Dan Hilgenberg, director of fresh bakery at Associated Food Stores (AFS), recently added a new accolade to his name: first-place winner at the IFA Cowboy Poetry Roundup. A member-owned cooperative supporting rural lifestyles for over a century, IFA celebrates storytellers like Dan who embody the spirit of the West. In a recent interview, Dan shared his journey with cowboy poetry, his creative process, and how authenticity fuels both his art and his work at AFS.
What is Cowboy Poetry?
For Dan, cowboy poetry is about capturing the essence of Western life through storytelling. “It can be serious or humorous, but it’s rooted in rural experiences—riding horses, being in the mountains, or reflecting on memories,” he explained.
Dan’s foray into competitive cowboy poetry began eight years ago after seeing a performance that sparked his curiosity. Though he initially wrote for family and friends, his interest grew more ambitious. “I wanted to challenge myself and leave something meaningful for my family,” he said. His recent IFA win, which includes a $500 gift card and an invitation to perform at the Juab County Cowboy Gathering in April, validated his efforts. “Entering a contest and winning proved to myself I’m proficient at it,” Dan shared. “It’s gratifying to know my work resonates beyond my inner circle.”
Dan’s writing process mirrors his meticulous approach at AFS. When inspiration strikes, he jots down keywords, drafts a poem in hours, and refines it over days. “I let it simmer, rewrite it twice, and memorize it during commutes,” he said. Memorization is critical: “If you forget a word in poetry, it kneecaps the whole piece. You can’t just improvise—it’s terrifying but rewarding.”
Authenticity in Art and Work
For Dan, passion is the common thread between poetry and his bakery role. This authenticity shines through in his poem The Old Saddle, a metaphorical reflection on aging and legacy inspired by a friend’s weathered saddle. “It’s about reckoning with mortality in a cowboy type of way—knowing at some time we have to bring the metaphorical saddle in the house,” Dan explained.
His commitment to authenticity extends to AFS, where he once channeled his poetic voice into a team event. A decade ago, Dan performed an original cowboy poem for Associated Food Stores at the Grand America Hotel—a nerve-wracking experience he recalls fondly. This experience showcased his ability to merge storytelling with brand pride.
Dan credits his AFS tenure, including years on the localization team, with honing his presentation skills. “Daily presentations polished my ability to connect with an audience,” he said. Whether reciting poetry or leading bakery initiatives, Dan’s philosophy remains the same: “I couldn’t write cowboy poetry if I didn’t have passion for it. I couldn’t be involved in the bakery any longer at my age if I didn’t have passion and love it. And so, I really do love it.”
“Yeah, that saddle is like a dear old friend
Been ‘long for every ride
And I rue the day that I have to say
It’s time to come inside”
– Dan Hilgenberg