The former state economic development director for Wisconsin, who previously worked as an executive at a dairy cooperative, announced Monday that she is running for governor as a Democrat, promising to reject “divisive politics.”

Missy Hughes joins an already crowded field of Democrats for the open seat in the battleground state. The primary is just under 11 months away. There are two prominent announced Republican candidates.

Hughes, an attorney, is pitching herself as “not a politician,” even though she spent the past six years leading the Wisconsin Economic Development Corporation as part of Democratic Gov. Tony Evers administration. She quit that job on Sept. 19.

Evers is not seeking a third term and has not endorsed anyone in the governor’s race.

Prior to taking on the state economic development job, Hughes worked for 17 years at Organic Valley, a dairy cooperative that began in 1988 and consists of more than 1,600 family farms in 34 states and over 900 employees.

Hughes said as governor she would push for higher wages, improving public schools, affordable and accessible child care and health care and affordable housing.

“I’m not a politician, and that’s the point,” Hughes said in a statement. “To create a prosperous economy for the future in all 72 counties, we need a leader who knows what it takes to create jobs, support workers, and attract businesses – and who rejects divisive politics that leaves so many behind.”

Other Democrats in the race include Lt. Gov. Sara Rodriguez; Milwaukee County Executive David Crowley; state Sen. Kelda Roys; and state Rep. Francesca Hong. Others considering getting in include Attorney General Josh Kaul and former Lt. Gov. Mandela Barnes.

U.S. Rep. Tom Tiffany and Washington County Executive Josh Schoemann are running as Republicans.

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Former WEDC CEO Missy Hughes launched her campaign Monday to seek the Democratic nomination for Wisconsin governor. (Hughes campaign photo)

Missy Hughes, Wisconsin’s former top economic development official, says she offers a distinctive choice in the 2026 Democratic primary for governor — an effective non-politician with a strong economic track record.

“Listen, I’m not a politician. I’m different than other folks you’ve seen run for governor. That’s the point,” Hughes says in her launch video released Monday morning.

Hughes, a lawyer who served as Wisconsin Economic Development Corp. (WEDC) CEO and secretary for six years, becomes the seventh Democrat to join the field for the party’s nomination after Gov. Tony Evers announced in July that he will not seek a third term in 2026.

“I think right now, there’s a moment where we’re looking for a Democrat who understands the economy, who understands how to build the economy, who understands how to move Wisconsin forward, and so I happen to have the chance to meet that moment,” Hughes told the Wisconsin Examiner in an interview Monday. 

“As governor, I’ll create a Main Street economy that includes you and works for you,” Hughes says in the launch video. “Where we strengthen our Main Streets, make sure Wisconsinites have higher wages and housing they can afford, our families have child care and health care that doesn’t break the bank, and our public schools prepare our kids for the future.”

Hughes was an executive for 17 years at Organic Valley before Evers appointed her to lead the WEDC. In her campaign video, she says that the cooperative, which markets organic dairy products sourced from more than 1,800 farms across the U.S., topped $1 billion in revenue during her tenure.

She took the reins at the WEDC Oct. 1, 2019, where she headed Wisconsin’s negotiations with major employers expanding their operations or relocating to the state. She resigned Sept. 19, 10 days before launching her campaign.

During her tenure at the agency, “major companies like Milwaukee Tool, Microsoft, Eli Lilly, Kikkoman and more committed to invest over $10 billion and create 45,000 good-paying jobs across Wisconsin,” the Hughes campaign stated in a debut email.

Hughes also raised the department’s profile in small business and local community economic development. The WEDC oversaw many of the state’s COVID-19 relief programs, which focused heavily on small business recovery from the short but sharp economic hit brought on by the pandemic.

Among the highest profile efforts was the Main Street Bounceback, which directed $10,000 grants to more than 9,500 small businesses across Wisconsin.

The WEDC is also the lead state agency involved in Wisconsin’s successful application for federal support to establish a technology hub centered on the state’s biohealth sector.

Hughes is the second Democrat with an Evers administration background to seek the party’s nomination in the August 2026 primary. Lt. Gov. Sara Rodriguez was the first to enter the race, declaring her candidacy less than 24 hours after Evers announced he was not running.

Other declared hopefuls are Milwaukee County Executive David Crowley, state Sen. Kelda Roys (D-Madison) and state Rep. Francesca Hong (D-Madison). Milwaukee factory worker and baseball stadium beer vendor Ryan Strnad and former state Rep. Brett Hulsey are also seeking the nomination.

Hughes told the Wisconsin Examiner that economic concerns and how she’s addressed them in her career are central to her case. 

“I think the economy is something that Wisconsinites think about day to day,” Hughes said. “No matter what, we know that folks are going to be thinking about those issues, those kitchen table issues that are really important to how they live their lives every day.”

Her campaign message that she’s “not a politician” aims to convey “that I’m in it to serve the people of Wisconsin and to support them as they go through their daily lives trying to make ends meet and have a little bit of fun at the same time,” Hughes said.

“I’m not someone who has spent a career working in politics and working to shout louder than the person standing next to me,” she said. From working with farmers to community economic development projects, “my job has always been about having economic impact and helping people to succeed.”

While centering an economic message, her campaign has also nodded broadly to themes of personal freedom and democracy that have been the foremost concerns of some voters. 

In the video, over shots of the White House and then a gleaming urban office tower, Hughes says, “I’m not going to go looking for a fight, but I’ll stand up to anyone, from the White House to Wall Street, who comes after your rights or tries to make your life harder.”

Hughes reiterated that message in the interview, adding that she  believes it’s possible to cut through political  polarization. 

“Certainly, folks are talking about what rights are on the table, how we’re interacting with each other and either supporting our rights or taking them away,” she said. 

From her home community near Viroqua in Southwestern Wisconsin to her  travels around the state, Hughes said people are yearning for greater harmony. 

“Everyone is just so exhausted by the division and the ongoing fighting and they want someone who says, ‘Let’s come to the table. Let’s find common ground,’” Hughes said. 

“I feel like there’s a complete path to victory that involves making sure that we’re building a strong economy, and at the same time, we’re bringing people together so they can talk about their differences, and they can work on projects and have an impact together.”

This report has been updated.

Gov. Tony Evers and Wisconsin Economic Development Corp. CEO Missy Hughes at the Hannover Messe trade show in Germany last week. (Photo courtesy of WEDC)

Wisconsin Economic Development Corporation Secretary and CEO Missy Hughes will step down from her position in the Evers Administration on Sept. 19, according to a Friday announcement. 

Hughes was first appointed to the position in 2019 and was confirmed by the state Senate in 2021 and in 2023. She is the first woman to serve in the position. Prior to that, she served as general counsel and chief mission officer at La Farge dairy cooperative, Organic Valley.

Hughes thanked Evers in a statement for “his vision and support for our efforts to build an economy for all.” 

“Each of our state’s successes serves to inspire more development, more innovation, and more growth,” Hughes said. “People start seeing something good happening in their communities, and they want to keep it moving forward. Opportunities to be in the national news for positive accomplishments show companies and talent that Wisconsin competes on the global stage. Every day, Wisconsin is solving problems for the world, and we’ve made sure the world has us on its mind. I’m incredibly grateful to have been a part of this work and the Evers Administration.”

According to Evers’ office, WEDC during Hughes’ tenure has worked with companies to commit over $8 billion in planned investments and to create or retain over 45,000 jobs. 

Hughes’ departure comes as she considers a run for governor in 2026, in the first open race since 2010, though she made no indication of her future plans in her statement. 

Gov. Tony Evers’ decision not to run so he can spend time with his family has left a lane for Democratic leaders across the state to consider a run. So far, Lt. Gov. Sara Rodriguez entered the race first and Milwaukee County Executive David Crowley launched his campaign this week. Others considering include state Sen. Kelda Roys, Attorney General Josh Kaul and state Rep. Francesca Hong (D-Madison).

Evers said Hughes has played an important role in his administration’s focus on “building an economy that works for everyone, investing in Wisconsin’s homegrown talent and Main Streets, and supporting and expanding some of our state’s most iconic brands and companies while attracting new industries and opportunities here to Wisconsin.”