Thousands of people are expected to show up in Middleton, Wis., Aug. 7 to figuratively paint the town yellow in celebration of National Mustard Day.
Look for plenty of hot dogs, live music from a group called the Red Hot Horn Dawgs, mustard games, mustard tastings, an occasional mustard "fight" and appearances by Oscar Mayer's iconic Wienermobile and French's Mustard Man.
Although the free, family-friendly festival began in 1991, this is the first time the event has taken place in suburban Middleton, which is next door to Madison, the state's fun capital. That's because the sponsor, the National Mustard Museum, moved to Middleton last year to take advantage of larger quarters.
The museum claims to be one of a kind because it showcases all sorts of mustard, not just one company brand. Indeed, the museum has 5,200 mustards from 65 countries, according to Barry Levenson, the museum's curator and CMO — chief mustard officer. The museum's theme? "Learn. Taste. Shop. Laugh!"
Given that mustard is a food, expect that role to get prominent play in the Aug. 7 celebration. Culver's, a Wisconsin-based quick-service restaurant chain noted for its butter burger and frozen custard, will present a mustard ice cream studded with pretzels. Hot dogs — "mustard required" — will be served for free ($1 donation suggested; proceeds go to a local charity). Don't even think of asking for ketchup on your frank.
"If you want ketchup, there will be a $10 surcharge," Levenson quipped. "We have to curb these antisocial tendencies."
National Mustard Day: 10 a.m.-4 p.m. Aug. 7; National Mustard Museum, 7477 Hubbard Ave., Middleton, Wis.; mustardmuseum.com, 800-438-6878