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Pink Heifer Launches Farmers and Families Initiative
New program aims to support Midwest farmers and agricultural communities through everyday customer transactions
Mar. 30, 2026 at 10:10pm
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The Pink Heifer Farmers and Families Initiative aims to strengthen the bond between consumers and the agricultural community that sustains them.Madison TodayPink Heifer BBQ Group, Inc. announced the launch of the Pink Heifer Farmers and Families Initiative, a long-term commitment to support Midwest farmers, agricultural families, and rural communities through a built-in giving model that connects consumer spending to direct assistance for the farming community.
Why it matters
The initiative aims to strengthen the connection between consumers and the farmers who produce their food, providing practical support to agricultural families while also promoting the long-term sustainability of the Midwest's farming and animal health systems.
The details
The Farmers and Families Initiative is designed to embed charitable giving directly into the customer experience at Pink Heifer locations. A portion of every Wagon Roll order, as well as optional customer round-ups at checkout, will be donated to the initiative. The funds will be distributed quarterly to support Midwest farmers and agricultural families, guided by an advisory council of agriculture, animal health, and philanthropy leaders.
- Pink Heifer announced the launch of the initiative on March 30, 2026.
The players
Pink Heifer BBQ Group, Inc.
A restaurant group that operates the Pink Heifer BBQ Saloon locations in the Midwest, including flagship stores in Monticello and Madison, Wisconsin.
Levi Fox
Co-Founder of Pink Heifer and Chairman of the Initiative Advisory Council.
Pam Jahnke
Host of the Mid-West Farm Report and member of the Initiative Advisory Council.
Heidi Kramer
Senior Director of Development for the University of Wisconsin School of Veterinary Medicine and member of the Initiative Advisory Council.
What they’re saying
“Farming is more than an occupation. It is a way of life built on resilience, sacrifice, and family. We created this Initiative to build a model of support that is consistent, scalable, and part of everyday life.”
— Levi Fox, Co-Founder of Pink Heifer and Chairman of the Initiative Advisory Council
“Every Wagon Roll order, every round-up, every donation, it all adds up.”
— Levi Fox, Co-Founder of Pink Heifer and Chairman of the Initiative Advisory Council
“I've spent my career listening to farmers and telling their stories, and I know firsthand the challenges they face every day. This Initiative strengthens the connection between the people producing our food and the communities they serve, and that connection matters.”
— Pam Jahnke, Host of the Mid-West Farm Report and Advisory Council member
“Meaningful philanthropy is about aligning resources with real needs and creating impact that lasts. This model brings together community support, agriculture, and animal health in a way that is both thoughtful and scalable.”
— Heidi Kramer, Senior Director of Development for the University of Wisconsin School of Veterinary Medicine and Advisory Council member
What’s next
The Farmers and Families Initiative will expand alongside Pink Heifer's growth, with plans to open several dozen BBQ Saloon locations across the Midwest over the next five years, all of which will actively promote and participate in the program. Pink Heifer is also positioning the Initiative as a broader platform that other restaurants, retailers, and community businesses can adopt, creating the opportunity for multi-participant impact beyond its own locations.
The takeaway
The Pink Heifer Farmers and Families Initiative represents a novel approach to corporate philanthropy, embedding charitable giving directly into the customer experience to create a consistent, scalable, and impactful way to support Midwest farmers and agricultural communities.
