Is there a better way to spend a beautiful weekend in June than in Madison promoting soy? The Wisconsin Soybean Marketing Board (WSMB) doesn’t think so.  

WSMB spent the first weekend of June working with, and promoting, Wisconsin soy’s largest consumer: dairy. For the second year in a row, WSMB sponsored Cows on the Concourse and found value in promoting soy’s many uses, value properties and production practices. On the concourse, WSMB interacted with the public, promoted checkoff investments and underscored soybeans’ relationships with dairy. In Wisconsin, which supports more than 16,000 soybean farmers, dairy cows consume about 385,000 tons of soymeal each year – more than poultry, turkey and swine.  

“Our farmers rely on our partnerships with animal agriculture to grow demand and improve profitability – it’s essential to their bottom lines,” WSMB Executive Director Adam Kask said. “In farming, we’re all connected, and WSMB was proud to build connections with consumers at this year’s Cows on the Concourse.”  

WSMB left its mark on the event by sponsoring the Cow Zone and giving out fantastic WSMB-branded swag.  

“You guys have the cutest merch!” one attendee said. Another ran over on their morning break to grab a pink belt bag. By the end of the five-hour event, there were no belt bags left and very few pizza cutters. 

For most people who visited WSMB’s tent, their knowledge of soy was limited to edamame, soy milk or tofu – unaware that soybeans are found in over 1,000 commercial products or that soy is a healthy source of protein for animals. While there were some farmers in attendance, most were either from Madison or visiting from greater Wisconsin. WSMB was able to engage with hundreds of consumers, answering questions ranging from “why is soy at a dairy event?” to “should we look out for soybean cyst nematode in fields this year?’  

Indeed, the little bean made a big impression at the state capital.  

“The miracle bean, huh?” asked one attendee. “I’m telling everybody – I’m telling the whole world!”