Cows? Check. Grilled cheese? Check. Ice cream? You bet! As one of the sweetest traditions at World Dairy Expo, the GEA Farm Technologies ice cream stand marks its 20th year in Madison. Sue Begg, GEA’s Marketing and Communications Manager, is the mastermind behind the stand, spending six months getting everything ready for the big event.
“We serve around 12,000 to 13,000 dishes of ice cream during the four-day show,” says Begg. “With warm weather expected this year, we’re hoping to exceed those numbers.”
Begg works closely with Cedar Crest Ice Cream to ensure they have everything needed. “We pre-order 420 tubs of ice cream,” she explains. In addition to ice cream, cups, and spoons, Begg manages a team of around 200 volunteers, including 135 Wisconsin FFA members who help scoop the ice cream.
20 Year Anniversary
Reflecting on how the stand has evolved over the past two decades, she shares that the operation has seen significant changes, with continuous improvements to make the experience better for everyone involved.
“When we first started in 2004, we only had one or two flavors, and Cedar Crest Ice Cream didn’t come on board until 2005,” says Begg. Over time, the booth has upgraded its setup with features like specialty rings for ice cream tubs to make scooping easier for students, and environmentally-friendly efforts such as switching to recyclable cups. They’ve also added wash vats for improved cleanliness, racks to keep the flavors organized, and a TV to showcase GEA’s products from their main booth.
Despite the upgrades, Begg notes that the price has remained surprisingly steady over the years. “In 2004, it was just $1 per cup, and though it’s gradually increased, today’s price of $3 is still a great deal for a generous scoop of premium Cedar Crest ice cream,” she explains. The consistency in pricing, along with their commitment to quality, has made the ice cream stand a beloved tradition at World Dairy Expo, where visitors eagerly line up each year for a sweet treat. “We’re happy that people continue to enjoy it, and the numbers certainly show that they do!”
Daily Flavors
Three unique flavors are featured daily, with something to satisfy every sweet tooth.
Tuesday
- Caramel Collision
- Chocolate Chip Cookie Dough
- Wisconsin Campfire S’mores
Wednesday
- Cookies and Cream
- Mackinac Island Fudge
- Praline Pecan
Thursday
- Cookie Monster
- Elephant Tracks
- Strawberry Cheesecake
Friday
- Jumping Jersey Cow
- New York Cherry
- Pirates Bounty
Proceeds from the stand go to the Dane County Agricultural Teachers Association, helping fund community events, support FFA student participation in seminars and conferences, and promote agricultural education for local youth.
