cheese curls under the “CheeWees” name, but focused on a canned product for the Central American market. Stripped of the name for their product, Elmer’s Fine Foods was forced to market the cheese curls to retailers under the “Chee-T” and later “CheeZ-Snax” name for the next 30 years. Co-owners Alan and his brothers, Paul and Stephen, who today work together in the company, came into the business in the 1980s. During that time, the plant was modernized, new products were developed and sales increased. As president, Alan set his sights on bringing the “CheeWees” name back where it belonged. “That was one thing that really bothered me—that we weren’t using the name, ‘CheeWees’,” he says. About the same time, Elmer Candy Corporation ceased their snack food operations cheese curl.” That licensing agreement ended in the 1960s when the Elmer family sold the Elmer Candy Corporation, thus opening up the cheese curl category to other manufacturers. Elmer’s Fine Foods was not included in the 1963 candy company sale, but the new owners did acquire the trademarked names of all products then owned by the candy company, including the “CheeWees” name. The new candy company continued to manufacture
in order to focus on candy sales and development. The “CheeWees” name lay dormant and unused. “That’s a name that my grandfather started, and it was frustrating not to be able to use it.” However, a phone call and polite conversation began the process of bringing the name back home. “Through the graciousness of the guy who ran the candy company at the time, Rob Nelson, it was easier than I thought it would be to get it back,” says Alan. Aware of the two companies’ mutual history and >>
Above: CheeWees are
Ward location, producing 15,000 cases a month. Right: Paul Elmer Sr., Stephen Elmer Sr., Stephen Elmer Jr., Ben Elmer, Alan Elmer Sr. and Lori Elmer standing in the CheeWees factory. 96
Inside New Orleans
photos: CANDRA GEORGE mycreativereality.com
made at the original 9th