Breaking free from the chains of the past Where
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to robot facts We cut through the noise, no hold
them back not your daddy's dairy news tonight
we're sparking Welcome to the Bullvine Podcast,
where passionate dairy professionals gather to
share bold insights and transformative stories
shaping our industry. Today, we're exploring
what the booming stock show world teaches us
about reigniting passion and participation in
dairy cattle shows. Stick around for fresh ideas,
practical tips, and conversations that matter
to our community. Welcome back to the Bullvine
Podcast, the show that digs deep into the topics
that matter to dairy producers. That's right.
Today, we're digging into a really interesting
feature article from The Bullvine. It's got a
lot of people talking. It really has. And it
raises some, you know, important questions about
the future of dairy shows. Yeah. Especially when
you put them side by side with how successful
other livestock events seem to be right now.
Yeah. We're going to break down why that contrast
exists and maybe more importantly, what we can
actually do about it. Pretty stark picture the
article paints, isn't it? It talks about this
almost undeniable feeling that something's missing
at dairy shows lately. Yeah, a lack of energy.
Less energy, fewer vendors, and those grandstands.
Well, they often have quite a few empty seats.
And that's just such a sharp contrast to what
you see at the big beef or swine or sheep shows.
Those places are absolutely packed. Packed with
families buzzing with excitement. It's a whole
different vibe. Totally different. But it's not
just a feeling, is it? Yeah. The numbers, they
really tell the story here. These major stock
shows, they've become way more than just competitions.
They're like legitimate cultural events. Right.
I mean, get this. The Houston Livestock Show
and Rodeo. In 2022, they pulled in something
like $190 million in revenue. Wow. And last year,
over 2 .5 million people attended. 2 .5 million?
Yeah. And then you've got the National Western
Stock Show generating $171 million in economic
activity just last year. Incredible. Or San Antonio
Stock Show and Rodeo, over $288 million economic
impact. And they put $12 million that straight
into youth education. That's massive. Those figures
are just well, they're staggering. And it really
makes you stop and think, OK, why should a dairy
farmer listening right now care about these huge
numbers from, you know, a rodeo? Exactly. But
beyond the surface, it's really about looking
at a sector that's clearly growing. It's thriving
versus one that, let's be honest, seems to be
shrinking. And when things shrink, you risk losing
that vital community connection, that energy,
that vibrancy the shows used to have. And well,
if we connect this to the bigger picture, it
ties right into that. That hard truth the article
mentions about declining dairy participation
overall. Yeah, the farm numbers. Right. USDA
data shows we lost, what, over 5 ,000 U .S. dairy
farms between 2020 and 2023. That's nearly 16%.
It's a huge drop. And in dairy states like Wisconsin,
that trend is just relentless. You hear about
hundreds of multigenerational farms closing down
every year. That directly impacts who's left,
who's still showing. That farm consolidation
point is so powerful, too. You know, when operations
get bigger and bigger, totally focused on efficiency,
maybe component pricing, robotic milking. Does
showing cattle just become like a luxury they
can't really justify anymore? What's the hidden
cost, do you think, if these bigger progressive
operations step away from the show ring? That
really raises an important question, doesn't
it? Because even the premier events, you know,
like World Dairy Expo, they're feeling it. We've
seen commercial exhibitor numbers there. dropped
pretty significantly from 884 companies back
in 2017 down to 551 this year. Wow, that's almost
40%. Nearly 38%, yeah. Yeah. And it's not just
the shrinking number of farms. Preparing and
showing dairy cattle takes a massive amount of
time, expertise, resources. For sure. Plus...
Let's not forget the added complications we've
been dealing with lately. Things like HPAI, the
avian influenza. Yeah, that's a big one. It has
whole layers of testing protocols, movement requirements.
Exhibitors in at least 16 states are dealing
with that now. It's just another hurdle, another
reason maybe not to participate. So putting it
all together, if you are still actively showing
cattle, you're basically competing in a shrinking
arena, both literally in terms of fewer people.
And maybe figuratively, too. Yeah, I think so.
Fewer participants could mean less competitive
diversity. Maybe the prestige of winning isn't
quite what it was. And ultimately, maybe less
value for your marketing efforts. Exactly. You
have to wonder, those beautiful photos of your
EX96 champion cow, do they carry the same weight
when there are fewer eyes seeing them? Fewer
potential buyers for those genetics. It's a sobering
thought. Okay, so we've laid out the challenges
facing dairy shows. It's a pretty stark picture,
as we said. But let's shift gears. What about
those thriving stock events, the ones packing
the stands? What exactly are they doing differently
that maybe dairy shows could learn from? Well,
this is where it gets really interesting. What
the article highlights is that these successful
stock shows, they've really evolved beyond just
technical judging. They've managed to create
a much, much broader appeal. The key insight
seems to be that they aren't just events for
the insiders anymore. They're becoming community
magnets. Okay. How so? Well, they weave together
the livestock competition with things like big
-name entertainment, interactive educational
exhibits. They build these deep connections with
urban and suburban folks. They bridge that farm
-to -city gap really effectively. Like that Houston
rodeo example again. Exactly. It's a carnival,
it's a concert series, and it's a livestock show.
all rolled into one massive experience. That
makes sense. And then there's the youth development
aspect. The article really emphasizes these jackpot
circuits. Oh, yeah. They're a game changer for
the stock show world. These are, you know, frequent,
they're accessible, lower stakes events. Perfect
places for young exhibitors to just get in there,
get experience, get feedback, learn. And we do
have strong youth programs in Derry, like Derry
Bowl, Derry Challenge. We do. They're excellent
programs. Yeah. Maybe not quite that same accessible,
frequent jackpot model. The article contrasts
it a bit. Right. But the potential is there.
Look at 4 -H Canada, for example. They had over
17 ,000 members involved in like 45 ,000 projects
in 2022. Ontario saw 30 % growth that year. Wow.
So. The youth interest definitely exists if we
give them the right opportunities. Good point.
And the final piece is transforming the events
themselves into these comprehensive entertainment
destinations. Too many dairy shows, the article
argues, kind of remain insider events. Very focused
on the judging, the type classification. Exactly.
Technically excellent, maybe for the purebred
enthusiast, but they often lack that magnetic
pull for the wider community. The whole experience
needs to be a draw, not just the competition
itself. Okay, this is where it gets really interesting
then. How do we make that shift? How do we go
from being primarily an insider event to becoming
more like that cultural phenomenon we see with
some stock shows? Yeah, that's the million dollar
question, isn't it? It's really about, I think,
expanding the tent. making it welcoming and engaging
for a much wider audience, both people already
in agriculture and those outside it. Okay, so
the article doesn't just point out the problems,
thankfully. It lays out a pretty comprehensive
action plan, calls it a blueprint for a dairy
show revolution. Pretty bold. It is bold. So
let's unpack these. Where does this blueprint
say we should start? What are the first moves?
Well, it's really about adopting strategies that
are proven to work elsewhere. And a huge piece
of that is reimagining how we engage young people.
Okay, youth engagement. Yeah. We need more accessible
entry points. That jackpot show model that's
so effective in beef, sheep, goats. We need dairy
-specific circuits like that. More frequent,
more affordable, maybe. Exactly. Regular, affordable
practice. Lower stakes so kids can focus on learning
and skill development. Consistent feedback from
different judges. And making them geographically
accessible so more kids can actually get to them.
And it's not just about the showing itself, right?
The Blueprint talks about diversifying the youth
programming too. Absolutely. Beyond just showmanship,
think about skill building stuff, like Skillathon's
comprehensive contests, testing their knowledge
of dairy husbandry, or marketing and communication
contests, teaching them how to promote dairy
genetics. That sounds great. And maybe structured
mentorship programs, pairing experienced exhibitors
with newcomers. That could foster skills and
that crucial sense of community. That makes a
lot of sense. But what about the cost? Showing
animals isn't cheap. That's critical. The blueprint
stresses breaking down financial barriers. We
need creative solutions here. Things like robust
animal leasing programs, maybe connecting farms
with kids who don't have animals. Okay. Project
scholarships that go beyond just prize money.
Maybe community -sponsored animals for youth
who aren't from farm backgrounds. Grant programs
to help new families cover some of those startup
costs. The cost of entry is just a massive hurdle
for so many. Definitely. Okay, so... Reimagining
youth engagement is step one. What's next in
the blueprint? Modernizing the show formats.
Yeah, exactly. Shaking things up a bit. Introducing
new and, frankly, more engaging classes. Like
what? Well, the article suggests things like
People's Choice Awards. Let the audience vote
for their favorites. That gets them involved.
I like that. Maybe functional -type classes that
focus more on... modern production traits, longevity,
things like that. And definitely some youth -focused
fun classes, costume contests, things that add
a bit of lightheartedness. It changes the dynamic.
It does. And what about how the show itself is
presented? Big improvements needed there too,
potentially. We need professional educational
announcing. Someone who can explain the judging
criteria in plain language that a newcomer can
understand. Don't just jargon. Exactly. Clear
visuals like large screens showing close -ups
or graphics. And streamlined scheduling to keep
the audience engaged, keep things moving. It
has to be clear to a casual observer what's going
on and why it matters. You mentioned the PDCA
updates earlier. Yeah, the Purebred Dairy Cattle
Association show ring code of ethics updates
effective March 1st, 2025. That shows there's
a willingness within the industry to adapt and
address things. Right. And we need to extend
that kind of innovative thinking to the entire
show experience, not just the rulebook. I also
really like the idea in the article about integrating
agritainment. That's a great term. Isn't it?
It's about adding these complementary tractions
that just make the whole experience better for
everyone. So things beyond just watching cows
walk in a circle. Exactly. Imagine dairy product
tastings. Maybe cooking demos using local dairy.
Interactive educational exhibits about modern,
sustainable dairy farming. Family -friendly activities.
Things that connect visitors to dairy agriculture
in a fun, hands -on way. That really shifts the
focus, doesn't it, from just competition to a
whole interactive experience? It absolutely does.
And a third key part of the blueprint is really
leaning into technology to widen the reach. Okay,
digital engagement. Yep. High -quality live streaming
is almost a must now, ideally with professional
commentary like we talked about. Show specific
apps for schedules, entries, results, making
life easier for exhibitors and attendees. And
social media, obviously. Consistent, engaging
social media before, during, and after the event.
Technology like showman .app is mentioned as
an example of streamlining things like online
entries and payments. That frees up volunteer
time for more strategic stuff. And why is this
tech piece so crucial? Well, think about it.
Your digital audience, the people watching that
live stream or engaging online, could potentially
be many, many times larger than the crowd physically
there. Good point. If you're not embracing technology,
you're really limiting your reach. You're missing
huge opportunities to showcase those great animals,
that passion, to a global audience. Okay, strategy
number four in the blueprint. Marketing. But
marketing differently, right? Precisely. Marketing
strategically to multiple audiences. We need
to get better at telling the dairy story. What
does that mean exactly? Focusing the marketing
on the people behind the cows. The passion, the
heritage, the exhibitor dedication, the family
traditions. Highlighting how show ring excellence
actually contributes to producing better milk,
better food. It's not just about the animals.
It's about the culture, the contribution. And
tailoring the message. Yes. Targeting diverse
audiences. Developing specific strategies for
families and youth. Promoting through schools,
4 -H, FFA. For the general public, framing shows
as educational fun, agritourism destinations.
And what about potential new exhibitors? Offering
introductory clinics, maybe learn to show days
to lower the barrier to entry. Holstein USA data
shows there's still interest. 463 different animals
placed top three across 11 national shows in
2022. Right. And their 2024 convention drew over
700 people. So the core interest is there, but
there's clearly a need and an opportunity for
growth. Definitely. Okay, finally, the blueprint
talks about enhancing the actual experience for
exhibitors and spectators. What does that involve?
It gets down to the basics sometimes. Facility
comfort and accessibility. Is there adequate
seating? Can people actually see? Good lighting,
good audio, accessible restrooms and amenities,
comfortable environments for the animals and
the people. Makes sense. What else? Creating
a welcoming atmosphere. Making events feel inviting,
especially for newcomers. Providing clear explanations,
celebrating participation just as much as winning,
making people feel glad they came. And adding
value beyond the show itself. Yeah, value -added
activities. Things like trade shows running alongside
the cattle show, educational workshops, maybe
on genomic selection, nutrition, herd health,
networking opportunities for industry folks,
making it worth their time beyond just watching
the classes. And as we innovate, as we try all
these new things, the article brings up a really
important point about ethics and integrity. Yes.
Absolutely crucial. The recent PDCA updates to
the show Ring Code of Essex, the ones starting
March 1st, 2025, they really reflect a proactive
effort there. How so? Well, they increased the
allowable top -line hair length slightly. which
was a point of discussion. But more significantly,
they specifically address some of those controversial
practices, things like artificial teat setting,
overbagging udders, misrepresenting lactation
status. So drawing some clearer lines. Exactly.
It strikes that necessary balance, I think, between
allowing for skilled fitting, but maintaining
tradition, and most importantly, ethical conduct.
The article is pretty blunt, suggesting the industry
has sometimes maybe looked the other way on questionable
practices for show ring success. But this shows,
We can modernize. We can evolve while upholding
ethical standards. That's vital for keeping public
trust in dairy shows and in the dairy industry
as a whole. Transparency and animal welfare have
to be front and center. OK, so after digging
into all of that, the challenges, the opportunities,
the blueprint, what's the key takeaway? If you're
a farmer listening today, what's the bottom line?
The bottom line is, I think. that the dairy show
world is really at a pivotal moment. It's like
a crossroads, similar to when farms had to decide
about investing in robots or not. Staying the
same, the status quo, it just doesn't seem sustainable
anymore. So action is needed. Action is needed.
You really need to reimagine how we engage young
people. Think about those accessible pathways,
jackpot shows, skillathons, finding ways to lower
those financial barriers. And modernizing the
events themselves, making them more engaging
with new classes, adding that agretainment factor,
ensuring the commentary connects with everyone,
not just the experts. Absolutely. And leveraging
technology apps, social media, high quality live
streaming that's non -negotiable now if you want
to broaden your reach beyond the people physically
present. Showcasing your animals and your passion
globally. And marketing needs to be strategic,
right? Telling that powerful story of dairy's
heritage, the life skills involved, and targeting
different groups effectively. Yes. And underpinning
all of it. Is balancing that tradition we love
with strong ethics to maintain credibility and
ensure animal welfare is paramount? Public trust
is everything. The article puts it very clearly.
The status quo isn't sustainable. Dairy shows
are at a crossroads. And that willingness to
evolve, like we see with the PDCA updates, that
needs to permeate everything we do with shows.
It's going to take collaboration from everyone
involved, breeders, show committees, breed associations,
youth leaders. So the provocative thought for
everyone listening, maybe. The question isn't
whether dairy shows will change. They will. The
real question is, will you be part of driving
that change? Or will you risk being left behind
when it happens? What bold moves are you going
to make to help reinvigorate dairy shows this
year? That's a powerful question to end on. Great
points. And that's probably all the time we have
for today's Deep Dive. For more articles and
insights like the one we discussed, be sure to
visit www .thebullvine .com. And don't forget
to subscribe wherever you got your podcasts so
you don't miss our next discussion. Thanks so
much for listening. That's a wrap for this episode
of The Bullvine Podcast. Remember, it's our collective
courage and innovation that will write the future
of dairy cattle shows. Want to join the conversation
or hear more from the front lines? Visit thebullvine
.com and stay connected. Until next time, keep
raising the bar and pushing boundaries.