Heritage Country Meats opens market doors

By Chris Spangler

It took just 10 minutes after a Facebook post for the first cars to start arriving at Heritage Country Meats.

The new retail meat market and custom processor at N3705 State Road 89 kicked off a “soft opening” Wednesday, ending months of public speculation about what was happening at the former Schroedl’s Country Market site.

Located between Fort Atkinson and Jefferson, the property last owned by SSDA Beef LLC had sat vacant three to four years. Prior to that, it was the longtime home to the Schroedl brothers’ popular meat market.

In early 2021, a group of investors with local ties purchased the property. Supply chain delays pushed back the opening several months, but finally, enthusiastic Heritage Country Meats employees welcomed even more enthusiastic customers Wednesday afternoon.

“I can’t believe how much excitement there has been about us opening,” said Fort Atkinson native Jake Barbian, Heritage Country Meats’ retail store manager. “It’s been amazing.”

The main attraction upon entering the bright, inviting market is the red, refrigerated case filled with beef, pork and chicken. Barbian said that the store’s focus, of course, is its fresh-cut meat.

“We’re very, very lucky because all of our beef and pork is being provided by local producers who also happen to be in our ownership group,” he said. “We process it all here in our USDA facility and then we bring it right into the retail store for our customers.

“One of the really nice benefits is we know exactly who we’re getting the beef and pork from … unlike some other butcher markets that have to order boxed beef they get through a distributor,” Barbian added.

Customers also may purchase frozen products such as beef stew, roasts and hamburger, all at a 10% discount.

“I want to offer everything as fresh as possible and I don’t think it’s fair to charge the same price for a product that is frozen,” Barbian said.

“Everything we do offer in the freezer is fresh frozen. It’s not like we let it sit in the back four or five days and had to do something with it or lose it. The steaks, roasts and other meat that we will be putting in the freezer will be as fresh as possible.”

Heritage Country Meats has a dry ager and will periodically have dry-aged beef cuts available for purchase. It also will take custom orders, with the meat taking about a month to dry age.

Sausages on tap

Barbian reported that it won’t be too long before sausage products join the meat case.

“We do plan on making all of our own fresh sausages: brats, kielbasas, Italians, breakfast sausage,” he said. “We’re getting close to being ready for that.”

The store manager said he has in-house recipes he has come up with or modified while working at various meat markets. Some employees, as well, have good recipes to share.

“We’ve got a few guys that have sausage-making experience as well, which is nice,” Barbian said of the meatcutters. “We’re looking to bring in our own smoked line — snack sticks, jerkies and summer sausages — too.”

Smoked bratwurst and pre-cooked brats also are planned, as are the “staples.”

“I know Schroedl’s always was known for its breakfast sausage, and that’s something that always has sold well at the other places I’ve worked,” Barbian said. “Just having a good house-brand sausage is one thing that I am looking to bring in.”

The retail store has some slicing meat and cheese in stock, though that will be limited at first.

“We will grow into it,” Barbian said. “We will be offering our own cured hams for slicing. We always are open to adding more down the road.”

He added that some specialty meats will be sold for special occasions or holidays, such as lamb chops or large hams during the Easter season.

Custom cutting

Barbian said that, like Schroedl’s, Heritage Country Meats will offer custom cutting. 

“Right now, we’re just in the process of building up our products,” he said. “We just want to get our feet under us before we start running too far. But custom cutting is something we are definitely willing to do and able to do.”

The store manager said that a designated meatcutter eventually will be on hand most of each day.

“I want the same people cutting every day for us. That way, we have the consistency and we have the quality for our customers,” he said.

For the time being, if a particular cut of beef or pork is not available, customers may call or stop in to order it for the next day.

Other products

Despite its name, Heritage Country Meats’ also features a variety of other products in its coolers and on its shelves. Among them are Kettle Moraine Honey from Whitewater; Back Yard seasonings made in Iron Ridge; and dilly beans, soups, sauces and bloody Mary mix made by Bushel and Peck’s in Beloit.

Beverage-wise, the store sells popular and craft beers and sodas; whiskey and vodka; Drink Wisconsinbly brandy; Bella Goose coffee from Wisconsin Dells; and wines whose brands include Door Peninsula, Eola Hills, Botham Vineyards and Chronic Cellars.

There also are eggs and a variety of cheeses, including the Guernsey milk specialties made by Hoard’s Dairyman Farm Creamery in Fort Atkinson. Milk and other dairy products are anticipated.

“We’re currently trying to get a dairy producer, someone able to work with a small shop like us that makes it affordable to us so we can pass on affordable prices to the customers,” Barbian said.
“All the products we’re bringing in, we’re trying to source as local as possible, especially here in the Jefferson County area,” he continued. “What I love about being back here in Fort is how much everyone likes to support local. I’m trying to build a real connection to the community by bringing in different products from locals and trying to support them by offering their products to our customers.”

Feeling of nostalgia

Heritage Country Meats’ dedication to “local” also can be seen in some of its décor. Not only is the business using much of Schroedl’s former equipment, but one shelf displays Schroedl milk cartons, milk crates and paper hats; packaging from Stoppenbach Meats in Jefferson; and a milk bottle from Healthway Dairy in Fort Atkinson.

“When I was given a tour during my interview, … one of the first things I noticed was the original (“now serving”) number machine on the wall,” Barbian recalled. “That is the perfect thing to be in here because I remember that from when I was a kid. It’s absolutely amazing, and brings some of the heritage and history back into the building.”

So while Heritage Country Meats will be building its own brand and doing things its own way, he said, it “still will honor what the Schroedls have done because they were such a huge part of this community for years.”

Many of the shoppers visiting the market this past week shared their own Schroedl memories.

“For a number of the customers, it was a nostalgia trip,” Barbian said. “This was one of the very first meat markets I remember being in. I remember being handed a Schroedl (beef) stick and told to sit in the corner while my mom did all the shopping for dinner. And that’s how my memories of the place are.”

Barbian said that, like the rest of the community, he was extremely sorry to see Schroedl’s Country Market close. And that makes working as retail manager of this new market particularly special.

“It was just so sad to see the building sit empty,” he said. “Then I drove past one day and there were a bunch of different work trucks out here and I wondered what’s going on?”

Barbian asked his parents, but they didn’t know any details.

“And what do you know? Three or four months later, I was here in their office interviewing. I took the position and it’s been a great time being part of reopening this market,” he said.

Barbian’s background

A 2006 Fort Atkinson High School graduate, Barbian was in the meat manager training program at Festival Foods prior to joining Heritage Country Meats in September.

“Then this opportunity came up and I just couldn’t pass it up,” he recalled. “It was more of the style of market that I’m used to and want to be in.” 

His prior experience also included stints at Karl’s Country Market in Menomonee Falls and West Bend Sausage Plus in West Bend, among others.

Store hours and parking

Heritage Country Meats’ current store hours are 10 a.m. to 6 p.m. Tuesday through Friday and 9 a.m. to 2 p.m. on Saturday. However, Barbian said that once buying trends are better known, there is a chance that hours and/or days could be expanded.

Handicapped parking and an entrance ramp are located on the west side of the building.

For more information on custom processing or the retail store, visit www.heritagecountrymeats.com or email info@heritagecountrymeats.com. The telephone number is 920-675-9064.

Correction: Earlier copy noted that retail store manager Jake Barbian graduated from Fort Atkinson High School in 2016. He graduated in 2006. Fort Atkinson Online regrets the error.