Cream of the Crop

Growing Up

BY Elaine W. Teague | November 1, 1998|

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After its laborious transition, Straus Family Creamery has successfully turned the corner. The family farm on which Bill, 83, and Ellen, 71, raised their four children is thriving. Though they're geographically spread out, most of the family remains involved to some extent. Ellen is a trailblazer herself, recently gaining national recognition for her years at the forefront of agricultural land conservation in Marin County. Albert's sister, Vivien, 41, has played a part in the creamery's advertising and its Web site, while Michael has moved on to do agricultural consulting outside the United States.

Offering products such as organic cheeses and planning to introduce organic chocolate milk and "cream quality" ice creams in the future, the Strauses have found their niche in upscale health-food stores and supermarkets in 11 states--and expect to see nearly $4 million in sales by year-end.

Although the battle to control feed costs rages on, Straus is up to the challenge. "[The price of organic feed] is still probably 50 percent above conventional prices," he says, "but I'm looking at different ways of doing it. I'm changing how I feed the animals pretty drastically this year, growing more of our own silage and getting away from the feed we have to buy."

Of the early 1990s, when the future of Straus Family Creamery hung in the balance, Straus says, "Everybody was skeptical [as to whether] what I was doing would work, but I don't think we'd be in business today if we hadn't made the change."

And he hasn't looked back. Arriving at work at 4 o'clock each morning, before the first milking of the day, Straus knows his product appeals to America's maturing, health-conscious baby boomers. "We [offer] a guarantee of no antibiotics, hormones, pesticides or commercial fertilizer," says Straus. "I think it's what consumers want."