How Iowa Corn Uses Athletics to Connect Consumers and Farmers
Agriculture Meets Athletics: The Iowa Corn Cy-Hawk Series with Joe Roberts
The Farm4Profit Podcast is back with a conversation that blends two of Iowa’s biggest passions—agriculture and athletics. In this episode, we sit down with Joe Roberts, President of the Iowa Corn Promotion Board, third-generation Wright County farmer, Beck’s Seed dealer, and conservation advocate.
Joe’s journey from growing up on the family farm to leading statewide checkoff programs highlights the impact of farmer investments in promoting corn across food, feed, fuel, and fiber. One of the most visible examples of these efforts is the Iowa Corn Cy-Hawk Series—the iconic rivalry between the University of Iowa and Iowa State University that reaches millions of fans every year.
Key Themes from the Episode
The Cy-Hawk Story
We break down what the series is, which sports are included, and why it has become such a powerful cultural touchstone for Iowans. From the stadium to the tailgate, the Cy-Hawk Series puts agriculture in the spotlight.
Checkoff Dollars at Work
Joe explains how farmer-funded checkoff programs make sponsorships like the Cy-Hawk Series possible and why they’re more than just a logo on the field. These investments create measurable value for farmers by strengthening consumer trust and awareness.
Beyond the Stadium
The Iowa Corn Promotion Board uses the event as a teaching platform, showing consumers how corn is part of everyday life—whether in renewable fuels, livestock feed, or the food on the dinner plate.
Conservation & Leadership
As a young farmer, Joe balances tradition with conservation practices, advocating for sustainability while also taking on leadership roles in Iowa agriculture. His story reflects the future of farming—rooted in heritage but focused on innovation.
Why It Matters
This conversation is more than a sports rivalry story. It’s a look at how community partnerships, consumer outreach, and checkoff dollars work together to secure the future of agriculture. As Joe shares, programs like the Cy-Hawk Series connect fans to farmers in ways that build pride, education, and trust.
👉 Listen to the full episode now on Apple Podcasts and hear Joe’s message to both farmers and consumers.
Links & Resources
Call/Text: 515.207.9640
Email: Farm4profitllc@gmail.com
