Harth, E. M.

World Dairy Expo Changes Dates for 2022

World Dairy Expo is the place where the global dairy industry meets. A role it has been

fulfilling since the first event was held in 1967. However, as the dairy industry constantly

changes, Expo is committed to meeting the evolving needs of the industry through the strong

support of trade show exhibitors, dairy cattle exhibitors, youth competitors, dairy producers and

general dairy enthusiasts. It is this commitment that empowers Expo’s leaders to adapt the

schedule for the 55th event set for October 2 through 7, 2022 in Madison, Wisc.

Josh Hushon and Kevin Jorgensen have been involved with Expo as exhibitors in both

the trade show and dairy cattle show for years. They are members of the World Dairy Expo

Board of Directors and were tasked with leading a schedule review committee that recommended

the new Expo event dates.

“It is an advantage to get more in line with other traditional industry trade shows,”

Jorgensen said. “It isn’t so much the quantity of time, but the quality of time exhibitors are

looking for. The quality of their time is a better investment in our event.”

The schedule change conversation began after the conclusion of Expo 2017 during the

organization’s long-range strategic planning process. The challenge that the committee Hushon

and Jorgensen co-chaired over the past year was to evaluate this desired direction for the event

and determine if a balance between Expo stakeholders could be found.

While crowds occupy the coliseum to watch the International Holstein Show and the

Parade of Champions on the last day of Expo, the commercial exhibitors routinely see light

crowds in the trade show. The most logical solution the committee determined was to end Expo

on Friday, reducing the trade show by one day and building upon the cohesiveness of Expo by
 Harth, E. M.

expanding the event at the beginning of the week. Each year, the schedule is approved by the

World Dairy Expo Board of Directors and this change was no different.

“A non-negotiable condition to any schedule change was ensuring every breed would

show on the colored shavings,” Jorgensen said.

Expo does not expect this change will have a huge impact for dairy cattle exhibitors.

Exhibitors will arrive in Madison a day earlier and leave a day earlier. It will allow the same

amount of time for cattle to adjust and be prepared before entering the show ring.

“We tried to find a way to allow each of the breeds to have a spotlight and good crowd at

their shows,” Hushon said.

A new breed show rotation resulting from this desire is scheduled to take effect in 2022.

The Ayrshire, Guernsey, Milking Shorthorn and Red & White shows will rotate interchangeably

over a four-year period to ensure not one breed is exhibiting on Monday every year. Monday is

anticipated to have lower attendance due to the trade show’s Tuesday start. The Brown Swiss,

Holstein and Jersey shows require the most show ring space and will remain on consistent days.

“I have been a part of the WDE Commercial Exhibitors Committee for five years now,”

Hushon said. “Through that interaction, I have been a part of a lot of conversations where the

desire to have a shorter World Dairy Expo was coming through pretty loud and clear. I would say

every year the suggestion we got in the post-show survey to improve Expo was to have a shorter

trade show.”

By reducing the trade show length from five to four days, Expo anticipates organizations

will see increased density in traffic to booths and quality of time of exhibitors. There will be a

reduced cost of hotels, meals and travel expenses for representatives, which means a better

investment for the organizations to participate in Expo.

 Harth, E. M.

The youth contests held at Expo each year were also considered during the discussion.

Expo’s 2022 schedule begins with youth showmanship, fitting and judging contests on Sunday

giving these prestigious contests the chance to officially start the event.

“I remember growing up in Pennsylvania and having to make a decision on if I was going

to attend World Dairy Expo or play high school sports because not many coaches want students

to miss practices and still get game time,” Hushon said. “I’m hoping by having youth contests on

the weekend it allows more youth to participate in [the contests] and balance their high school or

college activities.”

Expo is still refining what the 2022 event schedule will look like with educational

opportunities, industry banquets and events, and the networking that takes place in Madison

while the global dairy industry meets.

“Overall, I think we have to recognize that our dairy industry is shrinking,” Hushon said.

“To me, it is really important to make sure we have a show in the future set up for what the

industry needs.”