Pink Heifer BBQ Group, Inc. announced the launch of the Pink Heifer Farmers and Families Initiative. It is a long-term commitment to support Midwest farmers, agricultural families, and rural communities through a built-in giving model. The model is designed to scale across the region.
The Initiative directly connects everyday consumer spending to support for Midwest farmers and agricultural families, providing practical assistance during hardship while strengthening the long-term sustainability of agriculture and animal health systems.
“Farming is more than an occupation. It is a way of life built on resilience, sacrifice, and family,” said Levi Fox, Co-Founder of Pink Heifer and Chairman of the Initiative Advisory Council. “We created this Initiative to build a model of support that is consistent, scalable, and part of everyday life.”
Built Into Every Visit
Across the restaurant industry, charitable giving is often driven by optional add-ons or limited-time campaigns. While these efforts can generate meaningful annual totals, they frequently translate to only a few dollars per day at the individual store level.
Pink Heifer was built to do something fundamentally different.
Through the Pink Heifer Farmers and Families Initiative, giving is integrated directly into the customer experience. Every Wagon Roll order contributes to supporting Midwest farmers and families. By doing so it makes an impact a consistent, daily outcome rather than a momentary decision.
This model removes friction and replaces it with participation.
The result is a structure designed to deliver:
- Meaningful daily contributions at every location
- Compounding impact over time
- A scalable system that grows alongside the brand
As Pink Heifer expands across the Midwest, this approach ensures that each new location doesn’t just serve great barbecue, it becomes an engine for sustained, measurable community impact.
Not A Campaign, It’s Infrastructure
At the center of the Initiative is a simple, scalable funding model:
- $1 from every Wagon Roll order is donated directly to the Initiative (each order includes
two rolls) - Guests can round up their purchase at the register
- Visitors can scan a QR code in-store to donate at any time
- Additional support comes from corporate donors, promotions, and community events
By embedding giving directly into the menu and point-of-sale experience, Pink Heifer has created a system where everyday decisions generate ongoing impact.
“Every Wagon Roll order, every round-up, every donation, it all adds up,” Fox said.
Designed to Scale Across the Midwest
The 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.
At scale, this model has the potential to generate tens of thousands of dollars per location annually in direct support for Midwest farmers and agricultural families.
Backed by Agriculture and Philanthropy Leaders
The Initiative is guided by an Advisory Council of leaders in agriculture, animal health, philanthropy, and community service, which reviews and helps determine how funds are distributed at the end of each quarter to ensure meaningful, transparent impact.
“I’ve spent my career listening to farmers and telling their stories, and I know firsthand the challenges they face every day,” said Pam Jahnke, host of the Mid-West Farm Report and Advisory Council member. “This Initiative strengthens the connection between the people producing our food and the communities they serve, and that connection matters.”
“Meaningful philanthropy is about aligning resources with real needs and creating impact that lasts,” said Heidi Kramer, Senior Director of Development for the University of Wisconsin School of Veterinary Medicine and Advisory Council member. “This model brings together community support, agriculture, and animal health in a way that is both thoughtful and scalable.”
Rooted in Community, Built for Impact
With its flagship “Mothership” location in Monticello and its Pink Heifer BBQ Saloon at 567 State St. Madison, Pink Heifer is building a platform that connects food, community, and purpose at scale.
“This is something we are building into the foundation of our company,” Fox said. “Our goal is to create a lasting platform that supports Midwest farmers and families for years to come.”
How to Participate
- Order Wagon Rolls
- Round up at checkout
- Scan the in-store QR code to donate anytime
Every order, every round-up, and every scan is a direct way to support Midwest farmers. Businesses interested in participating or partnering with the Initiative are encouraged to reach out directly.
