Once the fourth generation took the business full-time at the end of 2003, it subsequently undertook a rebranding process rolling out a new logo designed by Libby, Perszyk, Kathman Inc., stronger marketing and a more cohesive strategic direction. They also began to substantially increase production with the new plant, growing from 100,000 gallons a year in 1989 to 200,000 gallons in 2004. Design Forum, a retail design firm, handled updates to Graeter's shops. The plant expansion increased capacity over 40 percent after 2004, allowing it to grow its wholesale business. With these tools, its leaders and franchise owners reported business was not significantly impacted by the Great Recession in 2008 or 2009. At the time it was doing about $20 million a year in sales.