BREWSTER, Ohio — Brewster Dairy, Ohio's largest manufacturer of Swiss cheese varieties, currently is in the process of positioning itself as a source for not only high-quality Swiss but also conveniently-sized Swiss, now that the company has completed a major plant expansion and renovation that allows it to produce a uniquely-sized 360-pound Swiss block.

"The new size has helped us differentiate ourselves," Jim Straughn, vice president, sales and marketing, says of the change away from the more typically-sized 180- to 200-pound blocks. The company still produces that size of block at its Stockton Cheese subsidiary in Stockton, Ill.

The new block size is more readily handled by bulk users and provides a better value for Brewster's customers who chunk or cube the cheese, Straughn says.

The expansion in Brewster, Ohio, essentially included building a new cheese plant inside the old plant, Straughn says, noting the project also added 20,000 square feet of floor space. The project included the installation of new make equipment, a brining system, cheese vats and milk standardizing equipment as well as a new laboratory and milk receiving bays. The company continues to emphasize product quality and consistency, Straughn says.

The expansion, which was completed in March, has increased productivity by 30 percent and was part of a strategic decision by Brewster to focus greater attention on bulk users as opposed to retail packages. Bulk cheese is where Brewster has seen its strongest market growth as of late.

Not that the company doesn't continue to give retail its fair share of attention. Much of the bulk cheese Brewster sells is then sold by customers in the deli. Brewster also has its own retail brand, Amish Classics, for the retail deli market and the Brewster name remains on some of the company's flagship products in the deli case because it is particularly well-known in some markets. The company keeps a close watch on what consumers are looking for, and Straughn says one of the main reasons the company's cheese is popular with many bulk customers is because it has a milder flavor that's acceptable to a wider range of consumers than what might be typically found for Swiss cheese.

For some consumers, there is a misunderstanding that comes from thinking that all Swiss cheese has a strong flavor. Brewster attempts to appeal to customers who aren't looking for as strong a flavor — including trying to make Swiss appealing to children.

"Our Swiss is a sweet, mild and creamy cheese without as much of a bite," he says.

The company does a number of internal test panels throughout the year and also works with the Ohio State University on projects to continually improve the cheese and develop new uses for it, such as spreads and dips.

Brewster offers a number of cheese packaging options in addition to bulk: shingle slices, cubes, loaves and mini horns. The company also produces pre-labeled, resealable, exact weight cheese products that are ready to hang or stack in deli case arrangements.

The company, best known for its Swiss, Baby Swiss and Lacy Swiss, also sells Mozzarella, Provolone, American, Cheddar, Colby, Monterey Jack, Colby Jack, Brick, Farmer, Muenster and Yogurt Cheese.

The company currently is in the process of expanding its sliced cheese programs and has added horseradish, jalapeno & cayenne, roasted garlic, and toasted onion Cheddar flavors to its shingle pack lineup. The new flavors are being sold now and should start appearing at retail around Thanksgiving, Straughn says. Additional new cheeses are expected to follow.

Still, Swiss is Brewster's mainstay, and the company continues to promote the holey cheese with its "Make It Swiss" campaign, which it launched in 2001. The promotion program, which has included radio and billboard ads, signage and new product labels, Straughn says, is aimed at growing the entire Swiss category. The company is the nation's largest Swiss manufacturer, producing more than 30 million pounds of cheese a year in Brewster alone.

"Our vision is to continue to increase the consumption of Swiss, and manufacture a better and more consistent product," Straughn says.

The promotion program hit a plateau of sorts during the plant construction project as Brewster focused its attention on the expansion. However, Straughn says that Make It Swiss now will be entering a new phase, including increased use of the logo on Brewster's truck fleet. Several trucks in the fleet already have literally taken the Make It Swiss campaign on the road by being specially painted to feature the theme and pictures of Swiss cheese.

The company also is utilizing the Make It Swiss theme and its Swiss cheese cartoon character Fritzy — named after company president and CEO Fritz Leeman — on point-of-sale materials.

Also in the works is a website renovation. When completed, Straughn expects the new-and-improved website will have an interactive sales and broker network and greater detail about the company's products.

CMN