More than 3,500 students, the new DFW Milk Bar, Pro Football Hall of Famer LeRoy Butler, and a farmer-focused Born To Dairy
celebration highlight a week of dairy education, connection, and Wisconsin pride.
From thousands of students getting hands-on with dairy to a football legend revealing his lifelong love of Wisconsin cheese, Dairy Farmers of Wisconsin (DFW) invites media to experience five opportunities worth adding to their World Dairy Expo coverage calendars.
2,300+ FFA Students Explore Dairy Careers Through Interactive Passport
Tuesday, Sept. 29
More than 2,300 FFA students and advisors will make their way across World Dairy Expo for an interactive passport experience that puts them face-to-face with vendors and industry professionals. Along the way, students will discover the range of dairy careers connected to science, technology, engineering, and mathematics (STEM).
Bilingual Scavenger Hunt Takes 1,200 Fourth Graders From Farm to Table
Wednesday, Sept. 30–Thursday, Oct. 1
For approximately 1,200 Madison-area fourth graders, World Dairy Expo becomes a hands-on lesson in Wisconsin dairy. A bilingual scavenger hunt takes students through milk’s journey from farm to table while introducing them to the farmers, practices, and innovation behind it.
Visit the New DFW Milk Bar—with a Born To Dairy Twist
Tuesday, Sept. 29–Friday, Oct. 2 | DFW Container Outside the Tanbark
World Dairy Expo attendees are invited to stop by the DFW container and enjoy a cold Wisconsin milk with a fun Born To Dairy twist.
Visitors can choose their milk, pair it with a flavored straw inspired by one of the campaign’s unforgettable farmer personas, and create their own Milk Bar flavor experience. While enjoying their milk, guests can meet Wisconsin dairy farmers, talk with DFW staff, and learn more about the people, products, and pride behind America’s Dairyland.
The DFW Milk Bar offers media a colorful, interactive opportunity to capture attendee reactions, highlight Wisconsin milk and connect directly with dairy farmers throughout Expo.
Meet LeRoy Butler—The LegenDairy Leaper
Thursday, Oct. 1 | 10 a.m.–Noon | DFW Container Outside the Tanbark
DFW set out to find the Wisconsin dairy farmer who was the ultimate football fan. Then we thought, nah. It would be much more fun to find the football legend who might just be the ultimate dairy farmer fan. Enter Pro Football Hall of Famer and Green Bay legend LeRoy Butler.
Long before he became famous for leaping into the stands, Butler had another game-day tradition: two Colby Jack grilled cheese sandwiches. Fuel for the leap, obviously.
At World Dairy Expo, fans can meet Butler, snap a photo and be among the first to collect his exclusive Born To Dairy LegenDairy Leaper trading card.
Because no good pregame ritual should stay retired, fans can head to the Grilled Cheese Stand after meeting Butler for the LeRoy Butler Game Day Special—you guessed it, Colby Jack grilled cheese.
It’s a Wisconsin story that brings football, cheese and dairy farmers together—with one of the state’s most recognizable legends right in the middle of it.
Media Invited: Expo After Dark—Boots, Bovines & Butterfat
Thursday, Oct. 1 | 5:30–8 p.m. | Olin Park
Expo After Dark is an invitation-only event for Wisconsin dairy farmers, industry guests and media.
World Dairy Expo energy carries into the evening at Expo After Dark: Boots, Bovines & Butterfat, where Dairy Farmers of Wisconsin will bring farmers together to celebrate—and see the impact of—a campaign they helped inspire. Born To Dairy was created with input from Wisconsin dairy farmers to showcase the personalities, pride, humor, and dedication behind the state’s dairy community. Throughout the evening, DFW will share results from the campaign and show farmers how their stories are connecting with consumers.
And there is plenty to celebrate:
Born To Dairy videos featuring Charlie Berens have generated millions of views, while the campaign’s paid, earned, and experiential elements have generated an estimated 2.8 billion impressions. Thousands of positive comments have poured in from people celebrating Wisconsin dairy farmers.
Those results will come to life throughout the event alongside the farmers and personalities featured in the campaign.
And because this is still World Dairy Expo after dark, there will also be barbecue, beverages, games, music, and entertainment from our sponsors—including plenty of opportunities for Wisconsin dairy farmers and industry guests to connect after the show.
