decision to use their name, and to continue to roast under it, was an act of appropriation,” said co-owners TJ Semanchin and Caleb Nicholes. “In an effort to right that wrong, we have decided to change our name.”

How Should One Feel?

White privileged woman that I am, it’s hard to know what to think about this. I’m ashamed that throughout history those of European descent have mistreated indigenous people everywhere. I feel it’s unconscionable that it continues today. Really, who do we think we are?

Yet, I grew up singing, “I’m from Owosso, down where the Shiawassee flows.” My hometown is named after Chief Wasso of the Ojibwe tribe (also known as Shiawassee and Wan-dor-gon-ing Indians). It’s beside the Shiawassee River, in Shiawassee County, which is named from an Ojibwe word meaning “sparkling waters.” It’s within the state of Michigan, also named from an Ojibwe word meaning “large water.” Being born and raised in Owosso, can I claim a regional pride the same way Kickapoogians do in Wisconsin? At what point does a heritage become one’s own?

Business and Legal Considerations

Choosing a business name can be hard. Changing a business name is even harder (think mega-expensive and time consuming). Yes, there are the usual considerations like descriptiveness, emotional connection, and domain availability. Add cultural awareness to that list and it definitely becomes a lot to think about.

“Indigenous rights is a really interesting aspect of intellectual property law. It impacts copyright, trademark, and patent law,” said attorney Erin Ogden in her comment to the story.

Your Thoughts?

Some have called Kickapoo Coffee’s rebrand a PR ploy. Others say they’re conceding to a trendy need to absolve ourselves of the guilt our white forefathers laid upon us. Still others applaud Kickapoo Coffee for showing cultural sensitivity and respect to others.

As I said, this is multifaceted. What do you think?

Expanding Our Octoberfest to Minnesota

We certainly love our local brews. However, a few weeks ago my husband received a birthday gift of assorted Oktoberfest beers from outside our WiscoBeer realm. They say it’s good to expand your thinking, so in preparation for our upcoming Octoberfest Brewery Tour we’re “working” to expand our palettes. Yes, sigh, it’s a tough, tough job.

This year we’re also expanding our brewery tour. In addition to our annual celebration of sipping and scenery, we’re including the Women In Sustainable Agriculture (WISA) Conference in St. Paul, Minnesota.

What a great conference this will be—fabulous women from across the country gathering to exchange ideas, find resources, and network. I’m super proud to be amongst them and presenting the workshop Be a Better Self-Promoter. Do join us!

But For Now, Let’s Talk Beer!

The Mississippi River region is truly glorious in October. After sampling the Twin Cities’ great selection of brews, we’re heading downstream to Fountain City, a cozy community nestled between the river and Wisconsin’s towering bluffs. Here we’re planning a few days of river exploration, state park hiking, and, of course, more sampling.

So Many to Sample

To the delight of beer enthusiasts everywhere, the number of craft breweries continues to grow. Each year as I plan our tour the number of venues seems to have doubled from the year before. Most interesting is the creative entrepreneurship of these small businesses; like, for example, the symbiotic partnership between taprooms and food trucks, which is a tasty win-win for breweries, food trucks and customers alike.

This all leaves us with a hardly-unfortunate dilemma: With so many breweries in Western Wisconsin/Eastern Minnesota, how does one choose? I’ve decided to prioritize our sampling to 1) interesting ambiance (I do like my historic architecture, you know) and 2) if the brewery was featured in Taproom Travelers videos (again, gotta love that creative entrepreneurship).

Promo of My Own

In the spirit of practicing what I’ll be preaching at the upcoming WISA Conference, may I present my 2019 Octoberfest Brewery Tour poster!

Each year as a personal exercise, I design a poster commemorating our tour (check out more of them here). This keeps me in touch with the industry and brings an added element of fun to our travels. Posters are great keepsakes for any event.

Perhaps you have an event you’d like to promote? Or maybe a new line of beverage you’d like to brand? Drop me a line!

Out and About with Fermentation Fest

News flash!

Fermentation Fest event guides are hot off the press and heading out to exciting venues throughout Wisconsin. This 24-pg, can’t-miss guide is bubbling with interesting articles, art, class listings and city map—all the ingredients necessary for two weekends of culture convergence at Fermentation Fest. You don’t want to miss the Fest or the guide!

I’ve got to say helping promote Fermentation Fest is one of my favorite projects of the year. It’s a melding of interests, from food and art, to agriculture and travel. This means artists, chefs, poets, foodies, farmers, cheesemakers, brewers, musicians, performers, and so many more people all come together for an autumnal celebration of good life. I’m very proud to design for it, very honored to be part of it.

In the weeks ahead I’ll be delivering guides to various venues (I love promoting my clients!). Check back to this page often for an updated listing of where you can find them. And don’t forget my social media because I’m also big on featuring interesting venues.

Here’s where I’ve been so far. Yep, all the way to northern Wisconsin!

#GetYourFermFestGuide2019Here

Listed in order of cities are venues where you can find Fermentation Fest guides. If you’re not in these areas, check out the Fermentation Fest website or join the mailing list.

Deerfield Coffeehouse, Deerfield
Milwaukee Street Traders, Delafield
Fitchburg Public Library, Fitchburg
Sequoya Public Library, Madison
Willy Street Co-op East, Madison
Willy Street Co-op North, Madison
ZuZu Cafe & Market, Madison
Willy Street Co-op, Middleton
Good Harvest Market, Pewaukee
Roots Coffee Bar, Oconomowoc
Soleil Lune Yoga Center, Oconomowoc
Firefly Coffee House, Oregon
The Chocolate Caper, Oregon
Landmark Creamery, Paoli (Belleville)
Stevens Point Area Co-op, Stevens Point
Cafe Coco, Washburn
South Shore Brewery, Washburn
Tribeca GalleryCafe & Books, Watertown
Downtown Grocery, Wausau

See you at Fermentation Fest in October!

Lots of Summer Ramblings: Strawberry Moon to Strawberry Festivals

Several years ago the bulb in our yard light burned out. It was one of those dawn-to-dusk lights set high on a line pole and even though my husband’s job is to regularly climb such poles, he just never got around to climbing ours.

At first, I’d go out at night and it seemed unnervingly dark. We don’t have immediate neighbors so nothing but the celestial sky lit our yard. Oh, but let me tell you, there’s no going back. The event of that burned-out bulb has totally heightened my appreciation of the night sky and I’m now a moon-gazing habitué.

Given that, here’s to a happy Strawberry Moon (Tuesday night) and upcoming Summer Solstice (Friday night). I love them both. With the full days of summer ahead, it’s a wonderful time of festivity and adventure.

Speaking of Strawberries…

They’re finally here! We live on a windy hill and it seems my patch is always a bit behind. But they’re here now and as delicious as ever. Just look at how red and juicy they are, unlike those so-called “strawberries” you find in the grocery store.

Hey folks, shop your local farmers! Eat real food!

Strawberry Festivals and More

One of my tastiest childhood memories is of a strawberry festival we attended while camping in northern Michigan. If I recall, it was a community church serving shortcake piled mile-high with strawberries and cream. Oh, so good!

Quite often such festivals are benefits for a specific cause (like these upcoming festivals here and here). Joining the celebration not only creates fun memories but also supports grassroots working together at its finest.

Food festivals have become one of the fastest growing forms of tourism and there’s a good reason why. They offer a sensory overload of the landscape, ethnicities, history, and food cultures of their given community.

Food lovers love food festivals; ask me how I know!

Which Leads Me To…

When it comes to festivals, I’m proud to help promote two Wisconsin biggies: The Soil Sisters in August and Fermentation Fest in October. These are annual celebrations that each draw thousands of people and have great social and economic impacts on their rural communities. Needless to say, a lot of organizing and marketing goes into these events.

Do you know of a festival looking to grow in its success? I’d love to help. Let’s talk about what makes a good festival and how to get the word out to all those fun-loving, destination travelers!

Yesteryear’s Brewery: Today’s Small Business

While enjoying last year’s Octoberfest Brewery Tour, I came across the book Badger Breweries, Past and Present. Definitely on the rare list, it’s a detailed account of all the breweries known to have existed in Wisconsin. Look at how many it shows for my small town alone.

Badger Breweries: Past and Present

According to the Wisconsin Historical Society, nearly every town in the 1800s had its own brewery. A town’s brewery was its heart, providing steady employment, commerce and togetherness. It was also its fingerprint, each with a unique history and terroir.

While most of these breweries have died long ago, we’re now savoring a renaissance with the craft beer movement. These new breweries—most of them small and independently owned—strengthen communities just like the old days. But like an egg in our beer, their innovative owners have been bestowing neighborhoods with food venues, tourism and charitable causes.

As interesting as beer history is, what I really want to talk about are small businesses. This week is National Small Business Week and in the same way those small, 19th century breweries were the lifeblood a community, so small, locally owned businesses are today.

According to the U.S. Small Business Administration (SBA), more than half of Americans either own or work for a small business, and they create about two out of every three new jobs in the U.S. each year.

Maybe you want to become one of those owners! Maybe you want impress your fingerprint into the community. The SBA has great information online to get you started, everything from funding to launching your business.

And if you’re looking for help branding and marketing your new business, please keep me in mind!

Successful Entrepreneurship Takes a Village

What do FedEx, AirBnB, and Evernote have in common? We can all agree they are hugely successful companies. They’re also companies from which most of us benefit on a regular basis. Interestingly, all three were once startups on the verge of collapse before they were saved by investors who cared enough to lend a hand. So when I heard one of my favorite specialty cheesemakers, Landmark Creamery, needed a hand, I immediately donated to Go Fund Me and I then went shopping for three of its cheeses.

Landmark Creamery is a labor of love for Anna Landmark and Anna Thomas Bates. Since 2014, “the Anna’s,” as they’re known, have been churning, and rubbing, and aging small batches of cheese made from local, small, family-owned dairy farms. You can find their products online, and at Madison area specialty stores, co-ops and restaurants. Two years ago they opened their own retail shop in the quaint village of Paoli, where they sell not only their own cheeses but also those of other Wisconsin cheesemakers. Coincidentally, in the next few weeks you can find them featured on PBS’s Wisconsin Foodie.

So, it seems Landmark Creamery has recently found itself in a bit of a bind. According to the Go Fund Me page, the ladies lost over 1,000 pounds of cheese after their cold storage company threw it out. The Anna’s had fallen behind on payments and owed the company $1,000. According to the page, they told the company owner they would pay as soon as possible, but the owner declared the space abandoned and threw away the cheese. The cheese, valued at $20,000, is a hand-crafted product needing six months to age, so it’s not easily replaced.

Seeing Both Sides of the Cheese Wheel

As a small business owner, I understand the importance of being paid. The storage facility provided a necessary service to Landmark Creamery and it was right to expect the agreed-upon compensation. You bet I’m all about responsibilities and holding up one’s end of the bargain.

But I also remember those startup days, struggling to succeed and stretching money to pay the bills. I appreciate all the help I received back then (my husband’s support was and still is a necessary component to me staying in business). I firmly believe when we uphold one another, we all stand stronger; that supportive action today generates positive reactions tomorrow. Kudos to the Culinary Ladies Collective for setting up the Go Fund Me for Landmark Creamery. This network of female chefs, food and beverage producers, growers and artisans is an example of how we go far when we go together.

I’m also a believer in communication. In Adunate’s 14-year running, I’ve only had a few clients fail to pay me on a timely basis. Those who respected me enough to talk to me about it are still my clients today. Those who ghosted me, well, you can bet I now refuse to work with them. According to the Go Fund Me page, Landmark Creamery had just made a payment on the balance and had communicated with the storage facility they would pay the rest as soon as possible. If this was the case, I just can’t see how destroying $20,000 of product for a $1,000 bill was beneficial to anyone, including the owner of the storage facility.

Be Part of the Village

Folks, if you’re a fan of small businesses and local foods, if you love Wisconsin specialty cheese, if you have a minute and a few extra dollars, please consider supporting Landmark Creamery. You may very well be benefiting more people than you know, not to mention keeping some fantastic cheese in production!