This article analyzes one of the most important events in the development of the dairy industry in the department of Antioquia: the Holstein Exhibition of La Ceja (1949-1959). We argue that exhibitions became the means through which the genetic improvements of local farms and the managerial techniques needed for their reproduction of said improvements were disseminated. Also, exhibitions affectively articulated the genetic level reached by the farms with those of the market, i.e. the needs of individual landowners, rural producers, suppliers and union entities.