The state of Wisconsin has long been known for its dairy industry. A 1924 newspaper ad for “Pabst Wonder Cheese” called Wisconsin “America’s fairest dairyland.” “Made in the heart of America’s Dairyland—Wisconsin!” was print in 1936 and “He stated that the Wisconsin delegation will typify ‘America’s dairyland’” was cited in 1937. “Wisconsin—America’s Dairyland” was promoted in several ways in 1938.
 
In 1939, the Wisconsin state legislature voted to put the words “America’s Dairyland” on the state’s license plates, effective in 1940. The “America’s Dairyland” moniker continues to be popularly used in Wisconsin.
 
     
Wikipedia: Vehicle registration plates of Wisconsin
The U.S. state of Wisconsin first required its residents to register their motor vehicles and display license plates in 1905. Plates are currently issued by the Division of Motor Vehicles of the Wisconsin Department of Transportation (DMV).
(...)
1940
First use of the “America’s Dairyland” slogan.
 
25 March 1924, Appleton (WI) Post-Crescent, pg. 16, col. 5 ad:
Pabst Wonder Cheese is, first of all, the very choicest of all the cheese from America’s fairest dairyland.
(...)
Pabst Holstein Cheese Division of the
PABST CORPORATION, MILWAUKEE, WISCONSIN
     
14 December 1936, Hammond (IN) Times, pg. 9, col. 1 ad:
Munster Cream Cheese 15c lb.
Made in the heart of America’s Dairyland—Wisconsin!
(Goldblatt Bros. department store.—ed.)
 
31 August 1937, Oshkosh (WI) Northwestern, “Wisconsin Legion Head Points Out Huge War Costs,” pg. 3, col. 2:
He stated that the Wisconsin delegation will typify “America’s dairyland.”
 
26 February 1938, Oshkosh (WI) Northwestern, “Oshkosh Recipes: ‘A Typical Wisconsin Dinner,’” pg. 8, col. 8:
Since “America’s Dairyland” manufactures 58 per cent pounds) of all the nation’s cheese, we will want to make cheese the main feature of our dinner.
 
28 April 1938, Manitowoc (WI) Herald-Times, “Commission To Leave For Golden Gate Expo,” pg. 18, col. 2:
Hundreds of pounds of cheese have been sent west. The big movie studios have agreed to cooperate. Special ribbons bear the inscription “Wisconsin—America’s Dairyland.”
 
31 December 1938, Sheboygan (WI) Press, pg. 3, col. 2 ad:
WISCONSIN
AMERICA’S DAIRYLAND
(Wisconsin Department of Agriculture and Markets.—ed.)
 
24 April 1939, The Evening Star (Washington, DC), pg.  A-11, col. 4 ad:
Wisconsin Invites You to Enjoy
THE MOST FAMOUS DELICACY FROM “AMERICA’S DAIRYLAND”...
WISCONSIN STATE BRAND CHEESE
 
11 May 1939, The Christian Science Monitor, “‘Dairyland’ Carplate Acted On in Wisconsin,” pg. 18, col. 2:
MADISON, Wis. (AP)—The Wisconsin Senate has engrossed and advanced toward concurrence a bill to place the words “America’s Dairyland” on Wisconsin automobile license plates beginning 1940.
 
Before taking the action, the Senate, in a hilarious session, rejected an amendment that would have added to “America’s Dairyland” the words: “also noted for cheese, butter, eggs, poultry, fishing, and the manufacture of farm implements, automobiles, pumps, and windmills.”
 
OCLC WorldCat record
The cheese book from America’s dairyland
Author: Wisconsin. Department of Agriculture.
Publisher: Madison, Wis. : Wisconsin Dept. of Agriculture, 1954.
Edition/Format:   Print book : State or province government publication : English
 
OCLC WorldCat record
Wisconsin, land the good life : titan of industry, America’s dairyland, paradise for sportsmen—the many-sided Badger state is all these and more
Author: Beverley Bowie
Publisher: Washington, D.C. : National Geographic Society, 1957.
Edition/Format:   Print book : English
 
OCLC WorldCat record
Favorite recipes from America’s Dairyland.
Author: Wisconsin. Consumer Recipe Service.
Publisher: Madison [1964]
Edition/Format:   Print book : English : [Wisconsin’s World Fair ed.]
 
OCLC WorldCat record
Wisconsin cheese country recipes : a collection from America’s dairyland
Author: Wisconsin Milk Marketing Board.; Meredith Publishing Services (Des Moines, Iowa)
Publisher: Des Moines, Iowa : Meredith Pub. Services, ©1986.
Edition/Format:   Print book : English
 
(Trademark)
Word Mark AMERICA’S DAIRYLAND IS YOUR LAND
Goods and Services IC 035. US 100 101 102. G & S: Promoting public awareness of the economic, social and historical impact of the dairy industry, through the distribution of printed promotional materials and trade communications, and the preparing and placing of advertisements. FIRST USE: 20010731. FIRST USE IN COMMERCE: 20011130
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Trademark Search Facility Classification Code NOTATION-SYMBOLS Notation Symbols such as Non-Latin characters,punctuation and mathematical signs,zodiac signs,prescription marks
Serial Number 77619500
Filing Date November 21, 2008
Current Basis 1A
Original Filing Basis 1A
Published for Opposition September 22, 2009
Registration Number 3721050
Registration Date December 8, 2009
Owner (REGISTRANT) Wisconsin Milk Marketing Board, Inc. CORPORATION WISCONSIN 8418 Excelsior Drive Madison WISCONSIN 53717
Attorney of Record Charles S. Sara
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “AMERICA’S” APART FROM THE MARK AS SHOWN
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR).
Live/Dead Indicator LIVE
 
(Trademark)
Word Mark AMERICA’S DAIRYLAND IS MY LAND
Goods and Services IC 035. US 100 101 102. G & S: Promoting public awareness of the economic, social and historical impact of the dairy industry, through the distribution of printed promotional materials and trade communications, and the preparing and placing of advertisements. FIRST USE: 20140207. FIRST USE IN COMMERCE: 20140207
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 85907101
Filing Date April 17, 2013
Current Basis 1A
Original Filing Basis 1B
Published for Opposition September 10, 2013
Registration Number 4539927
Registration Date May 27, 2014
Owner (REGISTRANT) Wisconsin Milk Marketing Board, Inc. CORPORATION WISCONSIN 8418 Excelsior Drive Madison WISCONSIN 53717
Attorney of Record Charles S. Sara
Prior Registrations 3721050
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “AMERICA’S” APART FROM THE MARK AS SHOWN
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator LIVE