Elevating Wisconsin Cheese: How custom crates are helping small cheese companies shine

5 MINUTE READ

At trade shows and in grocery stores across the country, Wisconsin cheese isn’t just a product – it’s an experience. The Dairy Farmers of Wisconsin, the marketing arm for all of Wisconsin’s dairy farmers, takes pride in promoting the state's storied cheese-making tradition. One creative way they achieve this is through the use of custom-branded wooden crates crafted by Carpenter Core, a USA-based company known for its eco-friendly, handcrafted wooden display solutions.

Briana Katzenberger, the Trade Show and Channel Marketing Coordinator for Dairy Farmers of Wisconsin, recently sat down with Alan Derrick, founder of Carpenter Core, to discuss how these crates help to promote Wisconsin Cheese through thoughtful, branded displays.

Elevating displays for iconic Wisconsin Cheese

As Katzenberger explains, Wisconsin cheese isn’t just about taste—it’s about heritage, quality, and the artistry of cheese-making. The state has a unique approach to cheese production in that it requires licenses for all cheesemakers, something that sets it apart from other states. Wisconsin is also home to the prestigious Master Cheesemaker program, where artisans earn credentials similar to a PhD in a specific variety of cheese.

"Most of the cheesemakers are small family-owned businesses," says Katzenberger. “There’s a lot of heart that goes into making innovative and flavorful cheeses. When out at trade shows or even in retail settings, we want to reflect that level of care and craftsmanship in everything we do.”

This is where Carpenter Core’s wooden crates come in. Dairy Farmers of Wisconsin ordered 96 customized 10 x 8 x 3 ½-inch open slat crates, designed not only to hold and display their cheese but to physically and aesthetically elevate their brand at events and in retail environments. These crates, adorned with the iconic Wisconsin Cheese badge, serve a dual purpose. Not only do they provide functionality by physically lifting the product and acting as storage, but they also reinforce the brand message.

“We use them to elevate the perception of our cheese just by the display,” says Katzenberger. “Having something a little more unique, like a wooden crate with our branding, really heightens the experience. It’s a step up from a typical cardboard box, and people notice that.”

A multi-use marketing tool

What sets the Carpenter Core crates apart is their versatility. Dairy Farmers of Wisconsin uses them in several ways: at trade shows to elevate products, in retail stores to highlight Wisconsin cheese, and even in booths where they sample their products.

The unique design and strategic placement of the logo allows them to be used right-side-up or flipped upside-down while maintaining the integrity of the branding. This flexibility makes the crates not only functional but adaptable to different marketing situations, whether it’s in a grocery store display case or at the center of a bustling trade show floor.

At trade shows such as Summer Fancy Food, Winter Fancy Food, and the International Dairy Deli Bakery Show, the crates help the Dairy Farmers of Wisconsin stand out. “When we bring the companies with us to these shows, they have their own space within our booth to communicate with retailers or buyers,” says Katzenberger. The crates, strategically placed throughout their displays, draw attention to the quality and craftsmanship of the cheese, just as the products themselves do.

Supporting small business growth

The story behind Dairy Farmers of Wisconsin’s use of Carpenter Core crates offers a valuable lesson for small business owners. Thoughtful packaging and display choices can make a big difference in how products are perceived. By investing in branded, sustainable, and eye-catching displays, businesses can convey a sense of quality and care that resonates with consumers.

This strategy aligns with the broader mission of Dairy Farmers of Wisconsin, which is to help small Wisconsin cheese companies share their stories and products with a wider audience.

In this sense, Carpenter Core’s crates are more than just containers—they’re an important part of the Dairy Farmers of Wisconsin’s marketing toolkit, helping to tell the story of small cheese producers who are passionate about their craft.

A story of craftsmanship

From Derrick’s perspective, the collaboration with Dairy Farmers of Wisconsin is a natural fit. “I’ve always prided myself on attention to detail,” Derrick notes. “Our crates are designed to last and to reflect the quality of what’s inside.”

Unlike typical laser-engraved crates that barely penetrate the surface of the wood, Carpenter Core’s crates feature deep, outlined branding that stands out from across an exhibition hall. This depth not only enhances visibility but also ties into the rustic yet refined feel that Wisconsin Cheese seeks to convey.

Katzenberger echoes this sentiment: “Everyone loves the branded look into the wood. It really makes our logo stand out, and you can see it from across the aisle. You don’t have to be right up next to it to realize what the crate says.”

For small business owners, this collaboration between Carpenter Core and Dairy Farmers of Wisconsin serves as a reminder that even small changes in presentation can have a big impact. Thoughtful, customized solutions like these crates don’t just hold products—they tell a story that resonates with customers long after they leave the store or trade show booth.

This article was made possible by support from Carpenter Core. We make small customizable wooden crates and boxes used for gift baskets and product packaging.