Carnival & Fair News

Jessica Underberg, CEO and Fair Manager of the Erie County Agricultural Society, has been inducted into the International Association of Fairs and Expositions Hall of Fame. The honor, considered the organization’s highest, was presented December 1 during the IAFE Convention and Trade Show in Denver.

IAFE President and CEO David Grindle said the award recognizes individuals whose careers have demonstrated leadership and significant service to the fair industry. Underberg is the 2025 recipient.

Underberg’s involvement with the Erie County Fair dates back to her time as a youth exhibitor in the 1980s. She joined the staff in 1996 and worked in a wide range of departments before becoming Agriculture and Competitive Exhibits Manager in 2000. In that role, she developed several educational programs, including Ag-Sperience and the Farm 2 Table initiative, which has reached more than 80,000 students.

Since being appointed CEO and Fair Manager in 2017, Underberg has overseen operations at the 330-acre Fairgrounds and helped guide the Erie County Fair’s position as one of the largest county fairs in the country. The Society earned 26 IAFE awards this year for programming, marketing, facilities, and competitive exhibits.

Beyond her work in Erie County, Underberg has been active in professional development efforts within the fair industry. She earned her Certified Fair Executive designation in 2007, helped establish the IAFE Young Professionals Initiative, and served as IAFE Chair in 2019. Her involvement also includes roles with the New York State Association of Agricultural Fairs, Cornell Cooperative Extension, and other agricultural organizations. Her previous accolades include induction into the New York State Association of Agricultural Fairs Hall of Fame and recognition in Buffalo Business First’s “40 Under 40” and C-Level Executive awards.

Underberg lives in Springville, N.Y., with her family.

The Erie County Agricultural Society, founded in 1819, produces the annual Erie County Fair in Hamburg, N.Y. The 186th edition is scheduled for August 12–23, 2026.