Alice in Dairyland
"Alice in Dairyland" Margaret McGuire, 1948
Wisconsin. Margaret was named the first "Alice in Dairyland" ambassador to promote cheese and the Wisconsin dairy industry. View the original source document: WHI 25131
"Alice in Dairyland" got her start in 1948 when state officials started the program to promote Wisconsin's dairy industry nationwide. The first "Alice in Dairyland," Margaret McGuire Blott, was the host of the Wisconsin Centennial Exposition at State Fair Park in West Allis.
Did you know?
During the first "Alice in Dairyland" event, a huge papier-mache "Alice" answered questions from children while the real "Alice," Margaret McGuire Blott, remained seated just offstage. For several years the "Alice" doll was re-created in the reigning ambassador's likeness.
June Dairy Month
June Dairy Month began as "National Milk Month" in the summer of 1937 in response to a surplus of milk on the market that spring. The promotion was expanded in 1939 to include all dairy products and, in 1940, Wisconsin Governor Julius P. Heil officially proclaimed June to be Dairy Month in Wisconsin.
Every year since, a young lady from Wisconsin has been chosen to be "Alice in Dairyland."
Alice Travels Across the Nation
"Alice" travels throughout the state and country to attend a variety of events promoting Wisconsin, dairy products, and Wisconsin's other diverse industries. Although Wisconsin markets its dairy industry in many ways, "Alice in Dairyland" is its most recognizable ambassador. Early "Alice" ambassadors logged more than 150,000 miles a year and made more than 1,000 annual appearances across the nation. In 1952 "Alice" Beverly Steffen Brunner brought boxes of cheese to Hollywood stars, served samples at grocery stores, and rode in the 1953 Rose Parade. The 1969 "Alice" Judith Schultz danced with Lawrence Welk on his popular television program. Today's "Alice" spends most of her time in Wisconsin, though she continues to travel both nationally and internationally.
Selecting 'Alice' Each Year
The process of choosing "Alice" has changed dramatically since 1948. That first year, promoters of the contest had searched high and low for contestants, narrowing down the field to 16 finalists based on photographs alone. Early selection criteria were simply "beauty and health, general personality, and ability to present herself and her message before large groups." Close to 500 women applied for the job in the early years of the contest.
Today's "Alice" goes through an elaborate series of interviews and must have some experience or education in communications or marketing as well as knowledge of the agriculture industry. "Alice in Dairyland" is now a one-year, full-time contract position with the Wisconsin Department of Agriculture, Trade and Consumer Protection. Crowned at the end of May, "Alice in Dairyland" helps to kick off Wisconsin's June Dairy Month events.
Learn More
See Images of 'Alice' Through the Years
See More About Dairying
See more images, essays, newspapers, museum objects and records about the dairy industry.