Adunate Word & Design

Wisconsin

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!


A Wolf Moon Welcome

Happy upcoming first full moon of the year!

Interestingly, not only will this be the Wolf Moon, it’s a Super Wolf Blood Moon. Super Moon, in that it’s closest to the earth in its elliptical orbit; Wolf Moon, because that’s the name given to January’s moon; and Blood Moon because of the reddish tint that’s going to appear when, yes, a lunar eclipse occurs. 

Barring cloudy skies, here in Wisconsin this stargazer’s phenomenon should appear this Sunday, January 20, between 10:41 and 11:12 p.m. You can bet I’ll be outside watching for it!

Back when people named moons according to the seasons, our northern ancestors hunkered themselves inside near a fire while wolves howled distantly in the January cold. Wolves are a common metaphor for hunger, yet families kept this wolf—hunger, that is—from their door with the food they’d put up earlier in autumn. 

These days, while in the cozy warmth of our homes, we’re browsing garden catalogs and dreaming of the spring months ahead when we can plant those first seedlings. The plans we make now shape the crops we grow in summer and the food we put up in fall, which in turn keeps “the wolves from our door” next winter. 

Preparedness: It’s ongoing through the seasons

For self-employed farm entrepreneurs, winter is time to plan your seed purchases. It’s also time to promote your farm and sign up members for the upcoming growing season. 

Next month is the Midwest Organic & Sustainable Education Service (MOSES) Conference and I’m presenting a workshop that offers great ideas for promoting your farm. The workshop is Marketing & Branding 101 and will be Saturday, February 23, in La Crosse, Wisconsin. We’ll talk branding, because you have to brand yourself before you can market. We’ll then discuss marketing and how social media has become the easiest and most cost effective way to promote your small business. 

Hope to see you next month in La Crosse!

Marketing Beyond Your Comfort Zone

Okay, we hear this all the time: life begins at the end of your comfort zone. Like when you explore places you’ve never been. Or hang a shingle for your own business. Or, in my case, do a podcast for some of the coolest ladies ever.

That was me recently when I was interviewed by Lisa Kivirist, host of the In Her Boots Podcast. This is a great series celebrating the collaborative spirit of women farmers and, yes, I was a bit outside my comfort zone (who doesn’t cringe at the sound of their own voice?). But Lisa is awesome and her talented son, audio engineer Liam Kivirist made me feel right at home. It was super fun.

Lisa and I talked marketing—specifically marketing for small farms and women farmers. Both entities are unique and often find marketing to be outside their comfort zone. For some it’s a time constraint, for others it’s not in their personal nature. We discussed how marketing overall has changed and how we can adapt these new strategies to better fit who we are.

Stay tuned in the weeks ahead for each of these episodes!

Speaking of small farms and women farmers—last week my husband and I explored the cranberry regions of western Wisconsin. Neither of us knew much about this industry and we found it fascinating. While touring the Wisconsin Cranberry Discovery Center, a great place to learn all things cranberry, we asked where we could buy fresh cranberries (certainly the one and only item not in this well-stocked gift shop). We were directed just up the road to Wetherby Cranberry Company (ahem, strategic marketing happening right there, folks).

Wetherby Cranberry Company has been in business since 1903. It’s been owned by Nodji Van Wychen’s family since 1972. They’re one of the few farms—or marshes, as cranberry growers call their land—that sell their product independently rather than through cooperative giants such as Ocean Spray. I’m in awe of how Nordji promotes her cranberries.

Guess what I’m serving for Thanksgiving this year!

Wetherby Cranberries, Warrens, WI

 

Wisconsin Artistry and our 2018 Octoberfest Brewery Tour

I’m of the opinion that Wisconsin has the best selection of Oktoberfest beer and, admittedly, I’ve done my share of sampling since it hit the shelves two months ago. Here are a few of my favorites. To top it off, when the Oktoberfest comes out my husband and I get quite a thirst for our Octoberfest Brewery Tour. It’s truly our favorite time of year.

Even though our tour has become an annual getaway, this year’s arrangements are rather last minute. True, I usually begin planning the next before we’ve even finished the last. But sometimes life brings us detours. My beloved father died recently and our hearts just weren’t into the extensive trip I’d originally planned. Instead, we’re taking a few days in the comfort of familiar places.

Our Itinerary

Wisconsin celebrates the artistry of October like none other. It’s all about brilliant color, outdoor adventure and hearty festivals. Here’s our to-do list:

  • Fermentation Fest: This year the Farm/Art DTour is back better than ever. With a sparkling lineup of artists, musicians and food carts, it can’t be missed! Not officially part of our brewery tour, we’re using it as a day-tripping intro.
  • Fall Art Tour: Baraboo, Spring Green, Dodgeville and Mineral Point have developed into an inspiring art community and on this weekend it’s doors wide open! My favorite studios are those tucked inside repurposed, historical buildings and rugged, country barns.
  • Driftless Cafe: Food, Sustenance, Love, as they say. My kind of place, especially since it gleans ingredients from local organic farmers.
  • Trempealeau Hotel and Monarch Public House: We loved these locales four years ago and the area’s quiet simplicity is calling us back.
  • Long Lake Canoe Trail: It would be divine to explore these waterways—think fall colors, migratory birds, and flat waters (this is a brewery tour don’t forget, so there’s a necessary emphasis on “flat waters”). Other possibilities are Perrot and Roche-A-Cri State Parks.
  • Sand Creek Brewing Co: Before clicking into this company’s website, check out Google’s image of it’s building. I swoon!
  • Wisconsin Cranberry Discovery Center: Wisconsin is the largest producer of cranberries, yet I know so little of this industry. Time to see how those Thanksgiving berries are grown!
  • Knuth Brewing Company: Artisan beer and pizza by husband and wife entrepreneurs, perfect pairings.

Hot Off the Press

What’s Octoberfest Brewery Tour without some promo? I know you’re bubbling with anticipation and here it is…my 2018 poster!

Family and friends, if you’re in these areas, let’s get together and share a beer! Probst!

Octoberfest Brewery Tour promotional poster by Adunate

SaveSave

SaveSave

SaveSave

SaveSave

SaveSave

SaveSave