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Dedicated over 40 years as a dairy marketing specalist, devoted to studying, interpreting and improving the labyrinthine system that governs teh price that Wisconsin's dairy farmers are paid for their milk. As an emeritus professor of agricultural and applied economics, Cropp has published more than 200 extension articles and several book chapters on dairy marketing and cooperatives. Since 1973, his monthly Dairy Situation column has been supplying state dairy farmers with timely information and market forecasts. He has helped numerous dairy cooperatives devise strategies for growth and profitability and has put in countless hours in the halls of government, advocating for policies that gave Upper Midwest dairy industry a square deal.