Multi-generational family-owned dairy farm and cheese factory produce award-winning cheeses.
By Debbie Hall
Wisconsin has a rich tradition and history of cheese production and is widely recognized in popular culture for its cheese and dairy industry. Crave Brothers Farmstead Cheese is a proud, multi-generational family-owned business located in Waterloo, Wisconsin. They operate their own dairy farm (since 1980) and cheese factory (since 2001), producing award-winning cheeses using renewable energy generated on their farm. The products are of the highest quality and are made from the freshest milk available. Crave Brothers Farmstead Cheese offers a variety of farmstead cheeses, including the award-winning fresh mozzarella, mascarpone, chocolate mascarpone, Oaxaca, farmers rope string cheese, and fresh cheddar curds.
“We proudly participate in local, national, and international cheese competitions, where our products consistently earn prestigious honors and recognition. Our flagship cheese, Fresh Mozzarella, recently earned first place at the World Dairy Expo and second place at the World Cheese Championships—we take pride in representing our business, community, and state,” said Roseanne Crave, Sales and Marketing Manager and part of the second generation of the Crave family legacy.
A concern in the marketplace includes imitation dairy products, which can confuse consumers about what constitutes real dairy. These alternatives often claim to offer similar benefits but lack the nutritional value and simple ingredients found in real dairy. Crave Brothers is dedicated to educating consumers about the natural and nutrient-rich advantages of dairy, helping them make informed choices for their families while shopping.
Dairy farming is in a strong position compared to other agricultural sectors, with growth in both domestic and international markets. In Wisconsin, for example, the $52.8 billion economic impact of dairy farming is comparable to some of the largest global companies, according to a new industry report. Crave Brothers continues to be an industry leader and an economic driver in the community, investing in training and creating a positive work environment to attract and retain skilled staff.
Sustainability has always been a cornerstone of their farming practices, which maximize crop yields, produce high-quality feed for their herd, and ensure that their practices benefit both the land and the animals.
When it comes to their cows, Crave Brothers provides comfortable, year-round housing, which is key to their health and productivity. This includes everything from temperature-controlled barns to proper bedding and ventilation. Their commitment to sustainability extends to breeding, where they focus on genetic selection for cows to be born with superior health traits, ensuring they are productive and efficient for future generations.
Crave Brothers minimizes its environmental footprint through water conservation and expanding renewable energy use, such as anaerobic methane digesters. Efficiency is also a priority, and they are always exploring new technologies and methods to reduce waste and improve sustainability.
One of the most exciting sustainability initiatives they implemented in 2009 was their anaerobic methane digester. They use manure from their cows and waste from their cheese plant to produce renewable energy. This energy is then returned to the grid, supporting the local community. Additionally, the digester provides them with organic fertilizer for their fields, which helps maintain soil health. The digester also produces dry organic material, which they use as bedding for their cows, eliminating the need to truck in alternatives like sand or sawdust.
As a farmstead operation, they eliminate over 2,000 truckloads from the roads each year using their own milk and the co-products from their digester. This reduction in transportation not only cuts down on emissions but also helps them operate more efficiently, reducing the environmental impact of trucking in materials.
Through these efforts—whether improving animal care, utilizing renewable energy, or reducing waste—Crave Brothers can operate in an environmentally responsible, economically viable, and sustainable way for future generations. Sustainability is at the heart of everything they do at Crave Brothers, ensuring that they provide high-quality cheese and support the long-term health of the land, animals, and community.
Despite challenges, Crave Brothers Farmstead Cheese remains dedicated to promoting the true value of dairy farming—both through sustainable practices and the high-quality products they produce. The goal is to show that dairy farming is not just a way of life but a responsible, innovative, and sustainable industry.
From a young age, George and his siblings were determined to follow in their father’s footsteps and pursue a future in dairy farming. They were keenly interested in cow nutrition, health, and milk production.
Growing up on their father Bob Crave’s dairy farm in Beloit, Wisconsin, the brothers gained a strong work ethic and a deep passion for farming through their 4-H involvement and hands-on experience. When George and Charlie, the eldest brothers, left for college to attend the University of Wisconsin-Madison’s Farm and Industry Short Course, their father sold his herd in 1974.
During their studies, the brothers met Professor Dave Wieckert, who would later become a key business partner. In March 1978, George, Charlie, and Dave rented a dairy farm in Mount Horeb, Wisconsin, where they began building a herd of Holstein cows and laying the foundation for their future in dairy farming.
In 1980, George, Charlie, and Dave took a significant step forward by purchasing a farm in Waterloo, WI, and moving their herd to Crave Brothers Farm. Over time, as neighboring farmers began exiting the dairy industry, the Crave brothers expanded their operation by acquiring additional farmland and cattle.
As the herd and business grew, George and Charlie’s brothers, Tom and Mark, joined the operation, helping to further expand and strengthen the family business. Eventually, the Craves bought out their partner, Dave Wieckert, and Crave Brothers Farm was officially founded. The family’s commitment to quality dairy farming and growth set the stage for the success of Crave Brothers, a farm that continues to thrive today. Today, Crave Brothers Farm raises 2,500 acres of crops and 2,000 cows and produces the farm-fresh milk used by Crave Brothers Farmstead Cheese for their farmstead classics.
“We’re excited about new opportunities to expand our product mix and grow our customer base. We’re always exploring ways to diversify our offerings and reach new markets while maintaining the high standards of quality and sustainability that have been the foundation of Crave Brothers. Whether through innovative new products or expanding our presence in new regions, we’re committed to continuing their business growth while staying true to our values,” said Roseanne Crave.
Crave Brothers Farmstead Cheese takes pride in the craft and care that goes into every product that leaves its dock, ensuring that each bite is a celebration of tradition, innovation, and outstanding flavor. Its products are available nationwide in grocery outlets, including Whole Foods Market, and online at cravecheese.com.
The research, The Contribution of Agriculture to the Wisconsin Economy: An Update for 2022, and The Contribution of Dairy to the Wisconsin Economy, completed by the UW-Madison Department of Agricultural and Applied Economics at the College of Agricultural & Life Sciences
