They say that everything is bigger in the United States and World Dairy Expo lives up to that reputation.
It’s like Australia’s International Dairy Week but on steroids.
The expo is based around an arena with a 10,000-seating capacity where the cattle are paraded and judged. Even Elvis played there back in the 1970s.
The total site in Madison, Wisconsin, covers 68 hectares, probably bigger than some family farms in the US.
The week-long event usually welcomes more than 50,000 attendees. Last year, people came from more than 100 countries, led by Canada, Mexico, Brazil and Great Britain.
Australia is not normally in the top five visiting countries but “we always get a few”, according to WDE communications specialist Jenna Langrehr.
Jenna is one of 10 full-time expo staff, and is supported by four interns to cope with the influx of national and international media and to produce multiple media releases, social media updates and a daily printed newspaper during the event.
She’s not surprised by the ongoing strength of the expo.
“Our slogan is that we are the meeting place of the global dairy industry and it’s all based around the people. People like meeting other people who love cows,” she said.
“We have something for everyone, whether you’re here for the showing part of it, the technology part or just love seeing good cows and dairy products.”
The arena was built the year after World Dairy Expo started in 1967 and the overall site continues to grow to cater for the expanding event.
This year there were more than 3000 head of cattle on site and more than 500 vendors, along with a lengthy waiting list.
The pavilions are huge. The exhibition hall that houses most of the trade displays has a capacity of 4500 people.
You can barely see from one end to the other of the cattle shelters, though the ubiquitous American flag can be spotted at either end.
WDE has helped to invest in some of the buildings on the campus.
“We were overflowing at the seams,” Jenna said.
An economic impact number is compiled after the show and shows that it typically generates about $33 million for Dane County.
This year followed a Golden Age theme.
“Each year we think of something that would be fun and could translate to different countries and cover different aspect of the show,” Jenna said.
“On the dairy cattle side of things, we like talking about the glitz and glamour of it. It has an old-school Hollywood feel to it, but it also links to this current golden age of technology and research that’s happening.”
Wisconsin calls itself America’s Dairyland and the industry remains strong, although, like Australia, there is a similar number of cows spread over fewer farms.
A board of directors governs and guides the event, along with various committees covering specific aspects of the show.
The expo’s mission is to be the premier forum for the global dairy community to learn, share, create commerce and showcase competition.
It aims to stay out of politics, even during an election campaign, and garnered publicity this year when Donald Trump’s team reached out about scheduling a campaign stop only to be told no.
The organisers wanted to keep the event apolitical but that didn’t stop a group of about 50 young people wearing ‘make ag great again’ T-shirts and brandishing pro-Trump banners from ignoring that apolitical philosophy.
There were very few people showing any signs of political allegiances.
The vendors in the arena included genetics companies, breed organisations and various suppliers.
Australia was represented by Jersey Australia, Genetics Australia and Agri Gene.
In the big pavilion, there was a heavy focus on cow welfare and new technologies, everything to make life better for the farmer and the cows.
There were artists galore, all following a cow theme, as well as ice-cream and fudge makers.
The most popular stall was selling cute and cuddly cow dolls and other trinkets.
Even the FBI was there, promoting the need for biosecurity in the animal and genetics industries.
At the other end of the scale, a group of yodellers led the brown Swiss cows into the show arena.
Outside, the grilled cheese sandwich site had huge queues.
The expo is nothing if not colourful, with many people donning cow costumes or farming shirts.
The event generates great loyalty within the US farming community.
Brandon and Lisa Weaver, from Misty Moore Holsteins in Fleetwood, Pennsylvania, came to the 2024 expo to celebrate their 10th wedding anniversary. It’s their second visit since being married.
“We play the genomic games so this is not necessarily us, but we still find it very interesting,” Brandon said.
The dedicated farmers always plan any holiday around the dairy industry.
“We don’t travel otherwise,” Brandon said.
“On a dairy farm it’s a strict schedule, so for us to go on a trip, it needs to be cow-related.
“We enjoy the cows and people and get a lot from the information and the exhibits.”