Statewide Iowa – Iowa State Fair CEO Jeremy Parsons says it’s fascinating to see a replica of the Butter Cow inside the Smithsonian Museum, “but professionally displayed in a museum setting. We definitely need to up the bar on how we display things.” Parsons, though, isn’t ready to say what display changes may be in store on the fairgrounds in Des Moines. The Smithsonian’s year-long exhibit features what are described by the museum’s curator as works of art from state fairs around the country, including some quilts entered in Iowa State Fair competitions. Forbes magazine includes the life-sized butter cow as one of the exhibit’s show-stopping spectacles. Parsons agrees.
By comparison, the Iowa State Fair’s refrigerated display case for the butter cow is along the east wall of the Agriculture Building. People wait in line to look through windows at the butter sculpture of a life-sized dairy cow. The Smithsonian’s exhibit of State Fair folk art runs through next September and is one of many events to mark America’s 250th anniversary. Parsons says the 2026 State Fair will mark the occasion, too.
And Parsons and his team are making big plans for the 2029 Iowa State Fair.
The center will be built near the north entrance to the fairgrounds and will explain crop development, Iowa soils and farm equipment as well as jobs in agriculture. Parsons says it’s about thinking strategically about the Iowa State Fair’s role in the future, since data suggests the number of Americans who have NO connection to agriculture will continue to grow.
Parsons recently released a study suggesting year-round activities on the Iowa State fairgrounds in 2024 had a 629 MILLION dollar statewide economic impact. Parsons says while the economic impact is massive, the State Fair is still about the people.
Parsons grew up in Leon and was a high school English teacher before he was hired to direct the Missouri State Fair Foundation. Parsons was director of the the Clay County Fair in Spencer for 12 years before he took on the role of Iowa State Fair CEO in 2023. Prior to that time, he had served as CEO of the Clay County Fair in Spencer.
