In-Store Sampling Differentiates Products, Educates Consumers
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Volume 33 June 28, 2013 Number 23 Scan this code for breaking In-store sampling differentiates news and the latest markets! products, educates consumers By Aaron Martin likely to purchase a product Consumer education is Spurrell, director, Cheshire if they’re satisfi ed with the especially important when Cheese Co., attributes the INSIDE MADISON, Wis. — Consumers sample, according to a PROMO a company launches a new company’s success to branding have many products to chose Industry Trends report. In-store product, or is trying to build a and marketing through social from in today’s increasingly sampling programs. new brand all together. Bella media and in-store product ✦ Lactalis American Group cluttered marketplace. This is Product sampling programs Via Farms, Baldwinsville, N.Y., samples. to close Mozzarella Fresca why companies ranging from also allow cheesemakers to is a farmstead operation that “As we have a very unusual plant in Tipton, Calif. farmstead artisan cheese- educate consumers about produces Chevre and processes range of fl avored cheese, peo- For details, see page 4. makers to multi-billion dollar specialty products and of- goat’s milk. It was launched ple can be wary of buying. The conglomerates utilize in-store fer suggestions for pairing three years ago. Bella Stahl, sample tasting surprises them ✦ Experts discuss global dairy product sampling programs to and preparation. Kristy Klug, co-owner, Bella Via Farms, says and convinces them that we market, U.S. price outlook differentiate their products marketing communications that engaging consumers with truly have the most amazing at INTL FCStone meeting. and educate consumers. specialist, Saputo Specialty product samples in retail set- range of cheese,” Spurrell says. For details, see page 5. Research suggests that of- Cheese Co., says consumers tings and at public events has “Our sales staff are trained to fering in-store product samples are often intimidated by the been integral to the company’s entice and encourage tasting of ✦ Dairy groups praise USDA has a major impact on consum- vast amount of specialty cheese growth. the samples to generate sales, for new school snack rules. er purchasing decisions. Sixty options available to them in the “One of the biggest positives and it works 100 percent of For details, see page 13. percent of shoppers report that marketplace. out of product sampling is label the time.” firsthand experience is the “The specialty cheese cat- recognition. People will come The interaction between ✦ Senate passes immigration most effective way to encour- egory includes an incredibly up to me and say, ‘I recognize the buyer and the sales staff reform bill; NMPF pleased. age purchases, and 90 percent wide range of products, making that, or I’ve seen that,’” Stahl needs to be fun and true to the For details, see page 20. of shoppers say they are more consumer education a very says. “Once you have that label brand. Offering a customer a important part of the sales recognition, some consumers piece of cheese on a toothpick process,” she says. “Sampling will look for it in their local likely won’t create a lasting is a tried-and-true option. We stores and ask store managers impression. It’s important to CDFA orders price relief, but know when people try our if they can order it.” fi rst get a consumer’s full at- cheeses, they’ll love them. We Cheshire Cheese Co., Mac- tention, and then to make the below level previously granted also use in-store materials that clesfi eld, England, has been interaction interesting and include a brief description of operating as a brand for less educational. SACRAMENTO, Calif. — The California Department of Food and the cheese along with wine than three years. The com- “The processor selling the Agriculture (CDFA) last Friday announced it would reinstitute tem- pairing and serving sugges- pany’s artisan cheeses are cheese should be just as excited porary price relief for milk producers at a reduced level through the tions. Educational tools like sold at more than 200 retail about the product as they want end of the year. However, the increase that will take effect July 1 is these help to build consumers’ locations in England, and the their consumer to become. I far less than what producers had asked for and only half the level of confi dence in their choices. It’s company is currently seeking think people can feel that,” the previous increase that had been in place through the end of May. so much easier to buy a piece of a distributor to enter the U.S. Stahl says. “They should be as The decision follows a May 20 public hearing CDFA called on its cheese when you know exactly market. The company realized engaged with people as they own motion to consider extending temporary price increases it previ- how to serve it and what to pair nearly $3 million in sales in its can at the ground level.” ously had ordered for the period of Feb.1 to May 31, 2013. There were it with.” third year of operation. Simon Turn to SAMPLE, page 19 a no price increases in June. After evaluating the May 20 hearing record, CDFA decided to amend the Class 1, 2, 3, 4a and 4b pricing formulas for July 1 through December 31 by: increasing the Class 1 price approximately $0.03 per hundredweight; increasing the Class 2 and 3 prices approximately Consumers connect with Winners named in $0.05 per hundredweight; and increasing the Class 4a and 4b prices Wisconsin State approximately $0.15 per hundredweight. The changes will take effect cheese through recipes Fair competition for milk delivered to processing plants on or after July 1, and on aver- By Rena Archwamety age, these adjustments will increase the monthly pool prices for the WEST ALLIS, Wis. — period by approximately $0.125 per hundredweight. MADISON, Wis. — Whether consumers want to fi x a quick meal Dairy manufacturers from CDFA Secretary Karen Ross ordered the reduced levels of extended or a gourmet dinner, they can fi nd an array of sources for inspira- throughout the state sub- price relief despite a recommendation by the hearing panel that CDFA tion, including cooking shows, recipe blogs and tips from amateur, mitted close to 300 entries not continue temporary price relief. professional and celebrity chefs. Cheese and dairy companies are for the 2013 Wisconsin “As a result of the uncertainty regarding the current condition of using these channels as well to reach consumers and promote State Fair Cheese & Butter the dairy industry because of the lack of concrete data, the panel is accessible and innovative ways to use their products. Contest, held Thursday at concerned and needs to be cautious in recommending temporary price “We’ve always used recipes, even before the days of social Wisconsin State Fair Park. relief, so that the normal marketing conditions of the state’s milk sup- media,” says Jen Neary, director of marketing for integrated The contest featured 25 plies or fi nished dairy products are not disrupted,” the advisory panel services, Cabot Cheese, Cabot, Vt. “From our focus groups and classes. says in its post-hearing report. research, we know that’s what consumers want. Even in print The 2013 Grand Mas- Ross says in a letter to dairy industry stakeholders that while testimony ads, before social media, recipes really got consumers to stop ter Cheesemaker will be on the hearing record failed to provide economic data to justify the industry’s and look at our products.” named and all the winning a Turn to RELIEF, page 18 Turn to RECIPES, page 16 a Turn to CONTEST, page 14 a Reprinted with permission from the June 28, 2013, edition of CHEESE MARKET NEWS®© Copyright 2013 Quarne Publishing LLC; PH: (509) 962-4026; www.cheesemarketnews.com 2 CHEESE MARKET NEWS® — June 28, 2013 MARKET INDICATORS Chicago Mercantile Exchange Cash prices for the week ended June 28, 2013 CHEESE FUTURES for the week ended June 27, 2013 (Listings for each day by month, settling price and open interest) Monday Tuesday Wednesday Thursday Friday June 24 June 25 June 26 June 27 June 28 Fri., June 21 Mon., June 24 Tues., June 25 Wed., June 26 Thurs., June 27 JUN13 1.777 873 1.778 872 1.778 869 1.777 869 1.778 869 Cheese Barrels JUL13 1.755 745 1.720 827 1.698 857 1.691 866 1.653 896 Price $1.6775 $1.6575 $1.6400 $1.5975 $1.5975 AUG13 1.806 715 1.777 751 1.752 797 1.760 785 1.740 807 Change -4 -2 -1 3/4 -4 1/4 NC SEP13 1.840 603 1.830 657 1.815 692 1.815 714 1.807 754 OCT13 1.845 647 1.835 721 1.820 744 1.820 770 1.818 777 Cheese 40-lb. block NOV13 1.823 836 1.820 903 1.810 917 1.805 923 1.805 931 Price $1.6875 $1.6875 $1.6775 $1.6375 $1.6375 DEC13 1.786 758 1.788 828 1.780 834 1.780 839 1.779 842 JAN 14 1.760 71 1.760 71 1.753 78 1.753 80 1.760 99 Change -3 3/4 NC -1 -4 NC FEB 14 1.737 31 1.737 31 1.737 38 1.737 38 1.737 38 MAR 14 1.740 23 1.740 23 1.738 35 1.732 37 1.732 37 Weekly average (June 24-28): Barrels: $1.6340(-.1105); 40-lb. Blocks: $1.6655(-.0575). APR 14 1.737 19 1.737 19 1.737 19 1.737 19 1.737 19 Weekly ave.