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Errico Auricchio Is the Founder and President of Belgioioso Cheese Only Had a Few Days of Shelf Life

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Errico Auricchio Is the Founder and President of Belgioioso Cheese Only Had a Few Days of Shelf Life CHEESE MARKET NEWS® — July 3, 2020 Errico Auricchio is the founder and president of BelGioioso Cheese only had a few days of shelf life. We Inc., Green Bay, Wisconsin. Having moved from Italy to Wisconsin in 1979, How do you communicate were able to create a packaging option his mission was to make great Italian cheeses using old-world craftsman- your company’s “core that increased the shelf life to 30 days Q values” and encourage and made this cheese available to a larg- ship and fresh, quality milk from Wisconsin. others to do the same? er segment of the market. We have done Today, as many as 27 varieties of Classic Italian cheeses are produced many marketing campaigns throughout and distributed nationwide and abroad. BelGioioso operates eight manufac- the years. When we changed names it turing plants, a converting and distribution facility and a large warehouse By example, not by orders. was “The New Name, the Century Old for aging. The company employs 700 people and purchases milk from more We don’t have a mission Tradition” and “Patience is our Virtue,” than 200 local Wisconsin dairy farms. A statement, we have patience, which promoted the aging and care of Auricchio has been successful in establishing BelGioioso as a leader and sometimes raising your voice a lit- our Provolone and Parmesan cheeses. tle communicates your point very well. within an industry that focuses fi rst on quality. He also serves as a Trustee Each campaign we create tells a story Emeritus for St. Norbert College and is a founding member of the Wisconsin of who we are and why our attention to detail is so important to the quality of Specialty Cheese Institute. He also currently is chairman of The Consortium What was an obstacle our cheeses. for Common Food Names. you faced for your Q business and how did To stay in business, qual- you overcome it? What would you cite as How is the dairy industry ity and longevity go hand an example of a time uniquely positioned as an in hand. If you want to last, A where your company Q essential industry to feed you must put good, quality products At fi rst, milk producers did Q showed innovation and leadership the nation and world during the on the market. not have trust in the com- in the dairy marketplace? COVID-19 crisis? A pany, so it was hard to get milk; they did not know us and were skeptical. Through the hard work of What are the most We introduced many new Many safety measures pro- our fi eld people and our commitment important decisions you products that have become posed for other industries are Q made/have made as a to the region and producing quality successful, and being the measures we were already leader of your company? cheeses, they eventually appreciated A A fi rst to market is always better than following. Many cheese plants are our partnership and the fairness of the second. Our Fresh Mozzarella sliced automated, with employees spread out incentives that we have in place. log has been the most successful prod- so the manufacturing process is safer. We introduced a new brand uct we have done; the same outcome is Our specialty cheeses are manufactured to the market in 1993. I hard to duplicate. differently than other cheeses, so we A acquired the company and What has been your created a crisis management team that changed the name from Auricchio to favorite thing about had a virus preparedness plan ready. BelGioioso, which at the time was a Q working in the cheese Please discuss the benefi ts totally unknown brand. and dairy industry? We implemented many of the CDC of collaboration among recommendations like face masks, Q industry leaders versus temperature monitoring and social I love to go on sales calls with the need to protect your brand. distancing at our plants well before the How is managing a customers, hearing and seeing suggested date. multi-generational Q family business a unique A the positive response to what we have produced. We receive many There are issues in our indus- endeavor? try that defi nitely have to be What is the biggest complimentary letters and responses on a daily basis about our cheeses. A addressed with other indus- challenge facing the try leaders. The Wisconsin Cheese Q dairy industry today? The next generation needs to have the same passion Makers Association, International A for the business. Once you What advice do you have Dairy Deli Bakery Association and Wisconsin Specialty Cheese Institute I know we have many chal- know they are interested in learning, for adapting in an ever have all been important to the indus- lenges. On the operations you need to train them, and then the Q evolving marketplace? try, providing a platform for industry side, it’s the training and most difficult part is letting go of A leaders to collaborate and share issues. retaining of employees. On the mar- control. Listen to your customers when The Consortium for Common Food keting side, we have the challenge they suggest different products Names has been my most recent initia- of the media touting private label or packaging. Go to the trade tive where we have created a unifi ed as the answer to retailers’ needs. How do you encourage A shows and talk with your peers. Be open platform for the specialty food indus- Brands are important to the special- creative thinking within to getting input from customers, consum- try to fi ght against the naming rights ty cheese category; consumers and Q your organization? ers, chefs, vendors and employees. challenge from the European Union. chefs want to know who is produc- ing the cheese they are purchasing. Not everyone is a creative Brands are an added comfort level thinker, but if you support for the end user, especially in times Please tell us about Have you fostered creative thinking within like this. A a favorite product or certain habits your organization, you may discover Q marketing campaign your Q throughout your career them. Many years ago, we started a company rolled out under your that have encouraged/promoted Please comment on the companywide incentive program leadership. What made it special? your company’s success? importance of accuracy, where employees offer suggestions to Q product quality and make their daily tasks more effi cient. reputation to the longevity of a If the suggestion is implemented, Burrata is one of my favor- Lead by example, always try business. they are assigned additional vacation ite product launches. It is a to do things better and keep time and a bonus. A delicate cheese that typically A moving forward. CMN Reprinted with permission from the July 3, 2020, edition of CHEESE MARKET NEWS®© Copyright 2020 Quarne Publishing LLC; PH: (608) 288-9090; www.cheesemarketnews.com.
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