Girl pouring milk into glass.
October 17, 2017

Business Lobby Suggests Removing “America’s Dairyland” from Wisconsin License Plates

 |  By: Jim Dickrell

Kurt Bauer, executive director of Wisconsin Manufacturers and Commerce, suggested Monday removing the tagline “America’s Dairyland” from Wisconsin license plates.  “To me, ‘Forward’ connotes resolve, indomitability and progress—not a bad image to project to the rest of the world,” he said.

Wisconsin’s dairy industry immediately pushed back. “Considering the dairy community’s continuing contribution to the culture and economy of our state, it would be disheartening to make a change after nearly 80 years,” says Mike North, president of the Wisconsin Dairy Business Association.

“We are talking about $43.3 billion impact on the Wisconsin economy and thousands of jobs. There are few single products in this state that provide more of an economic boost.”

Bauer says his group will not lobby for the change, but said a new state logo makes sense given the states diversity and its drive to attract new business. The state recently authorized as much as $3 billion in state subsidies to attract a Taiwanese technology company, Foxconn, to the state.

Dairy and ag interests couldn’t disagree more with a license plate logo change. “The dairy community—with its hard-working families, cheesemakers and host of other supporting businesses—has been the backbone of this state for well over a century…. Those are things that should be celebrated, not hidden,” says North.