Build on what sets you apart

“Every operation has a silver bullet ... you just have to find it.”

I heard these words of wisdom from the owner of a North Dakota bison and beef ranch where I worked, and I’ve carried them with me ever since returning to my family’s dairy farms in Wisconsin three years ago.

I am the fourth generation at Norm-E-Lane Dairy in Chili and work with my dad, Josh, to operate Norm-E-Lane. We also work together operating Four Mile Creek Dairy in Hillsdale. We milk 4,000 cows across both farms.

It is an exciting time to be part of the dairy industry. As people take more interest in their diets and how their food is produced, our milk, cheese, beef and other dairy products are foods that families can feel good about putting on the table. Everyone in the industry should be proud of the product they are producing.

Producing a healthy, nourishing food supply is the dairy industry’s “silver bullet.” At the same time, every farm and business has the opportunity to find the things that set it apart while looking for new ideas to improve the business, become more efficient or connect with the community. Not every new idea will work, but each one is a learning opportunity and may become the foundation for future success.

One of those opportunities for us has been adding a beef business. Over the winter, I started the NEL Custom Beef brand by keeping a small number of beef-on-dairy calves to raise to finish and sell directly to consumers in quarters and halves.

In the commodity dairy business, there isn’t a tangible product that we can market to the public directly with our own label. This beef venture has been our first opportunity to do so, and it’s been fun to share our story on social media and intentionally show people what happens on the farm. If you don’t tell your story, someone else will, and it probably won’t be the right one.

Our social media presence isn’t polished or scripted. It’s usually just me taking a few minutes to share a video or photo. I try to mix education about what happens on today’s dairy farms with a little humor and, of course, beef. The response has been positive, and it’s reached far more people than we ever expected.

Continuous learning is another important part of our operation. We encourage every member of our management team to attend at least one conference or industry event each year, and we try to lead by example. Every time someone attends a program, they come back with fresh ideas and new energy to try something different or make improvements.

Fitness and staying active have also always been important in our family, so we’ve made that a bigger focus for our team by adding gym equipment at the farm. Fitness challenges and group workouts encourage everyone to stay active, eat healthy and be the best version of themselves both at work and at home. Keeping ourselves and our team “Farm Fit” while producing nutritious whole-food products is something we value.

Engaging with our neighbors and communities has always been a big part of our family’s operation, too. We know the relationships we build are invaluable, and we enjoy sharing our story. Each year, we host a field trip for fourth graders in the county, bringing about 500 students to the farm to learn where their food comes from.

In 2025, we tried something new by hosting a movie night on the farm. We set up a large inflatable screen, encouraged everyone to bring lawn chairs and accepted donations for charity. It quickly became a new tradition; in 2026, donations will support our local United Way backpack drive.

We’re also excited to host the 2026 Agricultural Community Engagement twilight meetings at both our farms in August. The meetings are a partnership between Professional Dairy Producers, Wisconsin Towns Association and Wisconsin Counties Association, providing an evening of open conversations about issues that matter most to rural Wisconsin. Community leaders, elected officials, regulators, business leaders, farmers and neighbors tour the farm, enjoy ice cream together and have honest discussions about agriculture, the environment, rural communities and our state’s future.

Like most dairy farmers, I feel extremely fortunate to live this life: caring for animals and crops, creating opportunities for people and families, producing healthy food and, of course, driving big tractors. As my Grandpa Jerry would say, “Life is golden.”

By finding our own “silver bullet” and building on what makes our businesses unique, each of us can help create an even stronger future for our farms, our communities and our industry.

Emmett Meissner operates Norm-E-Lane and Four Mile Creek Dairy along with his father, Josh Meissner.