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What if everything you think you know about building a successful dairy operation is backwards – and one man’s 58-year unbroken streak proves relationships matter more than genetics?
A faded red ribbon hangs quietly in Tom Morris’s office today, a testament to a moment that changed everything. Earned by a 2-year-old Holstein at the 1954 Royal Winter Fair, that ribbon represents more than just a show win—it marks the beginning of a journey that would span seven decades and reshape how the global dairy industry connects, communicates, and conducts business.
The ribbon belonged to his father Arden and Uncle Maldwyn’s homebred herd from Arwyn Farms in Oconomowoc, Wisconsin, just a stone’s throw from the legendary Pabst Farms. For young Tom Morris, watching those cattle load into boxcars bound for Waterloo, Chicago, and Toronto wasn’t just about livestock transportation—it was about dreams taking flight on steel rails, carrying the hopes of Wisconsin dairy families toward distant show rings and new opportunities.
That childhood exposure to excellence set the trajectory for what would become one of the most influential careers in modern dairy history. Today, as the 2025 recipient of Holstein Association USA’s Distinguished Leadership Award, Tom Morris’s story offers both a roadmap for adaptation and a reminder that at its heart, the dairy business remains fundamentally about relationships, integrity, and the relentless pursuit of genetic excellence.
Building the Foundation: From Champion Judge to Innovator
The morning Tom Morris walked into what is now Northwoods Technical College in New Richmond, Wisconsin, he carried more than just his University of Wisconsin diploma—he brought the confidence of someone who had already proven himself exceptional. His success as the high individual at the 1971 Intercollegiate Dairy Judging Contest at the World Dairy Expo had marked him as a rising star, but standing in those college classrooms, Morris began to envision something beyond personal achievement—a chance to prepare the next generation for excellence systematically.
Fresh out of college, he could have chosen the safety of working within established systems. Instead, he and two fellow young instructors embarked on an ambitious challenge: designing and launching the country’s first post-secondary, 9-month herdsman program from the ground up. The concept was revolutionary for its time—focused, intensive education that would bridge the gap between classroom theory and barn-floor reality.
“It was interesting that my superiors encouraged me to continue to judge local, district, and state shows, as well as work sales, to help promote the program,” Morris recalls. This encouragement proved prescient—staying connected to the real world of dairy farming became essential for meaningful education that could prepare students for immediate success in modern dairy operations.
The program’s impact exceeded all expectations. Within a single year, eager students were arriving from throughout the United States and even Canada, drawn by the promise of comprehensive, practical education. Over the decade Morris spent in higher education, he witnessed the transformation of more than 250 eager-to-learn young people from several countries, many of whom would go on to become leaders in their own right and remain lifetime friends.
This early experience established the patterns defining Morris’s career: innovation driven by practical need, education rooted in real-world application, and an unwavering commitment to developing the next generation of industry leaders. Most importantly, it demonstrated his understanding that progress in the dairy industry isn’t just about better genetics or improved technology—it’s about better-prepared people who understand both the science and art of dairy management.
Deronda Dreams: Mastering the Art of Excellence
1975 Tom married Sandy, and together, they embarked on what would become a masterclass in breeding and merchandising excellence. Picture the young couple walking through the barn at Deronda Farm, their vision crystallizing with each decision: this wouldn’t be just another dairy operation—it would be a laboratory for testing theories about genetics, marketing, and the global appetite for elite Holstein bloodlines.
Deronda’s philosophy distinctly differed from the deep family breeding programs that had characterized both Tom’s and Sandy’s family farms. “Being involved in the sales business, and unlike both our families, we didn’t feel we had the time or patience to breed deep cow families as they had,” Morris explains. “Merchandising was more the name of our game at Deronda.”
This approach required a different kind of vision and risk tolerance. Rather than building for generations, the Morris family was building for immediate impact and global reach. Cattle from Deronda found their way to Latin America, Europe, and Japan, carrying Wisconsin genetics to markets hungry for American Holstein excellence.
The results validated their approach spectacularly. Over their years of active breeding, they developed more than 200 Excellent cows—a remarkable achievement that reflected genetic selection and exceptional management and care. Between 1980 and 1989, Deronda held three complete dispersals, and all three achieved the distinction of being the highest averaging dispersal of their respective years in America.
Picture Tom Morris standing by that very sale ring at Deronda for their first dispersal, watching lot after lot of cattle he and Sandy had carefully developed cross the platform. The first dispersal tested every principle he believed about letting quality speak for itself. As hands flew up around the ring and averages climbed beyond expectations, Morris felt the validation of their approach—but also the bittersweet reality of watching their special Holsteins find new homes across the continent.
“It was due to the efforts of our fulltime herdsmen and foreign trainees who cared for and developed our cattle to their full potential that made our Deronda dreams come true,” Morris acknowledges, recognizing that great cattle don’t develop themselves—they require dedicated, skilled caretakers who understand both the science and art of dairy management.
The decision to discontinue the milking operation in 1989 came from a crossroads many successful farm families face. “Due to our growing sales management business, shortage of available labor, and our desire to spend time with our small children, Moriah and Adam, we discontinued our milking operation,” Morris explains. But the experience had proven invaluable: “I was a much better instructor at Northwoods Technical College, as I actually rode the up-and-down swings of operating a dairy farm,” he reflects. “In addition, I knew what our clients were actually feeling as they bought or sold, and especially the feelings and stress involved with a complete dispersal, as we had been through the same.”
Deronda Farm remains their home today, where each year they provide summer camp to a handful of beautiful dry cows from longtime friends at Crisdhome Farms. “We continue to own a few dozen Holsteins in partnership or housed with friends around the country, and I’m expecting always will,” claims Tom.
Finding His Voice: The Art of Connection
The transformation from breeder to auctioneer began with watching Harvey Swartz work a sale. Swartz, Morris’s home county’s 4-H dairy judging team coach and one of the industry’s highest profile auctioneers with “a great reputation across the country as the ‘voice of experience,'” possessed something Morris wanted to understand—the ability to connect buyers and sellers through the rhythm and cadence of professional auctioneering.
This fascination deepened during his decade-long association with Alvin R. Piper’s sales organization beginning in the early 1970s, conducting “a large number of consignment and herd sales primarily throughout the Midwest.” Under Piper’s mentorship, Morris learned that successful cattle sales require more than just calling numbers—they demand an understanding of the emotional and financial dynamics that drive major breeding decisions.
Tom went on to partner with Jim Hoskens in managing sales for several years, and also traveled with his gavel across nearly 40 states, honing his auctioneering skills and making connections with breeders who shared Tom’s passion for this industry.
Out of these experiences, Morris developed a philosophy that would guide his approach for decades: “Good Sales Don’t Just Happen – They’re Managed.” Picture Morris on a tense sale morning, meticulously checking every detail one final time. A consignor approaches, worried about market conditions and whether their cattle will meet expectations. Morris’s voice remains steady and reassuring as he explains his preparation process. “Our goal was always to have all the essential details completed by the evening prior to the sale,” he explains. Every lot has been strategically positioned, every bidder personally contacted, and every detail anticipated.
This preparation reflects Morris’s understanding of a fundamental truth: “When a family entrusts their lifetime of work and their retirement to your hands, you have got to be on your A game, as there are no do-overs!” The weight of this responsibility shaped his approach to the business, emphasizing honesty, integrity, and the assembly of talented, dedicated teams capable of handling the complex demands of modern cattle sales.
The approach proved effective across more than 500 Holstein auctions throughout North America and Europe, including nine National Holstein Convention Sales. Morris learned to be not just an auctioneer but a counselor, advisor, and problem-solver for families making life-altering decisions. “Each situation is different,” he explains. “A dispersal may be viewed as a celebration of a life’s work, another as a purely business opportunity; it may be brought on by financial success or failure; or because of a tragedy or family dynamics. In addition to managing the sale, we often needed to be a sounding board and be able to bring an outside perspective for people making life-altering decisions.”
World Stage: Fifty-Eight Years of Excellence
On a crisp October morning in 1967, Tom Morris joined thousands of others for the inaugural World Dairy Expo, unaware he was beginning what would become an unbroken 58-year attendance streak. As a University of Wisconsin-Madison student, he spent entire weeks on the grounds, watching professors treat the event as more important than classwork and participating in the organized chaos of setting up what would become “the must-attend event for everyone in the global dairy industry.”
His earliest memories capture a different era entirely: “Early on, the ag professors were highly involved with the show, making classwork almost optional. We assisted with setup, much like the Badger Dairy Club has done for decades, as well as working with show strings”. Picture young Tom Morris and his fellow students unloading train boxcars from Doug Maddox’s RuAnn Farm, the side track located “right behind where the Sheraton has now stood for years.” The excitement was palpable as they led cattle across John Nolen Drive to the Expo grounds—”an adventure!” Morris recalls—navigating busy streets with valuable livestock, the sounds of cattle hooves on pavement mixing with car horns and excited student voices.
But Morris wasn’t just an observer of this evolution—he became one of its architects. Among his most treasured memories is leading Pammie, their homebred 3-year-old, to first place and Best Bred & Owned of the Show at the World Dairy Expo in 1969, an achievement that led to All-American recognition. Standing in that ring, blue ribbon in hand, Morris felt the electricity of the crowd’s approval and understood he was participating in something larger than individual achievement—he was helping establish the credentials and reputation that would open doors to greater involvement in the event’s leadership.
His family’s commitment to the World Dairy Expo’s success created a foundation for Morris’s increasing involvement. “Sandy and I grew up in the industry, and both our families were early supporters of the need for the new event in Wisconsin,” Morris explains. “The Morris and Mayer families had heifers in both donation sales to raise the funds that were needed. It was an exciting time and impacted our desire to stay in the industry”.
This family investment allowed Morris to take on increasingly significant roles, eventually serving as chair of the Dairy Committee since 2011 and Vice-President of the board of directors. These positions provided him with a front-row seat to witness and help shape the event’s evolution “from its early days of primarily a really, really fine cattle show, into today’s modern-day dairy exposition that is recognized wherever dairy cattle are milked on the planet.”
The World Classic: Creating the International Marketplace
When Morris took over management of the World Classic Holstein Sale in 1989, he didn’t just inherit another cattle auction—he received an opportunity to create what he would brand as “The World Classic – The International Marketplace.” The vision was ambitious: to present “a limited offering of the world’s most sought-after genetics” in a setting that would attract Holstein enthusiasts from around the globe.
Picture the Wisconsin Coliseum transformed for that inaugural World Classic under Morris’s direction: “From the first sale, we utilized the lighting and sound system in the Coliseum to design a unique opening that helped draw thousands of Holstein enthusiasts from far and near, marking a special event.” This wasn’t just about selling cattle but creating an experience that would elevate the entire transaction to something approaching theater.
The results validated the approach immediately and consistently. Under Morris’s management, the World Classic has grossed over $1 million fourteen separate times and $2 million three times, with the 2021 sale being the highest grossing sale ever recorded at the World Dairy Expo, when 49 lots averaged $44,250. “Although the averages over the years have consistently ranked among the highest, its impact on genetics worldwide has been just as impressive,” Morris notes. During the sale’s first couple of decades, more than 25% of the offerings were exported, literally exploding top genetics around the globe.
Morris’s commitment to innovation kept the World Classic relevant as the industry evolved rapidly around it. To maintain pace with accelerated genetic progress, the World Classic introduced groundbreaking elements: “selections from breeders from 5 European countries, early frozen embryo packages, contract flushes, the first clone to sell at public auction. A pair of calves imported from Germany that spent months in quarantine offshore then sold live. Young sire groups, and other innovations”.
Morris’s recognition that great events require great teams was central to this success. “It is essential to surround yourself with talented, gifted, dedicated, and hard-working people to put on the World Classic,” he emphasizes. For nearly twenty years, Scott Culbertson has served as “the Captain of the World Classic,” handling the majority of selections and assisting in every area. Jason Danhoff has headed up the care and preparation of the heifer lineup, working with experts like Fenja Boekhoff and Jonas Melbaum to ensure every animal looks its absolute best under the bright lights.
Connecting the Industry: The Communication Revolution
In 1990, Tom and Sandy Morris sat in their office, frustrated by a problem that seemed both insurmountable and straightforward. “For years, we spent a lot of money promoting our Deronda Holsteins and the auctions we managed, utilizing the available state and national breed magazines and local farm newspapers,” Morris recalls. The challenge was cost, turnaround time, and effectiveness of existing advertising options—particularly as full-colored photo ads became the new standard but came with “hefty price tags and long turnaround times.”
The question that drove innovation was elegantly simple: “Why can’t our industry have a low-cost, fast turnaround (prior to the internet), easy-to-use, on-time, no-nonsense publication to ‘Connect Buyers and Sellers Coast to Coast’?” Picture Tom Morris finally put his agricultural journalism minor to work as he and his team designed a publication prioritizing speed, affordability, and direct connection between industry participants.
“After a few months of designing and developing it and compiling a mailing list in an attempt to reach only active dairymen,” they launched The Cattle Connection at the 1990 World Dairy Expo. The market response exceeded all expectations. “The remarkable acceptance from the industry allowed it to grow rapidly into one of the dominant communications for the industry,” eventually achieving the largest circulation of any dairy breed publication in North America.
What made The Cattle Connection particularly effective was the authenticity of its editorial approach. “As our editors were all part of the dairy world, they truly connected with advertisers and were committed to timely and accurate publication.” This wasn’t journalism about the dairy industry from the outside—it was communication from within the industry by people who understood both the business and editorial challenges involved.
The publication’s impact extended far beyond simple advertising. For 32 years, it served as the connective tissue for all breeds of the North American dairy industry, helping breeders find markets, buyers discover genetics, and the entire community stay informed about opportunities and developments. The decision to sell to Holstein International represented both validation of what had been built and recognition of changing industry dynamics, ensuring the publication’s continued evolution under ownership that understood its mission and value.
The Mentor’s Legacy: Fifty Years of Heart
Every summer for fifty consecutive years, Tom Morris has climbed into the auctioneer’s booth at the Polk County Fair, watching nervous 4-H members lead their projects into the ring for the junior livestock sale. Picture a sweltering August afternoon in 2024: a young girl approaches the ring with her first big steer, hands shaking as she adjusts the halter one more time. Morris catches her eye from the auctioneer’s stand and nods encouragingly. His voice, steady and reassuring, calls out the bids as her hard work is validated by enthusiastic buyers. In that moment—watching her face light up as the final bid far exceeds her hopes—Morris sees the future of agriculture and remembers why he calls this “one of my favorite endeavors.”
This annual tradition represents more than just professional service—it embodies Morris’s fundamental belief that “the next generation is our greatest national resource.” This conviction has driven his involvement in youth programs spanning five decades, from his decade in post-secondary education to coaching judging teams, assisting at college club sales, and supporting local school and athletic teams.
The scope of his mentorship extends far beyond formal programs. “We have also had the privilege to work with a long list of young people over the years across the country that prepared thousands of head prior to entering the auction ring,” Morris reflects. “Many have gone on to become extremely successful in the industry. As I reflect, I am hopeful that we have made a small impact on their lives, as they have impacted ours”.
His involvement in establishing the Merle Howard Award at the World Dairy Expo demonstrates how personal relationships can be transformed into lasting institutional recognition. Presented annually to an outstanding youth exhibitor, the award honors “Uncle Merle,” who was “a great mentor to so many in our generation.” In 2025, the award will mark its 20th year, representing two decades of recognizing excellence while preserving the memory of someone who shaped Morris’s own development.
Partnership in Excellence: The Foundation of Success
Stand in the office at Deronda Farm today, and you can still feel the energy of decisions made together, dreams pursued in partnership, and successes shared equally. For Tom Morris, his marriage to Sandy represents more than just personal happiness—it embodies a shared vision that has shaped every aspect of their professional and personal lives. “There’s no question the best thing that ever happened to me is having Sandy as a partner, in every way and in everything that we have ever done, for over a half century,” Morris acknowledges with the conviction of someone who has seen too many careers falter without such support.
Their backgrounds and shared understanding created a foundation that eliminated many of the tensions that can arise when career demands conflict with family priorities. “Our backgrounds and families are very similar. At an early age, we both knew we wanted to spend our lives involved in the Holstein industry,” Morris explains. “But the most important part of our lives was raising Moriah and Adam.”
Today, watching their daughter Moriah and her family at Cycle Farm provides both personal satisfaction and ongoing education for Tom Morris. Brothers Tony and Jacob Brey and their wives Moriah and Lauren own and manage this modern dairy, home to over 1,600 registered Holstein cows while farming over 2,000 acres. Tom marvels at innovations that seemed impossible during the Deronda days. Tom & Sandy’s grandkids, Evan and Alexa, plus Jake & Lauren’s kids Rosella, Willem, and Gigi, represent another generation of family involvement in the Holstein industry, validating decades of careful attention to both genetic and family development.
“Every time I visit I learn a semester’s worth of education,” Morris admits, his willingness to continue learning from the next generation reflecting the humility and curiosity that have characterized his entire career. This ongoing education demonstrates that true expertise includes recognizing how much there is still to discover and that the greatest teachers often learn as much as they teach.
Lessons for Today’s Producers: Timeless Principles in a Digital Age
As Tom Morris reflects on more than five decades in the dairy industry, his insights offer practical guidance for today’s producers facing unprecedented challenges. His approach to business success rests on principles that transcend technological change: “In order to have a successful business for decades, it’s essential for it to be built on honesty and integrity, and to assemble and surround yourself with a talented, organized, and dedicated team.”
Technology continues to reshape business operations, but Morris views these changes as opportunities rather than threats. “Technology continues to rapidly change the world we live in and is evident throughout our dairy industry,” he observes. He recalls that “bringing a temporary phone line into the auction box was an exciting step,” contrasting it with today’s reality, where “cell phones, the internet, and live online auctions have brought new options for buyers and sellers to connect.”
Morris has also witnessed some of the industry’s most innovative moments, including “the Lylehaven Satellite Adventure sale at Disneyworld that was beamed via satellite to several sites worldwide, long before the internet.” This early embrace of technology to connect global audiences foreshadowed the digital transformation that would eventually reshape the entire industry.
His approach to adaptation offers a template for today’s producers: embrace innovation while maintaining focus on fundamental relationships and values. “As always, it will be essential to stay abreast with technology,” he notes. While understanding that the tools may change, the essential human elements of trust, quality, and service remain constant.
Morris’s sales management philosophy provides practical guidance for producers struggling with marketing their genetics or managing their operations. His systematic approach—completing all essential details by the evening before any important event—applies to planning a sale, preparing for a show, or managing any critical farm operation. His emphasis on surrounding yourself with talented, dedicated people speaks to the importance of building strong teams, whether family members, employees, or trusted advisors.
Looking Forward: Industry Bright Spots and Enduring Values
“The future of our industry is as bright as ever,” Morris declares with the optimism of someone who has witnessed continuous adaptation and growth throughout his career. “As always, those who adapt to changes within our industry will thrive.” This optimism isn’t based on naive hope but on demonstrated patterns of innovation and resilience that Morris has observed throughout his career—from the transformation of the World Dairy Expo into a global gathering place to the evolution of genetic marketing from regional sales to international marketplaces.
For Morris, the key to thriving lies in adapting to change and embracing it while maintaining core values. His own career exemplifies this balance—from the early days of unloading train boxcars at the World Dairy Expo through satellite-transmitted sales to today’s digital marketplace innovations. Each technological advancement has been adopted in service of the same fundamental goal: connecting people who share a passion for Holstein excellence.
The industry Morris sees today—with its sophisticated genomic evaluation systems, global genetic transfer capabilities, and instant communication networks—would seem miraculous to the young man who watched cattle load into boxcars bound for distant shows. Yet the essential elements remain unchanged: quality genetics, honest relationships, and the satisfaction of seeing excellent animals reach their full potential under careful management.
The Enduring Message: Relationships Above All
As afternoon light filters through the windows of an office where a 1954 red ribbon still hangs as a reminder of dreams achieved, Tom Morris offers a final observation that captures the essence of his entire career: “Great cows come and go, but it’s the great friendships that last a lifetime.”
This simple statement contains the wisdom of someone who has navigated the complex intersection of business success, family priorities, and industry leadership for more than five decades. His career demonstrates that authenticity and integrity aren’t just moral imperatives—they’re practical necessities for anyone hoping to build lasting success in agriculture.
Morris’s story offers practical strategies and enduring principles for today’s dairy producers facing unprecedented consolidation and technological change. His systematic approach to preparation, emphasis on building talented teams, and willingness to embrace innovation while maintaining core values provide a template for adapting to new challenges without losing sight of fundamental relationships.
The friendships Morris references aren’t just personal benefits—they’re the foundation upon which the entire industry operates. From the young students at Northwoods Technical College who became lifelong connections to the international buyers and sellers who trust his judgment in high-stakes transactions, relationships have been both the means and the end of his professional success.
As that red ribbon continues to hang in his office, it serves not just as a memento of past achievement but as a symbol of continuity—connecting the dreams of a young boy watching cattle load into boxcars with the reality of a man who helped shape how those dreams could be realized across generations and around the world. That ribbon whispers of a truth Tom Morris discovered long ago—that the greatest victories aren’t measured in sale averages or show wins but in the young faces that light up when they realize they, too, can transform impossible dreams into lasting legacies that will inspire generations yet to come.
KEY TAKEAWAYS
- Relationship-driven sale management delivers higher auction averages: Morris’s World Classic sales consistently ranked among America’s highest-grossing Holstein auctions, with systematic buyer relationship protocols generating sustained premium pricing over 35+ years of market volatility
- Strategic mentorship programs create measurable business returns: 50 consecutive years of youth development through county fair auctioneering generated hundreds of industry connections that became lifelong clients, proving mentorship investment delivers quantifiable networking ROI for dairy operations
- Systematic preparation protocols outperform reactive marketing: Morris’s “evening-before completion” approach to sale management eliminated day-of-sale stress while maximizing buyer participation, demonstrating how operational discipline directly impacts profitability metrics
- Technology adoption with relationship foundation scales faster: From temporary phone lines to satellite sales to digital auctions, Morris’s tech integration succeeded because established trust networks provided immediate user adoption, proving relationship infrastructure accelerates technology ROI
EXECUTIVE SUMMARY
The dairy industry’s obsession with genomic testing and digital platforms is missing the $2+ million opportunity hiding in plain sight: strategic relationship building. Tom Morris’s 58-year career managing over 500 Holstein auctions—including sales grossing $2+ million three separate times—proves that systematic relationship management outperforms technology-only approaches by measurable margins. His World Classic Holstein Sale achieved the highest averages in America for decades while exporting 25%+ of offerings globally, generating sustained premium pricing through trust-based buyer networks. Morris’s “Good Sales Don’t Just Happen—They’re Managed” philosophy delivered consistent results across multiple market cycles, proving that prepared relationship strategies trump reactive digital marketing every time. His systematic approach to team building and mentorship created a 50-year county fair auctioneering streak that developed hundreds of industry leaders who became lifelong business partners. While competitors chase genomic rankings and social media metrics, Morris built lasting wealth through authentic industry connections and systematic preparation protocols. Every dairy operation spending money on digital marketing should audit their relationship ROI—the profit gap is likely costing six figures annually.
Learn More:
- Profit-Driven Persistence: How Dairy Farmers Overcome Challenges to Boost Production – Demonstrates practical strategies for maintaining herd productivity during industry challenges, showing how Morris’s relationship-first approach translates into actionable crisis management techniques that protect profitability and operational continuity.
- 2025 Dairy Market Reality Check: Why Everything You Think You Know About This Year’s Outlook is Wrong – Reveals how shifting from volume-focused to component-rich milk production creates premium pricing opportunities, validating Morris’s emphasis on quality relationships and strategic positioning over conventional industry thinking.
- Case Studies: Success Stories from Modern Farms – Provides real-world examples of technology adoption and innovation in dairy operations, illustrating how Morris’s mentorship principles and systematic preparation methods apply to implementing cutting-edge solutions like robotic milking systems.
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