Madison, Wis. — 9/24/25 — Dairy Farmers of Wisconsin (DFW) announces the debut of “Wisconsin Originals – Born to Dairy” with Charlie Berens, a storytelling campaign where farm life meets Midwest humor.
The campaign kicks off at World Dairy Expo with an exclusive first look, new swag, trading cards, and a chance for farmers to meet Berens inside the DFW Dairy Farmer Welcome Center.
“‘Born to Dairy’ is all about what makes Wisconsin, well… Wisconsin,” says Su Fanning, Executive Vice President at DFW. “From duct-tape MacGyvers to skid-steer influencers to pitchfork fashionistas—you’ll see it all. Every farmer brings something unique, and together they make Wisconsin America’s Dairyland.”
Forget Hollywood casting. The “Born to Dairy” campaign stars real Wisconsin farmers, families, and dairy community members, from DFW board members to Professional Dairy Producers (PDP) to the 78th Alice in Dairyland.
“I grew up active in Wisconsin’s dairy industry, so being part of this campaign is personal,” says Sarah Hagenow, Wisconsin’s 78th Alice in Dairyland. “It’s authentic, fun, and shareable, and farmers will likely recognize themselves or someone they know along the way.”
Campaign Highlights
· Video series across social media
· BornToDairy.com with personas and fan idea submissions
· Shareable social content
· Launch at WDE with
o Exclusive farmer Born to Dairy t-shirts, collectible trading cards and more!
o Free ice-cold milk in the DFW Welcome Center
o Live appearance by Berens at World Dairy Expo, October 1, from 11:00 am to 12:30 pm.
The campaign’s call to action is clear: Support dairy the Wisconsin way. Keep eating Wisconsin cheese, drinking milk, doubling up on ice cream and butter, and looking for the Proudly Wisconsin badge.
Celebrate at World Dairy Expo
Visit the DFW Dairy Farmer Welcome Center, located next to the Badger Dairy Club Grilled Cheese stand for an exclusive first look and learn more about how Wisconsin checkoff dollars drive dairy impact locally and globally.
###
About Dairy Farmers of Wisconsin: Funded by Wisconsin dairy farmers, Dairy Farmers of Wisconsin is a non-profit organization that focuses on marketing and promoting Wisconsin’s world-class dairy products. For more information, visit our website at wisconsindairy.org.
Comments