#United States #Chicago #Tractor Beverage #Organic Drinks #Mad Farmer Tour

Experience the Mad Farmer Tour at the National Restaurant Show

From May 17 to 20, 2025, the National Restaurant Association Show (NRA) at McCormick Place, Chicago, will host an unconventional player in the food and beverage sector: Tractor Beverage Company. Known for its bold organic beverages, Tractor is set to create a buzz at NRA with its unique ‘Mad Farmer Tour’ vehicle. This pop-up experience portrays their innovative approach to business, emphasizing storytelling, sustainability, and community engagement

Unlike typical exhibits, Tractor Beverage's display is not just about showcasing products; it’s about creating an experience. At the heart of this initiative lies a retrofitted Airstream trailer—transformed into a storytelling hub—where attendees can dive into the ethos of the company. This setup echoes the brand's dedication to bridging the gap between food service and the surrounding ecosystem.

During the lead-up to the show, the Mad Farmer Tour made a noteworthy stop in Chicago's Humboldt Park, where Tractor highlighted local community leaders by awarding $5,000 grants to Patty Carillo and Diane Hodges. This initiative reflects Tractor's commitment not only to organic products but also to uplifting communities and fostering local engagement.

Elegant simplicity defines Tractor's mission: as the sole USDA Certified Organic beverage brand crafted exclusively for foodservice, the company aligns with the increasing consumer appetite for authentic flavors and connection to the source of their food and drink. Kevin Sherman, CEO, encapsulates this mission with, "We believe food and beverage should nourish more than the bottom line."

At NRA, attendees can expect a wide array of engaging experiences at Tractor’s booth (#11662 in the North Hall), including:

• - Organic Beverage Tastings: Sample a selection of drinks from Tractor’s exclusive farm-to-fountain portfolio, highlighting the integrity of ingredients.
• - Immersive Storytelling: Step inside the Mad Farmer Tour Airstream to gain insight into the stories behind the beverages and their ingredients.
• - Happy Hour Offerings: Savor delightful frozen and tapped cocktails, including a unique mix of Tequila Mango with Tajín Rim and Bourbon Lemonade.
• - Soda Floats: Experience classic dessert drinks like Root Beer Floats and Cherry Cream Floats that transport you to nostalgic moments while innovating contemporary beverage options.
• - Postcard Writing Station: Engage with fellow attendees by writing notes to yourself or others, which will be sent back after the show, intertwining the experience with personal connections.

Tractor Beverage embodies the idea that foodservice is not merely transactional but transformative. By intertwining their narratives into the beverage offerings, they aim to foster a deeper connection between consumers, operators, and producers. The ‘Hope Gap’ they refer to represents a new way of thinking in beverage service—asking restaurant operators to shift perspectives and embrace opportunities that enhance their offerings.

Brian Barbara, Chief Revenue Officer, emphasizes the need for beverage partners to support operators in delivering elevated dining experiences, stating, "Operators are being asked to do more with less; they need partners who make winning easier."

The Farmhand Foundation serves as another pillar of Tractor’s approach, providing support to farmers, particularly those transitioning to organic practices. This initiative not only enhances long-term resilience for these farmers but also strengthens the entire ecosystem associated with food production.

As the National Restaurant Show unfolds, Tractor Beverage invites foodservice professionals and attendees alike to step away from conventional understandings of beverages and embrace innovative, sustainable, and community-focused approaches to dining. In their hands, drinks are not just consumables; they embody stories of community, health, and environmental responsibility.

For those who want to explore what’s next in food and beverage innovation, Tractor Beverage’s Mad Farmer Tour promises to deliver not just samples, but a profound invitation to rethink the future of food and agriculture. Check out Tractor Beverage's journey and contributions through their website or follow their stories on Instagram (@drinktractor).