A Northwoods Farmer Gets His Billboard Moment
Gary Kohn didn’t set out to become the face of Wisconsin dairy farming. He was too busy fixing equipment, caring for his herd, and keeping a 40-year family operation running in Medford.
But the Dairy Farmers of Wisconsin saw something worth celebrating. They picked Kohn as one of 24 farmers featured in their yearlong “Born to Dairy” campaign — complete with billboards, trading cards, and a nickname that fits him perfectly: Farmer MacGyver.
For those of us in the Northwoods, it’s a reminder that the dairy farms dotting Taylor County and beyond aren’t just part of the landscape. They’re run by real people with real grit, keeping a Wisconsin tradition alive one morning milking at a time.
More Than 200 Animals and Four Decades of Family Dedication
Kohn has been dairy farming since he was born. His family has owned their Medford operation for over 40 years, managing a herd of more than 200 animals.
“To me, it’s an everyday enjoyable thing working with cattle and cattling equipment,” Kohn says. That simple statement carries weight — especially in an era when fewer families are choosing the demanding life of dairy farming.
The work never stops. Cows don’t care about holidays or subzero January mornings. Equipment breaks at the worst possible moments.
That’s where Kohn’s MacGyver reputation comes in. “If a plan A doesn’t work, we got plan B,” he explains. “You just got to be ready for a lot of different things.”
Why Wisconsin Dairy Farmers Need Recognition Now
The “Born to Dairy” campaign features two farmers each month throughout 2025, showcasing real Wisconsin families instead of actors or corporate spokespeople.
Suzanne Fanning, Chief Marketing Officer of Dairy Farmers of Wisconsin, says the goal is straightforward: help people understand that dairy isn’t just products on a shelf — it’s about the people behind them.
“We certainly feel like they need to feel the love of the state. And we want people in Wisconsin to be really proud of that dairy heritage. To be from America’s dairy land.”
The campaign matters because dairy farming faces real pressure. Farm consolidation, fluctuating milk prices, and generational turnover mean Wisconsin loses family dairy operations every year.
Celebrating farmers like Kohn helps connect consumers to where their cheese curds and butter actually come from — and why supporting Wisconsin dairy products matters for communities like Medford.
What Makes a Northwoods Dairy Farmer Tick
Kohn describes the resourcefulness that dairy farming demands. When you’re managing livestock, Murphy’s Law applies daily.
A waterer freezes. A milking machine malfunctions. A calf needs emergency care at 2 AM. You can’t call customer service or wait for a repair appointment.
You figure it out. You improvise. You keep the operation running because 200 animals depend on you showing up, no matter what.
Here’s what Northwoods dairy farmers like Kohn handle on any given week:
- Twice-daily milking schedules that don’t accommodate weather, illness, or fatigue
- Equipment maintenance and on-the-fly repairs with whatever tools are in the barn
- Animal health monitoring — spotting problems before they become emergencies
- Feed management and nutrition planning for optimal milk production
- Record-keeping for breeding, health, and production data
“It’s real farmers showing what we do everyday,” Kohn notes. “I think it adds authenticity, that it’s not just an actor, it’s actually farmers behind the scene.”
Trading Cards, Billboards, and Midwest Pride
The campaign uses distinctly Wisconsin humor to tell these stories. Comedian Charlie Berens — known for his “Manitowoc Minute” videos — brings his Midwest sensibility to the effort.
Each featured farmer gets their own persona and trading card. Kohn’s “Farmer MacGyver” character celebrates the fix-it creativity that keeps Wisconsin’s 6,000-plus dairy farms operating.
The billboards appear across the state, giving farmers visibility they rarely get. For rural communities in the Northwoods, seeing a neighbor featured statewide means something.
It’s validation that the work matters. That the 4 AM wake-ups and the missed family gatherings and the financial stress of farming aren’t invisible.
What This Means for Northwoods Communities
Dairy farming shapes the economic and cultural fabric of Taylor County and surrounding Northwoods regions. These operations provide jobs, support local feed suppliers and equipment dealers, and maintain the rural character of our communities.
When you support Wisconsin dairy — whether that’s buying local cheese at the grocery store or choosing Wisconsin butter — you’re supporting families like the Kohns.
Kohn says he didn’t expect to be showcased but was excited for the opportunity. For him, it’s about showing people the reality of dairy farming in Wisconsin.
The campaign runs throughout 2025, featuring 24 farmers total. Each one has their own story, their own challenges, their own reasons for choosing this demanding life.
For those of us who live in the Northwoods, these aren’t just feel-good stories. They’re our neighbors, the people who keep a piece of Wisconsin heritage alive while the rest of the world moves on to something easier.
Maybe next time you’re at the store, look for the “Proudly Wisconsin” badge. Behind that label is someone like Gary Kohn — probably elbow-deep in a repair job, making Plan B work because Plan A failed three hours ago.
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