Smooth as silk

UNITY, Wis. – Michelle Popp spent several years exploring options to add value to the milk produced by her small herd of Jersey cows before finding the one she felt might work for her.
Popp milks 26 Jerseys on her Clark County dairy farm near Unity.
“I started out thinking I wanted to bottle A2A2 milk, but anyway I looked at that, the capital investment required made it cost prohibitive for me,” Popp said.
Not giving up on her desire to create a value-added product to diversify her farm, Popp continued her search until she found the idea that worked for her.
“I just woke up one morning with the idea that I would explore making lotion from milk produced by my cows,” Popp said. “It turned out to be the perfect answer for me. It requires less labor, minimal investment and has a longer shelf life than food products would. And, it has turned out to be profitable for me.”
Popp shared her story of creating a value-added business with other women in agriculture Feb. 14 at the University of Wisconsin-Extension’s VITAL program in Milladore.
After about six months of research, experimentation and sharing samples of her lotion to gain feedback, Popp launched Jersey Girls Lotion February 2022, placing her lotions in small, local businesses and attending craft shows. To market her lotion, she needed only to obtain a Wisconsin seller’s permit through the Wisconsin Department of Revenue.                                                                                                                                        
“Milk is the main ingredient in my lotions, and they are all natural,” Popp said. “That was very important to me; I messed around with the recipes until I came up with one I liked that was primarily milk.”
As a matter of choice, Popp pasteurizes the milk she uses for the lotions using an Instant Pot.
Popp produces lotions of seven scent varieties, including one that is unscented. Popp scents her lotions using essential oils.
Popp makes her lotions on an as-needed basis and has been working to discern trends in the demand. In between milking, Popp said she can make up to four varieties of lotion.
“I have two sets of equipment to make the lotion,” Popp said. “One set can be in the dishwasher while I’m making the next batch. I use clean equipment between every batch to keep the scents pure.”
One batch of lotion yields about 7 quarts, and each 7-quart batch uses 88 ounces of milk. Popp packages her lotions in four sizes: 8-ounce tubs, 8-ounce pumps, 4-ounce bottles and 2-ounce bottles.
Once she found a recipe she was happy with, Popp started thinking about the marketing and branding of her product. She solicited name ideas from her family, and the suggestion of Jersey Girls was the one that most appealed to her.
“The lotion is about my cows, so this name really says it all,” Popp said.
Throughout her first year in business, Popp has learned much about marketing her product.
“I have been able to experiment and just try new things to see what works,” Popp said. “Because of the limited scope and investment, I am able to take those chances. I’m not relying on this for a primary income.”                                                             
In her marketing journey thus far, Popp has relied on both social media and word-of-mouth promotion.
“I’ve given away a lot of lotion this past year, just getting people familiar with it and being able to get their feedback,” Popp said. “I’ve donated quite a few baskets for fundraisers. I like to do that because I can. It’s a way I can give back.”
Popp has also connected with customers at craft and vendor fairs and other events.
“I didn’t think I’d love spending my Saturdays at craft fairs, but I learned that I actually do,” Popp said. “It’s a great way to connect with the public to educate them about agriculture and the story of my own dairy farm.”
In addition to her lotions, Popp offers canvas prints and notecards made from the photos she has taken around her farm. While Popp said she does not sell many photographs, they serve as a way to open conversations about her farm with consumers.
With a first year of experience and learning under her belt, Popp is looking forward to the future with the profitable business she has created. To increase her market share, Popp said she would like to venture into the world of online sales and is considering opening an Etsy store for that purpose.
From a product development standpoint, Popp said she is exploring other non-food products made with milk, such as shampoos and lip balms.
Popp said others who want to find a value-added product for their farm should adopt an open-minded attitude and persevere to find the path that best fits the situation.                                                                                               
“I never thought this would become something I would love so much,” Popp said. “Having a positive attitude is so important in going after the things you want in life. I believe your current thoughts become your future life.”