Field to Table

When Jim Bakke, President and CEO of Sub-Zero Group, Inc., purchased the farmland next to his company’s Fitchburg, Wisconsin, headquarters, it was already known as Harvest Haven Farm. Keeping that moniker was important to him because it represented a link to the region’s agricultural traditions and an inspiration for what would become an indispensable amenity of the Sub-Zero brand. “We kept the name because that’s what it’s always been called,” says Bakke, “but the reason behind building the barn and the farm was to develop a great marketing experience for our customers.” 

With an inspired strategy to create a purposeful farm-to-table center, Sub-Zero, Wolf, and Cove established a working organic farm and built a splendid structure with a state-of-the-art designer kitchen, stylish meeting spaces, and rustic yet elegant entertaining areas. “The building is completely brand new, but we wanted to reference an authentic Wisconsin barn,” says Bakke.

The architectural style is a traditional midwestern timber frame, and seventy-five percent of the project materials were reclaimed. “Much of the interior is from other farms around the state,” says Bakke. “You get that sense of history and tradition when you’re inside.”

As they began to plan the barn’s construction, which was designed by Northwoods Architects in Chicago, Illinois, and built by Wisconsin-based National Construction, Bakke also relied on the consulting expertise of Fred Wiedenbauer of Wiedenbauer Builders in Eagle River, Wisconsin.

“Fred is a true craftsman,” says Bakke. “He understands how to put together that kind of structure, which is actually fairly complicated. He knew where to source materials. He was the soul of the barn as it was happening.”

Bakke tapped Draper DBS cabinetmakers in Pennsylvania for the barn’s dining spaces and meeting areas. “Bill Draper designed all the cabinets, cubicles, booths, and everything beyond the kitchen space,” says Bakke. “He did a terrific job.” When it came to the all-important kitchen, he turned to esteemed Chicago-area designer Mick De Giulio.

“Jim and I were just talking, and he said, ‘I’ve got this idea for a barn that will be a farm-to-table venue for chefs and events.’ I think I literally applied for the job that minute!” says De Giulio. The award-winning kitchen designer says he immediately envisioned an all-stainless concept to offset the inside of the barn and create a juxtaposition between the spaces.

“I knew the style of the barn would be a relaxed gathering spot, so I wanted to transform the kitchen area into a theater of cooking,” he says. “The aesthetic came about as a contrast of modern and rusticated.” Playing off the warmth of the wood floor and walls, De Giulio planned a chef’s area that is both elegant and functional. He included Sub-Zero, Wolf, and Cove appliances in a stainless finish, glass shelving, Iceberg quartzite for the countertops, and wood for the areas where people would be sitting watching the chefs work.

“Joel and I worked on this design together,” says De Giulio, referring to Joel Chesebro, Sub-Zero’s Head Demonstration Chef. “We talked about the elements that he would want for not only the equipment but also for storage and prep areas.”

Bakke wanted them to include the (at the time, brand new) professional cooktop, and Chesebro requested plenty of demo room between the appliances and the visitors. “Against a wall and just outside the kitchen prep area is a 16-foot-long Iceberg serving countertop,” says De Giulio. “We included heating elements above this countertop so you can keep food warm without the need for chafing dishes.”

“The barn serves as an essential part of the training program,” says Chesebro, who spends much of his time creating dishes and hosting guests in the Harvest Haven barn. “It gives people a good experiential reference point about what the products can do.” He explains that while their cooking demonstrations directly correlate with the appliances, the barn offers much more. “The demos are one key component, and the other component is having customers just come down here, inhabit the space, and get a sense of what a luxury cooking and gathering experience feels like.”

Chesebro believes the barn’s homey atmosphere complements the demonstration kitchens elsewhere at Sub-Zero. “For our training modality, being able to move people to a secondary space helps people understand what it feels like to use the appliances in a home environment. The barn is so comfortable, it almost feels like you could live here.”

One of the most critical elements of the space is the farm itself. The acreage along the back of the barn is the source for much of what Chesebro, Sous Chef Patrick McCormick, and the rest of the Harvest Haven culinary team use in their recipes. “The foundational point in cooking is the ingredients,” says Chesebro. “It shows a high level of understanding as an organization that we’re willing to go and start that far back in the process.” 

Chesebro says the initial idea for the gardens was to inspire new dishes based on what grows in them. “We have ways of taking an ingredient from our gardens and preparing fresh meals with it, but also preserving it so visitors can enjoy our produce all year long.”

These visitors, including distributors, clients, and other special guests, total nearly 1,000 people annually. “This is an incredible place to share with our customers,” says Bakke. He mentions how visitors are intrigued by particular furnishings and décor he included in the barn, such as an impressive fireside table made from a slab of petrified wood out of Arizona and saddle cloths from his own racehorse collection.

“We bring our guests here to experience what our company is all about,” says Bakke. “They love the garden, the porches, the inside spaces, everything. And at the end of the day, they get to enjoy a great meal.”