REEDSBURG - Our hearts are sad to share the unfortunate news that Ron Sersland, age 63, of Reedsburg, died on Monday, February 5, 2024, in a devastating car accident. A man who dedicated his entire life to his family and the dairy industry, Ron will be remembered as a loving, supportive, hard-working, dedicated, passionate, smart, and humorous Christian who was a friend to so many people around the world.

The son of Howard and Karol (Benson) Sersland, Ron was born June 30, 1960, and raised on a registered Holstein farm near Decorah, IA. A proud graduate of Iowa State University, he completed a Dairy Science degree. After college, Ron began working in the dairy artificial insemination industry. He became fluent in Spanish and Portuguese. Since 1986, Ron traveled extensively outside of the U.S., developing and nurturing relationships with international distributors and dairy producers. Holstein cows have taken Ron to more than 50 different countries.

Ron married Sandy Setzer in 1990. In 1991, Ron and Sandy Sersland began Our Help, Inc. as a part-time business. The Sersland's founded Our Help to assist international customers that wanted to acquire hard-to-get items. Unfortunately, Sandy Sersland passed away in 1994. Ron married Nelly Moreno on August 18, 2000, in Nelly's home country of Colombia.

Ron continued to grow Our Help as a service business centered on the company's philosophy of providing customers with quality products while providing excellent customer service. In 1999, Our Help purchased International Protein Sires (IPS). For the last 25 years, Ron has been IPS CEO and President, which he owned with his wife, Nelly. IPS has shipped semen to over 40 different countries and has worked with some of the largest agricultural companies and dairy cooperatives around the world. Domestically, semen has been marketed through an extensive network of employees and distributors. Ron has been involved in every aspect of IPS.

It was very rewarding for Ron to see milking daughters from IPS bulls performing well for breeders around the world. Meeting new people and determining how IPS might assist them with their goals was his passion. Developing friendships with so many people was the root of Ron's business. His contributions to the dairy industry were recognized when he received the 2021 Marlowe Nelson Distinguished Service Award from the Wisconsin Holstein Association.

Ron was the third generation to own and operate his family's Iowa farm. Ron and Nelly's daughter, Bailey, became involved in 4-H because of her Dad's influence. He was proud that Bailey showed dairy cattle, just as he did. Outside of work, Ron was a very proud husband and father and boasted to everyone about Nelly and Bailey. He loudly cheered for Bailey at swim meets, school events and anything that Bailey was involved in. Ron cared deeply for Nelly and Bailey; he always put them first. He could always provide his family with a different perspective on life, especially when things looked challenging.

Ron is survived by his wife, Nelly; daughter, Bailey; stepson, Eric (Karen) Taylor; sister, Cheryl (Dennis) Cline; mother-in-law, Armida Moreno; brother-in-law, Duber (Sandra) Moreno; special cousin, Judy (Mike) Lynch; godchildren: Nathan, Isla, Angie, Jazleah, and Nicolas; special friends: Scott and Nancy Armbrust; step-grandchildren: Luke and Lacey Taylor; many aunts, uncles, nieces, nephews, and a wide range of friendships whose lives he touched in many corners of the world.

He was preceded in death by his first wife, Sandy; parents, Howard and Karol; father-in-law, Nestor Moreno; and special aunt, Guillermina Moreno.

We will celebrate Ron's life with a Memorial Service on Saturday, March 2, 2024, at 11:00 a.m. with Pastor Karen Hofstad officiating. To honor and remember Ron's life, there will be a visitation on Friday, March 1, 2024, from 3:00 p.m. - 7:00 p.m. at St. Paul's Lutheran Church, 727 8th Street, Baraboo, and on Saturday from 10:00 a.m. until the time of the service at the church. Inurnment will be held at a later date. We invite Ron's family and friends to "talk cows" during this time; one of his favorite hobbies.

In lieu of flowers, memorials may be given to the family.

The Redlin-Ertz Funeral Home in Baraboo is assisting the family.

To plant trees in memory, please visit the Sympathy Store.

Published by Madison.com on Feb. 11, 2024.