The information below has been supplied by dairy marketers and other industry organizations. It has not been edited, verified or endorsed by Hoard’s Dairyman.

Brown Swiss enthusiasts from across the country are invited to “Celebrate Swissconsin” at the 2024 National Brown Swiss Convention in Green Bay this summer. Set for July 3 to 6, 2024, at the Hyatt Regency Green Bay, the National Brown Swiss Convention will attract over 150 dairy producers and enthusiasts looking to learn, network and share their passion for the Brown Swiss cow and the dairy industry.

“We’re excited to celebrate our state, our cattle, and our juniors in Swissconsin for the National Brown Swiss Convention, National Junior Heifer Show and National Sale,” says Jennifer Meyer, Convention Chairperson. “We’ve received great support from our sponsors which we believe will give us a chance to offer a very family- and budget-friendly event for breeders from across the country.”

A highlight of the convention will be the National Brown Swiss Sale on July 6 at the Brown County Fairgrounds in De Pere, Wis. The sale is being managed by Norm Magnussen, Brown Swiss Enterprises. Consignments for the sale of high-quality Brown Swiss cattle, embryos, semen and choices of donors are being sought right now. Breeders are encouraged to consider a consignment that could showcase their herd and genetics.

“Consigning an animal or a choice to the National Sale is one of the best ways a breeder can put their breeding program in the national spotlight for marketability and promotion of their herd,” says Norm Magnussen, National Sale Manager, Brown Swiss Enterprises. “The National Sale has a great legacy of offering buyers options to advance their existing breeding program or lay the foundation for a new Brown Swiss venture, and this sale will certainly continue that legacy in Wisconsin.”

Celebrate Swissconsin will kick off with an Opening Night Celebration in the Titletown District of Green Bay on July 3, providing breeders a chance to see Lambeau Field and experience the local flair of the Green Bay Packers. July 4 is youth day and will include the ST Genetics National Junior Heifer Show as well as the National Brown Swiss Fun Auction, the largest fundraiser for the year for youth activities. The show will be held at the Brown County Fairgrounds and entry information will be available in April.

“We’re very grateful for the support from ST Genetics who are great supporters of youth activities in all breeds and stepped up to be the lead sponsor of our show,” Meyer said. “The ST Genetics National Heifer Show will be an opportunity for youth to see how their heifers match up against the others from around the country. But, more importantly, it’s an opportunity for them to meet and make lifelong friends who have the same passion for Brown Swiss cattle that they do.”

Friday, July 5, will be host day, as several Wisconsin breeders host farm tours. Attendees will visit Meadow Brook Farm, the Kappelman family, Manitowoc; Jenlar Holsteins & Brown Swiss, the Meyer family, Chilton; Loehr Dairy, Joe and Mark Loehr (along with their families), Mt. Calvary; and ST Genetics, Fond du Lac. Juniors will be spending the day at Bay Beach with pizza and games. Host Day wraps up with a Breeders Banquet and a final celebration of Brown Swiss breeder and youth achievements.

Registration information will be available later this summer, but sponsors and volunteers are currently being recruited. To learn more about the convention, search for the 2024 National Brown Swiss Convention event on Facebook or contact Jennifer Meyer, convention co-chair at To learn more about the Wisconsin Brown Swiss Association, visit