In the heart of rural Wisconsin, where rolling hills meet sprawling dairy pastures, there’s a small town that has proudly claimed a big title: The Cheese Curd Capital of Wisconsin. For more than a century, Ellsworth Cooperative Creamery has been at the center of that story. From its humble beginnings as a butter plant to its place as one of the most recognized cheese producers in the Midwest, Ellsworth’s story is one of tradition, teamwork, and transformation. Today, that legacy continues to grow under the leadership of CEO Kevin Pieh, who is guiding the cooperative into a new era rooted in storytelling, innovation, and community.
The story begins in 1910, when a group of local farmers in Ellsworth, Wisconsin decided to join forces to market their milk more effectively. Together, they founded what was then a butter cooperative, a modest but forward-thinking effort to create stability and opportunity for rural families. By the mid-1960s, shifting markets and growing demand led the cooperative to pivot toward cheesemaking. The decision would define its future. “We stopped making butter and started making cheese,” Pieh explains. “We’ve been doing that now for about 60 years.”
Today, Ellsworth Cooperative Creamery operates three manufacturing facilities across Wisconsin, in Ellsworth, Menomonie, and New London, employing about 350 people altogether. The original Ellsworth plant remains famous for producing the cheese curds that gave the town its nickname, while the Menomonie facility focuses on 40-pound blocks and retail cut cheese. The New London plant, acquired in 2018, produces five-pound loaves of processed cheese for foodservice clients. Each plant represents a different chapter in Ellsworth’s evolution, but all share the same commitment to craftsmanship and quality.
What sets Ellsworth apart isn’t just its products, it’s the people behind them. As a farmer-owned cooperative, Ellsworth’s structure ensures that the success of the business flows directly back to the farms that supply its milk. The company’s 180 patron-farmers are the foundation of everything the business does.
“When a consumer buys a bag of Ellsworth cheese curds, those dollars are literally going back to the farms that are shipping the milk that’s making that cheese,” says Pieh. “And that’s a pretty cool story to tell.”
These farms aren’t the massive industrial dairies that dominate much of the modern industry. Instead, most are family-run operations located within a 100-mile radius of Ellsworth’s plants. Some have just 20 cows, while others have a few thousand, each one representing a unique family story.
Kevin Pieh has made it a point to visit as many of these farms as possible since stepping into the CEO role. “Each patron has a unique story of how they started shipping milk to Ellsworth,” he says. “Some have faced hardships or health challenges; others have inherited the farm through generations. Hearing those stories really shows how important this cooperative is to their livelihoods.”
That deep connection to the people behind the product fuels Ellsworth’s mission and values. The company’s vision, “building stronger families and brighter futures through milk,” serves as a reminder that this is about more than dairy. It’s about sustaining rural life, supporting communities, and creating something lasting together.
After decades of success and growth, Ellsworth Cooperative Creamery is entering a new chapter. The company recently embarked on a full rebranding initiative, its first in over 20 years to modernize its look and strengthen its voice in the marketplace. “We haven’t refreshed our brand in a couple of decades,” Pieh says. “We’ve been through a lot of change as an organization, and it’s time to highlight and elevate the story of who Ellsworth is.”
The rebrand is about much more than a new logo or packaging; it’s about clarity and reconnecting the brand’s identity with its cooperative roots and its people. By centering storytelling in its marketing, Ellsworth aims to make its heritage more tangible to consumers, because the creamery’s narrative isn’t just about great cheese; it’s about community. It’s about families working together, employees with decades of loyalty, and customers who trust the Ellsworth name. The updated branding will focus on those human elements while paving the way for growth into new markets.
To be sure, Ellsworth Cheese is already a household name across Wisconsin and much of the Upper Midwest, but the company’s ambitions stretch farther. “We want to expand our reach into other parts of the country and tell the rest of the U.S. what a cheese curd is and how great it is,” Pieh shares.
While cheese curds remain the company’s signature product, Ellsworth’s lineup has grown impressively broad. From specialty block cheeses and Muenster to American-style cheeses, half-moon deli horns, and flavored varieties, there’s something for every palate, and new innovations are always on the horizon. One of the most exciting developments is a cheese dip cup line, produced at the New London plant and set to launch soon.
“We’re really excited about that,” says Pieh. “It’s going to be an Ellsworth-branded cheese dip, and we’re looking at other snack cheese options like sticks, cubes, and grab-and-go items.” As consumer habits shift toward convenience and snacking, Ellsworth is well-positioned to meet that demand without sacrificing quality or authenticity.
If there’s one thing that truly defines Ellsworth Cheese, it’s the sense of connection it fosters. Whether it’s shared among friends at a ballgame or enjoyed at home during a family gathering, Ellsworth products are made to be experienced together. “I think it’s a great story that when you’re eating Ellsworth cheese, you’re most often not just by yourself,” Pieh says. “You’re either at a state fair, a restaurant with your family, or hosting a party at home. Our products bring people together.”
Indeed, few places in the world celebrate cheese quite like Ellsworth, Wisconsin. The town’s identity is inseparable from its creamery, and the pride runs deep. In 1984, the Governor of Wisconsin officially declared Ellsworth the Cheese Curd Capital of Wisconsin, a title the cooperative has carried proudly ever since. Each summer, the town hosts the Ellsworth Cheese Curd Festival, drawing more than 20,000 visitors over two days. The event, recently ranked among USA Today’s Top 10 Specialty Food Festivals in the U.S., is a vibrant showcase of local flavor and community spirit.
From cheese curd eating contests to creative culinary booths where every vendor features Ellsworth cheese curds in their dishes, the festival captures the essence of what makes this brand and this town so special. It’s a celebration of tradition, craftsmanship, and joy.
Over the decades, Ellsworth’s cheeses have earned numerous awards at national and international competitions, from the Wisconsin Cheesemakers Association to the American Cheese Society and the World Championship Cheese Contest. The company also received the Chairman’s Award from the National Milk Producers Federation, a testament to its consistent commitment to quality.
Behind those awards are the people who make it happen, a team of dedicated employees, some of whom have been with the company for more than 50 years. That longevity speaks volumes about the culture at Ellsworth, and Pieh points to those long-term employees as a cornerstone of the company’s success. “We’re proud to be a cooperative, and we’re proud to have employees who’ve stayed with us for decades,” he says. “It’s that dedication and sense of belonging that makes our products what they are.”
That sense of togetherness runs deep through the entire supply chain, from the farms that supply the milk to the employees who make the cheese to the communities that celebrate it. And Ellsworth’s cooperative model embodies that spirit. Decisions aren’t driven by distant shareholders or private investors; they’re made by and for the people who are part of the process. “It’s not a single owner driving all the decisions,” Pieh explains. “We’re not owned by a private equity company or a group of stockholders disconnected from the company. It’s really a community and a team that makes it work.”
This collaborative energy is guided by a simple but powerful set of core values: teamwork, integrity, innovation, and excellence. Every decision from hiring to investment is weighed against those principles. If it doesn’t align, it doesn’t move forward.
These days, the creamery’s two retail stores, one at the Ellsworth plant and another in Menomonie, welcome nearly half a million visitors each year. Customers stop by not just to buy cheese curds, but to experience a piece of Wisconsin’s dairy heritage firsthand. And as Ellsworth Cooperative Creamery looks ahead, its path forward is guided by both history and heart. The company’s future will continue to be defined by collaboration between farmers, employees, and the broader community. That vision is summed up in Ellsworth’s mission statement: to provide the most value for members’ milk by leveraging a tradition of excellence, so families can flourish.
It’s a philosophy that ties together every part of the business, from the cows in the fields to the customers enjoying cheese curds across the country. It’s also what makes Ellsworth’s rebranding feel like more than a marketing effort; it’s a reaffirmation of identity.
Pieh believes that as long as the company continues to tell its story authentically and proudly, it will keep building bridges between people, families, and communities. “We’re focused on safety, quality, and supporting the rural community,” he says. “At the end of the day, Ellsworth Cheese brings people together.”
Over 115 years after its founding, Ellsworth Cooperative Creamery remains a living example of what can happen when communities work together toward a shared purpose. From butter to cheese, from local favorite to national brand, the cooperative’s journey mirrors the resilience and innovation of the people who built it. With new products on the horizon, a refreshed brand, and a renewed commitment to storytelling, Ellsworth is poised to share its legacy with a wider audience than ever before. Yet even as it grows, the heart of the company remains the same: family farms, dedicated employees, and a shared love of good cheese.
In a world that’s changing faster than ever, Ellsworth Cooperative Creamery’s story is a reminder that some things like quality, community, and connection never go out of style.
