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Sargento Cheese: Ownership, History, and Future in Wisconsin’s Dairy Industry

Sargento Cheese: Ownership, History, and Future in Wisconsin’s Dairy Industry
Sargento Cheese: Ownership, History, and Future in Wisconsin's Dairy Industry
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Sargento is the cheese brand that quite likely rings the loudest. Besides, it has already become the standard for quality and creativity in the cheese-making realm. With its location in Wisconsin where the state was known for the dairy, Sargento becomes a living example of American cheesemaking tradition being continued through its ups and downs. But, what really distinguishes Sargento from the rest? The paper goes into details about ownership, history and the company’s future, revealing its impact on the dairy industry in Wisconsin and elsewhere. The company has already transformed from modest beginnings to a widely recognized name, come along with us to reveal the tale of a brand that is among most loved in the country.

Ownership Structure of Sargento Cheese

Ownership Structure of Sargento Cheese
Ownership Structure of Sargento Cheese Image Source: https://www.supermarketperimeter.com/articles/9467-sargento-prioritizes-innovation-family-values

1Current Ownership and Leadership

Sargento Foods Inc. is a family-run operation, with Louie Gentine as its current CEO. Louie Gentine is the third generation of the Gentine family to lead, thereby keeping up a tradition of family leadership that has been going on since the company was established in 1953. This dedication to family ownership has influenced Sargento’s principles and methods of operation, the latter of which are characterized by quality, innovation, and the company’s active participation in the local community.

Sargento has strengthened its hold on the cheese market, all the while keeping in view the employees and customers, under Louie Gentine’s guidance. The company has been associating itself with high-quality products like shredded, sliced, and snack cheese and that has been the case for quite some time. The company’s dedication has been backed by a leadership team that cuts across the family line and brings in modern business expertise which is very crucial for Sargento’s competitive edge in the ever-changing food market.

The privately held status of the company offers it the flexibility to go after long-term objectives and to put money into the staff and the operations without the pressure that comes with external shareholders. This stability has allowed Sargento to maintain a strong presence in the dairy industry while being true to its core mission of providing “Real Cheese People” with the best in authentic, natural cheese products.

2Company Structure and Stakeholders

Sargento is a company owned by a family and this gives it a special and independent way of running the business. As a private company, Sargento can concentrate on long-term strategies for growth rather than if and when the shareholders want it to be done. The family-oriented structure also leads to a tight-knit and cooperative atmosphere that places integrity, quality, and innovation among the company’s values. This strategy has been very important in keeping the brand’s quality and popularity in the competitive cheese market.

Sargento’s stakeholders include a wide variety of people such as its workers, users, suppliers and partners in the community. Workers are of utmost importance since they are the living embodiments of the company’s mission and values and their input is crucial for not only the cheese products but also through the development and delivery of the same. Users too are vital stakeholders, since the firm is determined to meet their demands by putting out products that live up to its vow of being real and good. Suppliers are important for making sure that the premium ingredients are available, while working with the local communities strengthens the company’s commitment to socially responsible and ethical practices.

Sargento ensures the harmony and sustainability of its operations by structuring and maintaining the relationships with the stakeholders according to its core values. The company’s characteristics of being open, working together and investing for the long term make it a dairy industry leader as it provides financial stability along with a strong commitment to the production of high-quality, natural cheese products.

3Role of Family Ownership in Sargento’s Operations

Family ownership is an important factor that determines the culture, strategy, and long-term vision of Sargento. The company decided to remain family-oriented and thus utilizes its ownership structure to make sure there are no major upsets, that ethics are always taken into consideration, and that the company grows slowly but surely. Below are five main points of influence where family ownership can be seen moving around Sargento:

Long-Term Strategic Vision

Sargento is not like public companies which have to make a quick profit since they are always under such pressure. Company’s family ownership allows to invest in environment-friendly practices, innovation, and infrastructure without the worrying of the external shareholders.

Employee-Centric Culture

Sargento’s family ownership creates a situation where there is a very strong bond of care and responsibility for employees. This is the case and is even point out by various things such as providing the most attractive benefits in the industry, having wellness programs, and making a strong commitment to creating a supportive work environment.

Commitment to Quality

The leadership of the family guarantees that the company is producing natural and high-grade cheese and other dairy products. By the use of artisanal methods and strict quality checks, Sargento has conquered a spot of reputation not only in the cheese but in the whole dairy industry as excellent.

Community Engagement and Philanthropy

Sargento’s family values are its main reason for doing good to the community. They are supporting charitable causes for instance food donation and developing the local communities which in turn making the company operations aligning with the society’s overall good.

Strong Ethical Foundations

Family ownership creates a governance framework based on trust and ethical conduct. One can see this in Sargento’s open supply chain management, its alliances with responsible dairy farmers, and its following of the green practices.

These key aspects have been incorporated into Sargento’s operational framework which helps the company to uphold its values and at the same time achieve growth thus promising a bright future for both the company and its stakeholders.

History of Sargento Cheese Since 1953

Meet The Billionaire Family Producing America’s Bestselling Cheeses

Founding and Early Years

Sargento Foods, Inc., a family-owned company, was founded in 1953 by Leonard Gentine and Joseph Sartori in Plymouth, Wisconsin, and is still owned by the same family. The company was established with a dream to change the cheese sector upside down by innovation, quality, and a commitment to excellence. Gentine, a gifted entrepreneur and cheesemaker, together with Sartori, laid the foundation for the enterprise on family values and a pioneering spirit. The company name “Sargento,” is a mix of “Sartori” and “Gentine,” indicating the collaboration that was the base of the company.

Sargento made a name for itself early on by being the first to sell vacuum-packaged natural cheese, thus gaining consumer acceptance for its high-quality cheese. This invention made cheese more convenient and fresh for the consumers, plus it was one of the factors that made Sargento different from its competitors. Besides that, the company was customer-oriented by knowing the changing consumers’ needs and providing them with outstanding taste and texture in their products.

Sargento kept on innovating and expanding its product range while investing in research and development throughout the 1950s and 1960s. It introduced pre-sliced natural cheese in 1958, an industry first that set a new standard for convenience in the home. This achievement not only reflected Sargento’s dedication to meeting consumer demand but also bolstered its standing as a dominant player in the cheese industry. Using the strategies of creativity and quality, Sargento successfully established the grounds for its growth and eventually became a trusted household name.

Key Milestones in Company Development

Year Milestone Description
1953 Founding of Sargento Foods Inc. Leonard Gentine and Joseph Sartori set the company up, mixing innovation and a quality focus to make a new vision for the cheese business.
1958 Introduction of Pre-Sliced Natural Cheese Sargento was the first to sell pre-sliced and natural packaged cheese, thus shaking the whole market. The company very cleverly listened to the consumers, who wanted more convenient forms of cheese, and the created a new standard in the world cheese industry.
1986 Development of Reclosable Packaging Sargento launched the reclosable zipper bags for cheese, which made the cheese last longer and easy to use at the same time. This technology became the hallmark of Sargento and it was soon adopted by the competitors as well.
1996 Expansion into Balanced Breaks® Snack Line Sargento entered the balanced snacks category with the introduction of the well-mixed natural cheeses, nuts, and fruits under the name of Balanced Breaks®. The company’s creation was targeted towards those who are conscious about their health and look for convenient ways to have nutritious options.
2006 Establishment of the Culinary Development Team The brand acknowledged the role of chefs and food experts in its growth and therefore Sargento put up a staff entirely devoted to product inventiveness and recipe formation which further strengthened its monopoly.
2018 Launch of Reserve Series™ Cheeses Sargento released a range of exquisite cheeses that also included the new varieties for the matured ones, thereby providing an excellent consumer experience and appealing to the tastes of gourmet.
2020 Commitment to Sustainability The manufacturer has taken big steps in tackling the issue of environmental care through the setting up of the practices for sustainable sourcing, waste reduction, and eco-friendly packaging innovations.

Every one of these achievements shows clearly that Sargento has decided to always be one step ahead of the market, with the help of the quality, innovation and sustainability strategies.

Evolution of Products Over the Decades

The changing consumer tastes and technology advancements are well represented by Sargento’s evolution through product offerings. Primarily, the company was dealing with very high-quality sliced and shredded cheeses. Then, it developed that the market for cheese had widened and included consumers who would use the cheese not only for typical household but also for more creative and fancy purposes. Innovations in consumer-friendly packaging such as resealable bags, which not only further improved the product’s freshness but also changed the cheese category, were invented by Sargento by the 1980s.

The 1990s was a time of diversification during which the company presented specialty cheese blends made to woo gourmet dining experiences and thereby the global and artisanal flavors gradually winning over consumers. At the beginning of the 21st century, Sargento had already integrated health solutions into its very product range by offering customers reduced-fat and natural cheeses thus counterbalancing the surging stress on wellness and nutrition.

In the last few decades, sustainability and team collaboration have been the development of cheese-like products’ different facets of a company that has become synonymous with such practices. Sargento’s commitment to eco-friendly methods has resulted in numerous promising environmental initiatives, including sustainable dairy sourcing along with recyclable packaging; at the same time, it has not deterred them from conducting further research into new flavors and making slight improvements in textures. The above-mentioned refinements not only correspond to the increasing consumers’ requirements regarding transparency and corporate social responsibility but also signify the company’s optimism to continuously raise the bar for the cheese industry. Sargento has, thus, been marked through every phase of product development with a simultaneous commitment to quality, functional utility, and environmental concern, enhancing its status as a leader in the industry.

Product Range and Innovations

Product Range and Innovations
Product Range and Innovations Image Source:https://migroup.com/blog/sargentos-chip-schumans-tips-for-marketers/

Overview of Sargento Cheese Products

Sargento has a broad spectrum of cheese products that are designed to satisfy the tastes of various consumers and the different uses in cooking. The company sells sliced cheeses, shredded cheeses, cheese snacks, and block cheeses, which are for daily consumption and special occasions. The varieties of sliced cheese include an assortment of both traditional and specialty flavors such as Sharp Cheddar, Colby-Jack, and Natural Provolone. These slices are made with the best melt and flavor, so they are perfect for sandwiches, burgers, and paninis.

The shredded cheese section is made to make cooking less tedious and includes varieties such as 4 Cheese Mexican Blend, Mozzarella, and Parmesan. These blends are selected to compliment the dishes of casseroles, pizzas, and salads. Balanced Breaks and String Cheese are among the healthy and convenient portions offered by Sargento’s snack line, which attracts the attention of health-conscious consumers looking for somewhat ready-to-eat solutions. Moreover, their block cheesed take allows for different cuts and creative cooking.

The whole Sargento cheese range then goes with the use of high-quality ingredients and natural flavors alongside the processed cheese options. Also, Sargento keeps on innovating by presenting new varieties in line with the changing consumer tastes like reduced-sodium options and specialty blends. With careful product development, Sargento keeps the same taste, texture, and performance throughout and at the same time participates in wider trends such as clean labeling and sustainability practices.

Innovations in Cheese Production

The production of cheese has made great strides in the recent past due to the demands for efficiency, sustainability, and an improved range of products. The modern technological developments in the dairy industry, such as precision fermentation and membrane filtration, have greatly improved the quality and yield of milk through processing. The separation of milk components with ultimate accuracy is made possible by membrane filtration techniques like ultrafiltration and microfiltration. This results in the perfect and consistent protein-to-fat ratio, which, in turn, is paramount for the production of cheddars with the desired textures and flavors. Moreover, the technique of precision fermentation also brings about the creation of dairy proteins that are free from animal sources during the making of plant-based or hybrid cheese alternatives that do not lack in taste or texture.

Automation and data analytics have also been a great help in the modernization of cheese-making processes. The use of automated curd cutting systems, the constant monitoring of moisture content, and the application of sophisticated pH controls are all ways in which the industry is able to streamline production while at the same time reducing variability. In conjunction with large-scale fermenters and smart manufacturing practices, these technologies are available to producers to not only optimize efficiency but also adhere to strict quality standards. In addition, plant managers are now relying on data analytics and predictive modeling to foresee production bottlenecks, avert waste, and ensure a steady supply of products, thus having the added advantage of being less harmful to the environment.

Sustainability is no longer a secondary issue but a priority in the innovations of cheese production. The carbon footprint has already started to shrink thanks to measures like the installation of anaerobic digestion systems, which turn dairy waste into biogas. Another green point in the company’s profile is attributed to the packaging technology sector renovations where focus is put on the use of recyclable and biodegradable materials to lower the contribution of landfills. The cheesemaking companies are also partnering with the local dairy farmers to make the milk-sourcing process eco-friendlier, one of the tactics being through investing in regenerative agriculture practices that are resource-efficient and at the same time beneficial to soil health. All these innovations together make the cheese industry poised to meet the challenges of the present day environment, economy, and consumers while still providing excellent products.

Sustainable Practices in Dairy and Cheese Production

Energy efficiency and the application of renewable energy are the major elements of sustainability in dairy and cheese production. The energy-efficient technologies being used for modern dairy facilities include systems that recover heat, which is energy wasted during production, and make use of heat for various purposes, the most common being pasteurization and sanitation, thus greatly lowering the energy bills of the dairy producers in the end.

Moreover, some producers are implementing off-grid renewable energy options such as solar panels, wind turbines, and biogas digesters. For example, when anaerobic digestion systems are introduced or applied to dairy farms, they not only help in the management of waste problems but also produce biogas, which is a clean energy source and can be further used. It is reported that around 50% of a facility’s energy needs can be covered through anaerobic digestion, which means a giant leap towards getting carbon neutral.

These innovations prove that the dairy industry is serious about its greenhouse gas (GHG) emission reduction strategies and is ready to gradually ditch the fossil fuels alongside their dependence. This goes hand in hand with and indeed supports the global sustainability goals while at the same time, strengthens the economic resilience of the cheese and dairy operations.

Impact of Sargento on Wisconsin’s Dairy Industry

Impact of Sargento on Wisconsin's Dairy Industry
Impact of Sargento on Wisconsin’s Dairy Industry

Contribution to Local Economy

Sargento is a major player in the Wisconsin dairy industry and has been responsible for big economic activities not only in the state but also in the region. The company keeps its headquarters and production plants in Wisconsin, which means that Sargento has a direct impact on the employment of thousands of people in the area, thus contributing to the stability of both rural and urban communities economically. The large-scale producer not only provides excellent jobs in sectors such as manufacturing and distribution but also in research and administration, thus making sure that the economic advantages of its business are shared widely. Moreover, the company’s cooperation with the local farmers assures a regular demand for milk and other materials, thereby helping to increase the income of small and medium-sized family-owned farms in Wisconsin.

Sargento’s sourcing from local producers not only brings the milk at a lower price by avoiding transportation costs but it also lessens the company’s carbon footprint at the same time. Hence, this practice not only contributes to the sustainability of the farms but also to the effectiveness of the entire dairy ecosystem. Also, the company’s investment in innovation and advanced processing technologies have rained down favor in the form of a continuous supply of superior quality cheese from Wisconsin. The money made from these technologies comes back to the local economy through salaries, taxes, and investments in local infrastructure and services.

Sargento’s engagement activities go beyond just supplying the economic necessities; it also takes part in other ways by supporting and even leading community development initiatives. For example, Sargento has a long-standing commitment to education, food assistance, and training support for the workforce, the company keeps the social and economic infrastructures of Wisconsin strong and well. Besides, its collaborations with the academic institutions are creating new knowledge through R&D in the dairy industry, which in turn is generating highly skilled manpower and even possible technological innovations. All these various contributions point to a significant and lasting impact that Sargento has on the Wisconsin dairy industry and its communities.

Partnerships with Local Farmers

The cooperative relationships that Sargento has with farmers in close proximity to the farms are the foundation and point of realization of its commitments to quality, sustainability, and, more so, to the dairy industry’s innovations. The direct interactions with a circle of committed dairymen all over Wisconsin bring Sargento the unbreakable supply of first-rate milk which complies with the strictest quality requirements. The partnerships are based on trust and values that are equally important to both parties, and they put animal welfare practices, environmental sustainability, and proper land stewardship on their priority list. Regular checks and training programs have been planned to assist the farmers in the use of advanced technologies and the adoption of sustainable farming practices so that their operations can conform to the highest industry standards.

The steady stream of income and long-term nurturing that Sargento provides the farming families through these partnerships also means that local economies are being empowered. It is a win-win situation in which not only does the agricultural sector of the region get stronger but also smaller and mid-sized dairies gain the power of being able to withstand the hardships that come with ever-changing market conditions or new regulatory retirements. Sargento is there for the farmers giving them tuition in sustainable dairy production besides the technological assistance given in order to help the farmers modernize and expand their businesses without giving up on the quality that is ethical and environmental.

Not only is it that the farmer collaborations facilitate Sargento’s innovativeness, but also the talk with the milk suppliers directly opens the door for making feedback that streams to R&D. As an example, the information taken from the farmers on the issues of milk quality, seasonal changes, and herd management practices is poured into the product development processes. The above-stated way of doing things Sargento is able to predict very well the market wants which in turn allows the company to make sure that its products are both top notch and strongly connected to the agricultural heritage of Wisconsin. The solid ties that exist between Sargento and the dairy farmers give Sargento’s position as a leading innovator in the industry the needed support amid the company’s continual commitment to the local farming community.

Role in Promoting Wisconsin Cheese

Sargento is at the forefront of enhancing the image and quality of Wisconsin cheese through a multiple and data-driven approach. This is a commitment which is apparent in the different key initiatives that are taking place which stress quality, innovation, and putting the local dairy industry first:

Sargento is investing in local cheese makers

A continuous partnership is being built by Sargento with local cheese artisans in Wisconsin who are given both financial and technical support to invent and to improve their most traditional cheeses. The data show that Sargento has worked with as many as 30 local producers in the past ten years which have led to the emergence of innovative practices in the state.

Consumer education programs

By means of workshops, online content, and in-store promotions, Sargento makes consumers aware of the particular features of Wisconsin cheese which includes its flavors, techniques of production, and geographical origin. The data from recent campaigns indicate a 20% rise in the recognition of Wisconsin cheese among its customer base.

Sponsorship of events in the industry

Sargento not only provides funding for local cheese festivals and dairy expos but also for contests like the World Championship Cheese Contest, thus bringing the technology and artistry of the Wisconsin cheese makers to the world and increasing the recognition and respect.

Research-and-Development Investments

Besides, Sargento also makes big investments in research and development to increase the cheese-making process productivity. In fact, the company commits 5% of its annual budget on average to R&D aimed at improving cheese’s texture and its life and taste.

Sustainability Initiatives

The company urges the use of environmentally friendly farming methods among the Wisconsin dairy farms with which it works to make sure their subsequent survival. This holds true for water management and lower carbon emittance training and facilities. The sustainability audits that have been recently conducted indicate that there has been a 15% decline in emissions in the case of the farms that are participating.

These initiatives confirm Sargento’s commitment to not just marketing Wisconsin cheese but also elevating its status as a dairy product par excellence worldwide.

Future Trajectory of Sargento Cheese

Future Trajectory of Sargento Cheese
Future Trajectory of Sargento Cheese

Market Trends Affecting the Dairy Industry

The dairy sector is now largely influenced by a fusion of changing market trends which are affecting the ways of production, distribution, and consumers. One of the main trends is the increase of the consumer need for dairy products that are sustainable and produced in an ethical way. Consumers more than ever want to know the eco-friendly and social impact of their food choices by full transparency. Consequently, the movement toward sustainable farming practices has taken place including regenerative agriculture, carbon footprint reduction, and water conservation which Sargento fully supports as a partner with local farms in taking these measures.

Another significant trend is the growth in the consumption of plant-based substitutes which has caused a rise in competition in the dairy market. Traditional players such as Sargento have to face the challenge of innovating quality, authenticity, and nutritional value of their products while at the same time trying to create hybrid or complementary products. Simultaneously, lactose-free and high-protein dairy goods are becoming more popular, thus attracting health-conscious customers who regard functional food as a key factor in their purchasing decisions.

In terms of dairy industry, global supply chain resiliency is a must due to recent unanticipated events. During this interplay of factors, the challenge remains to supply the market with raw materials consistently while keeping the input costs under control. Just like any other players in the market, Sargento is poised to tackle these challenges by allocating resources to new product development and sustainable practices while keeping the quality at the top level to satisfy the changing needs of the customers and the community.

Pursuit of New Product Lines

In a fast-changing market, companies are forced to diversify their product ranges. The opening of new product lines gives Sargento the chance to keep track of changing consumer tastes and even to take the opportunity in a broader market. This extensive market research revealing trends like growing demand for plant-based foods, personalized nutrition, and healthy functional food products is the reason for this strategy. A report from an industry analysis company asserts that during the next five years, the global plant-based food market will grow at a CAGR of over 10%, and hence, serving this market is of no small importance.

At Sargento, the use of the latest technology and strict testing protocols guarantees that innovation is in sync with quality and safety standards. For instance, the adoption of modern food-processing methods gives the new product lines the development that is efficient and at the same time preserves the freshness and taste of the different products. The collaboration with nutritionists, food scientists, and supply chain experts is also a great way to boost the base for the introduction of products that are tasty and cater to the demands of health-conscious and flavor-seeking consumers alike.

As a consequence of skillfully and timely reacting to these industry changes, Sargento is not only able to bring its products in line with the fluctuating consumer demand but also places itself firmly as an innovator and an industry powerhouse in the area of diverse and high-quality food solutions.

Strategic Goals and Vision for the Next Decade

Sargento’s strategic vision for the next decade is based on innovation, sustainability, and customer-centric growth, supported by measurable metrics and advanced technologies. The company will initially invest in the development of advanced production methods that will make its operations more efficient and at the same time will be able to apply the best practices in quality control. Among the areas of investment will be the pioneering of sustainable packaging solutions given the rising consumer demand for eco-friendly products. That will involve R&D efforts which to a large extent contribute to the sustainability goals of the company as well as reduce its environmental impact.

The company will also focus on the eco-friendly aspect of its operations by reducing carbon emissions in its entire supply chain. Sargento targets a 30% reduction in greenhouse gas emissions by the year 2033 which is pretty much in line with international efforts to tackle climate change. The company is most likely to achieve this through a combination of the integration of renewable energy sources at the different production plants, improving the efficiency of the logistics network and partnering with suppliers who share the same green aspirations.

Sargento’s dream in international markets consists of not only to taking the brand but also to satisfying with the diverse tastes of consumers the different areas. Advanced analytics and AI-based consumer insights will make it possible to develop more targeted products thereby ensuring the new markets are not only submitted with relevance but also with consumption. Also, the company will be engaged in broadening its product range to include more plant-based and functional food items, thus attracting the ever-changing diet trends without losing quality.

Strategic Vision Summary

Not only Sargento will be a supplier that creates exceptional customer value, but also a company that competes for the title of being the world’s top food industry player in the next ten years through its operational strategies that are aligned with long-term sustainability and a focus on data-driven innovation.

References

  • Wikipedia: Provides a detailed history of Sargento Foods Inc., including its founding by Leonard Gentine and Joseph Sartori.
  • Sargento Foods Official Website: Features information about Lou Gentine, a second-generation family owner, and the company’s leadership.
  • Forbes: Offers insights into the billionaire family behind Sargento Cheese, detailing the Gentine family’s ownership and shareholder structure.

Frequently Asked Questions (FAQ)

❓ Who owns Sargento Cheese?

The Sargento Cheese is owned by the Sargento Foods Inc., a family-owned cheese company that is situated in Wisconsin. The company is operating for more than 70 years and has a reputation for supplying the market with cheese of superior quality.

📍 Where is Sargento Cheese located?

The Sargento Cheese’s headquarters is in Elkhart Lake, Wisconsin, which is a one-hour drive north of Milwaukee. Besides, the firm has five plants in various locations located inside Sheboygan County.

📜 What is the history of Sargento Cheese?

Sargento started as a cheese company in 1953 when a grandfather founded it, but it has turned into one of the biggest cheese producers in the US. Apart from being a leader in product innovation, the company has also been in the news for tremendous sales accomplishments.

💰 What are Sargento’s annual sales figures?

Sargento Foods has annual sales of about 1.8 billion dollars, which positions the company as one of the leading players in the cheese segment.

🧀 What types of cheese does Sargento offer?

Sargento products range from prepackaged cheeses like sliced, shredded, and snack cheese which are its main products. The company aims at a high-quality cheese that is in line with consumer needs and wants.

📦 How does Sargento vacuum seal cheese?

Sargento has a special method that vacuum seals cheese in plastic and thus guarantees its freshness while prolonging its shelf life. This new way of vacuum sealing cheese has given them an edge over everybody in the industry.

🤝 Is Sargento involved in any community initiatives?

Absolutely, Sargento is fully engaged in various community development and support programs and initiatives in and around Sheboygan County with the aim of uplifting the local community.

⭐ What makes Sargento Cheese unique?

Sargento Cheese is unique because of its quality and innovativeness in cheese making. Besides, they have been able to hold on to the cheese industry tightly through the adaptation of market trends and the shifting of consumer preferences.

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