Leaders from the Michigan Farm Bureau Family of Companies and Michigan State University celebrated the unveiling of the newly renamed Farm Bureau Pavilion on July 15, following a first-ever branding agreement signed in 2024 between the organizations.
The Farm Bureau Pavilion is home to livestock expositions, horse shows, youth programming and commercial events. Every year about 100,000 guests visit the pavilion over 250 days of programming, contributing more than $7 million annually to the local economy.
Michigan Farm Bureau President Ben LaCross, a second-generation fruit farmer in Grand Traverse and Leelanau counties, said the Farm Bureau Pavilion introduced him to Michigan agriculture via the Michigan Livestock Expo, an annual, multi-species youth event.
“It will always be a special place. I see many more opportunities for our members to be able to come down here, show their animals, be proud of the animal agriculture industry in the state, and be proud that our name is on this building,” LaCross told Michigan Farm News.
“This building is a special building, and the relationship between Michigan Farm Bureau and Michigan State University is a special relationship. Michigan Farm Bureau, our farmer leaders and members, and Farm Bureau Insurance are so proud that this building will be named the Farm Bureau Pavilion for the next 15 years.”
The agreement between MSU and MFB Family of Companies formalizes the legacy of organizational support for the nation’s first land-grant institution. Previously, in 1989, MFB led the $67 million MSU Livestock Initiative to renovate and expand campus livestock facilities, including the pavilion’s construction in 1996.
For Farm Bureau Insurance of Michigan President Don Simon, the Farm Bureau Pavilion gives agents a reason and purpose to show “why we exist as a company,” he said, “and the fact we all need safe, healthy food and fiber, and that we want to support the farms across the state.”
“I think Michigan Farm Bureau is going to have great use, but even alongside that, I believe Farm Bureau Insurance is going to reap the benefit of bringing visitors — whether it's our kids, our policyholders, and the agents themselves — to see how agriculture works in the state and how important it is even to the insurance industry,”
Under the terms of the new branding agreement, MFB has committed to investing in the MSU College of Agriculture and Natural Resources’ (CANR) priority fund to support construction, renovations, improvements, and other related costs of facilities used by the college.
“Today feels like a full-circle moment. Michigan Farm Bureau was founded on the Michigan Agricultural College’s campus back in 1919 and our work together is truly generational,” said Matt Daum, CANR Dean and Associate Provost. “We’re deeply grateful that our Michigan Farm Bureau partners continue to serve our advocates, empowering this college, MSU AgBioResearch and MSU Extension to serve our Michigan producers and rural communities.”
Visit the Farm Bureau Pavilion website to learn more and view upcoming events.
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