News Release

Thursday, October 12, 2023

CONTACT: Lisa Behnke, Communications Manager,
                   Jenna Langrehr, Communications Specialist,
PHONE:      608-224-6455

Magnussen Receives A.C. “Whitie” Thomson Memorial Award

MADISON, WIS. – The 2023 A.C. “Whitie” Thomson Memorial Award was presented to Norman C. Magnussen, Lake Mills, Wis., during World Dairy Expo 2023. Whitie Thomson was known for his exemplary leadership and sportsmanship in the Showring. This honor is awarded to a herdsman or showman who exhibits the same attributes the A.C. “Whitie” Thomson Memorial Award was founded on.

Magnussen, Executive Secretary of the Brown Swiss Cattle Breeders Association, and a Lake Mills native has had a connection to the annual world premier dairy event for more than its 56-year history.  His father, Norman E. Magnussen, was one of the handful of Wisconsin dairymen who prompted creation of what is now World Dairy Expo and was instrumental in finding funding for its first years.  The World Food and Agricultural Exposition, as it was called in the spring of 1969, the senior Magnussen put together a fundraiser cattle sale.

Norman C. Magnussen, at the age of 22, took over the Brown Swiss Sale Service after his father’s untimely passing and hosted his first of five national Wisconsin sales that averaged $3,024.43, with the high seller being Norvic Telstar at $17,000. For the next 38 years, Brown Swiss Sale Service LLC managed sales in 17 states including 16 national sales. The World Premier Brown Swiss Sale held during World Dairy Expo always features top-of-the-line cattle desired by breeders worldwide. While the name may say “Brown Swiss” all breeds of dairy cattle have been sold through this sale management.

From showing at a young age to judging shows across the world, Norman C. Magnussen has a rich history in the Brown Swiss Breed.  He was one of the first Bell Ringers in the Wisconsin Bell Ringer Contest in 1970.  He has led multiple Grand Champions, Reserve Grand Champions, and Junior Champions here at Expo including Arbor Rose Strech Spicy, Betta Vue Matt Nadine, 2x Lyndale Convincer Elaine, and Bridge View Jade Katrina.  He has judged shows on all levels including multiple national and four international shows. 

Serving as the meeting place of the global dairy industry, World Dairy Expo brings together the latest in dairy innovation and the best cattle in North America. The global dairy industry returned to Madison, Wis. for the 56th event, October 1-6, 2023, when the world’s largest dairy-focused trade show, dairy and forage seminars, a world-class dairy cattle show and more were on display. Download the World Dairy Expo mobile event app, visit or follow WDE on Facebook, Twitter, LinkedIn, Spotify, Instagram or YouTube for more information.