Food // September 12, 2024

Food Curiosity Was on the Menu at the Minnesota State Fair

By Content Specialist Sydney Anderson, Account Supervisor Zach Schwartz and Art Director Leslie Custer.

There’s a palpable buzz in the air when Minnesota State Fair season arrives. The entire state comes together for 12 days full of eccentric foods, inspired beverages and nonstop fun. From farm to fork, this blend of cultures and experiences brings a fresh energy to the culinary landscape while spotlighting Minnesota’s agriculture industry and sparking a shared curiosity for new experiences.

Whether you’re a 4-H member proudly showcasing your llama in a costume, a foodie eager to try the 17 different pickle items or lining up for your 12th glass of all-you-can-drink milk, the fair has something for everyone. Here’s what we learned about the current food scene by attending the Great Minnesota Get Together.

Flavors From Around the World

When you think of fair food, you probably picture the iconic blue-ribbon favorites that draw in crowds year after year like Sweet Martha’s chocolate chip cookies, mini donuts, cheese curds, pronto pups or corn dogs. (We’ll save that debate for another day.)

While the staples draw a crowd, so do the newbies. In recent years, interest in new foods and global flavors has soared, and the fair has become a playground for culinary adventurers. The new food and vendor list was brimming with global cuisine and, of the six new vendors, five of them had menus full of global flavors.

This increasing interest in global flavors is also backed by data in our Consumer Curiosity Report, which found that 65% of early food adopters are very or extremely curious about global flavors.

Some of the most sought-after dishes were crispy Korean corn dogs, purple sticky rice and quesabirria taquitos. These global dishes not only reflect the evolving tastes of fairgoers but also highlight a broader trend in food culture where curiosity drives exploration and new experiences. The fair has become a melting pot of culinary innovation, and it’s clear that the appetite for new flavors is only growing.

Korean corn dog, purple sticky rice, agua de sandia, esquites and quesabirria taquitos at the Minnesota State Fair.

Big on Bevs

Gone are the days when fresh-squeezed lemonade was the primary form of hydration at the fair. Today, the beverage scene is bursting with inventive flavors, offering both alcoholic and non-alcoholic options that are exciting in their own right.

From the distinctly Minnesotan lingonberry shandy to new drinks like aguas fresca and frozen spicy pineapple margaritas with Tajín and habanero bitters, the drink menu was a true adventure. And let’s not forget the Mustard Stain IPA, a fair-food-inspired brew that’s as bold as it sounds. This goes to show consumers aren’t just curious about flavors on their plates, they want an experience for their taste buds in their glass too.

Agua fresca hard slushie, downeast lemon Italian ice slushie, Pina Ciderlada and Mustard Stain IPA at the Minnesota State Fair.

Minnesota, But Make It Spicy

For a region often teased for its mild palate and use of salt as an essential spice, the Minnesota State Fair defied this stereotype with foods that brought the heat. Spicy elements were front and center, offering a fiery twist to the traditional fair classics.

We’re talking Tajín-dusted dole whip, hot honey paired with deep-fried ranch and even a hot Cheeto dust covered Korean corn dog. The presence of spice in so many dishes highlighted a shift in local tastes that embraces bold, vibrant flavors and pushes beyond the traditional Minnesotan’s comfort zone.

Chile Mango Whip and deep fried ranch at the Minnesota State Fair.

We’ve Seen the TikToks. Yes, We Were Influenced Too.

Per usual, the Minnesota State Fair and its trailblazing menu went viral on TikTok, further driving curious crowds to the 12-day frenzy. As feeds overflowed with mouthwatering images and videos of the fair’s hottest foods, the urge to try them exploded. The Consumer Curiosity Report highlights the powerful influence social media has on our food choices, and the fair is a prime example of this phenomenon in action.

Many vendors took advantage of this trend, crafting dishes designed for both the camera and the palate. Local foodies like Tony Cu went viral with their “What I Eat in a Day at the Minnesota State Fair” videos, which fueled the excitement and curiosity. These viral sensations not only boosted foot traffic but also amplified the buzz around new and inventive foods, showing how digital platforms can shape our culinary experiences.

Garlic cream cheese wontons, giant egg roll on a stick, deep fried pickles, and chicken and chorizo paella at the Minnesota State Fair.

Culinary Inspiration Is All Around

Consumers’ desire for culinary inspiration is growing, and the Minnesota State Fair is the perfect place to find it. A standout food this year was Marco’s Garden, a dynamic bowl featuring local rhubarb jam, thyme-marinated tomatoes, farmer cheese, jalapeño and honey served with grilled gluten-free flatbread.

For the 69% of consumers eager for new snack ideas and the 71% looking to explore new ways to prepare vegetables, Marco’s Garden offers fresh inspiration. The fair is a treasure trove of ideas that continue to spark creativity in the kitchen long after Labor Day.

Marco's Garden dish with grilled flatbread, tomatoes, farmer cheese and jalapeño at the Minnesota State Fair. Just as the fair brings the state together from farm to fork, our work spans the same spectrum. From the tractors on Machinery Hill to the ‘shroomy calamari, we’re lucky to partner with organizations that feed the world and inspire curiosity.