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By 1921, TCCA had developed an advertising
campaign targeted at consumers in Portland, San Francisco and Los
Angeles and had the “Tillamook” brand name registered as a Federal
trademark. Tillamook is credited for being the first community to
brand its cheese. It is this early and aggressive marketing that
likely laid the groundwork for its current status as the number two
selling brand of natural chunk cheese in the U.S.
Although the recipe has not changed in 100
years, TCCA works constantly to improve operations. “We do have a
strong desire to continue to support the farmer-owners of the
cooperative by continuing to grow sales of cheese and other dairy
products,” said Mark Wustenberg, TCCA VP of member relations and
public affairs.
Tillamook cheese sales are strong, and TCCA’s
market is rapidly expanding nationally. Reasons for this include the
uniqueness of the Tillamook product and the production capabilities
of the cooperative.
TCCA recognizes that to make the best cheese,
you need to start with the highest quality milk from premium dairy
cows. Tillamook cows are a higher proportion of Jersey to Holstein
creating an ideal blend in the incoming milk. Once the milk has
reached the factory, it is processed in state of the art facilities
and naturally aged for at least 60 days.
“While the cost of producing our products is
higher than the competition, we consistently produce a product that
consumers recognize as unique and for which they are willing to pay
a significant premium,” said Wustenberg.
Of course, nothing sells Tillamook cheese like
tasting it first-hand. One of Tillamook’s most successful marketing
efforts is their presence at food shows across the country. “Once
they try it, they’re hooked,” said Wustenberg.
The Tillamook Cheese Factory, a popular tourist
destination, is another place to taste the award-winning Tillamook
cheeses. This plant was built in 1949 and by 1968 all of the
operating Tillamook cheese factories in the cooperative had
consolidated to this centralized location.
While the factory served the association well
for a number of years, in 2000 the board of directors approved an
expansion of operations to help move TCCA into the 21st
century. An additional cheese plant was constructed in Boardman,
Ore. and this facility, which was renovated and expanded again in
2005, increased cheese output by 50 percent.
While the cooperative model has afforded
members a number of benefits, they are not exempt from the
challenges facing the entire agricultural industry in Oregon. “TCCA
faces most of the same issues common to the other agricultural
sectors. Issues with immigration, environmental footprint, animal
welfare, agricultural-urban interface and shrinking member-producer
base to name a few,” said Wustenberg.
He continued, “Agribusinesses do things really
well in terms of stewardship, but are not really good at talking
about it. Addressing these issues requires us to be proactive in
listening to our customers, identify trends in the marketplace and
consider strategies that continue to keep our member-owners strong.”
As TCCA enters its 100th year in
operation, the producers, staff and community will reflect on the
rich history of the association and the changing face of the
industry. It was the vision of a few ambitious dairy farmers at the
turn of the 20th century that created this enduring
cooperative. Their legacy of innovation and dedication to quality
standards will continue well into the 21st.
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