For decades, the MSU Dairy Store has held a special place in the hearts of the Michigan State University community and its alumni. However, recent years have brought both adversity and transformation to this beloved establishment, prompting a fresh approach to its offerings and operations.
Kate Brent, a long-time customer of the MSU Dairy Store, fondly recalls the joy of visiting as a child and now sharing the experience with her own family. The unique flavors and cherished memories make the store stand out from typical ice cream shops.
Yet, the store's journey has not been without hurdles. A two-year pandemic shutdown compelled the MSU Dairy Store to undergo significant changes. It shifted its management and department from the Food Science Department to the MSU Extension Product Center. The task of revitalizing the store fell to Aaron Weiner, who assumed leadership in 2021 after the reopening.
Starting almost from scratch, Weiner embarked on a journey of reinvention. He introduced new offerings such as milkshakes, monthly specialty sundaes, promotions, and an expanded product line. The store's transformation was guided by innovation and a willingness to adapt.
On the production side, the MSU Dairy Plant, responsible for crafting the ice cream and cheese sold at the store, faced its own set of challenges. Appointed as the MSU Dairy Plant manager in 2022, Matt Wilcox encountered a plant in need of repairs. Additionally, the plant lost its license to handle raw milk, forcing a temporary shift to using premade ice cream mix instead.
Collaboration became a key strategy. The MSU Dairy Plant joined forces with Moo-Ville, a local creamery, to ensure a consistent supply of high-quality ice cream while working towards the return to using raw milk.
The transition led to changes in sourcing. While the store once advertised dairy sourced from cows on MSU farms, the shift sparked conversations among patrons. Despite the change, Weiner and Wilcox remain committed to delivering high-quality products.
Looking ahead, Weiner envisions the MSU Dairy Store as more than an ice cream destination. He is working on a website to facilitate online orders and expand the store's offerings to include lunch options and products from MSU Product Center clients. This strategic move not only reflects technological advancements but also aligns with evolving consumer preferences.
Regardless of the challenges faced, Weiner remains dedicated to upholding the legacy of the MSU Dairy Store. Its unique brand and loyal customer base inspire the team to continue innovating and providing a cherished experience for generations to come.
Photo Credit: Michigan State University
Categories: Michigan, Livestock, Dairy Cattle