Is water Wisconsin's next major industry?

Business leaders and economic development experts from around the state are making a strong case for the job creation potential of water. They're also looking to wind and even forest products as industries with promise to fuel the state's economic growth in the years to come.

Wisconsin's economy has long been characterized by industry "clusters" -- groups of businesses that rely on similar workforce skills, materials and infrastructure. Success comes when group synergies such as supply and distribution networks, applied knowledge and a regional reputation for quality emerge, creating competitive advantages and access to new markets for the group as a whole.

Our earliest industry clusters -- fur, forestry, wheat and mining -- laid the economic foundation for the rise of the dairy, food processing, manufacturing and other industries that have supported our families and communities until recent times.

At a daylong conference earlier this month sponsored by the Wisconsin Business Council and the Wisconsin School of Business, leaders from industry, academia and government gathered to explore emerging industry clusters that may provide opportunities for job creation and above-average wage growth in the years to come. Industries highlighted at the event included water, wind and forest products.

Barry Grossman, an attorney with the law firm of Foley and Lardner in Milwaukee who specializes in intellectual property law, said Wisconsin's geographic location and technology leadership in the water industry have contributed to a fledgling "cluster'' in the Milwaukee area that has positive implications for the entire state.

How can water translate into jobs?

"There are more than 120 businesses in the water industry in the Milwaukee region now,'' including Badger Meter, a maker of water flow sensors for municipal and industrial applications, Grossman said. In addition to companies like Badger Meter that actually make water-related products or provide engineering and consulting services, Wisconsin also is attractive to companies that use water in their industrial processes.

"We sit on 20 percent of the world's fresh water and when you look at places like Las Vegas and Atlanta ... they are running out of water,'' Grossman said. To help market the region's water resources, Grossman said the Milwaukee Water Council has launched the "WAVE'' program -- short for Water Attracting Valued Employers.

"We've had remarkable success, we've gotten calls from investment bankers (and) we are starting to attract some interest from outside companies,'' he said.

Bill Johnson, president of Johnson Timber Corp. and director of government affairs for Flambeau River Papers and Flambeau River Biofuels, said industries throughout the state stand to benefit from public and private support for a water industry cluster. For example, new water treatment technologies developed in the state could improve the efficiency and reduce pollution for the pulp and paper industry.

Johnson pointed out the synergies of a water cluster and another developing hub of industry: biofuels. Flambeau River Biofuels was recently selected for a U.S. Department of Energy grant totaling $30 million to construct and operate a biorefinery at an existing pulp and paper mill in Park Falls.

The biorefinery will convert materials including forest residuals and agricultural waste into gas, which will be converted into sulfur-free biodiesel transportation fuels. When in full operation, the biorefinery will produce at least 6 million gallons of liquid fuels per year.

The plant also will generate enough heat to sell to Flambeau River Papers, which will make it the first integrated pulp and paper mill in North America to operate without fossil fuels. Johnson said the project proves that Wisconsin businesses possess the skills and vision for world-class innovation.

Those sentiments were echoed by Kim Bassett-Heitzmann, president and chief operating officer of Bassett Mechanical in Kaukauna, who focused attention on the potential for a Wisconsin wind industry cluster. Interest in wind energy is growing worldwide and Wisconsin's traditional strengths in engineering, metal fabrication and composite technology position the state for success.

Beyond becoming a center for wind energy manufacturing and engineering through the leadership of companies such as Bassett Mechanical, Wisconsin also stands to capitalize by converting more of its own energy production to wind-based systems. Currently, Wisconsin ranks 17th in the nation in terms of the wind energy production, but has the potential to increase generation from the current 449 megawatts to 19,000 megawatts (the state's 2009 electric consumption is estimated at about 77,000 megawatts).

As with water and the new forest products cluster, support for the wind cluster from Wisconsin academic institutions will be important in ensuring our work force is prepared for emerging opportunities. Basset-Heitzmann noted that Lakeshore Technical College has 25 new students enrolled in its Wind Energy Technology associate degree program.

The Wisconsin Business Council formed earlier this year in an effort to reinvigorate the economic development dialogue among educational institutions, elected officials and private sector leaders. The group's founding members include American Transmission Co., Anthem Blue Cross Blue Shield, AT&T Wisconsin, Commerce State Bank, Midwest Natural Gas, MillerCoors, Orion Energy Systems and Park Bank.

-- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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If there's one thing Wisconsin business travelers can look forward to this fall, it's that, well ... they may be a bit better off than some frequent fliers in other states.

Travelers departing from Dane County Regional Airport and Milwaukee's General Mitchell International Airport can expect to find competitive fares and schedules that are likely to escape the deep cuts anticipated in other regions when fall flight lineups are released. Still, the experts say, Wisconsin travelers will be affected by some of the same trends that are plaguing passengers everywhere.

The recent announcement of Republic Airways' $31 million plan to buy Midwest Airlines is the latest in a series of mergers and reorganizations that have left veteran travelers and industry experts scratching their heads about what will happen next. In south central Wisconsin, where Northwest Airlines previously controlled as much as 43 percent of the market, that airline's merger into Delta Airlines last October is still sorting itself out.

Scott Mast, an owner of Burkhalter Travel in Madison, which is celebrating its 50th year in business, says the combined Delta and Northwest organization now controls just over 50 percent of the passenger traffic at Dane County Regional Airport.

"Whether that's healthy or not remains to be seen, although fares out of Madison have been relatively competitive," Mast says. "We're certainly not as competitive as Chicago, but it's getting better and we have nonstops to New York, Cleveland, Washington, D.C., Dallas, Minneapolis and Detroit, so we've been getting a little bit more."

Sharyn Wisniewski, marketing and communications manager for Dane County Regional Airport, says airport director Brad Livingston paid a personal visit to Delta planners after last year's merger announcement to help them understand the growing needs of the Madison business community.

"We tried to impress upon them to some degree the importance of the routes to Epic Systems, University Hospitals, CUNA and really all of our frequent fliers in the area," Wisniewski says. With all of the airlines retrenching to some degree, it is important to make a continued push on behalf of the area's business travelers, she says.

In contrast to many airports, Dane County's passenger traffic has been on the increase recently, rising 1.3 percent for the first quarter, compared with an 11.3 percent decline nationally. Airport officials are keeping their fingers crossed that performance will pay off when details of the airlines' fall flight schedules emerge.

"We'll see how well we've done," Wisniewski says. So far, "we've done better than many airports. In some places the airlines are just pulling out of airports completely and we have not had that problem. We always like to see things added on new, but at this point we're just trying to hold on to what we have."

The picture is slightly different at Mitchell International, where heavy competition from AirTran already has taken a toll on Midwest Airlines and Southwest Airlines will be entering the market with nonstop flights to six destinations later this year. The planned merger of Midwest into Republic Airlines may give Midwest an opportunity to reinvigorate itself and travelers may benefit from the fight in the short run.

However, says Mast of Burkhalter, none of these competitive changes are likely to reverse the trend toward decreasing customer service and increasing fees tacked on to ticket prices. For example, from the current $15 charge for checking a bag, some airlines are moving to $20 if you pay at the counter (although there may be discounts online); others are charging extra for the additional leg room in exit row seats.

"The airlines are hurting just like everybody else from the downturn in the economy," Mast says. "They just keep paring back and paring back. Now you're paying for seats and bags and it's just bare bones, point-to-point travel.

"Travel agents are the last bastion of service left in the industry," he adds. When last-minute flight changes threaten to derail a client's business itinerary, "We deal with it, we're responsible and we take good care of them. Anytime that we have a schedule change, we're right on top of that" and with agent access to the industry's largest database of available flights, travelers have the best chance of getting back on their way.

-- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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Wisconsin's technical colleges are on a roll and that's good news for the future of our state -- not to mention the tens of thousands of students who will benefit from a bigger paycheck after graduation.

Policy makers have long known that a better-educated, better-trained work force attracts new businesses and stimulates job growth. But the main reason most people attend one of Wisconsin's 16 technical colleges is because they know the experience will virtually guarantee them a better job and a higher salary.

Dan Clancy, president of the Wisconsin Technical College System, says enrollment in two-year associate degree programs, technical certificate offerings and custom training typically mirrors the economy.

"As unemployment increases, more individuals turn to us for education and training and we've certainly seen tremendous growth in enrollments over the past year," Clancy says. "But even when the economy was good a few years back, our enrollments were still growing. It indicates to us that the whole idea of upgrading skills and staying current with your field -- lifelong learning -- has become a necessity."

The enrollment growth has been particularly notable in areas of Wisconsin hard hit by layoffs. Blackhawk Technical College, serving the Janesville area and Mid-State, serving Wisconsin Rapids, have seen double-digit increases over the past year. For the system as a whole, 2008-09 enrollment is up 4 percent over the prior academic year. It's up 25 percent over the past decade.

Clancy says the system calculates the figures based on full-time student equivalents because so many students take a few classes part-time while working or sharing family responsibilities. So, this year's equivalent of 73,000 full-time students represents some 400,000 people actually being served.

The need for flexibility as traditional students and returning adults try to balance work and other responsibilities has not been lost on the technical college system's leaders. Clancy says most campuses have been adding night and weekend class sections as well as online and accelerated course options.

At the same time, the system has been working closely with regional employers and labor groups to make sure that its programs are relevant. The process has gotten a big boost from the Obama administration's economic stimulus package.

A significant portion of the money flowing from the federal government into the state's regional workforce development boards is earmarked for job training and education. The workforce development boards, which also work closely with regional employers to learn about employment needs, then contract with the local technical colleges to provide appropriate programs.

Clancy says some of the stimulus money has encouraged the development of curriculum focusing on energy and utilities, conservation and construction. Creating a work force with these skills will help pave the way for the growth of green businesses, he says. Even now, in the Wisconsin Rapids area, Energy Composites Corp. is working on plans for a wind turbine factory and predicts a need for up to 400 employees.

"Our colleges are looking closely at the whole field of green and renewable energy, while some are specializing in wind and biofuels," he says. "Also, just utility work in general has been a strong area of demand. People are being hired in electrical power distribution," where there is a need for increased transmission capacity and system upgrades.

The technical college system also ensures a steady supply of workers for the state's more traditional industries. For example, while the auto industry may be slumping, other Wisconsin manufacturers have achieved significant gains in efficiency and are performing well against the odds. Clancy says campuses in the northeastern part of the state are continuing to see a strong demand for graduates from welding programs.

For other students, particularly returning adults who have experienced a layoff or are considering a career change, the technical college system can offer help with computer literacy as well as math and science refresher courses. Such coursework may be needed for a transition into a number of better-paying jobs in health care and information technology fields.

Speaking of money, Clancy says the technical college system tracks the starting salaries and employment rates of students through surveys sent out six months after graduation. The latest survey, which captured the experiences of 16,574 students for a 72 percent response rate, showed nine out of 10 graduates (91 percent) were employed within six months.

Even better: the median annual salary for students graduating with a two-year associate degree was $36,192, with many individual fields commanding significantly higher wages. Dental hygienists averaged $51,970, while graduates in diagnostic medical sonography earned $50,046. Students with a one-year technical diploma in electrical power distribution reported annual salaries averaging $49,916.

For more information, view this year's report at http://www.wtcsystem.edu/reports/data/graduate/index.htm

-- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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With an annual impact of some $13 billion per year, Wisconsin's tourism industry represents an important source of jobs and income for state residents.

In Wisconsin Dells and northern communities including Minocqua and Hayward, tourism and its ripple effects sustain families, support the local tax base and create opportunities for new generations of entrepreneurs.

On a national level, however, tourism industry forecasts for 2009 are not exactly glowing. The U.S. Travel Association predicts leisure travel this year will decline approximately 1.4 percent from 2008, which was itself a challenging year.

While traveler sentiment appears to be strengthening based on the association's most recent quarterly index, much of the improvement in attitude is attributable to the industry's aggressive promotion of discounted rates and fares. The association notes that some hotel companies, attractions and rental car companies have been featuring deals up to 50 percent off those quoted six months earlier.

So, what does all of this mean for Wisconsin tourism operators in the critical summer months ahead?

Several regional experts say despite the recent media flap over Wisconsin's new tourism slogan ("Live Like You Mean It"), efforts to promote the state are having a positive impact. While 2009 won't be an easy year, savvy tourism operators throughout Wisconsin are adapting to the changing demands of visitors and looking forward to the summer season with some optimism.

Kevin Ruetten, executive director of the Hayward Area Chamber of Commerce, says the year started off on a high note in his region, with record participation in the American Birkebeiner ski race and its sister event, the Kortelopet. The Birkie and its related festivities drew 15,000 to 20,000 people to the region for a $4 million economic impact. Then, before the spring thaw, nationally sanctioned snowmobile events drew 12,000 to 14,000 people, including many national caliber snowcross competitors.

Events coming in the warmer months, including the governor's fishing opener in early May, the musky festival in June and the 50th anniversary of the Lumberjack World Championships in July, all have tourism operators upbeat.

In addition to these signature events, "we do have a lot of attractions up here that maybe don't cost as much as the attractions elsewhere," Ruetten says. "People can spend time and not as much money, so we're fairly optimistic. Some of the resorts aren't totally full yet, but the calls are still coming in."

Although the Hayward area continues to exude "small-town" friendliness, more establishments have invested in wi-fi capabilities and high-speed Internet access while pressing the phone companies to ensure better cell reception. Given that a missed message can mean lost business these days, such amenities have become increasingly important to working families.

In Vilas and Oneida counties, restaurants, resorts and attraction operators also are optimistic. With gas prices running more than a dollar below last year's levels, the owners of vacation homes in the area may opt for additional trips. Meanwhile, families within a day's driving range gain an incentive to book a resort closer to home instead of a flight to a more distant destination.

"Among the resorts, a big portion of them are very pleased with their bookings for this summer," says Dianna Lang, director of customer relations for the Minocqua-Arbor Vitae-Woodruff Area Chamber of Commerce. "There are some that are a little slow, but those are the ones that don't have bookings in the first part of June and last part of August. We have to keep in mind that many schools are still in session during the first part of June ... and then lots of schools start sports in early August."

Lang says North Woods tourism operators also recognize that changing family dynamics have upped the ante when it comes to offering activities everyone can enjoy. Gone are the days when mom and the kids were content to stay at the cabin playing board games while dad went fishing. Instead, many families are eager for options ranging from outdoor water sports and recreational trails to shopping, indoor pools and game rooms.

Of course, fishing in the area continues to be exceptional, and there's no better place to enjoy a game of cards or backgammon than on a cabin porch overlooking a northern lake, Lang notes.

Ruetten from the Hayward area and Diane Geis-Hapka, executive director of the Minocqua area chamber, both credit the state tourism department for drawing more visitors from targeted out-of-state markets. Although many Wisconsin residents never get to see the ads that play in these regional markets, Geis-Hapka believes they are effective.

"We do get calls and when we ask people where they found our number, a lot of times it's from the Wisconsin Web site," Ruetten says. "We've seen an increase in the number of visitors from Iowa and Missouri, although one of our major markets is the Minneapolis-St. Paul area. When the state launched the new (tourism) tagline, they also announced the launch of improvements to the (industry tool portion of the) site to make it easier to use. I've heard in the industry that a lot of people have liked the improvements."

-- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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As media organizations seek new ways to deliver information in the midst of a severe advertising downturn, it's not surprising that the experimentation may create some concern among traditional users.

But visits to a number of newsrooms around the state in recent days have me convinced that readers, viewers, and yes -- even "Tweeters" (users of Twitter.com) -- stand to benefit in major ways from these efforts to advance the industry.

Without giving away any secrets, it's safe to say that in my 20-plus years of experience with the news media, I've never seen the level of innovation, collaboration and original thinking that is occurring today.

Of course, that doesn't mean it's the best of times for those toiling away in newsrooms hit by layoffs, furloughs, pay freezes and the like. On the outside, it's also not the easiest of times for those who have a legitimate story to tell and are struggling over which media organization, or editor, or reporter to approach with breaking news. Not to mention everyone's adjustment to a locally driven, 24-7 news cycle.

By now, everyone reading this column is familiar with the concept of online news in many forms – reading text on the Web, clicking through interactive graphics, viewing live-streamed video and listening to podcasts all come to mind. Most of you are probably also receiving e-mail news alerts via computer or cell phone.

Yet behind the scenes, Wisconsin's homegrown news industry is working on many levels to better customize your coverage and make it more convenient and accessible. An all-you-can-eat news buffet is quickly replacing the old sit-down meal, thanks to reader research projects that help newsrooms better deploy resources; Web data that hones in on usage; and the ability of users to create unique personal news profiles.

The industry's business model also is changing at the local level in markets throughout the state. We are seeing more endowed journalism -- newsgathering supported by foundations or donor contributions -- as well as sponsorship activity directed towards particular coverage topics or specialty sections. In addition, we're seeing more collaboration across the various mediums.

Across many local markets, newspapers and TV stations have paired up on some level to supplement each other's coverage, by sharing plans for coverage and guest appearances or content from reporters.

In the latest collaborative effort, WisconsinEye, the non-profit public affairs network that operates 70 digital cameras inside the state Capitol, is working with the Wisconsin Newspaper Association and Wisconsin Broadcasters Association to share content with participating newspapers and television stations statewide. To increase public knowledge of the state budget process, WisconsinEye has invited editors and reporters from other organizations to use its content in their own coverage or to make WisconsinEye's coverage available by providing links to its Web site at www.wisconsineye.org.

What will the next wave of innovation look like? My bet is on the ability to access more local news content through devices like the Kindle reader -- a slender, lightweight screen with Internet access and simple controls that allow users to read everything from the latest novel to a daily newspaper. Already, major national players such as The New York Times, The Wall Street Journal and Chicago Tribune are making subscriptions available, often at a discount to the home delivery price.

How soon until these kinds of innovations become even more widespread? The surest way to hasten more personalized news content, richer Web sites and improved media technology is also a sure-fire way to help turn your business or industry around: advertising.

A significant portion of readers and viewers turn to local news media specifically for the advertising and businesses ready to share their message in innovative ways should position themselves now to reap the benefits of emerging media trends.

-- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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Against the backdrop of a looming state budget deficit, participants at a daylong conference on solutions wavered between hope that a federal stimulus package will stave off the worst of the crisis and a sense of resignation that major changes are needed to resolve Wisconsin's long-term fiscal challenges.

"For years, we've had a structural deficit in Wisconsin," said Adam Payne, president of the Wisconsin County Executives and Administrators Association. Meanwhile, the state's overall economic performance has lagged the rest of the nation and its balance sheet has weakened, with the state's unrestricted net assets falling to a negative $8.2 billion.

"That's unacceptable." Payne said. "That's embarrassing. We've got to change our approach and our culture."

Where to start? Some 150 participants at conference organized by the Wisconsin Way project addressed ideas centered on economic development, tax reform and government management and spending.

The event, held at the Concourse Hotel in Madison, featured speakers including Gov. Jim Doyle, business executives, local elected officials, educators, state legislators, academics and policy analysts among others.

Todd Berry, president of the Wisconsin Taxpayers Alliance set the stage for participants by detailing the state's economic challenges -- including a budget deficit now estimated at $5.7 billion.

"There is no mistaking that the average wage per worker is much lower (in Wisconsin) than the rest of the country and heading in the wrong direction," Berry said. "Debt has grown -- our debt service burden as a state at all levels of government combined has moved us into the top 10."

Meanwhile, school aids and Medicaid expenditures together total about 60 percent of the state budget and don't leave much room for cuts without direct effects on K-12 public education and access to health care, Berry said. When spending on corrections, shared revenue for local units of government and the UW-System is added in, the total reaches 80 percent of the state's expenditures.

While several speakers urged aggressive action to eliminate some programs and bring spending in line with state residents' ability to pay, many also said they supported altering the state's tax structure to encourage economic growth, entrepreneurship and research and development activities.

John Torinus, president and CEO of Serigraph, said state tax policy changes to encourage business investment, entrepreneurship and research and development are in the state's long-term interest. Torinus said the concept of a human TIF offers a policy option in which the state could provide tuition incentives to encourage higher education. The tuition incentives could be funded with bonds issued against the projected higher incomes that college educated students earn upon graduation.

Several speakers including Gov. Jim Doyle and State Superintendent of Public Instruction Libby Burmaster raised prospects that money from the proposed federal stimulus package could be used to help ease Wisconsin through painful structural reforms in a way that would foster future growth. For example, certain infrastructure projects could actually help increase the state's capacity for commerce, while stimulus money targeted toward education also could produce long-term economic benefits.

For example, Burmaster said, it may be possible to use some money for learning programs that provide students with the technical skills and flexibility to pursue whatever jobs the economy does create – such the many high-paying welding jobs now open in southeastern Wisconsin.

"We have a great opportunity," Burmaster said. "We need to come together regionally and put this money to work for all of us."

Organizers of the Wisconsin Way effort are the Wisconsin Counties Association, Wisconsin Education Association Council, Wisconsin Realtors Association, Wisconsin Transportation Builders Association, Transportation Development Association of Wisconsin, Wood Communications Group and League of Wisconsin Municipalities. Conference co-hosts included Wisconsin Manufacturers and Commerce, Wisconsin Association of Independent Colleges and Universities, Competitive Wisconsin, Coalition of Wisconsin Aging Groups and the Wisconsin Association of School District Administrators.

The Wisconsin Way project has spent two years researching the state's long-term needs and engaging thousands of citizens in an ongoing discussion about improving Wisconsin's tax system while ensuring quality government services and fostering job creation. The process generated a Draft Blueprint for Change that will be the focal point for another round of public engagement and discussion during the first half of 2009 and will ultimately lead to a final Blueprint for Change in late summer or early fall of 2009. -- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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Quick: name a critical Wisconsin industry that is a) looking to expand; b) adding jobs; and c) not seeking any bailout money during these challenging economic times.

If you said the dairy industry, you'd be right. At a two-day conference in Green Bay hosted by the Dairy Business Association of Wisconsin, the industry's optimism shone in sharp contrast to the bleak mood pervading board rooms and the halls of state government.

More than 450 dairy operators, industry vendors, animal health and nutrition experts and environmental consultants gathered at Lambeau Field on Jan. 28-29 to focus on the competitive opportunities for the industry. According to the Wisconsin Milk Marketing Board, Wisconsin's dairy industry generates $20.6 billion a year for the state's economy and accounts for more than 40 percent of the 420,000 jobs in the agricultural sector.

Laurie Fischer, executive director of the Dairy Business Association of Wisconsin, said she believes that impact will grow as more of her members implement major expansions.

"Wisconsin's economy benefits from dairy businesses of all sizes, but among our larger producers, there is a strong desire to expand in order to continue competing both nationally and internationally," Fischer said. "Economies of scale with the larger farms allow for greater investments in environmental technology, cow comfort, energy efficiency and the skilled workforce needed to manage these businesses."

The state is now home to at least 10 dairy farms that milk 3,000 to 5,000 cows, while other states such as California are home to farms milking 15,000 to 20,000 cows safely and within environmental regulations. Wisconsin's regulatory framework for the dairy industry was a focus of discussion at the industry conference, where owners and industry operators shared tips on planning and executing farm expansions.

Greg Squires, manager of Dairy Enterprise Services and a national consultant to the industry, told attendees one of the best-planned expansions he has been involved with required about 2 1/2 years of work before the first cow was milked. Producers need to take into account the time it will take to gain as many as 30-plus public permits and approvals, depending on the project.

David Crass, a partner in the Madison office of law firm Michael Best and Friedrich, said the complex and changing nature of environmental and other regulations means producers considering an expansion need more detailed research than ever before. In Wisconsin, farms with more than 700 cows are held to the highest regulatory standards and must carefully document their impact on air, water, traffic and soils and submit a detailed nutrient management plan for manure application.

John Roach, an industry consultant from Seymour who develops nutrient management plans, said the state Department of Natural Resources requires plans to include soil monitoring to ensure that groundwater and surface water remain protected. Large farms also must provide detailed engineering documentation regarding construction of manure and wastewater management and storage facilities.

Fischer said members of the Dairy Business Association welcome a regulatory environment that is timely, predictable and transparent. The association is currently working with DNR to expedite the permit process so that producers can better plan their expansion timetable and get down to the business of hiring and training workers to care for the larger herd sizes.

"Wisconsin's dairy producers are eager to invest in the future and in doing so, create very real benefits for the environment and for our rural communities," Fischer said. "Today, the resiliency of the dairy industry is a bright spot in our economy and our producers strongly believe there is even greater potential in the years to come."

-- Sereno, former business editor of the Wisconsin State Journal, is a senior manager at Wood Communications Group in Madison. E-mail jenny.sereno@wcgpr.com or call (608) 770-8084.

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