Getting to the Bottom of Iowa’s Horticulture Heartbeat
When the Iowa Department of Agriculture and Land Stewardship set out to advance its Choose Iowa program, one thing was clear — real insight would start with the variety of producers who grow and sell in Iowa every day.
HenkinSchultz partnered with IDALS to design a statewide research initiative for a variety of producers and consumers to hear directly from those voices…and understand what drives their choices.
Seeking Out Various Producers – and Listening
Across Iowa, we met with 12 producer focus groups representing Christmas tree growers, flower farms, plant and greenhouse operators, mixed produce growers, and other specialty producers. HS went to great lengths to personally identify and call our various producer types to encourage their participation.
Sessions were scheduled at both noon and evening times to make sure everyone — from large family farms to urban greenhouse owners — could participate around their busy schedules.
We asked growers what “Iowa grown” meant to them, how they communicate value to customers, and where they face challenges. In their stories, we heard not just business insights, but deep pride — in their soil, agriculture history, customer interactions and the generational knowledge that defines growing in Iowa.
Hearing from Consumers and What Moves Them
To balance those perspectives, we also reached consumers across the state representing farmers market shoppers, ornamental horticulture buyers, and blended shoppers. — through over 500 anonymous online surveys.
These surveys explored what influences purchasing decisions, what the Choose Iowa label means (or doesn’t yet mean) to them, and how trust, pricing and products shape their loyalty.
Why Market Research Matters
The goal wasn’t just to collect opinions. It was to uncover consistent themes — a shared language that connects growers and buyers. By exploring how the label could truly serve both producer and consumer, the research created a roadmap for more strategic marketing, clearer language, and more confident consumers.
A Marketing Path Forward
The insights gathered are now guiding the next phase of Choose Iowa: an initiative rooted in authenticity. Because whether you grow it or buy it, everyone in Iowa has a stake in what it means to be Iowa-grown. And knowing that common ground creates more compelling storytelling.
HS Can Do the Same for You
Whether you’re a statewide initiative like Choose Iowa or a business looking to better understand your audience, HenkinSchultz can help design a market research plan that reveals what matters most — and grows your opportunities.
Drop us a line or make an appointment today to see how!
