Sassy Cow Creamery just celebrated its second anniversary. Last year, looking to get its name out there, the dairy landed a contract to supply milk to a high-profile Madison event. All went smoothly and the dairy was looking forward to a repeat performance this year. But this spring the family-owned, Sun Prairie-based dairy was outbid by Dean Foods, a $12 billion company that now controls 57 percent of Wisconsin?s milk market.
This David-versus-Goliath struggle for market visibility is indicative of what is occurring across the state.
Quoted: Peter Carstensen, UW-Madison law professor, and Robert Cropp, UW-Madison professor emeritus in agricultural and applied economics