During Wisconsin’s centennial year of 1948, state dairy officials started a program to promote Wisconsin’s dairy industry nationwide. Every year since, a young lady from Wisconsin has been chosen to be "Alice in Dairyland."

"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.