Tillamook Cheese Factory's transition

| Print |  Email
Articles - February 2013
Monday, January 28, 2013

 

0213 Tillamook 03
Like many small communities, Tillamook has seen better days. But Mayor Suzanne Weber is hopeful that the city can work with local businesses, including TCCA, to revitalize the town.
// Photo by Sierra Breshears

The creamery has long been a household name in the Northwest with reams of loyal fans who wouldn’t think of melting anything but Tillamook cheddar on their grilled cheese. But outside the region, even though its products are available in all 50 states, the brand is still a relative stranger. That’s something that Criteser and the TCCA are working to change.

“It’s interesting to be a part of a company that is so well-known in some communities and so unknown in others,” Criteser says, adding that it’s challenging for Tillamook to break the hold that brands like Kraft have on retail shelf space elsewhere in the country.

Before Criteser arrived — after former CEO Harold Strunk stepped down in June — Tillamook was already well into an expanded, multiyear, multimillion-dollar marketing campaign that’s working to expose the brand to new consumers. The campaign has included advertisements, a digital marketing and social media push — Tillamook dedicates five employees to digital marketing, and its Facebook page is liked by nearly 300,000 people — and the “Loaf Love Tour,” which has brand ambassadors visiting hundreds of cities in converted VW buses sharing Tillamook products.

Although the marketing efforts have hit multiple states, the main focus has been Texas, where response has been encouraging.

“As we move into different areas, we’re having to have a different conversation with consumers to introduce them to the product and the brand,” Criteser says. “Once we do that, we get a great response.”

Criteser says Tillamook will continue to work on expanding its reach. He also says there’s room to introduce existing fans to Tillamook products that might be new to them or to new offerings altogether.

 



 

Comments   

 
Guest
-1 #1 one who loves your cheeseGuest 2015-01-08 00:20:21
Your cheese is tasting different and I've eaten your cheese for 40 years or as long as you have been there. It isn't the same. It is tasteless,it is a different color, the sharp I bought as a gift for me at Xmas was not the same sharp I have had. It breaks my heart. Are you using GMO'S now in your process? It is not good cheese now. Im very hurt and disappointed. What's going on. Everyone in my family has noticed it. Thank you for listening. Joy Martin of Everett WA.
Quote | Report to administrator
 

More Articles

Editor's Letter: Tortoise and the Hare

February 2015
Monday, January 26, 2015

The day after this issue goes to press, the city of Medford will host its annual business conference. The event features Minoli Ratnatunga, co-author of the Milken Institute’s annual “Best-Performing Cities” report. Preliminary data suggests that Medford is likely to retain its No. 1 ranking among best-performing small cities for having a higher concentration of high-tech firms than the national average. 


Read more...

How Oregon will survive the loss of Hanjin

March 2015
Friday, February 20, 2015
BY JOE CORTRIGHT | OB CONTRIBUTOR

"Shipping containers to Portland is like waiting for a bus that travels once a day."


Read more...

Carbon Power

February 2015
Tuesday, January 27, 2015
BY LINDA BAKER

Researchers in a multitude of disciplines are searching for ways to soak up excess carbon dioxide, the compound that contributes to global warming.


Read more...

Everything old is new again: How the EEOC is reinventing itself

Contributed Blogs
Tuesday, February 17, 2015
BY TAMSEN LEACHMAN | OB GUEST CONTRIBUTOR

It is important to understand the EEOC’s priorities, and ensure that your leadership understands the shifting expectations of regulators and the heightened standards to which you (and they) may be held.


Read more...

Uncertainty about convention center hotel could cost Portland an NBA All-Star Game

The Latest
Wednesday, February 18, 2015
463545460BY JACOB PALMER | OB DIGITAL NEWS EDITOR

NBA commissioner: "I would love to end up having an All-Star Game in Portland. It's really just a function of ensuring that we can fit in town."


Read more...

MBA Perspective

February 2015
Tuesday, January 27, 2015
BY KIM MOORE

Robin Anderson, dean of the Pamplin School of Business, University of Portland: "You need people who are comfortable leading in ambiguity."


Read more...

Tweeting Portland's State of the City address

News
Friday, January 30, 2015
Screen Shot 2015-01-30 at 3.08.19 PMBY JACOB PALMER | OB DIGITAL NEWS EDITOR

For those who were working, here are a few highlights of Charlie Hales' State of the City address.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS