Tillamook Cheese announced that it is hitting the road to promote its Baby Loaf. The farmer-owned co-operative will roll out the Loaf Love Tour starting in January 2010 in Tucson, Arizona. From there, it will bring its cheese to more than 100 cities in nine states throughout the Western U.S., as well as Illinois and Texas.

“As the No. 1–selling natural cheese brand in the West, we are excited to share our great tasting cheddar with thousands of cheese lovers. We know that once people taste our cheese, they become passionate Tillamook Cheese fans,” says John Russell, senior director of marketing for Tillamook Cheese.

The Loaf Love Tour consists of a trio of mini-buses that were retrofitted from 1966 Standard VW Microbuses to resemble Baby Loafs of Tillamook cheddar. The trio of Baby Loaf buses will stop at grocery stores, neighborhoods, and special events to take Tillamook’s cheddar to consumers who haven’t had the chance to try it.

Loaf Love Tour attendees will have the chance to sample all natural Tillamook Medium and Sharp cheddars in front of retailers that carry Tillamook cheese every day.

In addition to cheddar samples, Loaf Love Tour attendees also will receive free recipes, coupons, and other Loaf Love giveaways, as well as the chance to join the official Tillamook Fan Club.