Business lobby proposes removing 'America's Dairyland' from Wisconsin license plates

Tuesday, 17 October 2017, 11:58:03 PM. The head of the state’s influential business lobby says Wisconsin should consider scrapping the slogan that has adorned its vehicle license plates since World
The head of the state’s influential business lobby says Wisconsin should consider scrapping the slogan that has adorned its vehicle license plates since World War II: “America’s Dairyland.” There’s no indication the idea has traction at the state Capitol, and the state’s dairy lobby is opposed. The suggestion by Kurt Bauer, executive director of Wisconsin Manufacturers & Commerce, prods the state and its residents — who affectionately refer to themselves as “Cheeseheads” — to reimagine their identities in the 21st century. Such an image makeover could be linked to a $10 billion plan by Taiwanese electronics giant Foxconn to build a manufacturing campus near Racine, Bauer added. “America’s Dairyland” has been on Wisconsin-issued vehicle license plates since 1940, as required by state law. Policymakers discussed discarding the slogan three decades ago, only to arrive at a new license plate design that retained it. The suggestion created a stir on social media Monday immediately after Bauer suggested it publicly at a Wisconsin Manufacturers and Commerce luncheon. Later Monday, Bauer clarified in a follow-up email that his organization — perhaps the most influential lobbying group among Republicans who control the state Capitol — would not lobby lawmakers in favor of the change, adding that it’s only a “conversation starter.” Bauer said the state motto, “Forward,” would be a good license-plate alternative. “To me, ‘Forward’ connotes resolve, indomitability and progress — not a...Read more
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