Varsity - The Official Digital Magazine of Wisconsin Athletics

Varsity - October 24, 2013

Varsity is the free Official Digital Magazine of Wisconsin Athletics, covering Badgers football, basketball, hockey and more each week.

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PERFECT PARTNERS In building a partnership with local company BadgerMax, the Badgers didn't have to go far to find the fuel they need E WISCONSIN CENTER FOR DAIRY RESEARCH ntrepreneurial assistance has always been an important part of the Wisconsin Center for Dairy Research (CDR) and its mission to reach beyond the lab and bring new, novel products to the marketplace that help to grow Wisconsin's dairy industry. So, when UW-Madison graduates Andrew Berns and Brandon Duck approached CDR with the trademark for BadgerMax and a plan to create a proteinrich, isotonic beverage with no artificial colors or flavors, CDR's K.J. Burrington was ready to help. After graduating from the UW-Madison Executive MBA program and becoming business partners in a sports drink venture, Berns and Duck began researching their options, meeting with several coaches, companies and research and development specialists to gain insight into the sports drink market. In the end, they determined that their line would need to consist of an isotonic beverage (sports drink), a high-pH premium spring water and a protein-rich isotonic beverage that could be manufactured in powder form as well as a readyto-drink bottle. "We spoke with several coaches at the high school and college level and they all mentioned that they had concerns regarding the nutritional content of certain drinks being consumed by student-ath- letes," Duck said. "That's when we began to explore the feasibility of making a great-tasting, all-natural, protein-rich recovery drink." Once Duck and Berns had determined the products they wanted to make, they knew they also wanted to create a product with Wisconsin-sourced ingredients and Wisconsin manufacturing ties. "We're UW-Madison alumni and we're proud of our alma mater and our state," Berns said. "It was important to us that we create a healthy product that could compete in the marketplace and help to support Wisconsin's economy." Berns and Duck began working with several different Wisconsin companies in an effort to create their all-natural sports drink, but they found themselves struggling to get the taste just right. In 2011, the team was visiting the World Dairy Expo in Madison and spoke with several individuals who recommended contacting CDR for formulation and development help. "We contacted CDR in April of 2012 and we were put in touch with K.J. Burrington," Duck said. "K.J. was able to do what no one else could. She formulated a protein-enhanced sports drink that athletes will enjoy drinking." Burrington, the Dairy Ingredients and Functionality Coordinator at CDR, had been working on the 47

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