What are we doing here today? • We are going to: • Talk about Wisconsin Cheese • Look at current trends in Cheese • Discuss the world of Cheese • Look at variables such as • Varieties / Styles / Rinds / … • Day Parts – It fits them all! • Cold / Hot Functionality
Why Wisconsin Cheese? • It can be clearly stated that the state of Wisconsin is truly the DAIRYLAND state! • Wisconsin has approximately 15,000 family dairy farmers producing 22 billion pounds of milk per year • This translates to 2 billion pounds of Wisconsin cheese per year • This translates into about 26% of nations total production
What sets Wisconsin Cheese apart? • 500 plus varieties of cheese • State licensed cheese makers • Board Certified “Master” cheese makers • Over 110 cheese production plants • Wisconsin set the standards for the national standards of identity • American consumers trust Wisconsin Cheese is the best domestic cheese
The State of the Art / The Art of the State • Wisconsin Cheesemaking is an art: • Deeply-rooted heritage – multi generations • Passion for artisan quality • Innovation – on going • Master Cheesemaker Program • Only Master programavailable outside Europe • 46 "active" Wisconsin Master Cheesemakersrepresenting 30 Wisconsin Cheese Companies representing 29 cheese varieties plus style variations
WISCONSIN: America’s Dairyland STRONG HERITAGE First cheese made in the 1830’s In 1871 the Wisconsin Dairymen’s Association is formed In 1874 Colby cheese is invented In 1890 the nation's first dairy school – UW In 1921 – 1st state to establish grade standards
Cheese The "Art" & Science of Grading
Some General Taste "grading" Concepts • Abilities increases with experience, sensitivity decreases with age • Hunger potentiates sensitivity, satiety attenuates • Threshold • Detection • Identification • Innate ability • Fatigue • Habituation error • Expectation error • Adaptation error
IntroductionWhy Sensory Evaluation? • “Only test of eating quality” -F.W. Bodyfelt • Requires training/familiarization • Repeatable under controlled circumstances • Involves all five senses • Many products have defined “scorecards” • Lexicon? • Grading Standard? • Objectivity?
The anatomy of flavor first
The anatomy of flavor second
“ART” of Cheese Making in Wisconsin Video Any Questions ?
Cheese Sales Information • Cheese Sells well all year long! • According to AC Nielsen 97.6% of all households buy cheese • second only to milk • Category performance is strong in all months • Month Penetration: • 100 = all households
Cheese Consumption U.S. Per Capita Cheese Consumption, 1984-2004* * Preliminary estimate. Source: USDA/ERS, Livestock, Dairy, and Poultry Outlook.
Cheese Consumption U.S. Per Capita Cheese Consumption by Variety, 2004* 2004* Total31.2 lbs. * Preliminary estimate. Source: USDA/ERS, Livestock, Dairy, and Poultry Outlook.
Cheese Consumption Per Capita Cheese Consumption, Selected Countries, 2004 Source: International Dairy Federation, The World Market for Cheese, Sixth Edition; USDA/ERS, Livestock, Dairy and Poultry Outlook.
Cheese Consumption Projected U.S. Per Capita Cheese Consumption, 2005-2015 Source: FAPRI, 2006 Agricultural Outlook.
Trends in Cheese • Farm-friendly foods are very attractive to today's premium product consumers • Consumers are seeking out and eating "local" foods • Fresh, all-natural foods, such as cheese, are tied to a healthy lifestyle • Cheese-enhanced sandwiches continue to gain popularity • Entertaining with food at home has become increasingly popular
Sandwiches ... • Sandwiches rule as America's favorite meal, at home or out, at lunch or dinner, we love our Cheeseburgers, Ham and Cheese, Corned Beef and Swiss, etc. • Any sliced meat should be paired with a cheese option • Promote the meat and cheese together • Suggest something new in a sandwich recipe • Suggest two cheeses on top of that meat
Entertaining … • Wine sales have grown very nicely over the past several years, have you paired your cheese sales with that growth? • Suggest some pairing combinations • It does not need to be Wine – Beer and/or fruit juice can work as well • Often two or more cheese can be paired very nicely with a single beverage • Don't let them forget the crackers and other accompanying items
WISCONSIN = Cheese • The world of cheese can be simple or overwhelming: • Simple when you treat it like a condiment – nothing special • Overwhelming, but profitable, when you dig deep!
Lifestyles = opportunity • What does all this mean? • Open your eyes and be aware of the life around you and how it impacts your work! • Take advantage of those naturally occurring opportunities, when they appear. • Do what you always do – market/merchandise, but have reason for how you do that marketing/merchandising. • Have fun with it!
Make no mistake, Home is still the source of most meals! Distribution of All Meals by Where Obtained (Main Meals and Snacks) (Excludes Skipping) Home includes: Prepared and consumed in home, carried from home and eaten at somebody else's home. Restaurants include Commercial, Supermarkets and C-Stores Non-Commercial includes Work/School/Vending
Are Americans tiring of Cheese? Annual Eating Of Cheese and Cheese Host Foods In-Home and Restaurants Source: NPD Estimate
How Cheese is consumed In-Home Annual Eating Patterns per Person
WISCONSIN = Cheese • To simplify the overwhelming, we at WMMB have segregated cheese into eight basic categories.
Soft and Fresh Cheeses • Rich, indulgent cheeses, perfect for blending applications and authentic flavors. • This category is aged little to not at all, hence the flavor of the milkor cream can reallycome through.
Soft Ripened Cheeses • Classic, sophisticated favorites used in cheese courses or to upscale any item. Famous for it’s bloomy rind these cheeses ripen from the outside in very quickly.
Blue Veined Cheeses • The HOT trend of Blue on today’s menus is on-going. Wisconsin Blue cheese is made in the time-honored tradition while the quality of Wisconsin Gorgonzola retains its unwavering faithfulness to the cheese’s heritage.
Semi-Soft Cheeses • Wisconsin is the recognized expert in semi-soft cheese. This category of cheeses are made from whole milk; hence they melt and flow very well. Provides opportunity for differentiation with flavor-infused cheeses.
Pasta Filata Cheeses • Wisconsin a leader in the nation on production of Italian style cheeses • Wisconsin cheesemakers consistently win awards in both national and international competitions because of their respect for Old World tradition and attention to quality
Semi-Hard Cheese • Wisconsin Cheddar has truly achieved brand status and commands a premium price on the menu. Not only does the state produce the best quality, it is also the leader in US production. Don't forget about the wonderful flavor of Gouda and the traditional items that can drive Swiss sales.
Hard Cheeses • Wisconsin cheesemakers have been making these traditional cheeses ever since they emigrated to the US and continue to remain faithful to the rich, Mediterranean heritage.
Pasteurized Process Cheeses • Wisconsin cheesemakers recognize the need for this commodity driven area for cheese sales. The variety and quality is always high when comes from Wisconsin.
Cheese Use Increasing On Menus • Since 2001, Cheese was the Number 1 ingredient added to the menus at the top 200 chains: • Appetizers • Entrees • Salads • Sandwiches
Wisconsin Cheese Menu-Making Difference
The Facts… • Cheese has extremely positive consumer associations
The Facts… • Consumers are willing to pay more at breakfast for items with cheese
The Facts… • Lunch and dinner items
We can share all kinds of great attributes and specific styles and varieties of Wisconsin Cheese – but what needs to happen before you start using cheese? Stop the Press – So What
"Providing" in the world of Cheese • WMMB can help the foodservice person provide: • www.wisdairy.com • PROVIDES recipes by variety or day part or type • They can even register as a user and build their own "recipe box" • PROVIDES product descriptions