WEBVTT 00:00:10.220 --> 00:00:14.039 Creeping across the pasture land. Got dirt on 00:00:14.039 --> 00:00:18.719 the boots and a working hand. From the milk house 00:00:18.719 --> 00:00:24.000 home to the auction call. These are the folks 00:00:24.000 --> 00:01:04.709 standing strong and tall. Yeah, this is... Well, 00:01:04.810 --> 00:01:07.409 hello there, Bullvine audience. It's your host, 00:01:07.530 --> 00:01:11.409 and today, I have a story for you. A story so 00:01:11.409 --> 00:01:13.930 incredible, so full of passion and dedication, 00:01:14.290 --> 00:01:16.870 it might just make you rethink everything you 00:01:16.870 --> 00:01:18.989 thought you knew about success in the dairy industry. 00:01:19.609 --> 00:01:21.969 We're going to dive into the life of a man who 00:01:21.969 --> 00:01:24.709 didn't just witness the evolution of dairy, he 00:01:24.709 --> 00:01:27.790 shaped it, leaving an indelible mark that stretches 00:01:27.790 --> 00:01:31.129 across seven decades. This isn't just a tale 00:01:31.129 --> 00:01:34.180 of genetics and cows. It's a story of relationships, 00:01:34.620 --> 00:01:37.659 integrity, and the relentless pursuit of excellence. 00:01:38.319 --> 00:01:40.540 Trust me, you're going to want to settle in for 00:01:40.540 --> 00:01:44.019 this one because it's a fantastic journey. Imagine, 00:01:44.099 --> 00:01:46.939 if you will, a faded red ribbon. It's hanging 00:01:46.939 --> 00:01:49.379 quietly in an office right now, probably looking 00:01:49.379 --> 00:01:53.040 unassuming. But this isn't just any ribbon. This 00:01:53.040 --> 00:01:55.739 unassuming piece of fabric, earned by a two -year 00:01:55.739 --> 00:01:58.500 -old Holstein at the 1954 Royal Winter Fair, 00:01:58.659 --> 00:02:01.859 is a portal. It's a testament to a single moment 00:02:01.859 --> 00:02:05.890 that believe it or not, changed everything. For 00:02:05.890 --> 00:02:08.389 Tom Morris, this ribbon represents more than 00:02:08.389 --> 00:02:10.889 just a show win. It marks the very beginning 00:02:10.889 --> 00:02:13.409 of a journey that would span nearly 60 years, 00:02:13.569 --> 00:02:16.590 an unbroken streak, and reshape how the global 00:02:16.590 --> 00:02:19.409 dairy industry connects, communicates, and conducts 00:02:19.409 --> 00:02:22.330 business. This ribbon belonged to his father, 00:02:22.490 --> 00:02:25.330 Arden, and his uncle, Maldwin, from their home 00:02:25.330 --> 00:02:28.409 -bred herd at Arwen Farms in Oconomowoc, Wisconsin. 00:02:28.789 --> 00:02:30.969 If you know your dairy history, That's just a 00:02:30.969 --> 00:02:33.650 stone's throw from the legendary Pabst Farms. 00:02:34.469 --> 00:02:37.509 Picture young Tom Morris, a boy, watching with 00:02:37.509 --> 00:02:40.050 wide eyes as those magnificent cattle were loaded 00:02:40.050 --> 00:02:43.129 into boxcars. Not just any boxcars, mind you, 00:02:43.210 --> 00:02:46.389 but boxcars bound for places like Waterloo, Chicago, 00:02:46.689 --> 00:02:49.310 and Toronto. For him, this wasn't just about 00:02:49.310 --> 00:02:51.629 livestock transportation. It was about dreams 00:02:51.629 --> 00:02:54.289 taking flight on those steel rails, carrying 00:02:54.289 --> 00:02:56.830 the hopes of Wisconsin dairy families toward 00:02:56.830 --> 00:03:00.650 distant show rings and new opportunities. Can 00:03:00.650 --> 00:03:03.110 you just imagine the excitement, the anticipation, 00:03:03.469 --> 00:03:06.430 the sheer possibility that those boxcars held? 00:03:06.909 --> 00:03:09.949 That childhood exposure to excellence, that glimpse 00:03:09.949 --> 00:03:12.509 into a world of ambition and achievement, it 00:03:12.509 --> 00:03:14.530 set the trajectory for what would become one 00:03:14.530 --> 00:03:17.069 of the most influential careers in modern dairy 00:03:17.069 --> 00:03:20.990 history. Today, as we celebrate Tom Morris as 00:03:20.990 --> 00:03:24.650 the 2025 recipient of Holstein Association USA's 00:03:24.650 --> 00:03:27.530 Distinguished Leadership Award, his story isn't 00:03:27.530 --> 00:03:30.219 just a historical account. It's a roadmap for 00:03:30.219 --> 00:03:33.120 adaptation, a testament to resilience, and a 00:03:33.120 --> 00:03:36.000 powerful reminder that at its very heart, the 00:03:36.000 --> 00:03:38.560 dairy business remains fundamentally about relationships, 00:03:39.000 --> 00:03:42.439 integrity, and yes, the relentless pursuit of 00:03:42.439 --> 00:03:45.560 genetic excellence. So, let's go back in time, 00:03:45.639 --> 00:03:48.259 shall we? To the morning, Tom Morris walked into 00:03:48.259 --> 00:03:51.219 what is now Northwoods Technical College in New 00:03:51.219 --> 00:03:53.979 Richmond, Wisconsin. He carried more than just 00:03:53.979 --> 00:03:56.629 his University of Wisconsin diploma. He brought 00:03:56.629 --> 00:03:59.069 the confidence of someone who had already proven 00:03:59.069 --> 00:04:03.210 himself truly exceptional. His success as the 00:04:03.210 --> 00:04:06.830 high individual at the 1971 Intercollegiate Dairy 00:04:06.830 --> 00:04:10.250 Judging Contest at the World Dairy Expo had already 00:04:10.250 --> 00:04:13.250 marked him as a rising star, a natural talent. 00:04:13.550 --> 00:04:16.370 But standing in those college classrooms, Morris 00:04:16.370 --> 00:04:18.990 began to envision something far beyond personal 00:04:18.990 --> 00:04:21.930 achievement. He saw a chance to systematically 00:04:21.930 --> 00:04:25.850 prepare the next generation for excellence. Now, 00:04:25.910 --> 00:04:28.370 fresh out of college, he could have easily chosen 00:04:28.370 --> 00:04:30.790 the safety of working within established systems, 00:04:31.029 --> 00:04:34.550 a path that many might have taken. But no, not 00:04:34.550 --> 00:04:37.829 Tom. Instead, he and two fellow young instructors 00:04:37.829 --> 00:04:41.149 embarked on an ambitious, almost audacious challenge, 00:04:41.589 --> 00:04:44.209 designing and launching the country's first post 00:04:44.209 --> 00:04:46.670 -secondary nine -month herdsman program from 00:04:46.670 --> 00:04:49.189 the ground up. Think about that for a moment. 00:04:49.370 --> 00:04:52.689 The concept was revolutionary for its time, focused, 00:04:52.850 --> 00:04:55.389 intensive education, that would truly bridge 00:04:55.389 --> 00:04:58.050 the gap between classroom theory and barn floor 00:04:58.050 --> 00:05:01.670 reality. It was a bold move, a leap of faith 00:05:01.670 --> 00:05:05.290 into uncharted educational territory. I can just 00:05:05.290 --> 00:05:07.750 hear him recalling those early days, how his 00:05:07.750 --> 00:05:10.370 superiors with incredible foresight encouraged 00:05:10.370 --> 00:05:13.189 him to continue to judge local, district, and 00:05:13.189 --> 00:05:16.250 state shows, and to work sales, all to help promote 00:05:16.250 --> 00:05:19.110 the program. This encouragement, it turned out, 00:05:19.339 --> 00:05:21.519 was prescient. Staying connected to the real 00:05:21.519 --> 00:05:24.379 world of dairy farming became absolutely essential 00:05:24.379 --> 00:05:27.579 for creating meaningful education, the kind that 00:05:27.579 --> 00:05:29.879 could genuinely prepare students for immediate 00:05:29.879 --> 00:05:33.439 success in modern dairy operations. It wasn't 00:05:33.439 --> 00:05:35.839 just about teaching. It was about experiencing 00:05:35.839 --> 00:05:38.439 and integrating that experience into the learning 00:05:38.439 --> 00:05:41.980 process. And the program's impact? It exceeded 00:05:41.980 --> 00:05:45.620 all expectations. Within a single year, eager 00:05:45.620 --> 00:05:47.879 students were arriving from all over the United 00:05:47.879 --> 00:05:51.019 States and even Canada, drawn by the promise 00:05:51.019 --> 00:05:54.740 of comprehensive, practical education. Over the 00:05:54.740 --> 00:05:57.740 decade Morris spent in higher education, he witnessed 00:05:57.740 --> 00:06:01.300 the transformation of more than 250 eager -to 00:06:01.300 --> 00:06:04.439 -learn young people from several countries. Many 00:06:04.439 --> 00:06:06.339 of these would go on to become leaders in their 00:06:06.339 --> 00:06:08.519 own right, and perhaps even more remarkably, 00:06:08.779 --> 00:06:12.779 they remain lifetime friends. This early experience, 00:06:13.060 --> 00:06:15.939 this foundational decade, it truly established 00:06:15.939 --> 00:06:18.339 the patterns that would define Morris' entire 00:06:18.339 --> 00:06:21.819 career. It was innovation driven by practical 00:06:21.819 --> 00:06:25.040 need, education rooted in real -world application, 00:06:25.420 --> 00:06:28.180 and an unwavering commitment to developing the 00:06:28.180 --> 00:06:31.519 next generation of industry leaders. But most 00:06:31.519 --> 00:06:34.199 importantly, it demonstrated his deep understanding 00:06:34.199 --> 00:06:37.180 that progress in the dairy industry isn't just 00:06:37.180 --> 00:06:39.100 about better genetics or improved technology. 00:06:39.560 --> 00:06:42.759 No, it's about better prepared people, people 00:06:42.759 --> 00:06:45.300 who understand both the science, and the art 00:06:45.300 --> 00:06:48.300 of dairy management. It's about the human element, 00:06:48.459 --> 00:06:53.259 always. Now, let's move forward to 1975. That's 00:06:53.259 --> 00:06:56.180 the year Tom married Sandy, and together, they 00:06:56.180 --> 00:06:58.519 embarked on what would become a masterclass in 00:06:58.519 --> 00:07:01.779 breeding and merchandising excellence. Try to 00:07:01.779 --> 00:07:03.860 picture it, a young couple walking through the 00:07:03.860 --> 00:07:06.500 barn at Duranda Farm, their vision crystallizing 00:07:06.500 --> 00:07:09.639 with each decision. This wouldn't be just another 00:07:09.639 --> 00:07:12.730 dairy operation. Oh no, this would be a laboratory 00:07:12.730 --> 00:07:15.709 for testing theories about genetics, marketing, 00:07:15.889 --> 00:07:18.769 and the ever -growing global appetite for elite 00:07:18.769 --> 00:07:21.889 Holstein bloodlines. They were about to write 00:07:21.889 --> 00:07:24.990 their own chapter in dairy history. Duranda's 00:07:24.990 --> 00:07:27.589 philosophy was distinctly different from the 00:07:27.589 --> 00:07:30.110 deep family breeding programs that had characterized 00:07:30.110 --> 00:07:33.810 both Tom's and Sandy's family farms. Tom himself 00:07:33.810 --> 00:07:36.790 explains it so clearly, saying that being involved 00:07:36.790 --> 00:07:39.449 in the sales business, and unlike both their 00:07:39.449 --> 00:07:41.980 families, they didn't feel they had the time 00:07:41.980 --> 00:07:45.040 or patience to breed deep cow families as they 00:07:45.040 --> 00:07:48.639 had. Merchandising, he said, was more the name 00:07:48.639 --> 00:07:51.920 of their game at Duranda. This approach required 00:07:51.920 --> 00:07:54.420 a different kind of vision, a different kind 00:07:54.420 --> 00:07:58.040 of risk tolerance. Rather than building for generations, 00:07:58.540 --> 00:08:00.560 the Morris family was building for immediate 00:08:00.560 --> 00:08:04.959 impact and, critically, for global reach. Cattle 00:08:04.959 --> 00:08:07.120 from Duranda found their way to Latin America, 00:08:07.379 --> 00:08:10.230 Europe, and Japan carrying that prized Wisconsin 00:08:10.230 --> 00:08:13.050 genetics to markets hungry for American Holstein 00:08:13.050 --> 00:08:16.310 excellence. And the results? They validated their 00:08:16.310 --> 00:08:19.810 approach spectacularly. Over their years of active 00:08:19.810 --> 00:08:22.550 breeding, they developed more than 200 excellent 00:08:22.550 --> 00:08:25.990 cows. Think about that for a second. 200 excellent 00:08:25.990 --> 00:08:29.490 cows. That's a remarkable achievement that reflected 00:08:29.490 --> 00:08:32.250 not only exceptional genetic selection, but also 00:08:32.250 --> 00:08:35.730 truly outstanding management and care. And listen 00:08:35.730 --> 00:08:40.370 to this. Between 1980 and 1989, Duranda held 00:08:40.370 --> 00:08:43.850 three complete dispersals, and all three achieved 00:08:43.850 --> 00:08:46.090 the distinction of being the highest averaging 00:08:46.090 --> 00:08:48.730 dispersal of their respective years in America. 00:08:49.110 --> 00:08:52.169 Can you just imagine the buzz, the excitement, 00:08:52.350 --> 00:08:55.629 the prestige that surrounded Duranda Farm? Try 00:08:55.629 --> 00:08:58.570 to picture Tom Morris standing by that very sale 00:08:58.570 --> 00:09:01.389 ring at Duranda for their first dispersal. He's 00:09:01.389 --> 00:09:03.990 watching lot after lot of cattle that he and 00:09:03.990 --> 00:09:07.129 Sandy had so carefully developed. cross the platform. 00:09:07.789 --> 00:09:11.149 That first dispersal, it was a real test of every 00:09:11.149 --> 00:09:13.590 principle he believed about letting quality speak 00:09:13.590 --> 00:09:16.570 for itself. As hands flew up around the ring 00:09:16.570 --> 00:09:19.110 and averages climbed beyond all expectations, 00:09:19.649 --> 00:09:21.830 Morris must have felt that surge of validation 00:09:21.830 --> 00:09:24.750 for their approach. But there was also, I imagine, 00:09:24.889 --> 00:09:27.649 that bittersweet reality of watching their special 00:09:27.649 --> 00:09:31.110 Holsteins, their passion, their hard work, find 00:09:31.110 --> 00:09:34.000 new homes across the continent. It's a mix of 00:09:34.000 --> 00:09:37.679 pride and a touch of melancholy, isn't it? He 00:09:37.679 --> 00:09:40.059 always acknowledged, with characteristic humility, 00:09:40.419 --> 00:09:43.360 that their Duranda dreams came true due to the 00:09:43.360 --> 00:09:45.759 efforts of their full -time herdsmen and foreign 00:09:45.759 --> 00:09:48.639 trainees who cared for and developed their cattle 00:09:48.639 --> 00:09:51.879 to their full potential. It's a powerful reminder 00:09:51.879 --> 00:09:54.259 that great cattle don't just develop themselves. 00:09:54.740 --> 00:09:58.200 They require dedicated, skilled caretakers who 00:09:58.200 --> 00:10:01.000 truly understand both the science and the art 00:10:01.000 --> 00:10:04.409 of dairy management. It's a team effort, always. 00:10:04.710 --> 00:10:07.070 The decision to discontinue the milking operation 00:10:07.070 --> 00:10:11.629 in 1989 came at a crossroads, one that many successful 00:10:11.629 --> 00:10:15.470 farm families eventually face. Tom explained 00:10:15.470 --> 00:10:18.070 that due to their growing sales management business, 00:10:18.289 --> 00:10:21.309 a shortage of available labor, and their desire 00:10:21.309 --> 00:10:24.210 to spend time with their small children, Mariah 00:10:24.210 --> 00:10:26.990 and Adam, they made the difficult decision to 00:10:26.990 --> 00:10:29.649 discontinue their milking operation. But the 00:10:29.649 --> 00:10:31.889 experience, he reflected, had been invaluable. 00:10:32.590 --> 00:10:34.809 He found himself a much better instructor at 00:10:34.809 --> 00:10:36.990 Northwoods Technical College, having actually 00:10:36.990 --> 00:10:39.389 ridden the up -and -down swings of operating 00:10:39.389 --> 00:10:42.850 a dairy farm. In addition, he knew what his clients 00:10:42.850 --> 00:10:45.250 were actually feeling as they bought or sold, 00:10:45.429 --> 00:10:48.070 and especially the feelings and stress involved 00:10:48.070 --> 00:10:50.909 with a complete dispersal, as they had been through 00:10:50.909 --> 00:10:54.330 the very same thing. That hands -on experience, 00:10:54.750 --> 00:10:59.009 that empathy, it was crucial. Duranda Farm, by 00:10:59.009 --> 00:11:01.899 the way, remains their home today. and each year 00:11:01.899 --> 00:11:04.620 they provide summer camp to a handful of beautiful 00:11:04.620 --> 00:11:07.340 dry cows from longtime friends at Christholm 00:11:07.340 --> 00:11:10.480 Farms. And Tom, he says they continue to own 00:11:10.480 --> 00:11:13.080 a few dozen Holsteins in partnership or housed 00:11:13.080 --> 00:11:15.559 with friends around the country, and he's expecting 00:11:15.559 --> 00:11:18.519 they always will. It's clear that the passion 00:11:18.519 --> 00:11:22.019 for these animals runs deep, a thread that weaves 00:11:22.019 --> 00:11:25.600 through his entire life. Now, let's transition 00:11:25.600 --> 00:11:28.679 to how Tom Morris found his voice, not just in 00:11:28.679 --> 00:11:32.179 the barn, but in the auction ring. The transformation 00:11:32.179 --> 00:11:35.279 from breeder to auctioneer began by watching 00:11:35.279 --> 00:11:39.220 Harvey Swartz work a sale. Swartz, Morris' home 00:11:39.220 --> 00:11:41.620 county's 4 -H dairy judging team coach and one 00:11:41.620 --> 00:11:44.019 of the industry's highest profile auctioneers 00:11:44.019 --> 00:11:46.659 with a great reputation across the country as 00:11:46.659 --> 00:11:49.100 the voice of experience, possessed something 00:11:49.100 --> 00:11:52.500 Morris deeply wanted to understand. It was that 00:11:52.500 --> 00:11:55.279 incredible ability to connect buyers and sellers 00:11:55.279 --> 00:11:57.960 through the rhythm and cadence of professional 00:11:57.960 --> 00:12:00.799 auctioneering. It was more than just calling 00:12:00.799 --> 00:12:05.000 bids. It was an art form. This fascination deepened 00:12:05.000 --> 00:12:07.519 during his decade -long association with Alvin 00:12:07.519 --> 00:12:10.179 R. Piper's sales organization, beginning in the 00:12:10.179 --> 00:12:14.279 early 1970s. He conducted a large number of consignment 00:12:14.279 --> 00:12:16.879 and herd sales, primarily throughout the Midwest. 00:12:17.500 --> 00:12:20.440 Under Piper's mentorship, Morris learned that 00:12:20.440 --> 00:12:23.120 successful cattle sales require so much more 00:12:23.120 --> 00:12:25.740 than just calling numbers. they demand a profound 00:12:25.740 --> 00:12:28.179 understanding of the emotional and financial 00:12:28.179 --> 00:12:31.340 dynamics that truly drive major breeding decisions 00:12:31.340 --> 00:12:35.100 it's a delicate balance a dance between logic 00:12:35.100 --> 00:12:38.700 and emotion tom went on to partner with jim hoskins 00:12:38.700 --> 00:12:41.759 in managing sales for several years and he also 00:12:41.759 --> 00:12:44.519 traveled with his gavel across nearly 40 states 00:12:44.519 --> 00:12:47.980 honing his auctioneering skills and dead perhaps 00:12:47.980 --> 00:12:50.820 most importantly making connections with breeders 00:12:50.820 --> 00:12:53.179 who shared his profound passion for this industry 00:12:53.840 --> 00:12:56.480 Those connections, as you'll hear, were everything. 00:12:56.980 --> 00:12:59.779 Out of these rich experiences, Morris developed 00:12:59.779 --> 00:13:02.120 a philosophy that would guide his approach for 00:13:02.120 --> 00:13:05.440 decades. Good sales don't just happen, they're 00:13:05.440 --> 00:13:08.860 managed. Can you picture Morris on a tense sale 00:13:08.860 --> 00:13:11.799 morning, meticulously checking every detail one 00:13:11.799 --> 00:13:15.460 final time? A consigner approaches, maybe a little 00:13:15.460 --> 00:13:18.000 worried about market conditions, wondering if 00:13:18.000 --> 00:13:21.009 their cattle will meet expectations. Morris' 00:13:21.090 --> 00:13:24.309 voice, I imagine, remains steady and reassuring 00:13:24.309 --> 00:13:27.850 as he explains his preparation process. He'd 00:13:27.850 --> 00:13:30.070 tell them that their goal was always to have 00:13:30.070 --> 00:13:32.370 all the essential details completed by the evening 00:13:32.370 --> 00:13:35.330 prior to the sale. Every single lot strategically 00:13:35.330 --> 00:13:38.429 positioned, every bidder personally contacted, 00:13:38.809 --> 00:13:42.389 every single detail anticipated. It's that level 00:13:42.389 --> 00:13:45.029 of dedication, that meticulous planning, that 00:13:45.029 --> 00:13:48.159 sets him apart. This intense preparation reflects 00:13:48.159 --> 00:13:50.480 Morris' understanding of a fundamental truth. 00:13:50.899 --> 00:13:53.740 When a family entrusts their lifetime of work 00:13:53.740 --> 00:13:56.279 and their retirement to your hands, you have 00:13:56.279 --> 00:13:58.980 got to be on your A -game because there are no 00:13:58.980 --> 00:14:02.419 do -overs. The weight of this immense responsibility 00:14:02.419 --> 00:14:04.960 profoundly shaped his approach to the business, 00:14:05.259 --> 00:14:08.919 emphasizing honesty, integrity, and the assembly 00:14:08.919 --> 00:14:12.059 of truly talented, dedicated teams capable of 00:14:12.059 --> 00:14:14.679 handling the complex demands of modern cattle 00:14:14.679 --> 00:14:17.279 sales. And this approach proved effective across 00:14:17.279 --> 00:14:20.440 more than 500 Holstein auctions throughout North 00:14:20.440 --> 00:14:23.539 America and Europe, including nine national Holstein 00:14:23.539 --> 00:14:26.960 convention sales. Morris learned to be not just 00:14:26.960 --> 00:14:30.480 an auctioneer, but a counselor, an advisor, and 00:14:30.480 --> 00:14:32.860 a problem solver for families making life -altering 00:14:32.860 --> 00:14:36.220 decisions. He'd explain that each situation is 00:14:36.220 --> 00:14:39.629 different. A dispersal, for instance, might be 00:14:39.629 --> 00:14:42.470 viewed as a celebration of a life's work, another 00:14:42.470 --> 00:14:45.549 as a purely business opportunity. It might be 00:14:45.549 --> 00:14:48.710 brought on by financial success or failure, or 00:14:48.710 --> 00:14:51.370 because of a tragedy or complex family dynamics. 00:14:51.990 --> 00:14:54.850 He knew that in addition to managing the sale, 00:14:55.049 --> 00:14:57.370 they often needed to be a sounding board and 00:14:57.370 --> 00:14:59.909 be able to bring an outside perspective for people 00:14:59.909 --> 00:15:02.809 making these life -altering decisions. That's 00:15:02.809 --> 00:15:05.389 a level of service and care that goes far beyond 00:15:05.389 --> 00:15:08.870 the transaction itself. Now let's talk about 00:15:08.870 --> 00:15:11.409 the world stage, a place where Tom Morris has 00:15:11.409 --> 00:15:14.929 truly shown for over five decades. On a crisp 00:15:14.929 --> 00:15:19.330 October morning in 1967, Tom Morris joined thousands 00:15:19.330 --> 00:15:21.850 of others for the inaugural World Dairy Expo. 00:15:22.090 --> 00:15:25.370 He was, at the time, completely unaware that 00:15:25.370 --> 00:15:27.389 he was beginning what would become an unbroken 00:15:27.389 --> 00:15:30.529 58 -year attendance streak. Think about that 00:15:30.529 --> 00:15:34.580 for a moment. 58 years. As a University of Wisconsin 00:15:34.580 --> 00:15:37.340 -Madison student, he spent entire weeks on the 00:15:37.340 --> 00:15:39.960 grounds, watching professors treat the event 00:15:39.960 --> 00:15:42.779 as more important than classwork, and participating 00:15:42.779 --> 00:15:45.519 in the organized chaos of setting up what would 00:15:45.519 --> 00:15:48.639 become unequivocally the must -attend event for 00:15:48.639 --> 00:15:52.379 everyone in the global dairy industry. His earliest 00:15:52.379 --> 00:15:55.899 memories capture a different era entirely. He 00:15:55.899 --> 00:15:58.620 remembers how early on, the ag professors were 00:15:58.620 --> 00:16:01.340 highly involved with the show. making classwork 00:16:01.340 --> 00:16:04.799 almost optional. Students, including Tom, assisted 00:16:04.799 --> 00:16:07.539 with setup, much like the Badger Dairy Club has 00:16:07.539 --> 00:16:10.100 done for decades, as well as working with show 00:16:10.100 --> 00:16:12.940 strings. Picture young Tom Morris and his fellow 00:16:12.940 --> 00:16:16.279 students, bustling about, unloading train boxcars 00:16:16.279 --> 00:16:19.539 from Doug Maddox's Ruanne Farm. The sidetrack 00:16:19.539 --> 00:16:21.840 was located right behind where the Sheraton has 00:16:21.840 --> 00:16:25.299 now stood for years. The excitement, he recalls, 00:16:25.299 --> 00:16:28.200 was palpable as they led cattle across John Nolan 00:16:28.200 --> 00:16:32.230 Drive to the expo grounds. an adventure. He remembered 00:16:32.230 --> 00:16:34.669 navigating busy streets with valuable livestock, 00:16:35.110 --> 00:16:37.429 the sounds of cattle hooves on pavement mixing 00:16:37.429 --> 00:16:40.690 with car horns, and excited student voices. What 00:16:40.690 --> 00:16:44.230 a vivid image of a bygone era. But Morris wasn't 00:16:44.230 --> 00:16:46.629 just an observer of this evolution. He became 00:16:46.629 --> 00:16:49.769 one of its architects. Among his most treasured 00:16:49.769 --> 00:16:52.490 memories is leading Pammy, their home -bred three 00:16:52.490 --> 00:16:55.090 -year -old, to first place and best bred and 00:16:55.090 --> 00:16:57.750 owned of the show at the World Dairy Expo in 00:16:57.750 --> 00:17:01.289 1969. That was an achievement that led to all 00:17:01.289 --> 00:17:04.049 -American recognition. Standing in that ring, 00:17:04.230 --> 00:17:07.289 blue ribbon in hand, Morris must have felt the 00:17:07.289 --> 00:17:09.809 electricity of the crowd's approval and understood 00:17:09.809 --> 00:17:12.849 he was participating in something larger than 00:17:12.849 --> 00:17:16.230 individual achievement. He was helping establish 00:17:16.230 --> 00:17:19.069 the credentials and reputation that would open 00:17:19.069 --> 00:17:21.910 doors to greater involvement in the event's leadership. 00:17:22.450 --> 00:17:25.390 His family's commitment to the World Dairy Expo's 00:17:25.390 --> 00:17:28.210 success created a strong foundation for Morris' 00:17:28.369 --> 00:17:31.549 increasing involvement. Tom explains that he 00:17:31.549 --> 00:17:34.450 and Sandy grew up in the industry, and both their 00:17:34.450 --> 00:17:37.069 families were early supporters of the need for 00:17:37.069 --> 00:17:40.190 the new event in Wisconsin. He recalls that the 00:17:40.190 --> 00:17:42.430 Morris and Mayer families had heifers in both 00:17:42.430 --> 00:17:45.150 donation sales to raise the funds that were needed. 00:17:45.630 --> 00:17:48.809 It was an exciting time, he says, and it impacted 00:17:48.809 --> 00:17:53.130 their desire to stay in the industry. That deep 00:17:53.130 --> 00:17:56.450 family root, that shared history, fueled his 00:17:56.450 --> 00:17:59.890 dedication. This family investment allowed Morris 00:17:59.890 --> 00:18:03.349 to take on increasingly significant roles, eventually 00:18:03.349 --> 00:18:05.569 serving as chair of the Dairy Committee since 00:18:05.569 --> 00:18:08.769 2011 and vice president of the board of directors. 00:18:09.470 --> 00:18:11.950 These positions provided him with a front row 00:18:11.950 --> 00:18:14.630 seat to witness and help shape the event's evolution. 00:18:15.109 --> 00:18:18.589 He saw it transform from its early days of primarily 00:18:18.589 --> 00:18:21.970 a really, really fine cattle show into today's 00:18:21.970 --> 00:18:24.859 modern day dairy exposition. that is recognized 00:18:24.859 --> 00:18:27.220 wherever dairy cattle are milked on the planet. 00:18:27.539 --> 00:18:30.960 From simple show to global powerhouse, he was 00:18:30.960 --> 00:18:33.980 there for it all. And speaking of global impact, 00:18:34.299 --> 00:18:37.420 let's talk about the World Classic. When Morris 00:18:37.420 --> 00:18:39.880 took over management of the World Classic Holstein 00:18:39.880 --> 00:18:43.000 sale in 1989, he didn't just inherit another 00:18:43.000 --> 00:18:46.160 cattle auction. He received an opportunity to 00:18:46.160 --> 00:18:48.240 create what he would brilliantly brand as the 00:18:48.240 --> 00:18:50.640 World Classic, the international marketplace. 00:18:51.630 --> 00:18:54.609 The vision was incredibly ambitious, to present 00:18:54.609 --> 00:18:57.569 a limited offering of the world's most sought 00:18:57.569 --> 00:18:59.829 -after genetics in a setting that would attract 00:18:59.829 --> 00:19:03.670 Holstein enthusiasts from around the globe. Picture 00:19:03.670 --> 00:19:06.750 the Wisconsin Coliseum transformed for that inaugural 00:19:06.750 --> 00:19:11.410 world classic under Morris' direction. He recounts 00:19:11.410 --> 00:19:13.730 that from the very first sale, they utilized 00:19:13.730 --> 00:19:16.109 the lighting and sound system in the Coliseum 00:19:16.109 --> 00:19:19.650 to design a unique opening that helped draw thousands 00:19:19.650 --> 00:19:23.069 of Holstein enthusiasts from far and near, truly 00:19:23.069 --> 00:19:26.430 marking it as a special event. This wasn't just 00:19:26.430 --> 00:19:29.170 about selling cattle. It was about creating an 00:19:29.170 --> 00:19:32.029 experience that would elevate the entire transaction 00:19:32.029 --> 00:19:35.390 to something approaching theater, a grand spectacle 00:19:35.390 --> 00:19:38.930 of genetics and possibility. The results, well, 00:19:39.049 --> 00:19:42.309 they validated the approach immediately and consistently. 00:19:42.630 --> 00:19:45.460 Under Morris's expert management, the World Classic 00:19:45.460 --> 00:19:48.920 has grossed over $1 million 14 separate times 00:19:48.920 --> 00:19:52.900 and, astonishingly, over $2 million three times. 00:19:53.299 --> 00:19:56.359 The 2021 sale was the highest -grossing sale 00:19:56.359 --> 00:19:59.579 ever recorded at the World Dairy Expo, when 49 00:19:59.579 --> 00:20:04.420 lots averaged an incredible $44 ,250. Morris 00:20:04.420 --> 00:20:06.480 notes that although the averages over the years 00:20:06.480 --> 00:20:09.000 have consistently ranked among the highest, its 00:20:09.000 --> 00:20:11.839 impact on genetics worldwide has been just as 00:20:11.839 --> 00:20:14.730 impressive. During the sale's first couple of 00:20:14.730 --> 00:20:17.450 decades, more than 25 % of the offerings were 00:20:17.450 --> 00:20:20.730 exported, literally exploding top genetics around 00:20:20.730 --> 00:20:23.829 the globe. That's an amazing legacy of genetic 00:20:23.829 --> 00:20:26.430 dissemination. Morris' unwavering commitment 00:20:26.430 --> 00:20:28.990 to innovation kept the World Classic relevant 00:20:28.990 --> 00:20:32.690 as the industry evolved rapidly around it. To 00:20:32.690 --> 00:20:35.309 maintain pace with accelerated genetic progress, 00:20:35.670 --> 00:20:38.390 the World Classic introduced groundbreaking elements. 00:20:39.019 --> 00:20:41.220 Think about this, selections from breeders from 00:20:41.220 --> 00:20:44.339 five European countries, early frozen embryo 00:20:44.339 --> 00:20:47.819 packages, contract flushes, even the first clone 00:20:47.819 --> 00:20:50.319 to sell at public auction. There was a pair of 00:20:50.319 --> 00:20:52.799 calves imported from Germany that spent months 00:20:52.799 --> 00:20:55.980 in quarantine offshore, then sold live. Young 00:20:55.980 --> 00:20:59.500 sire groups, and so many other innovations. He 00:20:59.500 --> 00:21:01.819 was constantly pushing the boundaries, always 00:21:01.819 --> 00:21:04.140 looking for what was next, what could elevate 00:21:04.140 --> 00:21:07.200 the sale even further. Central to this success, 00:21:07.480 --> 00:21:10.019 Morris recognized, was that great events require 00:21:10.019 --> 00:21:13.900 great teams. He emphasizes that it is essential 00:21:13.900 --> 00:21:17.180 to surround yourself with talented, gifted, dedicated, 00:21:17.440 --> 00:21:20.460 and hardworking people to put on the World Classic. 00:21:21.160 --> 00:21:24.819 For nearly 20 years, Scott Culbertson has served 00:21:24.819 --> 00:21:27.279 as the captain of the World Classic, handling 00:21:27.279 --> 00:21:30.099 the majority of selections and assisting in every 00:21:30.099 --> 00:21:33.920 area. Jason Danhoff has headed up the care and 00:21:33.920 --> 00:21:36.279 preparation of the Heifer lineup. working with 00:21:36.279 --> 00:21:39.339 experts like Fenja Bokoff and Jonas Melbaum to 00:21:39.339 --> 00:21:42.339 ensure every animal looks its absolute best under 00:21:42.339 --> 00:21:45.220 those bright lights. It's a symphony of expertise, 00:21:45.559 --> 00:21:49.740 all orchestrated to perfection. Now, let's talk 00:21:49.740 --> 00:21:52.259 about another incredible contribution Tom Morris 00:21:52.259 --> 00:21:56.380 made, connecting the industry. In 1990, Tom and 00:21:56.380 --> 00:21:58.599 Sandy Morris sat in their office, frustrated 00:21:58.599 --> 00:22:01.400 by a problem that seemed both insurmountable 00:22:01.400 --> 00:22:04.950 and yet, in retrospect, so straightforward. For 00:22:04.950 --> 00:22:07.329 years, he recalls, they spent a lot of money 00:22:07.329 --> 00:22:09.710 promoting their Duranda Holsteins and the auctions 00:22:09.710 --> 00:22:12.430 they managed, utilizing the available state and 00:22:12.430 --> 00:22:15.130 national breed magazines and local farm newspapers. 00:22:15.690 --> 00:22:19.309 The challenge? Cost, turnaround time, and the 00:22:19.309 --> 00:22:21.450 overall effectiveness of existing advertising 00:22:21.450 --> 00:22:24.710 options, particularly as full -color photo ads 00:22:24.710 --> 00:22:27.569 became the new standard but came with hefty price 00:22:27.569 --> 00:22:30.450 tags and long turnaround times. The question 00:22:30.450 --> 00:22:33.480 that drove innovation was elegantly simple. yet 00:22:33.480 --> 00:22:36.680 profoundly impactful why can't our industry have 00:22:36.680 --> 00:22:39.599 a low -cost fast turnaround this was prior to 00:22:39.599 --> 00:22:43.380 the internet mind you easy to use on time no 00:22:43.380 --> 00:22:46.500 nonsense publication to connect buyers and sellers 00:22:46.500 --> 00:22:50.099 coast to coast picture tom morris finally putting 00:22:50.099 --> 00:22:52.660 his agricultural journalism minor to work as 00:22:52.660 --> 00:22:55.359 he and his team designed a publication that prioritized 00:22:55.359 --> 00:22:58.279 speed affordability and direct connection between 00:22:58.279 --> 00:23:02.170 industry participants After a few months of designing 00:23:02.170 --> 00:23:04.730 and developing it and compiling a mailing list 00:23:04.730 --> 00:23:07.309 in an attempt to reach only active dairymen, 00:23:07.430 --> 00:23:10.009 they launched the Cattle Connection at the 1990 00:23:10.009 --> 00:23:14.910 World Dairy Expo. And the market response? It 00:23:14.910 --> 00:23:18.829 exceeded all expectations. The remarkable acceptance 00:23:18.829 --> 00:23:21.309 from the industry allowed it to grow rapidly 00:23:21.309 --> 00:23:23.650 into one of the dominant communications for the 00:23:23.650 --> 00:23:26.839 industry. eventually achieving the largest circulation 00:23:26.839 --> 00:23:29.900 of any dairy breed publication in North America. 00:23:30.640 --> 00:23:34.000 Imagine the impact of having such a vital, accessible 00:23:34.000 --> 00:23:37.700 resource at your fingertips. What made the Cattle 00:23:37.700 --> 00:23:40.319 Connection particularly effective was the authenticity 00:23:40.319 --> 00:23:43.980 of its editorial approach. As Morris notes, their 00:23:43.980 --> 00:23:46.500 editors were all part of the dairy world, and 00:23:46.500 --> 00:23:49.180 they truly connected with advertisers and were 00:23:49.180 --> 00:23:51.660 committed to timely and accurate publication. 00:23:52.349 --> 00:23:54.670 This wasn't journalism about the dairy industry 00:23:54.670 --> 00:23:57.990 from the outside. It was communication from within 00:23:57.990 --> 00:24:00.569 the industry by people who understood both the 00:24:00.569 --> 00:24:03.089 business and the editorial challenges involved. 00:24:03.589 --> 00:24:06.789 It was a publication for the people, by the people, 00:24:06.890 --> 00:24:09.990 of the dairy world. The publication's impact 00:24:09.990 --> 00:24:13.589 extended far beyond simple advertising. For 32 00:24:13.589 --> 00:24:16.390 years, it served as the connective tissue for 00:24:16.390 --> 00:24:18.769 all breeds of the North American dairy industry, 00:24:19.089 --> 00:24:22.289 helping breeders find markets, Buyers discover 00:24:22.289 --> 00:24:25.349 genetics, and the entire community stay informed 00:24:25.349 --> 00:24:28.950 about opportunities and developments. The decision 00:24:28.950 --> 00:24:31.230 to sell to Holstein International represented 00:24:31.230 --> 00:24:33.930 both validation of what had been built and a 00:24:33.930 --> 00:24:36.809 recognition of changing industry dynamics, ensuring 00:24:36.809 --> 00:24:39.789 the publication's continued evolution under ownership 00:24:39.789 --> 00:24:42.930 that understood its mission and value. It was 00:24:42.930 --> 00:24:45.670 a legacy piece, a true service to the industry. 00:24:46.490 --> 00:24:49.549 And now, for a truly heartwarming part of Tom 00:24:49.549 --> 00:24:53.359 Morris' story. his legacy as a mentor. Every 00:24:53.359 --> 00:24:56.380 summer, for 50 consecutive years, Tom Morris 00:24:56.380 --> 00:24:58.559 has climbed into the auctioneer's booth at the 00:24:58.559 --> 00:25:01.420 Polk County Fair. Imagine him there, watching 00:25:01.420 --> 00:25:04.119 nervous 4 -H members lead their projects into 00:25:04.119 --> 00:25:06.900 the ring for the junior livestock sale. Picture 00:25:06.900 --> 00:25:10.359 a sweltering August afternoon in 2024. A young 00:25:10.359 --> 00:25:12.980 girl approaches the ring with her first big steer, 00:25:13.220 --> 00:25:15.920 her hands shaking slightly as she adjusts the 00:25:15.920 --> 00:25:19.799 halter one more time. Morris, from the auctioneer's 00:25:19.799 --> 00:25:22.720 stand, catches her eye and nods encouragingly. 00:25:22.799 --> 00:25:26.400 His voice, steady and reassuring, calls out the 00:25:26.400 --> 00:25:29.079 bids as her hard work is validated by enthusiastic 00:25:29.079 --> 00:25:32.359 buyers. In that moment, watching her face light 00:25:32.359 --> 00:25:35.740 up as the final bid far exceeds her hopes, Morris 00:25:35.740 --> 00:25:38.200 sees the future of agriculture, and he remembers 00:25:38.200 --> 00:25:40.440 why he calls this one of my favorite endeavors. 00:25:40.900 --> 00:25:43.680 This annual tradition represents more than just 00:25:43.680 --> 00:25:46.960 professional service. It embodies Morris' fundamental 00:25:46.960 --> 00:25:50.069 belief that the next generation is our greatest 00:25:50.069 --> 00:25:53.390 national resource. This conviction has driven 00:25:53.390 --> 00:25:55.950 his involvement in youth programs spanning five 00:25:55.950 --> 00:25:59.109 decades, from his decade in post -secondary education 00:25:59.109 --> 00:26:02.490 to coaching judging teams, assisting at college 00:26:02.490 --> 00:26:05.369 club sales, and supporting local school and athletic 00:26:05.369 --> 00:26:09.009 teams. He's truly invested in the future. The 00:26:09.009 --> 00:26:11.930 scope of his mentorship extends far beyond formal 00:26:11.930 --> 00:26:14.809 programs. He reflects on the privilege they've 00:26:14.809 --> 00:26:16.910 had to work with a long list of young people 00:26:16.910 --> 00:26:19.470 over the years across the country that prepared 00:26:19.470 --> 00:26:21.910 thousands of head prior to entering the auction 00:26:21.910 --> 00:26:25.450 ring. Many, he observes, have gone on to become 00:26:25.450 --> 00:26:28.809 extremely successful in the industry. And as 00:26:28.809 --> 00:26:31.230 he reflects, he's hopeful that they've made a 00:26:31.230 --> 00:26:34.009 small impact on their lives as those young people 00:26:34.009 --> 00:26:38.369 have undoubtedly impacted theirs. It's a beautiful 00:26:38.369 --> 00:26:41.900 reciprocal relationship. His involvement in establishing 00:26:41.900 --> 00:26:44.660 the Merle Howard Award at the World Dairy Expo 00:26:44.660 --> 00:26:47.799 demonstrates how personal relationships can be 00:26:47.799 --> 00:26:50.859 transformed into lasting institutional recognition. 00:26:51.660 --> 00:26:54.599 Presented annually to an outstanding youth exhibitor, 00:26:54.700 --> 00:26:57.700 the award honors Uncle Merle, who was a great 00:26:57.700 --> 00:27:01.160 mentor to so many in our generation. In 2025, 00:27:01.720 --> 00:27:04.700 the award will mark its 20th year. representing 00:27:04.700 --> 00:27:07.619 two decades of recognizing excellence while preserving 00:27:07.619 --> 00:27:09.880 the memory of someone who shaped Morris' own 00:27:09.880 --> 00:27:13.019 development. It's a living tribute to a powerful 00:27:13.019 --> 00:27:16.160 mentor. Now let's talk about the absolute foundation 00:27:16.160 --> 00:27:20.579 of Tom Morris' success, partnership. Stand in 00:27:20.579 --> 00:27:23.240 the office at Duranda Farm today, and you can 00:27:23.240 --> 00:27:25.740 still feel the energy of decisions made together, 00:27:25.960 --> 00:27:28.559 dreams pursued in partnership, and successes 00:27:28.559 --> 00:27:31.960 shared equally. For Tom Morris, His marriage 00:27:31.960 --> 00:27:35.079 to Sandy represents more than just personal happiness. 00:27:35.480 --> 00:27:38.779 It embodies a shared vision that has shaped every 00:27:38.779 --> 00:27:41.720 aspect of their professional and personal lives. 00:27:42.440 --> 00:27:46.000 He acknowledges with such conviction that there's 00:27:46.000 --> 00:27:48.180 no question the best thing that ever happened 00:27:48.180 --> 00:27:51.200 to him is having Sandy as a partner in every 00:27:51.200 --> 00:27:53.579 way and in everything that they have ever done 00:27:53.579 --> 00:27:56.660 for over a half century. That's a powerful statement 00:27:56.660 --> 00:27:59.500 from someone who has seen too many careers falter. 00:27:59.819 --> 00:28:03.000 without such unwavering support. Their backgrounds 00:28:03.000 --> 00:28:05.480 and shared understanding created a foundation 00:28:05.480 --> 00:28:07.940 that eliminated many of the tensions that can 00:28:07.940 --> 00:28:11.200 arise when career demands conflict with family 00:28:11.200 --> 00:28:14.119 priorities. He explains that their backgrounds 00:28:14.119 --> 00:28:17.119 and families are very similar. At an early age, 00:28:17.299 --> 00:28:19.420 they both knew they wanted to spend their lives 00:28:19.420 --> 00:28:23.460 involved in the Holstein industry. But, and this 00:28:23.460 --> 00:28:26.019 is so important, the most important part of their 00:28:26.019 --> 00:28:28.980 lives was raising Mariah and Adam. That balance. 00:28:29.470 --> 00:28:32.789 That prioritization, it's key. Today, watching 00:28:32.789 --> 00:28:34.910 their daughter Mariah and her family at Cycle 00:28:34.910 --> 00:28:37.630 Farm provides both personal satisfaction and 00:28:37.630 --> 00:28:41.410 ongoing education for Tom Morris. Brothers Tony 00:28:41.410 --> 00:28:43.809 and Jacob Brey and their wives Mariah and Lauren 00:28:43.809 --> 00:28:46.730 own and manage this modern dairy, home to over 00:28:46.730 --> 00:28:49.869 1 ,600 registered Holstein cows, while farming 00:28:49.869 --> 00:28:53.869 over 2 ,000 acres. Tom marvels at innovations 00:28:53.869 --> 00:28:56.230 that seemed impossible during the Duranda days. 00:28:56.470 --> 00:28:59.779 And Tom and Sandy's grandkids. Evan and Alexa, 00:29:00.079 --> 00:29:03.240 plus Jake and Lauren's kids, Rosella, Willem, 00:29:03.319 --> 00:29:06.299 and Gigi, represent another generation of family 00:29:06.299 --> 00:29:09.279 involvement in the Holstein industry, validating 00:29:09.279 --> 00:29:11.720 decades of careful attention to both genetic 00:29:11.720 --> 00:29:14.599 and family development. It's a truly inspiring 00:29:14.599 --> 00:29:18.359 sight, this multi -generational dedication. He 00:29:18.359 --> 00:29:21.240 humbly admits that every time he visits, he learns 00:29:21.240 --> 00:29:23.859 a semester's worth of education. His willingness 00:29:23.859 --> 00:29:26.079 to continue learning from the next generation 00:29:26.670 --> 00:29:29.369 truly reflects the humility and curiosity that 00:29:29.369 --> 00:29:32.970 have characterized his entire career. This ongoing 00:29:32.970 --> 00:29:36.549 education demonstrates that true expertise includes 00:29:36.549 --> 00:29:39.190 recognizing how much there is still to discover 00:29:39.190 --> 00:29:41.950 and that the greatest teachers often learn as 00:29:41.950 --> 00:29:45.269 much as they teach. It's a beautiful cycle of 00:29:45.269 --> 00:29:48.650 learning and growth. As Tom Morris reflects on 00:29:48.650 --> 00:29:50.890 more than five decades in the dairy industry, 00:29:51.319 --> 00:29:54.079 His insights offer such practical guidance for 00:29:54.079 --> 00:29:56.799 today's producers facing unprecedented challenges. 00:29:57.279 --> 00:30:00.380 His approach to business success rests on principles 00:30:00.380 --> 00:30:03.900 that transcend technological change. He firmly 00:30:03.900 --> 00:30:06.519 believes that in order to have a successful business 00:30:06.519 --> 00:30:09.140 for decades, it's essential for it to be built 00:30:09.140 --> 00:30:12.039 on honesty and integrity and to assemble and 00:30:12.039 --> 00:30:14.220 surround yourself with a talented, organized, 00:30:14.519 --> 00:30:17.380 and dedicated team. These are timeless truths. 00:30:18.200 --> 00:30:21.470 Technology, as we all know, continues to rapidly 00:30:21.470 --> 00:30:24.529 reshape the world we live in and is evident throughout 00:30:24.529 --> 00:30:28.049 our dairy industry. Morris views these changes 00:30:28.049 --> 00:30:31.809 as opportunities rather than threats. He recalls 00:30:31.809 --> 00:30:34.009 that bringing a temporary phone line into the 00:30:34.009 --> 00:30:37.569 auction box was an exciting step, contrasting 00:30:37.569 --> 00:30:40.369 it with today's reality where cell phones, the 00:30:40.369 --> 00:30:43.049 internet, and live online auctions have brought 00:30:43.049 --> 00:30:45.769 entirely new options for buyers and sellers to 00:30:45.769 --> 00:30:48.150 connect. Morris has also witnessed some of the 00:30:48.150 --> 00:30:50.529 industry's most innovative moments, including 00:30:50.529 --> 00:30:53.269 the Lyle Haven satellite adventure sale at Disney 00:30:53.269 --> 00:30:56.250 World that was beamed via satellite to several 00:30:56.250 --> 00:30:59.269 sites worldwide, long before the internet was 00:30:59.269 --> 00:31:02.769 a household name. This early embrace of technology 00:31:02.769 --> 00:31:05.809 to connect global audiences foreshadowed the 00:31:05.809 --> 00:31:07.769 digital transformation that would eventually 00:31:07.769 --> 00:31:11.880 reshape the entire industry. He was truly a pioneer 00:31:11.880 --> 00:31:15.359 in utilizing technology for broader reach. His 00:31:15.359 --> 00:31:18.059 approach to adaptation offers a fantastic template 00:31:18.059 --> 00:31:21.400 for today's producers. Embrace innovation while 00:31:21.400 --> 00:31:23.619 maintaining focus on fundamental relationships 00:31:23.619 --> 00:31:27.240 and values. He notes that, as always, it will 00:31:27.240 --> 00:31:29.220 be essential to stay abreast with technology. 00:31:29.660 --> 00:31:32.140 While understanding that the tools may change, 00:31:32.339 --> 00:31:35.099 the essential human elements of trust, quality, 00:31:35.240 --> 00:31:38.599 and service remain constant. That's the core 00:31:38.599 --> 00:31:41.269 message, isn't it? Morris' sales management philosophy 00:31:41.269 --> 00:31:43.789 provides such practical guidance for producers 00:31:43.789 --> 00:31:46.890 struggling with marketing their genetics or managing 00:31:46.890 --> 00:31:50.650 their operations. His systematic approach, completing 00:31:50.650 --> 00:31:53.529 all essential details by the evening before any 00:31:53.529 --> 00:31:56.329 important event, applies to planning a sale, 00:31:56.529 --> 00:31:59.809 preparing for a show, or managing any critical 00:31:59.809 --> 00:32:03.630 farm operation. His emphasis on surrounding yourself 00:32:03.630 --> 00:32:06.609 with talented, dedicated people speaks to the 00:32:06.609 --> 00:32:08.910 paramount importance of building strong teams, 00:32:09.289 --> 00:32:11.230 whether those are family members, employees, 00:32:11.609 --> 00:32:14.769 or trusted advisors. It's about building a robust 00:32:14.769 --> 00:32:18.849 network of support and expertise. Looking forward, 00:32:19.089 --> 00:32:21.470 Morris declares with the optimism of someone 00:32:21.470 --> 00:32:23.950 who has witnessed continuous adaptation and growth 00:32:23.950 --> 00:32:26.069 throughout his career that the future of our 00:32:26.069 --> 00:32:29.390 industry is as bright as ever. As always, he 00:32:29.390 --> 00:32:32.750 says, those who adapt to changes within our industry 00:32:32.750 --> 00:32:36.150 will thrive. This optimism isn't based on naive 00:32:36.150 --> 00:32:38.980 hope. but on demonstrated patterns of innovation 00:32:38.980 --> 00:32:41.720 and resilience that Morris has observed throughout 00:32:41.720 --> 00:32:44.559 his career, from the transformation of the World 00:32:44.559 --> 00:32:47.519 Dairy Expo into a global gathering place to the 00:32:47.519 --> 00:32:49.960 evolution of genetic marketing from regional 00:32:49.960 --> 00:32:53.799 sales to international marketplaces. He's seen 00:32:53.799 --> 00:32:56.920 it all, and he still believes in the power of 00:32:56.920 --> 00:33:00.519 adaptation. For Morris, the key to thriving lies 00:33:00.519 --> 00:33:03.019 in adapting to change and embracing it while 00:33:03.019 --> 00:33:06.720 maintaining core values. His own career exemplifies 00:33:06.720 --> 00:33:09.440 this balance, from the early days of unloading 00:33:09.440 --> 00:33:12.019 train box cars at the World Dairy Expo through 00:33:12.019 --> 00:33:15.240 satellite transmitted sales to today's digital 00:33:15.240 --> 00:33:18.759 marketplace innovations. Each technological advancement 00:33:18.759 --> 00:33:21.720 has been adopted in service of the same fundamental 00:33:21.720 --> 00:33:25.400 goal, connecting people who share a passion for 00:33:25.400 --> 00:33:27.980 Holstein excellence. The industry Morris sees 00:33:27.980 --> 00:33:30.519 today, with its sophisticated genomic evaluation 00:33:30.519 --> 00:33:33.619 systems, global genetic transfer capabilities, 00:33:33.819 --> 00:33:36.480 and instant communication networks would seem 00:33:36.480 --> 00:33:39.059 miraculous to the young man who watched cattle 00:33:39.059 --> 00:33:43.059 load into boxcars bound for distant shows. Yet 00:33:43.059 --> 00:33:45.940 the essential elements remain unchanged. Quality 00:33:45.940 --> 00:33:49.079 genetics, honest relationships, and the deep 00:33:49.079 --> 00:33:51.819 satisfaction of seeing excellent animals reach 00:33:51.819 --> 00:33:54.380 their full potential under careful management. 00:33:54.599 --> 00:33:56.900 As afternoon light filters through the windows 00:33:56.900 --> 00:34:00.200 of an office where that 1954 red ribbon still 00:34:00.200 --> 00:34:03.730 hangs, a gentle reminder of dreams achieved tom 00:34:03.730 --> 00:34:06.250 morris offers a final observation that truly 00:34:06.250 --> 00:34:10.190 captures the essence of his entire career great 00:34:10.190 --> 00:34:12.869 cows come and go but it's the great friendships 00:34:12.869 --> 00:34:17.030 that last a lifetime this simple statement contains 00:34:17.030 --> 00:34:19.409 the profound wisdom of someone who has navigated 00:34:19.409 --> 00:34:21.670 the complex intersection of business success 00:34:21.670 --> 00:34:25.170 family priorities and industry leadership for 00:34:25.170 --> 00:34:28.190 more than five decades his career demonstrates 00:34:28.190 --> 00:34:31.079 that authenticity and integrity aren't just moral 00:34:31.079 --> 00:34:33.719 imperatives, they're practical necessities for 00:34:33.719 --> 00:34:36.900 anyone hoping to build lasting success in agriculture. 00:34:37.719 --> 00:34:40.980 Morris' story offers practical strategies and 00:34:40.980 --> 00:34:43.219 enduring principles for today's dairy producers 00:34:43.219 --> 00:34:46.480 facing unprecedented consolidation and technological 00:34:46.480 --> 00:34:49.780 change. His systematic approach to preparation, 00:34:50.119 --> 00:34:53.139 his emphasis on building talented teams, and 00:34:53.139 --> 00:34:55.480 his unwavering willingness to embrace innovation 00:34:55.480 --> 00:34:58.780 while maintaining core values provide a perfect 00:34:58.780 --> 00:35:01.480 template for adapting to new challenges without 00:35:01.480 --> 00:35:04.139 ever losing sight of those fundamental relationships. 00:35:05.000 --> 00:35:07.679 The Friendships Morris references aren't just 00:35:07.679 --> 00:35:10.239 personal benefits. They're the very foundation 00:35:10.239 --> 00:35:14.340 upon which the entire industry operates. From 00:35:14.340 --> 00:35:16.820 the young students at Northwoods Technical College, 00:35:16.980 --> 00:35:19.860 who became lifelong connections to the international 00:35:19.860 --> 00:35:23.000 buyers and sellers who trust his judgment in 00:35:23.000 --> 00:35:26.090 high -stakes transactions, relationships have 00:35:26.090 --> 00:35:28.809 been both the means and the end of his professional 00:35:28.809 --> 00:35:32.650 success. As that red ribbon continues to hang 00:35:32.650 --> 00:35:35.550 in his office, it serves not just as a memento 00:35:35.550 --> 00:35:38.150 of past achievement, but as a powerful symbol 00:35:38.150 --> 00:35:41.190 of continuity, connecting the dreams of a young 00:35:41.190 --> 00:35:44.150 boy watching cattle load into boxcars with the 00:35:44.150 --> 00:35:46.829 reality of a man who helped shape how those dreams 00:35:46.829 --> 00:35:49.769 could be realized across generations and around 00:35:49.769 --> 00:35:53.750 the world. That ribbon it whispers of a truth 00:35:53.750 --> 00:35:56.949 Tom Morris discovered long ago, that the greatest 00:35:56.949 --> 00:35:59.530 victories aren't measured in sale averages or 00:35:59.530 --> 00:36:01.949 show wins, but in the young faces that light 00:36:01.949 --> 00:36:05.309 up when they realize they too can transform impossible 00:36:05.309 --> 00:36:08.849 dreams into lasting legacies that will inspire 00:36:08.849 --> 00:36:12.530 generations yet to come. So, what are the key 00:36:12.530 --> 00:36:15.750 takeaways from this incredible journey? First, 00:36:15.969 --> 00:36:18.710 relationship -driven sale management truly delivers 00:36:18.710 --> 00:36:21.909 higher auction averages. Morris' World Classic 00:36:21.909 --> 00:36:24.409 sales consistently ranked among America's highest 00:36:24.409 --> 00:36:26.670 -grossing Holstein auctions, with systematic 00:36:26.670 --> 00:36:29.489 buyer relationship protocols generating sustained 00:36:29.489 --> 00:36:32.630 premium pricing over 35 -plus years of market 00:36:32.630 --> 00:36:37.130 volatility. It's about building that trust. Second, 00:36:37.329 --> 00:36:40.250 strategic mentorship programs create measurable 00:36:40.250 --> 00:36:43.789 business returns. His 50 consecutive years of 00:36:43.789 --> 00:36:45.869 youth development through county fair auctioneering 00:36:45.869 --> 00:36:48.550 generated hundreds of industry connections that 00:36:48.550 --> 00:36:51.409 became lifelong clients. proving that mentorship 00:36:51.409 --> 00:36:54.829 investment delivers quantifiable networking ROI 00:36:54.829 --> 00:36:58.449 for dairy operations. Invest in the future and 00:36:58.449 --> 00:37:01.650 it will pay dividends. Third, systematic preparation 00:37:01.650 --> 00:37:04.969 protocols outperform reactive marketing. Morris' 00:37:05.110 --> 00:37:07.210 evening -before -completion approach to sale 00:37:07.210 --> 00:37:09.610 management eliminated day -of -sale stress while 00:37:09.610 --> 00:37:12.190 maximizing buyer participation, demonstrating 00:37:12.190 --> 00:37:15.449 how operational discipline directly impacts profitability 00:37:15.449 --> 00:37:20.210 metrics. Plan, prepare, and then execute. And 00:37:20.210 --> 00:37:23.050 finally, technology adoption with a strong relationship 00:37:23.050 --> 00:37:26.670 foundation scales faster. From temporary phone 00:37:26.670 --> 00:37:28.949 lines to satellite sales to digital auctions, 00:37:29.190 --> 00:37:32.469 Morris' tech integration succeeded because established 00:37:32.469 --> 00:37:35.050 trust networks provided immediate user adoption, 00:37:35.429 --> 00:37:38.829 proving that relationship infrastructure accelerates 00:37:38.829 --> 00:37:42.289 technology ROI. It's not just about the tech. 00:37:42.449 --> 00:37:45.849 It's about the people who will use it. In essence, 00:37:45.969 --> 00:37:47.969 while the dairy industry might be obsessed with 00:37:47.969 --> 00:37:51.250 genomic testing and digital platforms, Tom Morris' 00:37:51.409 --> 00:37:55.070 58 -year career managing over 500 Holstein auctions, 00:37:55.070 --> 00:37:58.230 including sales grossing $2 -plus million three 00:37:58.230 --> 00:38:01.349 separate times, proves that systematic relationship 00:38:01.349 --> 00:38:04.150 management consistently outperforms technology 00:38:04.150 --> 00:38:08.030 -only approaches by measurable margins. His world 00:38:08.030 --> 00:38:10.530 -classic Holstein sale achieved the highest averages 00:38:10.530 --> 00:38:14.179 in America for decades, while exporting 25 % 00:38:14.179 --> 00:38:17.500 of offerings globally, generating sustained premium 00:38:17.500 --> 00:38:20.059 pricing through trust -based buyer networks. 00:38:20.340 --> 00:38:23.119 His good sales don't just happen. Their managed 00:38:23.119 --> 00:38:25.639 philosophy delivered consistent results across 00:38:25.639 --> 00:38:28.519 multiple market cycles, proving that prepared 00:38:28.519 --> 00:38:31.239 relationship strategies trump reactive digital 00:38:31.239 --> 00:38:35.079 marketing every single time. And while competitors 00:38:35.079 --> 00:38:37.760 chased genomic rankings and social media metrics, 00:38:38.239 --> 00:38:40.480 Morris built lasting wealth through authentic 00:38:40.480 --> 00:38:43.260 industry connections and systematic preparation 00:38:43.260 --> 00:38:47.059 protocols. Every dairy operation spending money 00:38:47.059 --> 00:38:50.059 on digital marketing should, without a doubt, 00:38:50.179 --> 00:38:53.179 audit their relationship ROI because the profit 00:38:53.179 --> 00:38:57.059 gap is likely costing six figures annually. What 00:38:57.059 --> 00:38:59.539 an incredible story, isn't it? A lifetime dedicated 00:38:59.539 --> 00:39:02.300 to an industry built on principles that stand 00:39:02.300 --> 00:39:05.659 the test of time. Tom Morris is a true legend, 00:39:05.739 --> 00:39:08.400 and his journey offers us all so much to learn 00:39:08.400 --> 00:39:11.269 and to be inspired by. Thank you for joining 00:39:11.269 --> 00:39:13.809 me today on this deep dive into the extraordinary 00:39:13.809 --> 00:39:16.809 life of Tom Morris. I hope you enjoyed this story 00:39:16.809 --> 00:39:19.929 as much as I enjoyed bringing it to you until 00:39:19.929 --> 00:39:22.869 next time, keep those relationships strong and 00:39:22.869 --> 00:39:24.429 keep chasing those dreams.