Wisconsin Department of Agriculture, Trade and Consumer Protection

serving the state of wisconsin since 1839

DATCP works to assure safe food, healthy people, animals, plants and environment, vibrant agriculture and fair business practices.


Meet the Secretary

 Secretary Ben Brancel

Ben Brancel was appointed Secretary of Agriculture, Trade and Consumer Protection by Gov. Scott Walker, beginning with the governor’s term in January 2011. Secretary Brancel was born and raised in Marquette County, Wisconsin. After managing a dairy operation for 22 years, Brancel now raises registered Angus and Hereford beef cattle.
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Alice in Dairyland

Rochelle Ripp

Rochelle Ripp is serving as the 65th Alice in Dairyland. As Wisconsin’s agricultural ambassador, she will communicate the importance of our state’s diverse agriculture industry in our daily lives with urban and rural audiences across Wisconsin.
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Clean Sweep

Clean Sweep partners with local governments to offer farmers, businesses and residents a no- or low-cost disposal option for unwanted chemicals, prescription drugs or household hazardous waste. Local governments can apply for grants funds through DATCP to host clean sweep events in their communities.

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Weights & Measures

Staff in Action

Wisconsin's weights and measures program dates back to 1839. Today, weights and measures inspectors help consumers get what they pay for by checking the acuracy of gas pumps, prices at checkout registers, grocery store scales, and package weights. Read more >>

Dairy & Cheese Tours

Dairying is a vital part of Wisconsin’s culture. As such, dairy farms and plants are destinations for tourists, school groups, and economic development teams from abroad. You can visit some of our premier dairy farms, small and large, conventional to organic. Or you can visit some of our 200-plus dairy plants and bring home some of the world’s best cheese as a souvenir.

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Emerald Ash Borer

Emerald Ash Borer was found in Wisconsin in August 2008. The larva of the beetle feeds on the inner bark of the ash tree, eventually killing the tree. The metallic green beetle is native to Asia and threatens our forests and urban street trees.

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Food Safety

Food safety starts on the farm and ends at your table. We regulate each step of the way, all the way up to the time you buy your groceries. We license and inspect dairy farms; food processors, warehouses, and sales; and meat slaughterers and processors. We even offer advice to you about what to do at home to keep food safe.

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Firewood Restrictions

Wisconsin has requirements related to firewood entering the state and the moving about the state. This is to limit the spread or introduction of invasive insects and diseases like emerald ash borer, gypsy moth or oak wilt. The best advice is to buy your firewood where you will burn it.

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Sending Christmas Trees Overseas?

If you want to ship a real Wisconsin Christmas tree overseas, it's not too early to get going on the project. If you're sending it to a family member on active military service, the Department of Agriculture, Trade and Consumer Protection will waive its fee for the necessary paperwork.Read more>>  Other news >>


consumer protection:

File a Consumer complaint

Consumer Protection logoThe Bureau of Consumer Protection accepts complaints relating to a variety of consumer matters - including, but not limited to false advertising, home improvement practices, landlord-tenant practices, motor vehicle repairs, telecommunications, cable/satellite TV, telemarketing, and unfair business practices.

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Sign up for "No call"

The Wisconsin No Call List protects consumers from unwanted telemarketing calls. You must register your landline and cell phone numbers every two years to stay on the list. You can register anytime online at NoCall.Wisconsin.gov or by calling toll-free 1-866-966-2255.

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receive consumer alerts

Sign up to receive consumer alerts by e-mail or text message. It only takes a minute to register your email or phone number. This is one way the Bureau of Consumer Protection provides consumers and businesses with the information they need to protect themselves. To learn more or file a complaint, use the toll-free hotline at 1-800-422-7128 or datcphotline@wisconsin.gov.

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Current Topics

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Drought in Wisconsin

The 2012 summer rains are not coming to much of Wisconsin, particularly the southern two-thirds of the states. Crops are suffering, livestock farmers are looking at high prices for feed, and extreme heat is depressing milk production. The Governor has declared a state of emergency in 42 counties, opening the way for expediting requests to draw water from lakes and streams for irrigation. We offer resources for farmers in financial or emotional distress, advice on practices and links to other production information, explain how a federal disaster declaration happens, and connect you with background information like the Drought Monitor.
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Agricultural Emergencies & Disasters

The events of September 11 highlighted vulnerabilities which existed within our national security system and compelled us to examine the soundness of our existing agricultural security systems. Since then, strengthening national security and biosecurity have become top priorities for our government. For more information, click here.

Dog Breeders & Sellers

Wisconsin Act 90 is the state’s new law regulating dog breeding and sales / transfers was passed by the Legislature and signed by the Governor in late 2009.  It took effect June 1, 2011. This law has been a decade in the making and represents cooperation among many different interests. The intent is to protect the welfare of dogs and to protect consumers who purchase or adopt dogs. For more information, click here.

Grow Wisconsin Dairy

The goal of the Grow Wisconsin Dairy 30x20 Initiative is to achieve an annual milk production of 30 billion pounds by 2020 to meet the growing demand of the marketplace and improve the long-term viability of Wisconsin’s dairy industry. DATCP will assist Wisconsin dairy farmers, without regard to size or type, by focusing on long-term, sustained operations. To get started, dairy farmers should get in touch with the Dairy 30x20 experts by using our new toll-free number 855-WIDAIRY (855-943-2479), email address GrowWisconsinDairy@wi.gov, or website GrowWisconsinDairy.wi.gov.

On-Farm Safety for Fruits and Vegetables

Locally grown fresh fruits and vegetables are in big demand these days, and Wisconsin farmers have stepped up to meet that demand. But consumers, restaurants, and grocery stores also need to know that local produce is safe. We have an online tool to help producers evaluate food safety practices on their farms and develop plans for food safety -- whether you just want to reassure yourself and your customers, or take the next step and get certified. And if you're a customer, you can learn how to evaluate your supplier's food safety practices.



Agriculture in wisconsin

Wisconsin became America’s Dairyland through early and dedicated efforts of farmers and state policy makers. Through more than 150 years of painstaking effort in agriculture and food safety, “Wisconsin” means wholesomeness, tradition, integrity, craftsmanship and uncompromising quality. An article on the history of food safety regulation in Wisconsin is available here.

USDA's National Agricultural Statistics Service Wisconsin Field Office is operated in cooperation with the Wisconsin Department of Agriculture, Trade and Consumer Protection and provides valuable data on crops, livestock, demographics, environmental conditions and more.

In order to keep Wisconsin the county’s leading cheesemaker, tax credits have been enacted to modernize dairy and livestock operations, and the Dairy Business Innovation Center was founded to help farmers and diary producers improve and expand their work. These actions have spurred more than $2 billion in private investments and have revitalized what’s now the $26.5 billion dairy industry.

Wisconsin has over 1,200 farms that are certified organic, the second-highest number of any state in the country, behind only California. Wisconsin is the leading organic dairy state, and more than a quarter of the nation’s 87,000 organic dairy cows live in Wisconsin. More resources for organic farming in Wisconsin can be found here.

One of Wisconsin’s greatest agricultural strengths is its agricultural diversity, both in the variety of crops and the size and number of farms. With 78,000 farms across the state, Wisconsin is the nation’s top producer of cranberries, oats and snap peas and is among the top-five producing states of potatoes, maple syrup, sweet corn, green peas, cucumbers for pickles, and other crops.

With an average dairy herd of about 100 cows and close to 13,000 dairy farms, Wisconsin is a state in which farms of all sizes have an opportunity to succeed and a predictable path for growth. Half of all new dairy farmers are implementing managed grazing programs to reduce overhead costs and to strengthen the productivity of the land.

With $59 billion dollars annually and about 1 in 10 jobs dependent on agriculture, the Working Lands Initiative has been implemented to protect the most essential resource for Wisconsin’s signature segment of the economy – the land. The voluntary tools of the program so far have identified 200,000 acres of contiguous blocks of prime agricultural land for protection, toward a goal of 2 million.