The British Cheese Board anticipates that more than 300,000
cheese samples will be given out at Choose Cheese events around
the country this summer.
Choose Cheese in action
Part-funded by the MDC and run by the Women's Food and Farming Union
(WFU), this year’s programme is now rolling out and covers
32 major events across Britain, including the national Balloon Festival
and the Royal, Royal Highland and Royal Welsh shows.
Now in its third
year, the Choose Cheese roadshow offers visitors a range of British
cheese to sample, all supplied by British Cheese Board members. “It’s
definitely successful,” says
programme co-ordinator and WFU vice president Debbie McBean.
“We go to events that attract a good cross section of the general
public. Next month – June – we will be at six events
with an estimated total attendance of 400,000.
“People who never thought of trying different cheeses get a
chance to sample a few and are very pleasantly surprised. It turns
browsers into buyers. And a big eye-opener is the reaction of children,
who think all the cheese in the world is cheddar, until they try
a Stilton or blended cheese and really like it. These are the consumers
of the future and this is a great way of influencing them.”
“This is the best way to get people to buy new cheeses,” says
Nigel White, British Cheese Board secretary. “WFU members are
enthusiastic and knowledgeable about the cheeses so they can give
them information and recipe ideas too. Thanks in part to MDC funding
we are able to run a very full summer programme and bring new and
different cheeses to thousands of people.”
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