Butter’s on a roll as natural-foods trend meets holiday demand

Milwaukee Journal SentinelDecember 7, 2013 

GREENWOOD, Wis. — Driven by the movement toward food that contains natural ingredients as well as the foodie and gourmet cooking trends, butter consumption in the United States has reached its highest level in 40 years, dairy industry leaders say.

Where margarine and other spreads were once hailed as healthier alternatives to butter, the pendulum may have swung back in butter’s favor.

In the middle of the trend is Grassland Dairy Products Inc. in Greenwood, whose plants make about one-third of the nation’s butter. Grassland is the largest family-owned butter company in the United States.

“We’re busy,” said Trevor Wuethrich, a vice president at Grassland and the fourth generation of the Wuethrich family to work at the company, which was founded by John Wuethrich in 1904. “We’re definitely seeing butter consumption go up.”

Busy, too, is Al Bekkum, whose family-owned Nordic Creamery in Westby, Wis., is hard-pressed to meet demand for its butter. “At the end of the week — every week — our coolers are empty,” Bekkum said. “We just can’t keep up.”

This time of year is butter’s sweet spot. Estimates are that at least 40 percent of butter consumption in the U.S. takes place between Thanksgiving and New Year’s Day. That increase in demand is driven by holiday baking and Thanksgiving and Christmas meals.

Grassland begins gearing up for the holiday rush each year around Aug. 1, Wuethrich said.

“It puts stress on us from August to the first week in December,” he said. “There aren’t many vacations given during those four months.”

“Butter’s perishable,” he added. “We can’t make it in January and put it away in the warehouse” until the holiday season arrives.

Bekkum sees the rush, too. “Especially this time of year, it’s just crazy for us,” he said.

It’s not just butter cookies at the holidays driving the trend, though. Butter’s numbers have been moving steadily higher over time. During the past decade, Americans have increased their butter intake by 24 percent, according to the Wisconsin Milk Marketing Board.

“The last five years, butter has really taken off,” said Peter Vitaliano, chief economist for the National Milk Producers Federation, an Arlington, Va., trade association. And the growth in butter consumption is expected to continue.

Butter consumption has now reached 5.6 pounds a year per capita, up from its low point of 4.1 pounds in 1997, according to the Milk Producers Federation.

All of this is good news for the state’s dairy industry.

Some of the increase in butter consumption is due to a shift in consumer preferences away from processed foods, artificial ingredients and trans fats derived from partially hydrogenated vegetable oils.

That doesn’t mean you should gobble down a stick of butter for breakfast every morning. Butter should be consumed in moderation as part of a balanced diet, dairy experts say.

Still, “People are starting to realize that maybe we better look at what we are actually putting into our bodies,” Bekkum said.

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