In Wisconsin, dairy farming is a way of life that is rooted in family, tradition, and stewardship. Generations of farmers have built their lives around caring for cows; protecting natural resources; and nourishing communities across the state, country, and globe.
Sustainability is nothing new for Wisconsin’s dairy farm families; it’s what they do. For generations, farmers have been producing dairy with environmentally sustainable practices in mind. To these families, sustainability means caring for their cows, land, water, and communities – for today, and for future generations.
Wisconsin has been a leader in dairy longer than we have been recognized as a state, setting the standard for milk quality, conservation, sustainability, animal care, and farmer leadership. In a 2024 statewide dairy producer survey conducted by my colleagues at the Wisconsin Department of Agriculture, Trade and Consumer Protection, 99% of responding dairy farms identified themselves as family owned. This means multiple generations are often working side by side, preserving family heritage and strengthening community ties.
Recently, I had the opportunity to visit a family dairy farm that is enhancing its surrounding community. Rosy-Lane Holsteins in Watertown, owned by Lloyd and Daphne Holterman, welcomed community members, town and county leaders, dairy farmers, and elected officials for a night of discussion and collaboration in late August. This “Twilight Meeting,” sponsored by Professional Dairy Producers, fostered an environment for learning and coming together over a shared goal of making the community better. Rosy-Lane helps fuel the local economy by directly employing members of their community on the farm, providing a wholesome product to local food processors, conducting business with local companies, and so much more.
Statewide, dairy provides $52.8 billion to Wisconsin’s economy each year – more than the combined value of Florida citrus and Idaho potatoes. The industry also supports more than 120,000 jobs, many in rural communities where family farms are integral to local life, like those at Rosy-Lane Holsteins. These job opportunities are often integrated within other industries, such as construction, food processing, banking and financial services, transportation, equipment manufacturing, and marketing.
One family that has impacted my own story and who lives out the Wisconsin family dairy experience is the Holschbach family. Mike and Valerie Holschbach own and operate Heatherstone Enterprises, a registered Holstein farm near Baraboo. In 1984, Mike and Valerie joined Valerie’s parents on the farm as herds people and eventually bought the enterprise later on. They have raised their three children – Brienne, Chase, and Chelsea – amongst the barns, milking cows, making hay, and raising high-quality animals. One of their greatest joys now is being able to welcome their grandchildren to Heatherstone and see their love for agriculture. The multi-generational heart of America’s Dairyland is certainly something we can take pride in.
The Holschbachs have been involved with every nearly every aspect of the dairy farming lifestyle in Wisconsin. Early on, they focused on production and breeding for the registered herd. Over the years, they have evolved into showing and selling, maintaining a quality genetic program, housing cows for others, and mentoring the next generation of dairy enthusiasts through dairy judging and on-farm internships. I was one of the youths that benefitted from their coaching and mentoring efforts during a 2022 summer internship!
Even as the industry has adapted over time, Mike says that one underlying mission has remained constant for his family: “do the best you can do every day.” Farm families across the state carry this mentality with them through all seasons and pass this on to generation after generation.
The best way to support hardworking dairy farm families like the Holschbachs? Look for the Proudly Wisconsin Cheese® or Proudly Wisconsin Dairy® badge on all your dairy products. It certifies that the milk, cheese, butter, yogurt, ice cream, or other nutrient-rich dairy foods you purchase were made using high-quality Wisconsin milk. Since 90% of all milk in Wisconsin is made into cheese, and 90% of that cheese is sold outside of the state, you can find Wisconsin products in 99% of grocery stores nationwide!
When you purchase these genuine Wisconsin dairy products, you are helping support the farming families behind that product. These families use innovative farm practices so that they can deliver the highest quality milk and dairy products to your family. This dedication makes Wisconsin home to the best dairy products, farms, and a cutting-edge dairy industry that define America’s Dairyland.
To learn more about Wisconsin’s dairy farm families, visit wisconsindairy.org.
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