Wisconsin is America's Dairyland. Well before the official title was bestowed upon our state in the 1930's, Wisconsin was on its way to building a thriving dairy industry. Since then, our dairy farmers and our cheesemakers have built on that tradition to elevate Wisconsin to a world leadership position in dairying. However, as "America's Dairyland" continues to evolve, more and more Wisconsinites are further removed from the farm.

Many dairy supporters around the state view this void as an opportunity to raise the level of understanding among Wisconsin residents about why dairy is important to them. Perhaps you have helped plan a dairy breakfast or served cheese while sharing dairy messages at your local supermarket. Grassroots promotions such as these play a key role in educating Wisconsin residents about our dairy industry and where their food comes from.

Over the next twelve months, the Wisconsin Milk Marketing Board (WMMB) and Agri-View newspaper will highlight dairy promotion ideas in the Bringing America's Dairyland to Your Community column.

Many of the examples that will be featured in this column come from local dairy promotion groups throughout Wisconsin. WMMB works with 62 County Dairy Leader Groups throughout the state. These groups conduct a variety of local dairy promotions and activities each year to keep Wisconsin residents educated and enthused about our dairy industry. More than 1,400 County Dairy Leader Group volunteers are active in 67 counties statewide.

WMMB assists these important consumer education groups by providing them with promotional materials and dairy related information in addition to about $225,000 in funding assistance. (Each of the qualifying county groups is eligible to receive up to $3,500 per year.) County Dairy Leader Groups also host events and sponsor activities to raise their own promotion funds.

The year-long activities developed by County Dairy Leader Groups or other dairy promotion organizations are all unique and each is tailor-made to fit the needs of its local community. Some groups conduct in-store promotions, coordinate June Dairy Month events, work with local media and attend or participate in civic and community events. Other groups have Dairy or Agriculture Ambassadors who provide additional year-long focus on dairy education and promotion.

No matter what the group size or activity, the key success factor behind Wisconsin's top-notch grassroots programs is the willingness of volunteers to speak-up for our dairy industry in their communities. As you brainstorm promotion ideas with your local group over the next few months, look to the Bringing America's Dairyland to Your Community column in Agri-View for inspiring ideas to take into your own community.

For more information about the Wisconsin Milk Marketing Board's County Dairy Leader Groups or how you can get involved in your local area, contact Becky Kronberg at 800-373-9662 or check out the Wisconsin County Dairy Leader Group page on www.wisdairy.com.