We Need to Brag About Our Cheese
by Jay Stauffacher, WMMB District 23 Director

We are cheese heads, and that's a title we wear proudly. In fact, Packer fans and other Wisconsinites passionate about their state and their cheese often sport the familiar foam cheese wedge hats just to let others know how proud they are of our cheese culture – and, of course, to get a little attention. In some ways, that's what we're doing through the Wisconsin Milk Marketing Board (WMMB) – bringing attention to, and thus creating demand for, Wisconsin cheese. I recently assumed the chair position of WMMB's Cheese Business Committee and would like to share the importance of our cheese marketing activities from a broad perspective.

WMMB, funded by dairy producers, has always put a large emphasis on promoting Wisconsin cheese. That's because nearly 90 percent of the state's milk is used for cheesemaking. We know Wisconsin makes the world's best cheese. We are often reminded by our out-of-state friends and relatives to bring Wisconsin cheese when we visit. We know we can't go wrong with a gift of Wisconsin cheese at the holidays.

In short, Wisconsin cheese has a well-deserved reputation for quality. That quality message underscores all of WMMB's cheese marketing activities. It's a message that we work to get out not just in Wisconsin, but all across the country, and it's built on several key components:

	Wisconsin's rich cheesemaking heritage.
	Our unparalleled cheesemaking expertise.
	The state's production leadership.
	Our cheesemakers' consistent leading performance at domestic and international competitions.

Quality From the Start
Wisconsin does, indeed, have a rich cheesemaking heritage. It dates back to the 1840s, when European settlers began making cheese here in copper vats in small "factories." From day one, Wisconsin has maintained the highest standards of cheesemaking. In fact, Wisconsin became the first state to grade its cheese for quality and to require the licensing of its cheesemakers.

That quality cheesemaking tradition continues. Today, Wisconsin has more licensed cheesemakers and more cheese plants than any other state. In 1994, WMMB worked with the University of Wisconsin Center for Dairy Research to raise the bar even further by creating the Wisconsin Master Cheesemaker® program. The only one of its kind outside of Europe, the program to date has graduated 32 Wisconsin Master Cheesemakers, all of whom have gone through rigorous course work and many years of preparation to earn this prestigious title.

Wisconsin continues to lead the nation in cheese production. One out of every four pounds of cheese sold in the United States is produced in Wisconsin. Wisconsin also leads the nation in innovation, with more than 350 types, varieties and styles of cheeses. This probably will not come as a surprise to you, but I think we often forget how lucky we are to live in Wisconsin –- America's Dairyland, and how important dairy farming and cheesemaking continue to be here.

Wisconsin has won more awards for its cheese than any other state. In fact, at the 2002 World Champion Cheese Contest, the dairy state took 31 percent of all awards and 39 percent of the Best of Class awards. At this year's American Cheese Society competition, which highlights lesser-known specialty and farmstead cheeses, Wisconsin artisans brought home eight first-place awards and several second- and third-place ribbons as well.

Using Our Accomplishments to Our Advantage
From a marketing standpoint, there's a lot to work with. This year, WMMB is looking at its cheese promotions a little differently, however. To maintain and build upon our lead, we're working to build a long-term image, or "brand," for Wisconsin cheese that consumers will desire and recognize.

It makes sense to use Wisconsin's rich cheese-making heritage and our reputation for quality as the foundation for our new brand positioning. Our future promotions, therefore, will send those messages loud and clear, in ways that WMMB research confirms resonate best with consumers.

The first of the new promotions, Judge for Yourself, is running in grocery stores this month. It revolves around the many awards won by Wisconsin cheesemakers. It includes recipes and promotional items featuring Wisconsin's award-winning cheeses and invites consumers to judge Wisconsin cheese flavor and quality for themselves.

The rest of the country also will see this promotion this month, as WMMB's five regional marketing managers roll it out in nearly 8,000 supermarkets nationwide. As in other promotions, WMMB is using check-off dollars for radio advertising and Sunday newspaper inserts. The promotion is running in 39 markets with 61 retailers. Wisconsin cheese companies also support these promotions by paying to place coupons in the advertisements.

Judge for Yourself is the first of several promotions designed to communicate to consumers the superior, award-winning quality of Wisconsin cheese. WMMB will monitor results and continue to encourage consumers to be selective as they make their purchasing decisions. As more consumers make Wisconsin cheese their brand of choice, the demand for Wisconsin-produced raw milk will increase – and that, after all, is the mission of WMMB.

If you don't see the Judge for Yourself promotion at your local grocery store, contact the store manager or your local County Dairy Leader Group. For more information on promoting Wisconsin cheese, contact WMMB at (800) 373-9662.

Jay Stauffacher is the WMMB director for District 23, which covers Iowa and Lafayette counties. He has served on the Board since 2000 and was recently elected as chairperson of the Cheese Business Committee. Jay and his sister, Jean, farm 2,500 acres and milk 500 Holsteins. Their milk is shipped to Foremost Farms USA of Baraboo, Wisconsin.

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