State fair food is where trends get pressure-tested at scale — and this year, one of the country's most recognizable dairy names is making a strategic move at the fried-food capital of the Upper Midwest. Ellsworth Cooperative Creamery will sell its famous fresh cheese curds directly to fairgoers at the Minnesota State Fair for the first time ever.
The fair runs August 27 through September 7 in St. Paul. And while Ellsworth curds are nothing new to the fairgrounds — the creamery has supplied concession stands that batter and deep-fry them for years — the 2026 edition marks a shift from behind-the-scenes supplier to front-facing branded exhibitor.
From Concession Supplier to Branded Retail Exhibitor
As part of its sponsorship of the fair's popular Food Building, Ellsworth is rolling out pre-packaged "Made Fresh for the Fair" pouches for retail sale. The 2oz pouches will be available exclusively at the creamery's sponsor booth on Underwood Street, just west of the Food Building.
Buyers will have six flavors to choose from:
- Natural Cheddar
- Garlic
- Pizza
- Jalapeno
- Ranch
- Dill Pickle
The pitch here is snackable and wholesome. Each 2oz pouch delivers 12 grams of protein — positioning the curds squarely in the better-for-you snacking conversation that has reshaped so many center-store and grab-and-go categories.
The Cheese Curd Capital Doubles Down
Ellsworth isn't shy about its credentials. The cooperative points to Circana data to back its claim as the #1 brand of refrigerated retail cheese curds in the U.S., and the village of Ellsworth, Wisconsin — where the curds are produced — is officially recognized as the Cheese Curd Capital.
"Ellsworth Cooperative Creamery has a great farm cooperative history and makes high quality cheeses, and we are proud to be the sponsor of the popular Minnesota State Fair Food Building and an exhibitor in 2026," says Kevin Pieh, CEO of Ellsworth Cooperative Creamery.
Pieh is quick to explain what sets the product apart. "Cheese Curds are a long-standing tradition at Ellsworth. They are made as part of the natural cheese-making process, except we catch the curds before they normally get pressed to make traditional cheese," he says. "Our manufacturing facility in Ellsworth, WI is specifically designed for this process in order to meet consumer demand. We encourage everyone to come out to the Minnesota State Fair and enjoy our cheese curds, whether deep fried or our new special Made Fresh for the Fair Cheese Curd Pouches."
Owned by 180 family dairy farms across Minnesota and Wisconsin and operating for more than 115 years, Ellsworth is also a leading supplier of fresh cheese curds to restaurants and foodservice operators, and produces award-winning specialty natural block cheeses such as its Habanero Ghost Pepper Jack.
Why It Matters
For food and beverage operators and buyers, Ellsworth's move is a case study in category strategy hiding inside a fair booth. A trusted foodservice supplier is using a high-traffic public event to build a direct, branded relationship with consumers — and to reposition a classic indulgence as a protein-forward, portable snack.
The practical takeaways for operators and procurement pros:
- Protein sells. Framing curds as a 12-gram-of-protein snack taps directly into the high-protein, better-for-you demand driving purchasing across retail and foodservice. Menu descriptions and grab-and-go signage that call out protein can lift the same familiar products.
- Flavor breadth matters. Six flavors — from Dill Pickle to Pizza — show how a single SKU family can chase multiple palates and impulse buys. It's a template for menu innovation without reinventing the product.
- Events are a launchpad. Sponsoring a marquee venue and selling a limited "Made Fresh for the Fair" edition is a low-risk way to test packaging, flavors, and pricing with a captive, engaged crowd before wider retail or foodservice rollout.
For concession operators and institutional buyers already sourcing Ellsworth curds, the debut is also a signal: your supplier is investing in brand equity that can help pull traffic to the very stands that fry their product.
Catch the Curds in St. Paul
Whether you prefer them battered and deep-fried or straight from a fresh pouch, Ellsworth's curds will be easy to find on Underwood Street this fair season. For operators, it's worth a walk-by to see how a legacy dairy cooperative is packaging tradition for today's snacking shopper.
For more on how dairy and specialty producers are winning shelf and menu space, explore our coverage of G.S. Gelato's protein-forward launch and LaClare Creamery's Ube Goat Cheese. Are you seeing protein claims move the needle on classic indulgences in your operation? Weigh in with a comment below.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
