The Badger State’s “Coolest Thing Made in Wisconsin” contest, now in its 10th year, has inspired 25 other states to launch similar competitions.
This week, the Wisconsin Manufacturers & Commerce (WMC), in partnership with Johnson Financial Group, kicked off the 10th annual Coolest Thing Made in Wisconsin contest, a fun, bracket-style competition that shines a spotlight on the state’s manufacturing industry. From motorcycles and fire trucks to kringle and cheese, Wisconsin’s manufacturing sector is vital to the state’s economy, employing one in six workers and contributing more than $70 billion each year.
Since the contest began in 2016, more than 1.5 million votes have been cast by proud Wisconsinites. Past winners have included everything from Harley-Davidson’s Milwaukee Eight Engine to Pierce Manufacturing’s electric fire truck to Krier Foods’ Jolly Good Soda. The variety shows just how many surprising and innovative products are made right here in the Badger State.
The idea for the contest came from Kurt Bauer, president and CEO of WMC. About ten years ago, he and his team were looking for a fresh way to celebrate Manufacturing Month in October. Out of that discussion came a simple but powerful idea: create a contest to showcase the wide variety of products Made in Wisconsin and give people a glimpse of what’s being built in their own backyards.
Over the past decade, the competition has grown far beyond expectations. Manufacturers don’t just submit a product and wait; they campaign hard, often pouring energy into social media to rally votes. The prize itself has become a point of pride. “We actually have a trophy; it’s made by E.K. Machine out of Fall River, Wis., and they make a beautiful chrome trophy, and they usually change it up every year. It’s a work of art, and they have their high school interns help design and manufacture it, which is, of course, the whole point of the contest,” Bauer said.
We’re a manufacturing state, but we’ve got a shortage of manufacturing workers,” Bauer noted. “So, the whole point of doing this as kind of a fun, lighthearted contest that was really designed for social media was to hopefully get young people involved and hopefully get them interested in perhaps, at least, exploring the option of a manufacturing career.
Kurt Bauer, president and CEO of Wisconsin Manufacturers & Commerce
“Our manufacturers really want to win this.”
The contest has become serious business for many companies, with employees, communities, and fans rallying for votes. Even Bauer joins in on the fun, though he keeps his ballot private and jokes that if you want his vote, you’ll need to be a WMC member.
Behind the fun, there’s also a bigger goal. “We’re a manufacturing state, but we’ve got a shortage of manufacturing workers,” Bauer noted. “So, the whole point of doing this as kind of a fun, lighthearted contest that was really designed for social media was to hopefully get young people involved and hopefully get them interested in perhaps, at least, exploring the option of a manufacturing career.”
Wisconsin was the first state to launch a competition like this, and the idea has since spread across the country. “We came up with it — we’re the OG.” Bauer shared. Today, 25 other states host their own versions.
For this year’s Wisconsin competition, 148 products are vying for the title, ranging from engines and heavy equipment to food and household items. After an initial round of voting, the top 16 will advance into “Manufacturing Madness,” a head-to-head bracket showdown where the public decides the winner. Voting is open to the public, with one vote allowed per email address per day, and the champion will be announced on October 23. Votes can be cast at www.madeinwis.com.
To keep things fair, the contest comes with a few clear rules. The product must actually be manufactured in Wisconsin, even if the company’s headquarters is located elsewhere. It also has to qualify as a manufactured item, meaning something produced through a manufacturing process, not a one-off or made-to-order item. Each company can only have one product reach the Top 16, and once a product wins, it’s retired from future competitions.
Even after leading WMC for nearly 14 years, Bauer admits he still learns something new from the contest. “I was just going through the list of the 148 products that have been nominated this year, and I would say there are probably close to 50 that I’ve never heard of,” he said. “For the 10th year in a row, I was surprised I learned something about something that was Made in Wisconsin that I wasn’t aware of.”
At its heart, the Coolest Thing Made in Wisconsin contest is about more than bragging rights. It’s a way to celebrate the state’s manufacturing strength, honor the workers who power it, and inspire the next generation. As Bauer put it, “We want people to feel a sense of pride in what’s made in their hometown, what’s made in their state, and what’s made in their nation.”