By Blake Jackson
Dairy is enjoying renewed attention across the United States for its nutritional benefits and role in balanced diets, and Dairy Farmers of Wisconsin (DFW) is building on that momentum with an expanded Born to Dairy: Wisconsin Originals campaign.
The initiative highlights real Wisconsin dairy farmers, now appearing in unexpected places such as city buses and billboards throughout the state.
Starting this week, large-scale bus wraps and billboards are being introduced in major cities, bringing farmers’ faces and personal stories into the daily routines of commuters.
The campaign aims to connect consumers more closely with the people behind the dairy products they consume.
Rising consumer interest in high-quality protein, whole foods and transparency in food sourcing has contributed to dairy’s growing appeal.
Rather than focusing solely on products, Born to Dairy emphasizes the farmers themselves, showcasing their creativity, ingenuity and deep-rooted heritage within Wisconsin’s dairy sector.
Originally launched at World Dairy Expo last year, the campaign quickly drew attention for its lighthearted storytelling approach.
In 2026, the campaign returns with Wisconsin native and comedian Charlie Berens leading new social media content, joined by fresh farmer personas inspired by audience feedback, broader partnerships and increased visibility statewide.
“Wisconsin dairy farmers are some of the most hardworking, witty and authentic people you’ll ever meet. Born to Dairy is about sharing that personality - from the neighbor who can fix anything with duct tape to the farm family livestreaming from the free-stall barn,” said Berens.
“These stories are funny, relatable and 100% Wisconsin. I’m honored to help celebrate the folks who keep America’s Dairyland running, even in -20 windchill.”
Well-known brands and institutions are also supporting the effort, helping amplify farmer stories through events and collaborations held throughout the year.
“Wisconsin dairy is a $52.8 billion economic engine, and its greatest strength is its people,” said Chad Vincent, CEO of Dairy Farmers of Wisconsin. “Farmers care deeply about their animals, their land and the families who enjoy the products they produce.”
Photo Credit: dairy-farmers-of-wisconsin
Categories: Wisconsin, Business, General, Livestock