Making Dairyland her wonderland

POYNETTE, Wis. — Once upon a time, a little girl from Columbia County met a beautiful princess who traveled the land, telling the story of those involved in its agriculture industry. The little girl dreamed of growing up to be just like that princess one day — and now she has.

For Sarah Hagenow, a dairy industry enthusiast from Poynette, her aspiration came true May 17 in Prairie du Chien when she was named the 78th Alice in Dairyland.

“I looked up to this program so much as a little girl,” Hagenow said. “My family traveled to many events, giving me many opportunities to see Alice in action. Alice was everything I aspired to be.”

Hagenow said her first personal interaction with the state’s leading agricultural ambassador — fellow Columbia County native Rochelle Ripp (Schnadt) — was 13 years ago.

“I saw her at the Fond du Lac County Fair, and I was so excited to talk to her,” Hagenow said. “I walked right up to her and said, ‘So you’re Alice in Wonderland.’ I caught my mistake right away and was mortified, but like any Alice, Rochelle welcomed me in. A couple of weeks later, she sent me a handwritten note. That really started my sense of connection to the Alice program.”

While as a little girl she saw Alice as a princess, today Hagenow appreciates the role’s true purpose: promoting Wisconsin agriculture to consumers near and far.

“That moment with Rochelle was special,” Hagenow said. “I spent the next dozen years watching all the amazing women who served in the role. It further solidified my desire to serve in this role and be that voice for Wisconsin agriculture. It’s a dream, many years in the making, that has come to fruition.”

Nearing the completion of her bachelor’s degree at the University of Minnesota-Twin Cities, Hagenow began the process of applying for the position earlier this year. She was selected as one of six top candidates to continue through the selection process.

“It’s one of the most intense job interviews you could ever go through, (and) it’s very public, which adds to the pressure,” Hagenow said. “It’s such a unique experience, something not everyone gets to do. I kept the mentality that it might be a once-in-a-lifetime opportunity, (so) I wanted to make the most of it.”

The finals were a time Hagenow said she will never forget, counting the relationships she formed with fellow top candidates among her favorite memories.

“There were moments I was really nervous, but also very excited,” Hagenow said. “After my final interview, I told myself that I had laid everything out there that I possibly could. I was very proud of what I had done, and the cards would fall as they may — even if I didn’t earn the title, I was happy with everything I had accomplished.”

Standing on stage that night, waiting to hear the name of the next Alice, Hagenow said her heart was pounding.

“Once my name was called, I was overwhelmed with so many emotions — excitement, relief, gratitude, belief and disbelief — at the same time,” Hagenow said.

Hagenow enters the position with a unique perspective: she had a front-row seat watching her sister, Ashley, serve as the 76th Alice. The pair are the first sisters to ever serve in the position.

“When you’re serving as Alice, you are living, breathing, sleeping the role for a year; it’s very intense,” Hagenow said. “There were times when I saw Ashley in the thick of it and thought, ‘Wow, this is a lot of work.’”

Hagenow said she has heard from past Alices it can become hard to distinguish who you are as a person versus who you are as Alice at times.

“It can be a bit of an identity conundrum,” Hagenow said. “It can be very intense, challenging and even exhausting — but at the end of the day, you remember it’s for the sake of Wisconsin agriculture and the hard-working men and women involved in the industry. It’s such an honorable, noble and truly authentic thing. That mindset is what keeps you going.”

On July 7, Hagenow will officially begin her year as Alice, making the role her own.

“I’m ready to get out there,” Hagenow said. “I thrive on those personal conversations and connections. I’m a hard worker and I have a bit of that authentic, sometimes unscripted, silly personality that can shine through.”

While Alice spends most of her time in-state, Hagenow wants to share how Wisconsin products meet the global market.

“I love traveling, and I’m a foodie,” Hagenow said. “I love trying international cuisines and experiencing those cultures. I want to showcase that passion, showing how Wisconsin products are used around the world. I realize the global atmosphere is unpredictable right now, but I’m forever the optimist. Wisconsin agriculture will shine on the international stage, no matter what.”

Social media will be a tool Hagenow can use to share these international messages as well as other messages.

“The Alice pages have such an international following, creating connections around the world,” Hagenow said. “I want to develop content to reach audiences of all demographics. I believe niche blog posts, sharing heartfelt stories of people and places across the state will appeal to wide audiences. I plan to further develop Alice’s YouTube channel, sharing more content there.”

Hagenow believes her background has prepared her to put her mark on the Alice program.

“Being Alice is hard work,” Hagenow said. “It’s long days — early mornings and late nights. Ultimately, we do it because we love sharing the story of Wisconsin agriculture with everyone.”