Supermarket Perimeter - September 2019 - 40

Deli: Cheese sampling

Educate yourself
Before you can teach shoppers about
high-end cheeses through sampling,
make sure your deli employees -
and your upper-level employees,
for that matter - know what they're
talking about.
"We suggest making sure all personnel are educated about the brand
and cheese before sampling begins,"
Wichlacz says. "Demo personnel speak
more confidently and enthusiastically
when they have a good understanding
of the cheese."
To help with this, BelGioioso provides demo signs with a cheat sheet
on the backside, scripted talking points
about the specific cheese for the demo
person to refer to during samplings.
With sampling providing a great
opportunity for one-on-one cheese
education, Emmi Roth suggests retailers prepare the sampling staff with

some basic talking points that will help
engage and educate consumers.
"Research tells us that consumers
are often most interested in the texture
and flavor of a cheese," Engwall says.
"It's also helpful to share one key point
that makes the cheese unique. This
could be an interesting fact about the
cheesemaker or something about the
make or affinage process."
The role of the cheesemonger is
growing in supermarkets for these
reasons. Madison, Wisconsin-based
IDDBA says retailers are embracing the
value of the American Cheese Society
Certified Cheese Professional certification by providing support to have their
lead cheesemonger obtain this difficult
and comprehensive accreditation.
The ACS CCP exam requires 4,000
hours working in cheese to qualify and
then requires passing a three-hour,
150-question exam held annually.

"We've found that the purchasing
experience for the average
cheese buyer is complex."
Heather Engwall, Emmi Roth USA

PREP FOR THE
HOLIDAY SEASON
Cheese can play a big role in holiday success,
both from the consumer and retailer standpoints. Make sure your shoppers are prepared.
"Cheese purchases are still primarily driven
by entertaining occasions, and cheeseboards
remain one of the most popular ways to
entertain with cheese," says Heather Engwall,
vice president of marketing for Emmi Roth
USA, Monroe, Wisconsin.
She says cheese sampling should be accompanied by a cross-merchandising effort that
includes simple cheese pairing solutions.
Offer a selection of preserves, charcuterie,
dried fruit and nuts, along with a wine pairing.
Green Bay, Wisconsin-based BelGioioso
Cheese suggests a specialty cheese event or
festival starting October, which would allow
consumers to try a variety of cheeses as they
are planning for the holiday season.
"Offering an in-store class or providing a
guided tour of the specialty cheese case
with the resident cheesemonger might help
consumers sift through all their options,"
says Jamie Wichlacz, BelGioioso's marketing
manager. "Promoting seasonally relevant pairings and recipes using multiple items found
in the deli can also be helpful to shoppers still
searching for ideas."

Cheese sampling
can be one of the
best opportunities to
develop relationships
with consumers.
Face-to-face
conversations can
bring shoppers
back, especially if
your employees are
educated in your
cheese selection.

40 - SEPTEMBER 2019

www.supermarketperimeter.com

TYLER OLSON - STOCK.ADOBE.COM

Also, a small take away card positioned in the
cheese case could help guide the shopper with
these deli purchases.


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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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