Johnson Outdoors

A Wisconsin-Based Outdoor Adventures Innovator

BY LYNN & CELE SELDON

Based in Racine, Wisconsin, but offering outdoors products found and recognized around the world, Johnson Outdoors is a 50-plus-year-old leading global innovator of outdoor recreation equipment and technologies that inspire people to experience Mother Nature at its finest in a wide variety of ways.

Through a diverse range of iconic brands, Johnson Outdoors designs, manufactures, and markets a portfolio of award-winning consumer-preferred brands in four categories: Watercraft Recreation, Fishing, Camping, and Diving. From world-class kayaks out on the water to catching the big one to camping and even heading underwater, Johnson Outdoors has something for any outdoor enthusiast.

Founded in 1970 and having celebrated their 50th anniversary last year, Johnson Outdoors has a long history and culture of innovation, and a love of the outdoors. The company was founded by Sam Johnson, who had a passion for the outdoors and a commitment to serving team members, customers, the environment, and communities where Johnson Outdoors did business. His innovation-driven business philosophy, which still exists today, was: “New products, new geographies, and every few years a new brand or technology.”

Johnson Outdoors has been led by one of Sam’s daughters, Chairman and CEO Helen Johnson-Leipold, for more than 20 years. An avid paddler, angler, camper, and diver, the Racine native shares her father’s passion for outdoor recreation, and was named Chairman, Johnson Outdoors, in 1999, and Chairman of both Johnson Financial Group and The Johnson Foundation in 2004, succeeding her father in all three roles.

We inspire people to get out there to experience and Value the aWe oF the great outdoors For generations to come. We aim to giVe people the Best outdoor experiences possiBle, From the moment someone thinks aBout heading outdoors to researching, shopping, and purchasing, [and] to actuallY using the product or technologY. ”

Johnson-Leipold also serves as a director of S.C. Johnson & Son, Inc., her family’s consumer household products company (including brands like Windex®, Ziploc®, Glade®, and Pledge®). She and her husband, Craig, owner of the NHL Minnesota Wild franchise, reside in Racine and are the parents of five adult sons and grandparents of four.

When asked about the company’s continued purpose, Johnson-Leipold says, “We inspire people to get out there to experience and value the awe of the great outdoors for generations to come. We aim to give people the best outdoor experiences possible, from the moment someone thinks about heading outdoors to researching, shopping, and purchasing, [and] to actually using the product or technology.” Under Johnson-Leipold’s leadership, today’s Johnson Outdoors features a diverse range of iconic and innovative products. For instance, their Watercraft Recreation category includes legendary Old Town® canoes and kayaks. Founded in 1898 on the banks of the Penobscot River in Old Town, Maine, Old Town is quite simply synonymous with paddling, including canoes, kayaks, paddles, life jackets, and more. Always innovating beyond their first legendary canoes, Old Town now features the Predator PDL pedal-powered fishing kayak machine, and they launched their first Sportsman Line of kayaks in 2020 to rave reviews and skyrocketing demand.

The Watercraft Recreation division also includes Ocean Kayak™. They’re renowned for their sit-on-top kayaks, like the Malibu Pedal and the Prowler Big Game II Angler, as well as stand up paddle boards and more. The Fishing category includes Minn Kota® , Cannon®, and Humminbird®. Minn Kota focuses on fishing trolling motors, including freshwater and saltwater trolling motors, plus electric outboards, as well as anchors, and more. Cannon is renowned for downriggers that help you get the bait where the fish are (along with rod holders and other fishing accessories), while Humminbird is known for advanced marine electronics and charts, including fish finders, mapping, accessories, and apparel. The Camping division of Johnson Outdoors features another truly iconic outdoor brand: Eureka!® camping and hiking equipment. From the still-beloved bright green Timberline® series of tents to many other tents, lots of camp cooking options, furniture, and more, Eureka!

remains a camper favorite around the world. There’s also Jetboil®, whose renowned and innovative stoves have proven very popular with RVers when they’re “roughing it” outside their RV.

Finally, famed SCUBAPRO® dive equipment makes up the Diving category of Johnson Outdoors. Quite simply, scuba divers love and trust everything SCUBAPRO offers, including technical gear, fins, masks, snorkels, and accessories. Given all of these options, it’s easy to see why this Wisconsinbased global company is so loved and respected by those who love and respect the great outdoors. JohnsonLeipold says, “We’re focused on working hard to keep pace with demand and leveraging our market-leading brands and innovation to maximize the heightened interest in outdoor recreation.”¾

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Visit johnsonoutdoors.com for information about their watercraft, fishing, camping, diving, and other innovative outdoors-oriented offerings.

Long-time TrailBlazer contributors Lynn and Cele Seldon started camping together almost 30 years ago in an iconic bright green Eureka!

WISCONSIN

FOOD & BEVERAGE TRAILS

A Tasty Way to Take a Bite out of America’s Dairyland By Lynn & Cele Seldon

n a state that leads the nation in dairy

Ifarms (nearly 7,000), cheese plants (125plus), and cheese production (home to half of the nation’s specialty cheese, with artisan cheesemakers producing more than 600 different types, styles, and varieties of cheese), it’s no surprise that Wisconsin would have several cheese trails. But the Badger State is known for a lot more than its cheese, and a cornucopia of food and beverage trails exist for a delicious way to take a bite out of Wisconsin. The Wisconsin Cheese Tour

Curated by the folks at Travel Wisconsin, this trail is a cheese lover’s paradise. They have created two itineraries – a Southwestern route and an Eastern route – to get a true taste. The Southwestern itinerary includes stops in Madison, like the Dane County Farmers Market, the largest producers-only farmers market in the country with over 250 vendors (including plenty of cheese), and Fromagination, one of the state’s premier cheese shops (offering hundreds of rotating cheeses, primarily from Wisconsin); Green County, including Swiss-owned Emmi Roth Käse and Baumgartner’s Cheese, Wisconsin’s oldest cheese store; the Carr Valley Cheese Store and Cooking School in Sauk City; and many breweries, restaurants, and inns that all have Wisconsin cheese on the menu.

The Eastern itinerary focuses on Milwaukee (don’t miss the world’s largest selection of Wisconsin cheese at the Wisconsin Cheese Mart); twohour or two-day cheesemaking classes at The Cheesemaker in Mequon; 100-year-old Lamers Dairy in Appleton or Union Star Cheese Factory in Fremont, for cheese from the source; and other retailers, restaurants, wineries, breweries, and inns that all pay homage to the beloved fromage. Learn more about these trails here: travelwisconsin.com/article/things-to-do/anepicurean-getaway-the-wisconsin-cheese-tour Cheese Curd Trail

You can’t come to Wisconsin without trying the ubiquitous cheese curds. Basically, cheese curds are pieces that are separated from the whey during the cheesemaking process, and instead of being molded into a cheese wheel, they are cut and bagged to be sold as “fresh” cheese, versus

the typical aged cheddar. They have a mild flavor and a rubbery texture that gives them that classic “squeak,” and they make for a tasty snack. They’re everywhere in Wisconsin, including the self-guided DIY Cheese Curd Trail put together by the folks at Madison Eats Food Tours.

With a variety of stops in and around Madison, sample cheddar, muenster, and goat cheese curds. Have them battered and fried with perfectly melted results. Or, try them bacon wrapped or fried in a gluten free pancake batter. And don’t even get us started on the many dipping sauces like classic ranch, roasted Hatch green chili crema, or truffled fish sauce. It’s truly a Wisconsin tradition. Start planning your trip here: madisoneatsfoodtours.com/ best-places-for-fried-cheese-curdsin-madison-wi

Wisconsin’s Cranberry Highway

When it comes to cranberries, Wisconsin is the nation’s largest producer of the tart superfood. To celebrate the ruby red fruit, it’s easy to embark on a self-guided tour along the Cranberry Highway in the Wisconsin Rapids region. Stretching almost 50 miles from Wisconsin Rapids to Warrens, the decades-old cranberry beds explode with color in the fall, and the area is filled with creative ways to experience the Wisconsin specialty. Cranberry trailblazers can learn all about the cranberry industry and history at the Wisconsin Cranberry Discovery Center in Warrens, tour a cranberry marsh at Glacial Lake Cranberries or Splash of Red Cranberry Tour, and shop for all things cranberry at Rubi Reds, a family-owned and -operated retail shop in Wisconsin Rapids run by berry growers. It’s also possible to enjoy cranberries in a cocktail, in cranberry bread, or in chicken salad at the many cafes, restaurants, and supper clubs that create sumptuous dishes using the local fruit. There’s even the annual summer Cranberry Blossom Festival. Head to visitwisrapids.com/cranberryhighway to learn more.

Wisconsin Coastal Food Trail

Best known as a dairy county, the fertile soils and humid climate of Manitowoc County which produce award-winning cows and dairy products, also contribute to other robust agricultural crop production. The Wisconsin Coastal Food Trail in Manitowoc and Two Rivers shines the spotlight on this culinary bounty with authentic Wisconsin tastes of wine, cheese, beer, butter, smoked fish, ice cream, chocolate, maple syrup, and so much more.

With more than a dozen potential stops, visitors can taste their way through the county, including: scratchmade breads and bakery items at Bakery on State; old-fashioned ice cream parlor treats at Beerntsens; wines and wine tastings at Cold Country Wines & Vines; craft beers at Courthouse Pub, PetSkull Brewing or Sabbatical Brewing; smoked fish at Susie-Q Fish Company; specialty olive oils and aged vinegars at The Hearty Olive; pure maple syrup at Inthewoods Sugarbush; cheeses at Pine River Dairy; sausages at Newton Meats; fresh produce and u-pick strawberries at Wilfert Farms; and more. Make a weekend of it and visit them all! Check out wisconsincoastalfoodtrail.com to get started.

Wisconsin Food Trails

Wisconsin Food Trails is the brainchild of the marketing department at the University of Wisconsin-Whitewater University Center as a way get out and explore the areas surrounding UW-W, from Madison to Milwaukee. With three trails on their blog – an Ice Cream Trail (Wisconsin is the country’s leading dairy producer, after all), a Taco Trail, and, of course, a Cheese Curds Trail – they all start from UW-W

Photo Courtesy of 2021 Dairy Farmers of Wisconsin and make a loop back to campus. Depending upon where you are, you can pick up and pursue any section.

The Ice Cream Trail includes some of

Wisconsin’s best old school ice cream parlors, frozen custard spots, drive-ins, and more. The

Taco Trail hits up a half dozen of some of the region’s muy caliente tacos, burritos, fajitas, and more. And, the Cheese Curds Trail focuses on restaurants, burger joints, cheese shops, and even a hotel that are serving up this squeaky

Wisconsin specialty. Study up and get started here: blogs.uww.edu/ucinfo/2020/07/29/ wisconsin-food-trails/

Great River Road Wine Trail

Following the upper Mississippi River, the Great River Road Wine Trail features a collection of 10 wineries across Wisconsin, Minnesota, and Iowa that take advantage of the winter hardy grape varietals that have been growing in the Upper Mississippi River Valley American Viticultural Area for centuries. Five Wisconsin wineries can be found in a compact 90-mile stretch of Route 35 on the north bank of the river from Stockholm to La Crosse.

At Maiden Rock Winery & Cidery, visitors can taste their collection of hard ciders and wine produced with local apples and other fruits. Or, explore the classical Mediterranean-style winery while you sip dry reds and whites produced predominately with grapes from their three local vineyards at Villa Bellezza Winery. Seven Hawks Vineyards – one of the largest vineyards in the Upper Midwest – serves up their 100% estate grown wines in an historical tasting room in downtown Fountain City. Elmaro Vineyard welcomes guests on their outdoor patio to enjoy extensive wines and picnic offerings. While DnA Vintners focuses on wines made from Wisconsin cranberries. Start sipping here: greatriverroadwinetrail.org/

Photo Courtesy of Mike Roemer

Door County Wine Trail On the other side of the state, situated between Lake Michigan and Green Bay (literally the Bay, versus the city), lies the popular peninsula of Door County and the Door County Wine Trail. Known for its fruit wines – especially cherry and apple – the Door County region has developed more cold-hardy vineyards and are now producing many estate-grown grape wines, as well. Featured wineries include von Stiehl Vineyard & Winery (Wisconsin’s oldest licensed winery dating to 1967); Red Oak Vineyard (producing French-style reds, German-style whites, and sweet fruit wines); Door 44 Winery (which lies at 44˚ North latitude, the same as the

Photo Courtesy of Travel Wisconsin

renowned grape growing and wine producing regions of Bordeaux and Tuscany); Simon Creek Vineyard & Winery (with wine making facility tours and live music); Door Peninsula Winery (Door County’s largest winery); Harbor Ridge Winery (featuring irreverently named sweet, semisweet, and dry barrel-aged wines); Stone’s Throw Winery (combining premium California grapes with traditional wine making techniques); and Lautenbach’s Orchard Country (specializing in fruit wines grown on the property, along with gourmet food products). Begin planning your wine tasting experience here: doorcountywinetrail.com/ Wisconsin Brewery Trail

When many people think of Wisconsin, they think of beer. With more than 200 breweries in the state, it is consistently in the top 15 of beer producing states in the nation. Naturally, there are several beer trails throughout the state. But if you want to get off the beaten path and go to some breweries that you may or may not have heard of in a concentrated area, head to the central part of the state for the Wisconsin Brewery Trail.

Photo Courtesy of Kayla Sue Collections

Within about 185 miles, you can sample pints, growlers, bottles, flights, and more at nine different breweries including Wisconsin Brewing Company in Verona; Ale Asylum, and Karben 4 in Madison; Knuth Brewing Company in Ripon, Fox River Brewing and Bare Bones Brewery in Oshkosh; Appleton Beer Factory in Appleton; Central Waters Brewing in Amherst; and O’so Brewing in Plover. Featuring craft beers and microbrews, unique taprooms, and outdoor spaces and recreation, the Wisconsin Brewery Trail is a “brew-tiful” way to taste Wisconsin. Cheers: onlyinyourstate.com/ wisconsin/wi-brewery-trail/

Central Wisconsin Craft Collective

For a real thirst quencher, head to the center of the state and the Stevens Point area for a sip of the Central Wisconsin Craft Collective. Nine craft beer, wine, and spirit makers have partnered in this craft Mecca to help promote their artisan beverages, as well as travel to the region.

Members of the collective include: Stevens Point Brewery, one of the oldest continuously operating breweries in the nation; Central Waters Brewing Co., utilizing solar heat and water conservation methods to craft their environmentally sustainable brews; O’so Brewing Company, Wisconsin’s premier sour brewery; handcrafted vodka, gin, whiskey and more from Great Northern Distilling; the dry reds, crisp whites, and sweet fruit wines of Sunset Point Winery; District 1 Brewing, featuring smallbatch microbrews, shandies, to-go cans, and even gluten-free options; lots of tasty brews and outdoor concerts and activities at Backcountry Brewing Co.; Kozy Yak Brewery & Winery, serving up nano brews and wines; and the only female-owned craft beverage maker on the trail, McZ’s Brew Pub. Learn more about the Craft Collective experience here: cwcraftcollective.com.¾

While experiencing the sights, sounds, and most importantly, flavors of Wisconsin, be sure to check out all nine Wisconsin locations on RVontheGo.com!