For the second year in a row, Dan Hilgenberg, director of fresh bakery at Associated Food Stores (AFS), has claimed first place at the IFA Cowboy Poetry Roundup—this time with his original poem, Sorrel Mare.
A member-owned cooperative that has supported rural lifestyles for more than a century, IFA celebrates storytellers who embody the spirit of the West. Dan has now firmly established himself among them.
As he continues to find success, Dan reflected on his journey with cowboy poetry, his creative process and the authenticity that 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 said.
His interest in competitive cowboy poetry began about nine years ago after attending a performance that sparked his curiosity. What started as writing for family and friends gradually grew into something more ambitious.
“I wanted to challenge myself and leave something meaningful for my family,” Dan shared.
Winning first place two years in a row—including this year’s honor for Sorrel Mare—has affirmed that commitment to craft. The award includes a $500 gift card and an invitation to perform at the Juab County Cowboy Gathering in April. But for Dan, the deeper reward is knowing his words resonate.
“Entering a contest and winning proved to myself I’m proficient at it,” he said. “It’s gratifying to know my work connects beyond my inner circle.”
A Thoughtful, Disciplined Craft
Dan’s writing process mirrors his meticulous approach at AFS.
When inspiration strikes, he jots down keywords, drafts a poem in a matter of hours, then refines it over several days. “I let it simmer, rewrite it twice, and memorize it during commutes,” he explained.
Memorization is critical.
“If you forget a word in poetry, it kneecaps the whole piece,” Dan said. “You can’t just improvise. It’s terrifying—but it’s also rewarding.”
Authenticity in Art and Work
Passion is the common thread between Dan’s poetry and his leadership in bakery.
That authenticity shines through in his earlier 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 storytelling has even intersected with his professional life. A decade ago, Dan performed an original cowboy poem for Associated Food Stores at the Grand America Hotel—an experience he recalls as both nerve-wracking and meaningful. It was a moment that blended personal creativity with brand pride.
Dan also credits his years on the localization team at AFS with sharpening his presentation skills.
“Daily presentations polished my ability to connect with an audience,” he said.
Whether reciting poetry or leading bakery initiatives, his philosophy remains consistent:
“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.”
And with back-to-back titles now to his name, it’s clear that passion continues to pay off.