How often do you stop to think about the products you use on a daily basis and the work that goes into creating and manufacturing them?

Manufacturers improve operations, make work more efficient, unlock new potential, create products that nourish and entertain us, make processes more cost-effective and safer, and much more. The Iowa Association of Business and Industry (ABI) decided it was time to show some attention to manufacturers across the state on a large scale.

This year, Iowa ABI hosted the first Coolest Thing Made in Iowa competition, and we recently had a chance to highlight the initiative on the Trilix Podcast. The contest culminated with Vermeer Corporation’s ZR5-1200 self-propelled baler being named the winner.

But it all started with a desire to better serve members.

“While we serve all industries, manufacturers are our core members. We heard about this competition, and it was a no-brainer.”

Kelsey O’Connor, ABI marketing and communications director

While this was ABI’s first year hosting the competition, peer organizations in 20 states across the nation already activated similar events. They provided great advice for ABI to kick off the competition in the Hawkeye State, Kelsey said.

To start, ABI worked with Trilix to build a microsite for the competition, chose a voting platform for the four rounds of voting and sent emails to members to garner product nominations. Companies could nominate their product or another organization’s product.

Ultimately, nearly 70 products were nominated as the competition kicked off in March. While some stood out because of novelty, like Chocolate Storybook’s Ranch Cotton Candy, they didn’t make the cut this year as voters narrowed the competition to the top 16.

Liz Sporrer, senior manager of talent brand experience and corporate communications at Vermeer Corporation, said advocates inside and outside of the company were clamoring to take part in the Coolest Thing Made in Iowa competition. Vermeer had a bracket within a bracket, so to speak, by letting Vermeer employees nominate and vote for their favorite product the industrial and agricultural equipment manufacturer makes.

“ABI announced it, and it hit my inbox naturally, but I had people on my team asking how to be a part of it. I had leadership saying we needed to do this,” Liz said. “It was sheer enthusiasm around what we make, around what Iowa makes.”

While ABI touted the competition through emails, social posts and earned media opportunities, organizations across the state also urged employees, brand loyalists and their communities to vote for their favorite products. The second round of voting for the top 16 included a variety of other products made across Iowa, such as the following, to name a few.

  • Butter Braid® Pastries from Country Maid, Inc.
  • Custom-built pipe organs from Dobson Pipe Organ Builders
  • Tiki Bar Boats from Big Huts
  • Kreg® Pocket-Hole Jig 320 from Kreg Tool
  • Winnebago® Revel® from Winnebago Industries, Inc.

By the time Vermeer’s baler won the competition in early June, 76,000 votes had been cast. While Vermeer’s products stand out on their own, the company’s reputation and community clout helped carry them to the finish line.

“Vermeer got their employees passionate about it and the community passionate about it,” Kelsey said. “That’s what it takes to win.”

Liz agreed.

“We live in the community, we work in the community, we play in the community, we give back to the community,” Liz noted. “There’s natural engagement that way, but our team was so excited. Each week as voting would go, we’d say, ‘Just a reminder to keep voting.’ It was so fun to see what our team would take and put on their social media feeds naturally. It would be our team and their families communicating about it in addition to Vermeer equipment dealers across the country.”

Iowa ABI considers the first year of the competition to be a resounding success in terms of engagement and boosting the manufacturing industry in Iowa. So will there be a competition next year? Absolutely.

Keep an eye on Iowa ABI’s channels. You can also visit CoolestThingIA.com and sign up for updates to be the first to know about next year’s competition kickoff.

Learn more about the 2024 Coolest Thing Made in Iowa competition on the Trilix Podcast.