Big Isn’t Bad

Large family-farming operation equals big educational opportunity

John Pagel believes that big isn’t bad. He’s proud to farm in Kewaunee County, Wisconsin, which is home to 42,000 cows – and only 20,500 people. Five thousand of those cows belong to Pagel’s Ponderosa Dairy, up from just 65 only 35 years ago. Pagel says a larger operation allows him to share his story with more people than ever.

“In this environment of consolidation, expansion and growth, it’s important to show people what farming is all about,” says Pagel. “I still live in the house that I was born in, and I took over the farm from my parents in 1980, when I was 21 years old. Today, I’ve got four kids who are all involved in the operation along with many long-term employees who are like family. Many times, people think big is bad, so we want to show consumers how a large operation can be both family-owned and efficient.”

In 2009, Pagel built a new facility, complete with a rotary milking parlor that allows him to milk 525 cows per hour – 3,700 cows three times per day. He soon began offering tours to the public to tell his story. Today, 10,000 to 12,000 people per year (more than half the population of his county) make Pagel’s Ponderosa Dairy a destination.

“Many people learn kinesthetically, or in a hands-on way, so we believe it’s important to bring people out to the farm to experience it in-person,” he says. “We tour the farm. We show groups how we milk the cows, generate electricity, manage feed and raise our calves. We’ll have a small cheese room soon, so visitors can see cows being milked, then walk 200 feet and see the cheese-making process.”

And that’s Pagel’s goal: to connect people to agriculture. Pagel learned by hosting tours that teaching children about agriculture really isn’t very different from teaching adults about the industry.

“We’re finding that the older generation is not familiar with how a farm works. They are so far removed from farming, so we’re changing the way we deliver our message,” explains Pagel. “We now start with the basics, much like how we’d teach the younger generations.”

Visitors learn of the operation mostly by word-of-mouth recommendations. Pagel’s advice to other farmers for creating awareness in their own communities and connecting with visitors? Just tell your story.

“Tell your story in a personal way so people can understand who you are and can relate to your operation,” he says.

“I make time to educate consumers and the community about agriculture because I want agriculture to exist and thrive in Kewaunee County and in Wisconsin for not only myself, but for my kids and my grandkids,” he says. “As farmers, it is our responsibility to work on making sure the agriculture industry is accepted and embraced for generations to come.”