don`t miss this exciting event!

DON’T MISS THIS EXCITING EVENT!
MONONA TERRACE COMMUNITY & CONVENTION CENTER
MADISON, WI
JANUARY 13-15, 2015
Presented by
www.dairystrong.org
WELCOME TO WISCONSIN’S BIGGER AND BETTER DAIRY
EVENT “2015 DAIRY STRONG: GAIN THE EDGE.”
From January 13-15, 2015, hundreds of dairy producers from throughout Wisconsin,
the Midwest and the nation will come to the Monona Terrace Convention Center,
overlooking Lake Monona in Madison, Wis., for this new and exciting conference
and trade show.
Dairy Strong will provide dairy producers and industry leaders with an invaluable
opportunity to hear from inspirational and informative speakers, including Mike Rowe, host of Discovery Channel TV
series “Dirty Jobs” and the CNN series “Somebody’s Gotta Do It”; Robert O’Neill, Team Leader, Naval Special Warfare
Development Group, Retired Member of Navy SEAL Team Six; and Ken Schmidt, former executive and mastermind
behind Harley Davidson Motor Company’s successes.
An economic outlook for dairy producers in 2015 and beyond will be presented by Bruce Scherr, former chairman
of the board and CEO at Informa Economics Inc., along with several breakout sessions with dairy industry thought
leaders and producer panelists.
This event will need to be on your 2015 “must attend” list. Unlike other dairy conferences in the past, each dairy
producer organization will receive two free complementary registrations to encourage their attendance and
engagement. This interaction with and between dairy producers is vital to the sharing of ideas, innovations and
collaboration within the dairy industry. It will provide you many opportunities to network with others, while gaining
more knowledge to help your operation grow.
Let’s face it, producers have limited time to take part in events throughout the year. Dairy Strong is designed with
this in mind and will give you the best return on your investment of time and money.
PLEASE JOIN US IN HELPING MAKE DAIRY STRONG!
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KEYNOTE SPEAKERS
“IT’S A DIRTY JOB BUT SOMEBODY’S GOTTA DO IT”
MIKE ROWE
Mike Rowe is a TV host, creator, writer, narrator, author, producer, actor and well-known
as the voice for several popular shows like Discovery Channel’s “Deadliest Catch.” Perhaps
best known for the Emmy-nominated TV show “Dirty Jobs with Mike Rowe,” he began his
performing career in 1984 when he faked his way into the Baltimore Opera to get his union
card and meet girls. His transition to television occurred in 1990 when, to “settle a bet,” he
auditioned for the QVC Shopping Channel and was promptly hired after talking about a pencil
for almost eight minutes. Years later, he pitched a 3-hour special to the Discovery Channel
that resulted in the hit show “Dirty Jobs with Mike Rowe” which took him to all 50 states,
completing more than 300 different jobs and lasting 8 seasons. Currently Mike is in production
for his new show “Somebody’s Gotta Do It” which airs on CNN Wednesdays at 9:00 PM.
He is also the CEO of the mikeroweWORKS Foundation, which provides scholarships and other
assistance to those looking to pursue a career in the skilled trades.
ROBERT J. O’NEILL
Team Leader, Naval Special Warfare Development Group
Rob O’Neill is one of the most highly-decorated combat veterans of our time. He has deployed more
than a dozen times, and he held combat leadership roles in more than 400 combat missions in four
different theaters of war. A highly-trained Navy SEAL, he led the military’s most elite and was involved
in our nation’s most important campaigns. His mantra is “never quit,” and O’Neill believes this is the single
most important factor in determining success.
KEN SCHMIDT
Brand Visionary
One of the most in-demand speakers and communications consultants in America, Ken Schmidt
has lived a life that most can only dream about. He has toured the world on two wheels, met with
presidents and royalty, partied with movie and music legends, and appeared numerous times on
network news. As the former director of communications for Harley-Davidson Motor Company,
he played an active role in one of the most celebrated turnarounds in corporate history. He is widely
known as one of the business world’s most outspoken and provocative thought leaders and has
partnered with many of the world’s most successful brands.
BRUCE A. SCHERR
Chairman of the Board and Chief Executive Officer Emeritus
Dr. Scherr has been with Informa Economics, Inc. (formerly Sparks Companies, Inc.) from 1987 to July
2014 in several executive capacities including President and CEO and he is currently emeritus. Formerly
he was president of Sparks, Jacobs, Scherr, Inc. (SJS), a sister company to Sparks, and president of AgriCommodities, Inc., an agriculture consulting firm based in Andover, Massachusetts, which was acquired
by SJS. Prior to forming Agri-Commodities, Dr. Scherr was a divisional vice president at Data Resources
Inc., where he developed and utilized for the public and private sectors the first commercially available
econometric model for US agriculture.
W W W. D A I RY S T R O N G . O R G
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CONFERENCE AGENDA
TUESDAY, JANUARY 13
4:00 PM
Registration
4:30-6:00 PM
Wisconsin’s Own Master’s Cheese Reception with Renowned Chef John Esser
Sponsored by the Wisconsin Milk Marketing Board
5:00-5:30 PM
Private Reception with High Level Sponsors
5:30-6:00 PM
Private Reception with VIP Guests
6:00-7:00 PM
Dinner
7:00-8:00 PM
Keynote Presentation “Somebody’s Gotta Do It” – Mike Rowe, host of hit TV show “Dirty Jobs with Mike Rowe” and host
of the new series on CNN called “Somebody’s Gotta Do It”
8:00-10:00PM
Trade Show Opens
WEDNESDAY, JANUARY 14
8:00-9:00 AM
Trade Show Open, Continental Breakfast on Trade Show Floor
9:00-9:45 AM
Opening Address “Economic Outlook For Dairy Producers in 2015 and Beyond”
Bruce Scherr, Former Chairman of the Board and CEO, Informa Economics, Inc.
• “ Examining Key U.S. Immigration Issues in Finding and Retaining Employees”
– Kelly Fortier, Michael Best & Friedrich, Milwaukee, WI
10:00-10:45 AM
Break Out Session #1 - Choice of 4
• “ Milk/Feed Price Outlook” – Mike North, Sr. Risk Management Advisor,
First Capitol Ag, Platteville, WI
• “ When Cows Meet Robots” – Pete Maslyn, Dairy Manager, Hemdale Farms,
Seneca Castle, NY
• “ Wearable Technology on the Farm of the Future: Google Glass and
Beyond” – Bruce Rasa, CEO and Founder, TekWear, LLC, Buford, GA
11:00-11:45 AM
Break Out Session #2 (Sessions Repeated) Choice of 4
12:00-1:30 PM
Trade Show w/Buffet Lunch Served in Exhibit Hall
1:30-2:30 PM
Keynote Speaker 2016 Presidential Candidate (invited speaker)
2:30- 4:00 PM
Panel Presentation
“Liars and Tweeters and Bloggers, Oh My!
Dairy’s Online Image”
Panel Moderator to be Determined
Panelists include:
• L inda Eatherton – Partner and Director, Global Food and Nutrition
Practice, Ketchum Public Relations
•C
arrie Mess (Dairy Carrie) – Dairy farmer and blogger
at dairycarrie.com
•D
on Schindler – Senior Vice President, Digital Initiatives,
Dairy Management, Inc.
4:00-5:00 PM
Keynote Speaker “Never Quit: The Story of a Life Built on Successful Missions” – Robert O’ Neill, Team Leader, Naval
Special Warfare Development Group; Retired Member of SEAL Team Six (Informal meet and greet to follow)
5:00-5:30 PM
Legislative Awards
5:30-7:00 PM
Trade Show
7:00 PM
Plated Dinner
8:00-8:30 PM
Keynote Speaker Governor Scott Walker (Invited Speaker)
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THURSDAY, JANUARY 15
8:00-9:00 AM
Trade Show Open, Continental Breakfast on Trade Show Floor
8:00-9:00 AM
DBA Annual Business Meeting, Continental Breakfast (DBA Members Only)
Panel Presentation
“The Future of U.S. Dairy Growth”
9:00-10:00 AM
Moderator: John Umhoefer, Executive Director,
Wisconsin Cheese Makers Association
Panelists include:
• Sue Taylor, VP Dairy Policy & Procurement, Leprino Foods
• Mike Doyle, President & CEO, Foremost Farms USA
• Jay Waldvogel, VP Strategy & Global Development,
Dairy Farmers of America
10:00-11:00 AM
Keynote Speaker Ken Schmidt, Former Director of Communications Strategy for Harley-Davidson Motor Company
11:00-11:30 AM
Trade Show Open
11:30-12:30 PM
Panel Presentation
I Can’t Believe It Happened to My Dairy:
Aftermath of an Activist Attack
Panelists to be announced.
Moderator: David Pelzer, Dairy Management Inc.
12:30 PM
Working lunch – Sponsored by Dairy Business Milk Marketing Cooperative
Animal Care Workshop
12:30-3:45 PM
Merck Animal Health Dairy C.A.R.E. Workshop:
Proactive & Prepared = Protection for Your Dairy
Participants will focus on achieving success by maintaining solid animal handling policies, hiring the right people and
making sure they are properly trained, as detailed in the Dairy C.A.R.E. initiative from Merck Animal Health. Workshop
topics will include developing an animal care commitment statement, outlining expectations in your standard operating
procedures (SOPs), Dairy Care365™ employee training, and monitoring and measuring progress to foster a culture of zero
tolerance on your dairy. The second half of the workshop will help participants outline a preparedness plan and discuss
its implementation. Sponsored by Merck Animal Health.
Anticipate. Prepare. Protect Workshop:
Participants will be introduced to the national dairy checkoff’s “Anticipate.Prepare.Protect” manual designed to help dairy
producers better understand how animal rights groups work, and how to deal with public-facing issues around animal care.
This training resource includes information on how to reduce the risk of an undercover video from happening on your
farm, and how to use sound crisis communications principles in responding to incidents of alleged on-farm animal abuse.
Presented by David Pelzer, Senior Vice President, Industry Image and Relations for Dairy Management Inc.
3:45 PM
Adjourned
Preliminary agenda: Subject to change
W W W. D A I RY S T R O N G . O R G
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CONFERENCE DETAILS
LODGING
NOTE: Any reservations received after the cut-off dates below will be accepted on a space and rate-available basis.
Availability and pricing below cannot be guaranteed after the cut-off dates.
HILTON MADISON
9 E. Wilson St.,
Madison, WI 53703
www.hiltonmadison.com
MADISON CONCOURSE HOTEL
1 W. Dayton St.,
Madison, WI 53703
www.concoursehotel.com
HOWARD JOHNSON PLAZA HOTEL
3841 E. Washington Ave.
Madison, WI 53704
www.madisonwihotelhj.com
Room block pricing: $129/$179
Room block pricing: $124/$174/$184
Room block pricing: $55/$65/$75
Cut-off date for this room block
is December 27, 2014.
Cut-off date for the room block
is December 16, 2014.
Cut-off date for the room block
is December 30, 2014.
To make reservations call:
(866) 403-8838
Please use the code:
DAIRY when calling.
To make reservations call:
(800) 356-8293
Reference the DBA Winter
Conference.
To make reservations call:
(608) 244-2481
Reference the DBA Dairy Strong
Conference
PARKING
It is free for guests to park at the Hilton and Madison Concourse and walk over to the Monona Terrace, but anyone staying
elsewhere will need to park at the Monona Terrace. Their parking rates are:
Weekdays: $1.50 per hour, $12 daily maximum
5
Weekday evenings after 5 p.m.: $5 flat rate
REGISTRATION INFORMATION
EARLY REGISTRATION BY JANUARY 1, 2015
REGISTRATIONS AFTER JANUARY 1, 2015
PRODUCERS
PRODUCERS
Two free producer registrations per dairy producer organization
Two free producer registrations per dairy producer organization
with purchase of room nights at participating Dairy Strong hotels.
with purchase of room nights at participating Dairy Strong hotels.
$150 Per Additional Registration – Full Conference
$50 Per Additional Registration – One-Day Rate
$160 Per Additional Registration – Full Conference
$60 Per Additional Registration – One-Day Rate
CORPORATE MEMBERS $350 – Full Conference
$150 – One-Day Rate
CORPORATE MEMBERS $400 – Full Conference
$200 – One-Day Rate
CORPORATE NON-MEMBERS $500 – Full Conference
$200 – One-Day Rate
CORPORATE NON-MEMBERS $550 – Full Conference
$250 – One-Day Rate
REGISTER ONLINE AT WWW.DAIRYSTRONG.ORG/REGISTER OR FILL OUT THE FORM BELOW
YES, I WANT TO REGISTER FOR THE 1ST ANNUAL DAIRY STRONG!
Company Name City Contact Person Phone Address E-mail State Zip Fax PLEASE LIST ALL ATTENDEES—please include name and email address
Name Email Name Email Name Email Name Email Name Email Name Email TOTAL AMOUNT DUE = $ PAYMENT INFORMATION:
 Check enclosed
(Make checks payable to the Dairy Business Association)
 Please charge my credit card:
 Visa
 MasterCard
 Discover
Express
Card Number Exp 3 digit code  American
Return this form by mail to:
Dairy Business Association
P.O. Box 13505
Green Bay, WI 54307
Via fax at: (920) 866-1158
For more information or questions please call (920) 866-9991
Dairy producers: Register for Dairy Strong by December 15
to be eligible for 1 of 5 free passes to the private VIP
reception with Mike Rowe scheduled for 5:30 p.m. on
Tuesday, January 13
W W W. D A I RY S T R O N G . O R G
6
YOU WON’T
WANT TO
MISS THIS
EVENT!
Presented by:
MONONA TERRACE, MADISON, WI
JANUARY 13-15, 2015
Dairy Business Association
P.O. Box 13505
Green Bay, WI 54307
(920) 866-9991
Event location:
Monona Terrace
One John Nolen Drive
Madison, WI 53703
www.mononaterrace.com
www.dairystrong.org
P.O. Box 13505
Green Bay WI 54307-3505