DES MOINES, Iowa (May 15, 2025) — Iowa Secretary of Agriculture Mike Naig has unveiled a new initiative aimed at supporting local farmers and businesses while encouraging agritourism across the state. The Choose Iowa Passport, a free digital platform, allows residents and visitors to explore Iowa’s rich agricultural heritage and earn rewards along the way.
A collaboration between Choose Iowa and Travel Iowa, the Choose Iowa Passport connects users to farms, farmers markets, orchards, farm-to-table restaurants, and retailers featuring Iowa-grown products. By checking in at participating locations via their smartphones, users accumulate points that can be redeemed for prizes, including Iowa-produced food and beverages.
“The Choose Iowa Passport offers authentic agritourism experiences that celebrate and elevate Iowa’s agricultural prominence and heritage,” said Secretary Naig. “This is a great way for families to support local farmers while making unforgettable memories.”
Beyond tourism, the initiative strengthens the Choose Iowa branding program. Businesses meeting specific criteria can display the Choose Iowa logo on their products, ensuring consumers that items are Iowa-grown, raised, and made. With 264 members already signed up, the program continues to expand, offering a direct link between local producers and consumers.
Agritourism plays a significant role in Iowa’s economy, and the state’s tourism officials see the passport as an opportunity to spotlight rural communities. “Agritourism is one of Iowa’s greatest competitive advantages,” said Iowa Tourism Office Manager Amy Zeigler. “Through the Choose Iowa Passport, visitors can experience the unmatched hospitality of rural Iowa while learning about the impact of agriculture.”
The Choose Iowa Passport is free, mobile-friendly, and requires no app downloads, making it easy for users to engage with Iowa’s agricultural scene. Whether exploring family-owned farms or enjoying locally sourced cuisine, the program offers an immersive way to experience the heart of Iowa agriculture while supporting local businesses.
To see more information about the Choose Iowa Passport Program and links to purveyors, visit the Iowa Department of Agriculture and Land Stewardship website.
