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Distributor Acquisition Aims to Grow American Market for Dutch Cheeses

By Lorrie Baumann

Dutch dairy giant FrieslandCampina altered the distribution landscape for European cheeses last December with its purchase of both Jana Foods and Best Cheese Corporation USA. The acquisitions were part of a strategy to expand distribution of the dairy cooperative’s portfolio of Dutch cheeses in the American market and to provide a larger market for the milk produced on Dutch dairy farms, so FrieslandCampina is not currently planning to acquire any American cheese producers, said Gert Jan Poort, President of FrieslandCampina Dairy U.S.

FrieslandCampina originated as a local farmers cooperative in the Netherlands, and through several mergers has become the largest dairy cooperative in the world, with more than 18,000 dairy farmers in the Netherlands, Germany and Belgium and an average farm size with less than 200 cows, Poort said. “If it has 200 cows, it’s a big farm,” he said. “We have a fantastic sustainability policy – it’s a normal way of working.”

The FrieslandCampina cows are on pasture at least 120 days a year, Poort said. “Cows have the same habits as humans looking at the weather. When it’s snowing or raining, they want to be in the barn,” he said. “It’s always a very festive event when they go outside in the spring.”

“What we do with our customers from all over the world is to advise them to come to the Netherlands and see the farms, see the creamery,” he added. “They love it, and they want to buy. They love seeing the cows in the meadow, having the transparency and sourcing from the origin that is the most important thing. Buyers of the biggest retailers in the country are demanding this transparency, and we can deliver it.”

Delivering Dutch Cheeses to the American Market

FrieslandCampina acquired Jana Foods after working with Jana as an American importer and marketing partner for more than 20 years, and with the acquisition, the company is planning to build on the strength of its brands, A Dutch Masterpiece and Kroon, and to grow the Gouda segment in the United States. In its acquisition of Best Cheese Corporation, FrieslandCampina assumes American distribution of brands including Parrano, DeWaag, Melkbus and its expansive portfolio of Gouda styles made from cow, goat and sheep milk. “As a part of our transformative strategy, we continue to focus on delivering the best product to serve consumer needs,” said Roel van Neerbos, President of FrieslandCampina Consumer Dairy, in the company’s announcement of the Best Cheese acquisition. “The Americas is a strategic growth market for us. By acquiring Best Cheese and Jana Foods, we will be able to grow our cheese business in the region further.”
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In addition, the company will focus on educating the American market about other Dutch cheeses, including the classic Edam and other Dutch cow milk and goat milk cheeses, Poort said. “We want to expand and educate Americans about the cheeses themselves and also expand the occasions.”

New Products Launching Under Frico Brand

This year, FrieslandCampina is launching new convenient snack cheeses under its Frico brand, including Gouda Snack, packaged in eight 20 gram portions per resealable bag that will retail for $3.99 to $4.99 as well as a line of Cracker Cuts featuring cracker-sized Gouda, Mediterranean Herb and Goat Cheese. The Cracker Cuts will be merchandised in a display-ready case holding eight 7.05-ounce easy-peel and resealable trays. They’ll retail for $4.99 to $5.99. “We are going to make great progress in the snacking segment,” Poort said.

In addition to providing convenient snacking formats for consumers, the Frico brand is considering convenience in the merchandising options it provides to retailers, according to Debbie Seife, Marketing Director at FrieslandCampina. The new Frico Cheese Slices will be offered in easy-peel resealable trays sold in display-ready cases of 12 packages. “It’s a little different from what some of the other groups are doing,” Seife said. “It’s easy to stock and easy for consumers to shop.”

The Frico Cheese Slices line includes Gouda Mild, Edam, Emmental and Goat Cheese. The packages will retail for $3.99 to $4.99.

Frico will also be offering its Goat Cheese in a 5-ounce cup of freshly shaved cheese for consumers to add to salads, soups or flatbreads. The slightly crumbly cheese is made from 100 percent pasteurized goat milk naturally matured for 20 weeks. The cup will retail for $5.99 to $6.99.

The expanded Frico line will also include Cheese Loaves to slice behind the counter in Gouda, Maasdam, Emmental and Goat Cheese. The Gouda and Goat Cheese are both mild and creamy versions of the cheeses, while Maasdam and Emmental are Swiss-style cheeses with a firm bite and nutty flavors.

Thinking Beyond the Cheese Plate

By Lorrie Baumann

Cheese plates have become a staple form of creative expression that’s shared in the course of home entertaining. For those who are less confident about their ability to put together a cheese display that will impress their guests, cheesemongers are happy to give advice, there are discussion groups on Reddit and cheese boards are all over Pinterest, Instagram and YouTube.

But artisanal cheese, great as it is as the centerpiece of a cheese board, doesn’t have to be something that people enjoy only when they’re standing up to eat – great cheese is very capable of taking its place in the meal’s main course.

Price Is Indeed an Object

Nobody’s suggesting that anyone should spend big money on a high-dollar specialty cheese and then use it as the whole cheese component for a mac and cheese, but a metered portion of something better can elevate a dish beyond what can be achieved with mass-marketed shreds and slices. “Beyond a certain price point, you want to feature it, but Carmody is at a price point where you can use it to lend its flavor,” said Liam Callahan, who makes the cheese at Bellwether Farms. Callahan makes Carmody from the milk of Jersey cows, which makes it mild and creamy with a golden color and buttery flavor, and for his family table, he likes to cube it up and add it to a bean salad or pair it with a tomato soup made from very ripe tomatoes, and his kids like to put it in quesadillas. “Carmody doesn’t get super-oily like some aged cheeses do,” he said, “It melts nice, but it doesn’t break and get oily. A lot of aged cheeses don’t accomplish that.”

Bellwether Farms is known particularly for sheep milk cheeses, but those tend to be too expensive for people to want to cook with them – they’re better eaten as they come from the market, Callahan said, but Crescenza, a soft-ripened cheese made from Jersey cow milk, works well on a flatbread or a bruschetta along with some balsamic vinegar or maybe a tapenade, and it pairs well with fruit, too. “It picks up flavor and adds creaminess,” he said. “If you’re looking for a really soft-ripened cheese that you can spread on bread without having a rind left over, the Crescenza works great for that.”

 

Don’t Let Good Cheese Go to Waste

Laura Werlin, speaker and author of books including “The All American Cheese and Wine Book,” which won her a James Beard Award and “Grilled Cheese, Please!,” among other cookbooks, is an expert on ways to incorporate specialty cheese into everyday meals. She’s one of those who says she’d never recommend that anyone go out and buy expensive cheese solely to cook with it, but she also says that it’s common for people who enjoy making cheese plates when they’re entertaining to have bits and bobs of that cheese left over at the end of the party, and they may need ideas for what to do with those orts, which was an inspiration for her books. “There’s nothing worse than buying good cheeses and having them go to waste,” she said. “We’re afraid of our cheese. We love it, but we’re not entirely sure what to do with it.”

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She likes to suggest to fellow foodies who’d like to venture into cooking with cheese that they think beyond the mac and cheese and grilled cheese sandwiches and experiment with cheeses in other recipes as well. One of her suggestions is to try adding a new cheese into a salad. “Everybody knows they can put feta into a salad,” she said. “There’s nothing wrong with that, but there’s nothing wrong with trying queso fresco, another salty cheese that does the same thing.”

Brie is great on a crostini, to use for a crouton on salad, it melts really well on a snack cracker, and it pairs well with fresh fruit, she added. “It doesn’t have to be party food,” she said. “I want people to embrace cheese in every form. We use it on a hamburger or on a sandwich, but do that one better. Take the cheeses you like anyway and incorporate it into your food. Once you start thinking along those lines, it’s amazing what opens up.”

Use the Opportunity to Get Creative

Cooking with specialty cheese presents opportunities for creativity, which is an urge that brings consumers to purchase specialty foods in general. The marriage of cheese and culinary creativity is reflected in the way that the ideas for many of Rogue Creamery’s newer cheeses were born in conversations between Gremmels, who is Rogue Creamery‘s “Mr. Blue,” and the chefs who were interested in using his cheeses in the dishes they were putting on their menus. “When you have food people in your life and around your table, creative things happen,” Gremmels said. “Uninhibited sharing around food gave birth to Smokey Blue, Blue Heaven and TouVelle.”

Smokey Blue was the first smoked blue cheese on the market and has become one of Rogue Creamery’s top-selling cheeses, but the original idea behind it came from a chef who said that he’d be interested in a smoked blue cheese but wasn’t aware that such a thing existed. Gremmels hadn’t heard of one either, but he accepted the challenge and started experimenting. After a good deal of trial and error with various woods, he tried smoking Oregon Blue with hazelnut shells, and those produced the balance between spicy and sweet flavors that he’d been looking for. “The cheese offered the chef the magic he was looking for on a salad, on a burger, creating a compound butter,” Gremmels said. “I like to fold the chunks into a burger patty along with sauteed onions.”

Blue Heaven, which is a blue cheese powder, was created as a result of a similar suggestion that the same technology that produces dehydrated powdered milk could also be used to dehydrate a blue cheese, and there might be a culinary point to that. “I thought he was crazy,” Gremmels said, but he turned over a wheel of cheese for experiments. That 5-pound wheel came back to him as a snack bag full of powder. The size of that small bag surprised Gremmels, but so did the flavor of the powder inside it. “It was just so robust and so wonderful,” he said. In the powdered form that Gremmels now calls Blue Heaven, the cheese had a flavor that was subtly blue but carried a burst of umami and the characteristic Rogue Creamery sweetness, he added. Gremmels promptly sent little samples to molecular chefs around the country who’d been experimenting with foams and spheres and powders to capture the essential essence of food and flavor in interesting new formats to see what they’d do with this new powder. “It just sailed from there,” he said, and chefs began sprinkling it on steamed vegetables, stirring it into sauteed mushrooms, turning it into compound butters and incorporating it into spheres. Blue Heaven became so popular among chefs that it’s no longer their secret ingredient, and Rogue Creamery is now packaging it for retail sale alongside its premier handmade cheeses.

Cooking with Specialty Cheese Doesn’t Have to Be Hard

Zoe Brickley of Jasper Hill Farms says that she hears a lot of questions from people who want to know what they should do with their specialty cheeses, and while she says that her first advice is usually, “Just bust out a spoon and a baguette and go nuts,” she also acknowledges that the advice that’s often given when people think about how to cook with wine also applies: “Your dish is only as good as the wine you use in it – and the same is true of cheese.”

Specialty cheeses tend to have complex aromas that elevate the experience of dishes to which they’re added, she said, and so she suggests that consumers who’ve bought a little wheel of The Cellars at Jasper Hill’s Winnimere for their Christmas cheese plate and have that last little bit of the gooey goodness left over afterwards think about using that to top a dish of roasted potatoes and bacon or carve a slice off their wedge of Bayley Hazen Blue at a summertime patio party and slap it onto a steak as it comes off the grill. “It’s a lot easier than making a pan sauce, and it’s just as impressive,” she said.

15th Annual Oregon Cheese Festival

Now in its 15th year, the Oregon Cheese Festival is a farmer’s market style event celebrating cheese and everything that goes with it. Over the years it has grown into one of the largest cheese-themed festivals in the country – drawing artisan cheesemakers, vintners, brewers, and specialty food producers to showcase their products to an ever-growing crowd of cheese enthusiasts.

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This year’s event will take place March 16 and 17 in an expanded location, spanning north from the traditional venue at Rogue Creamery to the newly refurbished CraterWorks MakerSpace on Front Street in Central Point, Oregon.
Cheesemakers exhibiting at the Festival include:
  • Beehive Cheese Company
  • Briar Rose Creamery
  • By George Farm
  • Cascadia Creamery
  • Cypress Grove
  • Face Rock Creamery
  • Fern’s Edge Goat Dairy
  • Helvetia Creamery
  • Oak Leaf Creamery
  • Ochoa’s Queseria (Don Froylan Mexican Cheese)
  • Pedrozo Dairy
  • Portland Creamery
  • Rogue Creamery
  • Spring Brook Farm Cheese
  • Tillamook
  • Umapine Creamery
  • Willamette Valley Cheese Co.
Alongside these cheeses, festivalgoers will sample specialty foods such as charcuterie, jams and jellies, olive oil, honey, chocolate, breads and crackers, pickled vegetables, nuts and more. To wash it all down, more than 30 craft wine, beer, cider, and spirits producers will be pouring libations for the crowd. In total there will be more than 100 Oregon and other Northwest culinary artisans & beverage providers. For a full list of vendors, see the website.
New in 2019, attendees will have the added advantage of complimentary parking at Crater High School, just one block north of the Festival. An FFA-sponsored student fair featuring students and the animals they have raised, along with a student-led plant sale, will also take place adjacent to the parking area during Festival hours.
Tickets purchased in advance are $15 and include tastings and demonstrations; day-of ticket purchases are $20. Tickets are available for sale at www.oregonchesefestival.com, along with an optional $10 adult beverage tasting add-on that includes a commemorative tasting glass. Kids 12 and under taste for free. Early VIP entry (10:30 a.m.) is an additional $15 and includes a goodie bag.
The Oregon Cheese Festival would not be possible without the generous support of the City of Central Point, Rogue Creamery, Tillamook, Face Rock Creamery, Wandering Aengus/Anthem Cider, Rogue Ales, 34 Degrees, Franz Bakery, Southern Oregon Magazine, Rosebud Media/Mail Tribune, and the members of the Oregon Cheese Guild.
For more information, visit www.oregoncheesefestival.com