The continued success of World Dairy Expo (WDE) is a collaborative effort to bring the industry an exhibition of world-class cattle and products as well as educational offerings only found in Madison, Wisconsin. Such a feat can only be accomplished by the humble guidance of an executive committee.
Progressive Dairy reached out to the 10 members of the WDE Executive Committee to learn more about who they are and why they serve in such a role. Here is what they had to say.
Bill Hageman, president
At large representative / WDE board of directors
Board member since 2008, executive committee member since 2013 and board president since 2019
Why do you serve on the executive committee?
It is both a privilege and an honor to serve in a leadership role for World Dairy Expo. A passion for the dairy industry and our event fuels my desire to provide input and discernment to our board and our strong WDE staff. As an elected leader of the board, I feel my main responsibility is to ensure the voices of fellow board members, staff, WDE exhibitors and event attendees are all heard and ideas and suggestions considered. Continual refinement and positive change to our event benefits everyone.
How do your responsibilities on the committee influence the outcome of the show?
As president, I strive to ensure maximum collaboration among key leaders and decision-makers for our event. We have to continually focus on relevance and evolution to make sure the event achieves the best outcomes for all parties – dairy and trade show exhibitors, attendees, youth participants and many others. I endeavor to work with our leadership to be confident all long-term decisions are allowing us to provide the best short-term outcomes and improvements to host a great show every year.
What is the greatest service WDE provides to the global dairy industry?
WDE is often called the “global meeting place of the dairy industry.” As such, it annually provides a specific time and place for all dairy enthusiasts to expand knowledge, refresh relationships, transact business and compete in national and international competitions in both animal and product segments. Those outcomes are not limited to the event – they last throughout the year, over many years and across generations. For many, WDE is an annual family reunion of sorts.
Tom Morris, vice-president
Sales manager and auctioneer / Tom Morris Ltd.
Dairy cattle exhibitor committee chair
Number of years served: 14 years
Why do you serve on the executive committee?
WDE has been a big part of my life since its inception, when my family members were early supporters in helping start this new show. I was also a student at the University of Wisconsin – Madison who was able to volunteer in the setup and cleanup for the event, along with exhibiting our own cattle. I think my long years of participation bring a perspective that is helpful in charting WDE’s path forward.
How do your responsibilities on the committee influence the outcome of the show?
The executive committee members are committed to the success of all areas of the event, and all have their strengths to share. My involvement during the event is primarily with the dairy cattle show. Connecting with the dairy cattle exhibitors, listening to their concerns, soliciting their input and fostering their involvement are some of the things I can do to help make WDE the most successful show possible.
What is the greatest service WDE provides to the global dairy industry?
WDE provides the venue for the many varied facets of dairy to meet for business, education, competition and socialization. It is the must-attend event for the global dairy industry.
Bob Hagenow, secretary/treasurer
Sales manager / Vita Plus Corporation
World Dairy Expo at large director
Number of years served: 15 years
Why do you serve on the executive committee?
The dairy industry and WDE have been a big part of my life, and I believe it is important to give back to that community. To have the world’s greatest dairy event right in my backyard is very special, and we continue to work hard to keep it in Madison, along with ensuring our event is viable, vibrant and relevant to the dairy industry. Working with a great staff, board, committees and volunteers helps to make this possible, and I am honored to serve with this group of passionate people.
How do your responsibilities on the committee influence the outcome of the show?
I would hope the work of our finance committee – along with the close work we do with our general manager, Laura; and accountant, Michelle – allow the event to have the financial and structural resources to host and orchestrate a first-class experience for all participants and attendees. We strive to have all aspects of each individual part of WDE be impactful and of value to those respective participants; this includes the dairy show, the youth events, education seminars, trade show, allied industry events or general networking, to name a few.
What is the greatest service WDE provides to the global dairy industry?
We hope WDE is that connecting place for the dairy world to conduct business, find new ideas and information to improve the industry, compete at the highest level of dairy shows and have that must-attend “homecoming” experience.
Dave Bollig
Semi-retired from Symdon Chevrolet and raises show cattle
WDE dairy cattle superintendent
Number of years served: 10 years
Why do you serve on the executive committee?
I was voted on by the board of directors. I am on the executive committee by virtue of my position of dairy cattle superintendent.
How do your responsibilities on the committee influence the outcome of the show?
It is not just a commercial exhibit. It is so many different things other than just a cattle show. I want to try to make everything successful for the exhibitors and the stakeholders.
What is the greatest service WDE provides to the global dairy industry?
WDE brings the best dairy cattle and exhibitors from North America and around the world. It is seen all around the world through TV. We are dealing with some of the best judges and cattle people in the world.
Joseph (Joe) Coburn
President / The Coburn Company Inc.
Number of years served: 10+ years on the commercial exhibitor committee, less than one year on the executive committee and board of directors
Why do you serve on the executive committee?
My role is to advocate for commercial exhibitors while being mindful that WDE is a show with a long, respected history as both a world-class commercial trade show and a world-class cattle show.
How do your responsibilities on the committee influence the outcome of the show?
We are stewards of a great tradition, and our decisions are always based on what is best for the show – exhibitors and attendees.
What is the greatest service WDE provides to the global dairy industry?
Continuing to be relevant in a dynamic industry while still offering a meaningful experience for exhibitors and attendees. We provide the global dairy industry opportunities to connect, learn and improve their businesses.
Laura Herschleb
General manager / World Dairy Expo
Number of years served: 3.5 years
Why do you serve on the executive committee?
As general manager of WDE, I serve in a non-voting capacity on the executive committee and board of directors. I take this responsibility very seriously and am honored to serve the event, our leadership and our team in this capacity.
How do your responsibilities on the committee influence the outcome of the show?
I strive to accurately communicate information and developments between the expo team and leadership and vice versa. We have so many extraordinary people passionate about the future of the expo. Even though WDE occurs once a year, we are always looking for new innovative ways to evolve this wonderful event.
What is the greatest service WDE provides to the global dairy industry?
As staff, each day we strive to live up to the esteem that comes with WDE being the “global meeting place of the dairy industry.” Those aren’t just words to us; they embody what we work so hard to achieve and successfully execute each year. To be able to play a small part in bringing this celebration of the dairy industry to life each year is remarkable.
Josh Hushon
Dairy strategic marketing manager / Cargill Animal Nutrition & Health
World Dairy Expo at large director
Vice chairperson of the commercial exhibitors committee
Number of years served: executive committee (2023 to present), board of directors (2021 to present), commercial exhibitor committee (2017 to present).
Why do you serve on the executive committee?
WDE is my favorite week of the year. I have an irrational love for it, and many of my best personal and professional memories continue to be made at the show. My initial goal of getting involved in the leadership of WDE is that the show had a profound impact on my career choices as a 16-year-old farm kid who first came to Madison in 1996, and I want to make sure that it can continue to impact youth for years to come.
How do your responsibilities on the committee influence the outcome of the show?
I believe my unique perspective is all of the different views from which I see the show every year. Each year, I joke that trying to be a cattle exhibitor and commercial exhibitor at WDE, and do both at the level to which I aspire, is not for the faint of heart. It's only passion that keeps me going by the end of the week. My focus on the committee recently has been to help our show build plans knowing that travel has become more of a decision for people (and more expensive), which is directly affecting trade shows. We need to continue to attract more of the decision-makers at the large dairies across the U.S. while also finding ways to introduce virtual and hybrid options into the other parts of the show and better monetize the ones that exist today.
What is the greatest service WDE provides to the global dairy industry?
For me, it’s the scale and dairy focus that makes WDE special. Other trade shows are bigger than WDE, and others are as dairy-focused as WDE. But no other show does it at the scale we do it in Madison with complete focus on the dairy industry. WDE provides such an important place to launch new projects, expand into new markets and build relationships with new partners. It’s a huge service to global dairy. No other show attracts a cross section of people from across the dairy farming industry like WDE does and creates so many opportunities for business, whether you are coming for the first time or are an every-year visitor. If you want to further your dairy operation, you can make it happen in Madison.
Kevin Jorgensen
Holstein sire analyst / Select Sires Inc.
Number of years served: Since 2017, serving on the executive committee since 2021
Why do you serve on the executive committee?
WDE has been a large part of my life since my time in college at the University of Wisconsin – Madison. I was chair of the Badger Dairy Club workforce for two years and have been a volunteer ever since. I appreciate the opportunity to give back to an organization so near and dear to me.
How do your responsibilities on the committee influence the outcome of the show?
We try to give guidance to staff but, ultimately, they are the lifeblood of the success of our show. We as a committee try to ensure that WDE remains the global meeting place of the dairy industry and the most respected cow show in the world.
What is the greatest service WDE provides to the global dairy industry?
It provides the platform for the entire dairy industry to meet and network. It provides youth with competition, education and networking opportunities that will enhance their lives. It also allows cattle exhibitors from all across North America the platform to showcase the most elite females across all breeds to showcase their breeds.
Joan Lau
Director of global marketing / Semex
World Dairy Expo at large director
Number of years served: 6 years
Why do you serve on the executive committee?
My involvement as a commercial exhibitor, five-star sponsor and active member of various WDE committees has given me both the insight and drive to help ensure WDE continues to thrive as a premier cattle and trade show, while evolving with industry trends.
How do your responsibilities on the committee influence the outcome of the show?
One of the most critical responsibilities is ensuring WDE remains relevant amid industry changes while maintaining profitable operations – especially as trends show a decline in commercial exhibitors and attendees, contrasted with rising cattle show entries and increasing overall expenses.
What is the greatest service WDE provides to the global dairy industry?
To me, the greatest service WDE provides is creating a space where the global dairy community comes together. It’s where lifelong connections are made, innovations are shared and the best in cattle and industry come to the forefront. It’s more than an event – it’s where the heart of the dairy industry meets each year.
Bryan Voegeli
Dairy farmer / Voegeli Farms Inc.
Purebred breeders of World Dairy Expo
Number of years served: 9 years
Why do you serve on the executive committee?
WDE has been a big part of my life. It is a personal reason why I serve. My father served on the executive committee. He always said to give back and to serve those many things that are special in your life. So I wanted to give back and I wanted to serve.
How do your responsibilities on the committee influence the outcome of the show?
We have an extremely talented executive committee and it is made up of a broad spectrum across the dairy industry. All of our responsibilities are to ensure and maintain that WDE would be the greatest dairy cattle show. It has been our goal and challenge to do this. Whatever challenges are given to us, we make sure the youth are properly served and make sure that the trade show has the right clientele. It all comes down to all those people who have the same passion.
What is the greatest service WDE provides to the global dairy industry?
It is one place where we can all come together and share this experience. It is an opportunity for everybody to get together to learn more about the industry. We have educational programs for farms to come and learn about the newest technology. We have opportunity for people to come exhibit their newest product. We are trying to provide a forum where people can come and either see things, learn things or participate in things.
