"The Onion" was started in Madison IIRC, which is where the Mustard Museum [1,2] is.

> The museum was conceived and founded by Barry Levenson, former Assistant Attorney General of Wisconsin. It centers on a mustard collection he began in 1986 while despondent over the failure of his favorite baseball team, the Boston Red Sox, to win the 1986 World Series.

[1] https://mustardmuseum.com/

[2] https://en.wikipedia.org/wiki/National_Mustard_Museum