Sargento, the Wisconsin-based cheese company, continues to innovate its cheddar, mozzarella, and string cheeses, with $1.8 billion in annual sales. Led by third-generation CEO Louie Gentine, the company invests in advertising to ensure the success of new products. This strategy has helped Sargento maintain its position as America’s top-selling natural cheese brand, with a 13% market share.
The company remains 100% family-owned, with 60 shareholders who are all descendants of the founders. Family ownership sets Sargento apart from competitors like Leprino Foods and Saputo, who are also family dynasties in the cheese industry. Despite being smaller in size compared to these giants, Sargento has been able to seize opportunities and increase its market share over the years.
To stay competitive in the cheese industry, Sargento invests heavily in advertising and logistical support at grocers. This focus on innovation and marketing has allowed the company to grow its profits three-fold since Gentine took over as CEO. Sargento operates four cheese making and packaging plants in the Midwest and has its own trucking fleet, delivering 25% of its products.
The company’s success can be attributed to its focus on quality control, natural formulations, and a commitment to making the everyday cheese-eating experience special. As competition in the industry heats up with Kraft Cheese launching new products under Lactalis, Sargento continues to innovate, particularly in snackable cheese. The company expects to grow by 5% annually in the coming years.
Gentine’s vision for Sargento includes remaining a family-owned business and extending that family atmosphere to its employees. The company has a long-term focus on its business, allowing it to make investments and decisions that benefit both the business and its 2,600 employees. By acquiring family-owned businesses like Baker Cheese, Sargento aims to continue its growth and success in the cheese industry.
