This Jan. 16, 2020 photo taken in Milwaukee shows Ralph Bruno, who invented the yellow wedge cheesehead in 1987 from his mother's couch stuffing. PC: Fox 11 Online
GREEN BAY, WI (WTAQ-WLUK) — One of the most recognizable symbols of Green Bay Packers fandom is now completely owned by the team.
The Packers organization announced Monday that it has purchased Milwaukee-based Foamation Inc., the manufacturer of the cheesehead hat.
“The popular Cheesehead hats have come to represent Packers fans all over the world and we’re excited to officially welcome this special brand to the Packers organization,” Packers vice president of marketing and fan engagement Gabrielle Dow said in a news release. “We’re looking forward to building upon the legacy the Bruno family has created over the years and offering our fans even more Cheesehead items to love.”
The cheesehead got its start in 1987 when Ralph Bruno got the idea to make one while reupholstering his mother’s couch. He took foam from a cushion, burned holes in it to give it a Swiss cheese-like appearance and painted it yellow to look like cheddar. Bruno then wore it to a Milwaukee Brewers game.
Having run the company for several decades, Bruno and his wife have decided to move on. The Packers organization says it is the largest purchaser of cheesehead products — to stock the Packers Pro Shop — so both sides say the sale of the company made sense.
“After many years of working with family and friends to build the Cheesehead brand, we are pleased to pass it on to the Green Bay Packers,” Bruno said in a news release. “We have had a very special relationship with the Packers over the years, and my wife, Sue, and I are both very excited about what the Packers can do with the Cheesehead going forward.”
The Packers organization says cheesehead hats and related foam products will continue to be manufactured in Wisconsin.
The team also says it is exploring opportunities to expand the brand and create new products.
The Packers organization did not disclose a purchase price for Foamation.
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