Lancashire cheese ripe for promotion
22/12/05

Lancashire cheese has been announced as the latest British regional cheese to receive market development funding from the Milk Development Council (MDC). 

Sales of territorial cheese are growing ahead of the overall cheese market (8% and 2% respectively).  Cheshire, Stilton and West Country Farmhouse cheesemakers, who have all collaborated with the Milk Development Council (MDC), are among those who have benefited.

Now a group of Lancashire cheesemakers have joined together and with funding from MDC will soon launch their own marketing campaign.

The campaign will focus on making consumers aware of the three distinct types of Lancashire cheese; Crumbly, Creamy and Tasty and what kind of recipe suits each cheese.

The consortium of Lancashire cheesemakers, who have been brought together by Michael Lough of marketing consultancy Food For Thought, are a group of 10 small producers.  Each has a history of production covering two, three or four generations of the family and the farm.

Manchester-based PR agency, Brazen, has been appointed to run the campaign following a competitive pitch.  The award-winning agency is planning a bold and impactful campaign aimed at catching the attention of consumers and giving them a reason to buy different styles of Lancashire cheese for different occasions.

Liz Broadbent, marketing director at MDC says: "The aim is for these small producers to emulate the success of the West Country Farmhouse Cheesemakers who joined forces, and match-funded by the MDC, have increased sales by almost twenty 20 per cent."

The Lancashire cheesemakers working with the MDC are Butlers Farmhouse Cheeses, JJ Sandhams, Greenfields, Dewlay, Leagram Organic, Mrs Kirkhams, Singletons, Sharrocks, Holwood and Carron Lodge.

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