World Dairy Expo is what some have called the “Super Bowl” of the dairy industry, giving host city Madison, Wis., and the surrounding area a $50 million boost as 65,000 producers and industry professionals from more than 90 countries gather at the world's largest dairy-focused event.

Now, Wisconsin Agriculture Secretary Ben Brancel has a simple message for the Assembly Agriculture Committee – ignoring the Alliant Energy Center, home of the World Dairy Expo and other events, is simply not an option.

“One of the things that World Dairy Expo has told us... they will continue to observe and monitor other locations that would have the capabilities of housing World Dairy Expo,” Brancel said in a story carried on the Wisconsin Radio Network.

The governor’s budget includes $9 million for updating the Alliant Energy Center. Another $9 million would be raised through county funds and private donations.

Read, "Push for $18 million upgrade to World Dairy Expo."