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iew from inside the Iconica food truck service window looking out at students waiting to order, with trays of GoMacro protein bars, boxed lunches, and bottled water arranged on the counter ready to be served.

Lunch with the Next Generation of Builders at Madison Area Technical College

There’s something we’ve been doing every year since 2021 that never gets old: bringing lunch to the students in the Construction & Remodeling Program at MATC. We stopped by again recently, and while the lunch is a small gesture, the reason behind it is a big one. We believe in the trades and in programs that invest in the people who will carry the industry forward.

A Tradition Worth Keeping

There’s something special about sitting down to a meal with people who are genuinely excited about the work ahead. The students we met brought energy, curiosity, and a real passion for the craft. Our team shared stories from past projects, talked about what it’s like to work on commercial design-build projects, and answered questions about the many career paths the industry offers.

The Iconica "One Revolution" Food Truck Parked Outdoors On An Overcast Day With MATC Students Gathered At Nearby Tables Eating Lunch, Alongside A Welcome Sign Reading "Welcome MATC Students" With A QR Code.
The Iconica "One Revolution" Food Truck Parked Outdoors On An Overcast Day With MATC Students Gathered At Nearby Tables Eating Lunch, Alongside A Welcome Sign Reading "Welcome MATC Students" With A QR Code.
View From Inside The Iconica Food Truck Service Window Looking Out At Students Waiting To Order, With Trays Of GoMacro Protein Bars, Boxed Lunches, And Bottled Water Arranged On The Counter Ready To Be Served.
Students And Iconica Team Members Gathered Around High-top Tables In A Workshop Space, Eating Jersey Mike's Subs During A Lunch And Learn Event, With Lumber Racks, A Forklift, And Tyvek HomeWrap Materials Visible In The Background.
Three Iconica Team Members Standing Behind A Black Iconica-branded Table In A Woodworking Shop, With A Spread Of Jersey Mike's Subs Labeled By Variety, Assorted Chip Bags, Cookies, And Bottled Water Prepared For MATC Students.
An Iconica Presenter Stands At A Whiteboard Speaking To MATC Students Seated At Workshop Tables Eating Lunch, In A Carpentry Shop Filled With Tools And Equipment.

The Heart Behind the Event

These lunches don’t happen by accident. Our HR Manager, Ashley, has been the driving force behind making them a tradition – coordinating the visits and rallying our team, year after year.

“Walking into a room full of students who are excited about the trades is one of the best parts of my job. These are the people who will shape the buildings and spaces in our community for years to come, and it’s a privilege to support them early in their journey. Investing in the next generation of builders is one of the most important things we can do as a company.”

— Ashley Kowalchuk, HR Manager

Why Skilled Trades Matter More Than Ever

Skilled trades play a critical role in nearly every industry, and the demand for qualified workers continues to grow. Across the country, there’s an ongoing shortage of carpenters, electricians, project managers, superintendents, and tradespeople of every kind. That need is especially clear in commercial construction, where the scale and complexity of projects depend on skilled crews at every level.

Programs like the one at MATC are a vital part of the solution. They don’t just teach technical skills – they shape the builders who will construct the schools, offices, healthcare facilities, and community spaces our region depends on. Supporting that mission, year after year, is something we’re proud to continue.

Looking to grow your career in commercial design-build? See our current openings here.

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