What are some of the
challenges in this category?
The goat cheese category is
crowded. Differentiation is key, and
at Celebrity, our key differences are
• Award-Winning Line
• Made with 100%
Canadian goat’s milk from
family-run farms in Eastern
• Vegetarian products because
it’s produced with microbial
• We use Sea Salt!
• Most importantly, our innovation
with flavor varieties including
Chocolaty Cherry, Rum Raisin
and many more.
How has your company
been a category leader in
We believe there are two key
factors that set us apart from
the competition. First, we are a
company that prides ourselves
on our connection to the farmers.
Mariposa Dairy closely works
with fifty dedicated family-run
farms that have happy, healthy
goats thanks to the use of modern
humane practices. Our farmers also
proudly implement environmentally
friendly standards of operation to
produce the highest quality milk.
That milk is then used to craft our
award-winning goat cheeses and
butter. Second, we are constantly
developing new flavors to launch!
Flavored cheese is a huge trend
in the US market and we want
to make sure we are offering up
unique flavors that will meet the
mark with our consumers.
How do you partner with
food retailers to help them
become successful in this
As stated earlier, it’s a crowded
category so we provide promotional
support, unique flavors (different
from the competition) and soon we
will be launching an exciting retail
campaign to set us apart and drive
home the simple fact that our goat
products truly are “Famously Good.”
Celebrity’s award-winning goat cheese is growing in retail thanks to
innovation and differentiation.
*Nielsen Total U.S. Food 52 weeks ending 7/30/16
SUPPLIER PERSPECTIVES C H E E S E
private label even when the economy perked up, she says.
But that willingness varies considerably among shoppers, products and retail venues. Younger shoppers—
millennials and Generation Z—have shown themselves
consistently more open to private label than older consumers. According to Cadent, 51% of millennials have no
real preference between private label or national brands,
compared with 39% of baby boomers.
Cadent points out that by 2027, there will be 15 million
more millennials than boomers; this gap could translate
to a 1.5 percentage point gain for private label across the
Doug Baker, FMI’s VP of industry relations for private
brands, says this generational difference in attitude stems
in part from how foods were marketed then versus now.
“Once you go into the baby boomer generation who
grew up on Saturday morning cartoons, with commercials for Froot Loops, they grew up on brands,” Baker
says. Now, marketing is more diffused and dependent on
digital channels—with which millennials are more
There is also a difference between the two genera-
tions’ economic experiences. “Millennials in particular
came into adulthood during the recession,” Viamari says.
“Finances were an issue.”
All this translates into less brand loyalty for younger
consumers, she says. “Millennials are not concerned with
the brand on the package. They’re more concerned with
Topco’s premium product
lines include Culinary Tours,
which was rolled out in the
past 18 months.
4 Private Label Tracking top-line trends in store brands