Aug. 26, 2026
By Tim Hundt
CASHTON, Wis. — A pack of approximately 40 injured military veterans and first responders rolled into Vernon County on Thursday, completing a special rest stop at Organic Valley as part of a grueling, six-day bicycle journey across the Midwest.
The stop in Cashton was a highlight of Project Hero’s 2026 Great Lakes Challenge, a cycling event stretching from St. Paul, Minnesota, to Madison, Wis. The ride is designed to help wounded service members and first responders build hope, recovery, and resilience through cycling. This year, the journey carried a unique “Thank a Farmer” theme, highlighting the rural communities and farm families that support and sustain the country.
“It’s 100 percent what it is, is we’re spreading the word as we’re going along,” said Ron Vaught, a Florida resident and one of the ride’s newer leaders. Vaught explained that the ride includes participants from all military branches, as well as civilian first responders like firefighters, police officers, ambulance drivers, and emergency room nurses. “Anyone who’s dealing with issues that are invisible to the eye, and physical injuries,” he said.
Vaught noted that the “Thank a Farmer” theme holds deep significance because of the high overlap between service members, first responders, and agriculture. “There’s a lot of veteran farmers and a lot of retired police and firefighters who are in farming,” Vaught said. He acknowledged that farming can be an incredibly stressful and isolating profession.
“Those are times when you feel alone, and you just need to realize that there are people out there dealing with the same thing, and there are organizations like Project Hero who are there to help,” Vaught added.
To support the cyclists on their 100-mile-a-day journey, Organic Valley employees and farmer-owners gathered to cheer on the riders and provide a much-needed recovery stop. Cyclists were treated to Organic Valley chocolate milk, the cooperative’s new Protein Plus beverages, and Bluey Stringles to help rebuild their strength.
“We are a farmer-owned cooperative, and some of our farmer-owners are veterans,” said Sharon Quellhorst of Organic Valley. “Some are first responders. So there is that great connection there, and just to be able to support these guys on their ride, it means a lot to us.”
Quellhorst added that supporting farmers is the core mission of the cooperative. “Our farmers mean the world to us,” she said. “Without our farmers, we’re not here.”
The local veteran community also turned out to welcome the riders. Roger Mathison, commander of the Coon Valley American Legion and past state commander, was among those greeting the cyclists. He emphasized the importance of the ride in bringing invisible injuries like post-traumatic stress disorder (PTSD) into the open.
“Too many people think it’s a blemish on them if they ask for help,” Mathison said. “This brings out to the forefront that you ask for help, help’s available, makes you feel better… don’t be afraid to ask.”
Mathison, who expressed awe at the riders’ physical feat of cycling 100 miles a day, also highlighted the essential role of veteran service organizations. “Whatever the community needs or whatever a veteran needs, please ask,” he said. “We’re there to help. We’re there to serve.”
For the riders, the hospitality in the heart of Wisconsin’s farm country provided a vital boost.
“This is amazing for us to be able to come here, take a break, recharge our water bottles, and get some food so we can continue on,” Vaught said, noting that the group had been stopping at various farms, factories, and supply shops along their route to connect directly with local growers.
Add comment