Highlights Archives
Wisconsin Royalty: Alice in Dairyland
June is Dairy Month in Wisconsin and marks the start of the yearlong duties of one of Wisconsin agriculture's most recognizable spokespersons — Alice in Dairyland. 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.
Alice in Dairyland got her start in 1948 when she hosted the Wisconsin Centennial Exposition at State Fair Park in West Allis. A huge papier-mache "Alice" answered questions from children while the real Alice, Margaret McGuire Blott, remained seated just offstage. This Alice doll was re-created in the reigning Alice's likeness for several years.
Early Alices traveled nationwide, logging more than 150,000 miles a year and making more than 1,000 annual appearances. 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. Judith Schultz, the 1969 Alice, 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.
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 June Dairy Month events.
See pictures of Alice through the years.
:: Posted June 1, 2005
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