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
-2 #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

The Cover Story

Linda Baker
Thursday, August 27, 2015
01-cover-0915-thumbBY LINDA BAKER

How do you put a baby on the cover of a business magazine without it looking too cutesy?


Read more...

Photo Log: Waterfront Blues Festival

The Latest
Thursday, July 09, 2015
bluesfestthumbBY JASON E. KAPLAN | STAFF PHOTOGRAPHER

The sweltering weather didn't keep the crowds away. Although the numbers were down slightly from last year, the Oregon Food Bank raised $850,636 to fight hunger.  About 80,000 people attended despite temperatures in the upper 90s.


Read more...

House of Clarity

July/August 2015
Monday, July 13, 2015
BY JACOB PALMER

Holding a Power Lunch at Veritable Quandary in downtown Portland.


Read more...

Getting What You Pay For

September 2015
Wednesday, August 19, 2015
BY KIM MOORE

A conversation with Chris Maples, president of the Oregon Institute of Technology.


Read more...

Is there life beyond Reed?

September 2015
Wednesday, August 19, 2015
BY GARY THILL | PHOTOS BY JASON E. KAPLAN

A storied institution climbs down from the ivory tower.


Read more...

Money Troubles

September 2015
Thursday, August 20, 2015
BY DAN COOK

The state’s angel investing fund gets hammered in Salem.


Read more...

Reader Input: Road Work

March 2015
Wednesday, July 15, 2015

Oregon's roads are crumbling, and revenues from state and local gas taxes are not sufficient to pay for improvements. We asked readers if the private sector should help fund transportation maintenance and repairs. Research partner CFM Strategic Communications conducted the poll of 366 readers in February.


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