Supermarket Perimeter - June 2024 - 42

Cheese
CROSS-MERCHANDISING
By Andy Nelson
ONE OF THE BENEFITS OF CO-MERCHANDISING CHEESE
AT RETAIL with other foods is it opens consumers minds to new
possibilities they may not have otherwise thought of.
" Maybe it's a cracker or a biscuit, or jam or another item, and a lot of
people will say, 'I never considered putting these three things together,'
and they'll buy all three. That's the attraction, " said Keith Adams,
co-founder of William Cofield Cheesemakers.
Variety of flavor and texture are among the things shoppers like most
of cross-merchandising, Adams said, and cheese is a natural fit for both.
Crackers and jam are among the most common items Cofield's retail
partners have merchandised the company's cheeses with, but the sky is
the limit, Adams said.
" Every once in a while you might see blue cheese paired with
chocolate, which sounds really strange, but they can work really well
together. Sometimes it's nuts, or fresh fruit, if you have a really nice
batch of apples or pears. "
Cofield's flagship cheddar, McKinley, goes great with a jam made of
figs, ginger and orange, the product of a Sebastopol, Calif., artisan with
ties to Cofield.
Adams' other cheese company, Alemar, makes a camembert that
pairs exceptionally well with baguettes, jams and other items, and the
company's retail partners have taken full advantage of that fact.
Kombucha and ginger beer are among the beverage possibilities,
he said.
Move it up
For customers who are shopping for a single meal, the
dairy case is often too far to go. Front-end merchandisers
can solve this problem by moving cheese to the front of
the store via secondary placement displays and pairing it
with other fresh items. Secondary placement leads to a
higher spend per customer and ultimately improves retail
performance, according to the American Dairy Association
Northeast, whose placement successes have included
cheese in the meat department (cheeseburgers), cheese
with produce (brie and berries) and shredded cheese with
salads. Cross merchandising with front-end coolers and
secondary placements has led to a 7% lift in sales for the
association's retail partners.
42 - JUNE 2024
supermarketperimeter.com
William Cofield, Alemar
Crossmerchandising
is
an increasingly useful
tool for educating
consumers and
drawing attention to
new products.
http://www.supermarketperimeter.com

Supermarket Perimeter - June 2024

Table of Contents for the Digital Edition of Supermarket Perimeter - June 2024

Supermarket Perimeter - June 2024 - Intro
Supermarket Perimeter - June 2024 - FC1
Supermarket Perimeter - June 2024 - FC2
Supermarket Perimeter - June 2024 - 1
Supermarket Perimeter - June 2024 - 2
Supermarket Perimeter - June 2024 - 3
Supermarket Perimeter - June 2024 - 4
Supermarket Perimeter - June 2024 - 5
Supermarket Perimeter - June 2024 - 6
Supermarket Perimeter - June 2024 - 7
Supermarket Perimeter - June 2024 - 8
Supermarket Perimeter - June 2024 - 9
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Supermarket Perimeter - June 2024 - 11
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Supermarket Perimeter - June 2024 - 13
Supermarket Perimeter - June 2024 - 14
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Supermarket Perimeter - June 2024 - 16
Supermarket Perimeter - June 2024 - 17
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