John Levi Esh, Jr., president of Goot Essa, a gourmet cheese-making company near Howard, Pennsylvania, has been a dairy farmer his entire life, milking 70-80 cows daily. His family also raises sheep and draft horses, which can be seen on the farm plowing the family fields. For the farm to remain sustainable, John realized that he had to add value to what he was already producing and making gourmet cheeses, using fresh milk from his and neighboring dairies, would help preserve the family farm. Through careful planning, investments in packaging and processing equipment, employee training, and the development of marketing materials, John has created a sustainable business that enables him to preserve his family’s agricultural heritage, support his family, and create additional demand in the region for premium milk supplies. 

Dairy farming is a challenging and complex business, demanding attention seven days a week with pricing fluctuations dependent on market conditions and government pricing decisions. The cheese market is certainly well established, so the business uses tight market segmentation, an effective website, and product additions such as cheese spreads and homemade jams to differentiate its products and add income to the family farm. Labor shortages, increased shipping charges, varying seasonal demand, and changes in consumer tastes make this business difficult. Despite these challenges, John has successfully grown Goot Essa into a thriving specialty cheese business since 2001. 

For more than 24 years, Goot Essa has been a valued client of the Penn State Small Business Development Center (SBDC). Throughout the company’s growth, the SBDC has provided guidance on personnel management and hiring practices, marketing strategies, sales, pricing, promotional materials, trade show participation, and business planning. The Center has also assisted with technical issues related to packaging, labeling, inspections, and sanitation, while helping the company secure financial resources, including the Paycheck Protection Program and the USDA Value-Added Producer Grant. Additional support included a comprehensive SEO and social media analysis through the University of Pittsburgh SBDC to strengthen Goot Essa’s online presence, as well as participation in an Elizabethtown College senior capstone research project exploring Canadian import regulations to support future export opportunities. This long-standing partnership has helped Goot Essa continue to adapt, grow, and build a sustainable business rooted in Pennsylvania agriculture. 

John’s dedication to preserving his family’s farming heritage while building a successful value-added agricultural business has earned recognition across the Commonwealth. In May 2026, Goot Essa was named the U.S. Small Business Administration’s Western Pennsylvania Rural Small Business Person of the Year. This prestigious award recognizes the company’s entrepreneurial spirit, commitment to innovation, and significant contributions to Pennsylvania’s rural economy. The Penn State SBDC is proud to have partnered with John throughout his entrepreneurial journey and congratulates him, his family, and the entire Goot Essa team on this well-deserved honor.