It’s hard to choose just one!
a social purpose, because they are buying for more than
just their physical need,” says Allison Schuman, senior
director of sales and a fourth-generation family member
of Schuman Cheese, based in Fairfield, N.J. The company
offers a full line of traditional and innovative premium
Italian and Italian-style cheeses, such as its Yellow Door
Creamery Alpine collection and its Cello Parmigiano
“The most effective promotions are those that connect consumers to the story of the cheese and the brand,”
Schuman says. “That not only creates a purchase during
the promotion [but] helps create affinity for the brand and
a repeat purchase.”
Recipes for Success
To attract shoppers who may feel intimidated by cheese’s
countless varieties and flavor profiles, retailers and dairy
producers are getting inventive with recipe ideas that
offer an approachable entry point to specialty cheese.
SpartanNash, based in Grand Rapids, Mich., recently
partnered with food blogger and cookbook author Molly
Yeh to feature ingredients from its Our Family private
brand in her blog recipes, such as pizza bourekas and car-
amel apple cake with cream cheese frosting, featur-
ing Our Family cream cheese, shredded mozzarella
and ricotta cheeses.
Simiarly, for the holiday season, Wisconsin
Cheese launched a holiday issue of its Grate. Pair.
Share. magazine (at left) to offer consumers creative and festive recipe ideas for their entertaining needs. Featured recipes included mozzarella
and prosciutto pinwheels, garlic and herb cheese
roll-ups and a holiday cheese ball wreath, prominently
featured on the cover to satisfy both centerpiece decor
inspiration and a unique stand-out starter.
Pricing Is Imperative
Despite its strong growth and diverse flavor profiles that
appeal to a wide range of consumers, specialty cheese can
turn off shoppers with its notoriously higher price point.
As such, remaining competitive with pricing is essential
for retailers to drive growth in the category.
“Everyone in the world hates when I say [this], but
people are motivated by price,” says Corsello of Fairway.
“It’s absolutely quality and service—and, you know what,
it’s price. When you marry those three together—service,
Specialty & Gourmet Specialty Business
Sales growth of
cheese party platters
Source: Nielsen, 52 weeks
ending Oct. 27, 2018 P H