For 55 years, the global meeting of the dairy industry has been essential to farmers, companies and enthusiasts alike. Many traditions have been maintained from year to year, while many features of the event have matched the progression and pace of change in the dairy industry.
New Leader
For five decades, various leaders have taken the reins in making the event what it is today. In 2022, following the retirement of Scott Bentley, Laura Herschleb stepped into the role of World Dairy Expo General Manager.
Herschleb’s background in the dairy industry and career path are the makings of a leader for dairy’s most prominent event. A Wisconsin native, she grew up on her family’s small dairy farm just outside of Milwaukee County. Herschleb recalls, “I was the only kid in my school with any firsthand experience or opportunity to live and work on a farm, so promoting agriculture and everything our family did is something I had done from a very young age.”
Herschleb’s first exposure to behind the scenes of Expo was through Badger Dairy Club and as the Wisconsin Junior Holstein Princess Attendant. She’s maintained involvement with WDE throughout her career, serving for five years as the Dairy Cattle Show Manager and later assisting with the Trade Show and a handful of other WDE projects as a freelancer.
“I’m thankful for the base knowledge that I have with regards to the show, and familiarity with the team and committees. However, I am really trying to have an eyes-wide-open approach, asking a lot of questions. It’s been a whirlwind, and I’m sure it will continue that way, but I wouldn’t have it any other way.” Herschleb says.
Each year, Herschleb says the excitement among the team is palpable. “It’s just really special — there’s this electricity that comes to Madison when everyone is here for the event.”
New Schedule
Now, WDE will span six days, Sunday through Friday. The youth contests will be held on Sunday, with the Dairy Cattle Show beginning Monday and the Trade Show on Tuesday. Everything will end together on Friday.
Herschleb says an immense amount of planning went into ensuring the respect of foundational traditions of the event, while being mindful of the companies and their time investment in the show.
“It’s critically important to maintain five days on the colored shavings, but when you think about other trade shows and conventions, they’re often only two to three days,” Herschleb says. “Five days was a really long time for those companies to be gone and in Madison.”
Herschleb cites additional schedule-change benefits for all.
“It’ll allow for some of the growing breed shows to have the entire Showring as opposed to splitting the Showring with another breed show. For attendees and exhibitors, we believe this will be advantageous and understand that schedules will shift in some cases, but also hope it’ll allow an opportunity to make the most of the weekdays of the event.”
It is recommended attendees make use of the WDE app and plan out must-sees in advance.
“We’re very passionate about creating and hosting an event that meets the needs of the global industry today and into the future,” Herschleb concludes. “That’s one of our greatest opportunities — looking to the future and providing suggestions and feedback. We’re excited for the show.”
