Pearce's Farm Stand Nominated for Governor's Tourism Legacy Award

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The Wisconsin Agricultural Tourism Association has nominated Bob and Mary Ann Pearce, owners of Pearce's Farm Stand, for the prestigious 2026 Governor's Tourism Legacy Award. The Pearces have operated their family farm and farmstand in Walworth County for over 60 years, preserving Wisconsin's farming heritage and serving as a major tourism draw for the region.

Why it matters

The Governor's Tourism Awards highlight the vital role that agricultural tourism plays in Wisconsin's hospitality and travel sector. The Pearce family's nomination recognizes their long-standing commitment to building a destination that celebrates the state's farming roots and generates significant economic activity for the local community.

The details

Bob and Mary Ann Pearce started dairying in 1955 and opened their farm stand in 1965, becoming the second family to operate the property since Wisconsin became a state in 1848. What began as a small roadside stand selling extra sweet corn and pumpkins has grown into a major tourism landmark attracting visitors from across the country. Pearce Farms now offers a wide variety of fresh produce and supports over 50 seasonal jobs, contributing to a 4.7% increase in visitor spending in Walworth County in 2024.

• The Pearce family has operated the farm since 1955.
• Pearce's Farm Stand opened in 1965.
• The Pearce family started selling extra produce by the roadside in 1967.
• The Wisconsin Governor's Conference on Tourism will take place on March 17, 2026, in Milwaukee, where the award winners will be announced.

What’s next

Winners of the Governor's Tourism Awards will be announced at the Wisconsin Governor's Conference on Tourism on March 17, 2026, in Milwaukee.