Supermarket Perimeter - September 2019 - 39

Cheese
SAMPLING
BY RYAN ATKINSON

PERHAPS NO OTHER PRODUCT combines high
levels of consumer demand and consumer confusion
quite like cheese.
American shoppers love cheese - as highlighted
by the all-time high of natural cheese consumption in
2018 - but they're still not totally comfortable when
it comes to purchasing it, especially when it comes to
unfamiliar varieties.
Shoppers want to know more about cheese.
Luckily for retailers, cheese is a perfect way to drive
customer experience. Through sampling and instore
education, retailers can help form well-informed
cheese buyers who will, in turn, spend more of their
money inside the store.
"We've found that the purchasing experience for
the average cheese buyer is complex," says Heather
Engwall, vice president of marketing for Monroe,
Wisconsin-based Emmi Roth USA. "Consumers want
to be confident in their cheese purchase, but that
can be difficult if they are unsure of the flavor or
texture of the cheese. Sampling helps break down
some of the barriers to the cheese purchase. It allows
consumers to taste a cheese first-hand and engage
with someone who can offer helpful pairing and
usage ideas. Overall, sampling increases purchasing
confidence and often leads to successful cross-merchandising opportunities for retailers."

Showcase quality
Long gone are the days of simply pointing consumers
in the direction of a new cheddar. Sure, cheddars and
other more common cheeses are vital in your department's success, but sampling allows you to open a
whole new world of cheese for your shopper.
"The cheese category has evolved in recent years
to include new varieties of specialty and artisan
cheeses," Engwall says. "These changes mean some
consumers are unfamiliar with new cheese names or
styles and don't know what to expect in terms of the

The supplier/
retailer
relationship
Retailers continue to
partner with specialty
cheese brands to
create buzz around the
deli with samplings,
promotions, events
and display contests.
These relationships
can be vital in bringing
consumers the latest
high-quality cheeses.
"Relationships have
become stronger,"
says Jamie Wichlacz,
marketing manager for
BelGioioso Cheese.
"Many have visited
our plants and learned
first-hand about the
BelGioioso brand
and how we craft our
specialty cheeses."

flavor, texture or how to use or pair the cheese."
This makes cheese education more important
than ever.
Engwall notes that Roth cheeses have labels that
are designed to help consumers navigate the specialty case with ease, offering helpful tasting notes,
pairing tips and usage ideas. This type of information
should also be communicated through instore sampling, she says.
Green Bay, Wisconsin-based BelGioioso Cheese
says it continues to market its cheeses with a strong
sampling program.
"Sampling provides education and a chance to
experience the quality and flavor of the BelGioioso
brand," says Jamie Wichlacz, the company's marketing manager. "A chance to taste is an important part
of our brand's philosophy and an enticing way to
encourage purchases. Plus, consumers consistently
provide feedback in surveys saying they prefer to try
cheeses before purchasing."

These educational
opportunities most
often translate into
special branded
samplings, which
can result in added
sales for the deli.
Labels that call out pairing suggestions can
be a welcome companion to sampling.
www.supermarketperimeter.com

SEPTEMBER 2019 - 39


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Supermarket Perimeter - September 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2019

Supermarket Perimeter - September 2019
Editor’s note - Climate change, meet innovation
Contents
The wire - Walmart dominating grocery pickup, delivery
Kroger awards first grants to fight food waste
AIB rolls out new food safety tool
Produce power
Class is in session
Finding a partner in education
The basics of Hispanic foods
Bakery - DONUTS
BECOMING AN EVERYDAY DESTINATION
DON’T FORGET HOLIDAY PIES
Boost trips, sales with micro holidays
Deli - HOLIDAY CATERING
GRAZING — THE NEWEST OLD HOLIDAY TREND
Cheese SAMPLING
PREP FOR THE HOLIDAY SEASON
Meat & Poultry - LABOR SAVING EQUIPMENT
SOUS VIDE
EARTH FRIENDLY
MARKETING MATTERS
Juggling claims
THE FIVE CONSUMER SEGMENTS
Produce - Potatoes and onions
Seafood - Mollusks
Food Safety - COMBATING flu season
Commissary Insider - September 2019
PACKAGING - TAMPER EVIDENCE STILL KEY
PRODUCT SPOTLIGHT - SOUPS
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - September 2019 - Supermarket Perimeter - September 2019
Supermarket Perimeter - September 2019 - Supermarket Perimeter - September 2019
Supermarket Perimeter - September 2019 - 2
Supermarket Perimeter - September 2019 - Editor’s note - Climate change, meet innovation
Supermarket Perimeter - September 2019 - Contents
Supermarket Perimeter - September 2019 - 5
Supermarket Perimeter - September 2019 - AIB rolls out new food safety tool
Supermarket Perimeter - September 2019 - 7
Supermarket Perimeter - September 2019 - Produce power
Supermarket Perimeter - September 2019 - 9
Supermarket Perimeter - September 2019 - 10
Supermarket Perimeter - September 2019 - 11
Supermarket Perimeter - September 2019 - 12
Supermarket Perimeter - September 2019 - 13
Supermarket Perimeter - September 2019 - 14
Supermarket Perimeter - September 2019 - 15
Supermarket Perimeter - September 2019 - 16
Supermarket Perimeter - September 2019 - 17
Supermarket Perimeter - September 2019 - Class is in session
Supermarket Perimeter - September 2019 - Finding a partner in education
Supermarket Perimeter - September 2019 - 20
Supermarket Perimeter - September 2019 - 21
Supermarket Perimeter - September 2019 - The basics of Hispanic foods
Supermarket Perimeter - September 2019 - 23
Supermarket Perimeter - September 2019 - 24
Supermarket Perimeter - September 2019 - 25
Supermarket Perimeter - September 2019 - Bakery - DONUTS
Supermarket Perimeter - September 2019 - 27
Supermarket Perimeter - September 2019 - 28
Supermarket Perimeter - September 2019 - 29
Supermarket Perimeter - September 2019 - BECOMING AN EVERYDAY DESTINATION
Supermarket Perimeter - September 2019 - 31
Supermarket Perimeter - September 2019 - Boost trips, sales with micro holidays
Supermarket Perimeter - September 2019 - 33
Supermarket Perimeter - September 2019 - Deli - HOLIDAY CATERING
Supermarket Perimeter - September 2019 - GRAZING — THE NEWEST OLD HOLIDAY TREND
Supermarket Perimeter - September 2019 - 36
Supermarket Perimeter - September 2019 - 37
Supermarket Perimeter - September 2019 - 38
Supermarket Perimeter - September 2019 - Cheese SAMPLING
Supermarket Perimeter - September 2019 - PREP FOR THE HOLIDAY SEASON
Supermarket Perimeter - September 2019 - 41
Supermarket Perimeter - September 2019 - Meat & Poultry - LABOR SAVING EQUIPMENT
Supermarket Perimeter - September 2019 - 43
Supermarket Perimeter - September 2019 - 44
Supermarket Perimeter - September 2019 - 45
Supermarket Perimeter - September 2019 - SOUS VIDE
Supermarket Perimeter - September 2019 - EARTH FRIENDLY
Supermarket Perimeter - September 2019 - MARKETING MATTERS
Supermarket Perimeter - September 2019 - Juggling claims
Supermarket Perimeter - September 2019 - 50
Supermarket Perimeter - September 2019 - 51
Supermarket Perimeter - September 2019 - THE FIVE CONSUMER SEGMENTS
Supermarket Perimeter - September 2019 - 53
Supermarket Perimeter - September 2019 - Produce - Potatoes and onions
Supermarket Perimeter - September 2019 - 55
Supermarket Perimeter - September 2019 - 56
Supermarket Perimeter - September 2019 - 57
Supermarket Perimeter - September 2019 - Seafood - Mollusks
Supermarket Perimeter - September 2019 - 59
Supermarket Perimeter - September 2019 - Food Safety - COMBATING flu season
Supermarket Perimeter - September 2019 - 61
Supermarket Perimeter - September 2019 - 62
Supermarket Perimeter - September 2019 - 63
Supermarket Perimeter - September 2019 - Commissary Insider - September 2019
Supermarket Perimeter - September 2019 - 65
Supermarket Perimeter - September 2019 - 66
Supermarket Perimeter - September 2019 - 67
Supermarket Perimeter - September 2019 - PACKAGING - TAMPER EVIDENCE STILL KEY
Supermarket Perimeter - September 2019 - 69
Supermarket Perimeter - September 2019 - PRODUCT SPOTLIGHT - SOUPS
Supermarket Perimeter - September 2019 - 71
Supermarket Perimeter - September 2019 - Product Showcase
Supermarket Perimeter - September 2019 - Advertisers
Supermarket Perimeter - September 2019 - Fresh Takes
Supermarket Perimeter - September 2019 - 75
Supermarket Perimeter - September 2019 - 76
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