From their roots on a modest 40‑cow dairy in Wisconsin — America’s ‘Dairyland’ — the Crave brothers learned early that success in agriculture hinges on adaptability. Facing industry consolidation in the 1990s, they pivoted from commodity milk production to value-added cheese making, launching Crave Brothers Farmstead Cheese in 2002. That bold move transformed their family business and set the stage for growth, today producing award-winning artisanal cheeses from a herd of over 2,000 cows.
Central to their journey has been a culture of continuous learning, open communication, and communal decision‑making. Guided by parents who modelled curiosity and efficiency, the brothers built barns, poured concrete, and mastered cheese‑making through relentless hands-on effort. They formalised roles but empowered each family member — across multiple generations — to leave their own mark, whether optimising operations, refining administrative systems, or stewarding sustainability.
Looking ahead, the Craves embrace both opportunity and caution. They stay aligned with urban consumer trends through trade shows and market research, all while safeguarding the delicate ecological and financial equilibrium they’ve built. As Mark Crave steps into the Managing Partner role, he’s focused on equipping the next generation with the vision, skills, and capital sense to carry forward a legacy defined by resilience, innovation, and genuine stewardship of the land.
