CALS is partnering with businesses, the state and other stakeholders to develop a Wisconsin meats brand that could emulate the success of the state’s artisan cheese.
By Mary Makarushka
Geiss Meat Service in Merrill, Wisconsin, has been butchering livestock for farmers in Lincoln County and surrounding areas since 1956, cutting about 6,000 pounds of beef a day—that’s an average of eight to 10 beef cattle—into fresh steaks, chops, loins and roasts. But when third-generation owner Andrew Geiss took over the company in 2005, he was ready to try something new.
“I wanted to figure out a way to build up a retail business by expanding our sausage line,” he says. “I thought there was more money to be made by diversifying our products.” He added a smokehouse and started taking basic meat science classes at CALS—and soon discovered a satisfaction in crafting his own specialty meats that meat cutting alone couldn’t provide.
“There’s a lot of pride and art that goes into it. For instance, getting that perfectly round shape and uniformity in color when making a ham,” says Geiss. “You can’t imagine how much one thing in the smokehouse—for example, the humidity levels—changes everything, and how much work is involved.”
But the business side wasn’t going as well as he had hoped. “Honestly, I was at a point where we needed to make some serious changes with the consistency of our products in order to please customers and expand sales,” he says.
He found exactly the help he needed in 2010, when he was accepted into the inaugural class of the Master Meat Crafter training program at CALS. He and his classmates—16 men and one woman from small meat operations all around the state—traveled to Madison regularly over the course of two years for rigorous, hands-on instruction in meat science and processing, covering such areas as fresh meats, fermented and cured meats, cooked and emulsified sausage and meat microbiology and food safety.
That training earned Geiss the right to use the formal designation of Master Meat Crafter. But even more than the title, the program gave him the skills he needed to improve the quality, yields and markup on his products. “Now we’re doing a ton of different kinds of sausages, and everything is turning out just perfectly,” he reports. “And I don’t have to second-guess anything. I know that everything is exactly the way that I want it to be, and it turns out the same every time.”
The industry already has taken note of his improvements. Last summer Geiss Meat Service entered products for the first time in the American Cured Meat Championships and won awards in four categories, including first place in cooked ring bologna.
But even seasoned meat crafters see the value of the master course. The debut class included Louis E. Muench, a third-generation sausage maker who was inducted into the Wisconsin Meat Industry Hall of Fame in 2009. Since 1970, Louie’s Finer Meats in Cumberland has been crafting ham, bacon, bologna, breakfast links, salami, summer sausage and dozens of other products—and winning more than 300 state, national and international awards for their quality. Its creative staff also designs an extraordinary assortment of bratwurst, including applewurst, bacon cheeseburger, blueberry, pumpkin pie and wild rice and mushroom.
Why would someone with that level of expertise be interested in going back to school? “There’s so much technology that changes every day,” Muench says. As examples he cites new antimicrobials developed to combat foodborne pathogens and new government food safety, labeling and operations-related regulations, including changes that will for the first time allow Wisconsin’s state-inspected small processors to sell across state borders. “For our business to succeed in the long run, we need to keep current on everything and try to pass on as much knowledge as we can to keep the quality and the food safety up,” says Muench.
Within a year of completing the program, Muench had encouraged his son Louis and his brother William to sign up with the next group of students.
That’s the kind of success that the Master Meat Crafter program’s key partners—CALS, UW-Extension, the state Department of Agriculture, Trade and Consumer Protection (DATCP) and the Wisconsin Association of Meat Processors (WAMP)—envisioned when they determined that state-of-the-art training was needed to take the state’s specialty meat production to an even higher level.
Program director Jeff Sindelar, a CALS professor of animal sciences and UW-Extension meat specialist, designed it to be like an academic postgraduate program that would benefit even the most skilled and experienced artisans. In both structure and intent, the new program mirrors the Wisconsin Master Cheesemaker program run by the Center for Dairy Research at CALS, which was a key player in turning Wisconsin’s specialty cheese business into a globally acclaimed leader that today accounts for more than 20 percent of Wisconsin’s total cheese production, up from a mere 4 percent in the 1990s.
The Master Meat Crafter program’s success will be measured over the long haul, says Sindelar: “It’s which of these plants will grow, add on, which plants are going to pass along the business, whether to family members or to other people who can continue the name. It’s really about longevity and viability of the industry.
Tags: Andrew Geiss, Animal science, Dan Schaefer, DATCP, Dhanansayan Shanmuganayagam, Geiss Meat Service, Jeff Sindelar, Louis E. Muench, Mark Cook, Mary Makarushka, Master Meat Crafter program, WAMP
Posted in Featured, Food, Main feature, Meat, On The Cover, Spring 2013 |