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New Cheese Introduction Provides Lesson in Marketing

BelGioioso has introduced a new cheese called Crescenza-Stracchino. I have never heard of it before, but the people at BelGioioso give it this description:

The cheese originated in the Lombardy and Romagna regions of Italy and, due to the lack of refrigeration, was traditionally made only during the autumn and winter months as the cows descended from the pastures of these mountainous regions. Cheesemakers discovered that the cow’s physical exertion from the journey increased the butterfat content of the milk, and the cooler temperatures were necessary for preserving the freshness of the cheese.

After years of producing classic Italian cheese varieties such as Parmesan, Mascarpone, Fresh Mozzarella and Provolone, BelGioioso President, Errico Auricchio, decided that Crescenza-Stracchino was well worth sharing with a new audience. A room was specifically built to obtain the precise temperature and moisture levels required for the proper ripening of the cheese

Our Master Cheesemakers have taken great care in developing this fresh rindless cheese. Its creamy texture and mild, milky flavor possess just a hint of tartness that after one bite entices you to eat more,” Auricchio says.

I get a lot of product announcements, but I bring this announcement to the trade’s attention because it is so perfectly in line with what all of us need to be doing today.

First, it is an interesting, new product that can be used to intrigue consumers, to stir interest, to differentiate a store or a chain.

Second, the cheese is formed into petite 3.5- pound wheels, and it is also available in random-weight cuts for retail. In other words, they make it possible for retailers to, practically, embrace specialty cheese.

Third, it is being marketed. The folks at Belgioioso found me and told me about this cheese. They spend money on professionals to help get the message out. We have to get the word out about these kinds of products. It doesn’t happen automatically. These are the products that can actually make a difference in what a consumer thinks about a store or a chain.

Belgioioso has set a special web page up focusing on this one cheese, so an enterprising retailer can learn something about the product or point a consumer to the site.

We in the perishables business repeat like a mantra that perishables are the solution to differentiating a store and, indeed, they can be — but only if a store differentiates itself by the type of perishables it handles and what it does with them.

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