When Festival Magic Meets Texas Spirit: Chefs for Farmers Dallas
By: Phoebe Choi, FestForums | November 3, 2025
There's something special about seeing a FestForums connection coming to life in the real world. When Iris Midler, Founder and CEO & Founder of Chefs for Farmers, attended FestForums, we connected over our shared passion for creating unforgettable festival experiences. Fast forward to this past weekend, and I found myself in Dallas experiencing the magic she's creating firsthand. And wow—this is what festivals are all about.
Chefs for Farmers isn't just a food festival—it's a vibrant celebration of Texas's culinary scene that brings together top chefs, local farmers, and passionate food enthusiasts in a way that feels both elevated and authentically Texan.
Sponsor Activations Done RIGHT
Let's talk about sponsor integrations, because Chefs for Farmers absolutely nailed it. The presenting sponsor American Airlines didn't just slap their logo on a banner—they created an experience. Their book signing activation and awarding 50,000 miles to the winning chefs? Chef's kiss. That's the kind of partnership that benefits everyone: the sponsor gets meaningful engagement, the chefs get recognition and a seriously cool prize, and attendees get to be part of something memorable.
But the sponsor love didn't stop there (some highlights):
Patrón Tequila brought the Texas flair with a custom cowboy hat station where guests could personalize their own hats with pins. Everyone left with a wearable souvenir that screamed both brand and location.
Maker's Mark elevated the experience with custom embroidered bandanas—talk about a keepsake people will actually use and remember.
BMW sponsored the VIP Surf & Turf Zone, combining luxury with indulgence. Picture this: premium drinks, fresh seafood, and an elevated atmosphere that made VIP ticket holders feel genuinely special. This is how you do tiered experiences right.
The Tailgate Zone: A Texas Touchdown
The Tailgate Zone was an absolute standout. Multiple photo zones celebrating football culture? Check. A massive screen for the full game-day vibe? Check. It perfectly captured that quintessential Texas spirit where food and football aren't just hobbies—they're a way of life.
The Attendee Experience
Here's what really impressed me: the festival felt effortless. Security guided the flow seamlessly. Lines moved efficiently without feeling cramped. Getting into the festival was so well-organized that you almost forgot you were navigating a multi-thousand-person event.
And then there was this spontaneous moment that captured the whole vibe: people just started dancing. No official flash mob, no organized performance—just attendees feeling the music and moving to it. That's when you know you've created something special. When people are so comfortable and happy that they break into spontaneous dance, you've transcended "event" and created "experience."
What Makes It Special: The Chefs & The Community
But beyond the flawless operations and creative sponsor activations, what truly sets Chefs for Farmers apart is the heart of it all—the chefs themselves. Every chef was there not just to showcase their cuisine, but to celebrate, share, and connect. You could feel the genuine pride they had in their craft and their Texas roots.
The community atmosphere was palpable. This wasn't just vendors serving food to consumers. It was farmers meeting chefs meeting food lovers meeting sponsors, all coming together to celebrate Texas's incredible culinary landscape. There was a warmth and authenticity that you can't manufacture—it has to be built intentionally, from the ground up.
The FestForums Takeaway
Watching Iris and her team execute Chefs for Farmers at this level reinforced everything we believe at FestForums: that connections matter, that learning from industry peers elevates everyone, and that when you combine passion with smart operations and creative partnerships, you create something truly extraordinary.
Chefs for Farmers isn't just doing food festivals—they're setting the bar for how to create community-driven, sponsor-integrated, attendee-focused experiences that leave everyone wanting more.
If this two-day festival in Dallas is any indication, the future of food festivals is in very good hands. And it all started with a connection made at FestForums.
That's the magic we're building, one festival at a time.
About FestForums: FestForums is the premier B2B conference for festival producers, organizers, and industry leaders. Join us February 11-13, 2026 in Santa Barbara to make the connections that will shape your next great festival experience. Learn more at www.festforums.com.