NEWTON - The Wisconsin Agricultural Education Center (WAEC) is celebrating another monumental moment in its evolution. As of this week, the center will have a new “doing business as” name and logo.

The WAEC Board of Directors announced that when we open our doors in 2018, it will be known as the Farm Wisconsin Discovery Center.

“This new identity honors our heritage as America’s Dairyland and welcomes visitors to explore the incredible world of agriculture.” said Julie Maurer, President of the WAEC Board of Directors and owner of Soaring Eagle Dairy. “We could not be more excited for the day when the Farm Wisconsin Discovery Center becomes a household name like other notable Wisconsin destinations like, Lambeau Field, House on the Rock or the Harley-Davidson Museum.”

The Board of Directors always knew the Center needed a stronger, market-friendly brand that would be easy to say and to remember, said Connie Loden, WEAC Marketing Committee Chair and Senior Project Manager at New North, Inc..

"The Board diligently conducted market studies to ensure the new name’s viability. Farm Wisconsin Discovery Center far surpassed all other proposed names with consumers.” Loden said.

This announcement comes at a time when the construction of the discovery center is well underway. The site is along Wisconsin’s I-43 and County C in Manitowoc County. To view the building progress, visit:

The community and agricultural industry have generously supported the construction of the unique building and the design of its educational experiences. The capital campaign is currently at 93% of its $13 million goal.

Contributions to the campaign are still being accepted. Gifts can be made by visiting the campaign website at Special recognition opportunities are still available for the center’s most generous supporters. Please contact Melissa Bender, Director of Education and Programming, at 920-693-1372 or to learn more.

State-of-the-art Center

The Farm Wisconsin Discovery Center will be a state-of-the-art agricultural education center located in Manitowoc County. It will provide visitors with the opportunity to connect to the industry by better understanding where their food comes from, and why agriculture is so important to them. The center will feature hands-on learning opportunities through many displays, and an opportunity to tour a local farm to learn about Wisconsin’s rich farm history.

A highlight for visitors will be the chance to view the birth of calves at the Land O’Lakes Birthing Barn. The organization will still maintain the Wisconsin Agricultural Education Center as its internal, legal name.




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