Misc. slides

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WELCOME
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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

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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

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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

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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 Cheesemakersrepresen
  ting 30 Wisconsin Cheese Companies
  representing 29 cheese varieties plus style
  variations

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WISCONSIN Americas Dairyland
STRONG HERITAGE
First cheese made in the 1830s
In 1871 the Wisconsin Dairymens 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
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Cheese

• The "Art" Science of Grading

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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

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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?

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The anatomy of flavor
first
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The anatomy of flavor
second
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Modern Score sheet
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What do you see
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Now what do you see
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ART of Cheese Making in Wisconsin Video
Any Questions ?
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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

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Cheese Consumption
U.S. Per Capita Cheese Consumption, 1984-2004
Preliminary estimate. Source USDA/ERS,
Livestock, Dairy, and Poultry Outlook.
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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.
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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.
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Cheese Consumption
Projected U.S. Per Capita Cheese Consumption,
2005-2015
Source FAPRI, 2006 Agricultural Outlook.
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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

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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

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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

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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!

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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!

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• The NPD Groups 18th Annual Report on

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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
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Are Americans tiring of Cheese?
Annual Eating Of Cheese and Cheese Host
Foods In-Home and Restaurants
Source NPD Estimate
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How Cheese is consumed In-Home
Annual Eating Patterns per Person
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Percent of Sandwiches that Include Cheese
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WISCONSIN Cheese

• To simplify the overwhelming, we at WMMB have
  segregated cheese into eight basic categories.

Soft Fresh Soft Ripened
Blue Veined Semi Soft
Semi Hard Pasta Filata
Hard Pasteurized Processed
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The Varieties of Wisconsin Cheese
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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.

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Soft Ripened Cheeses

• Classic, sophisticated favorites used in cheese
  courses or to upscale any item. Famous for its
  bloomy rind these cheeses ripen from the outside
  in very quickly.

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Blue Veined Cheeses

• The HOT trend of Blue on todays 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 cheeses heritage.

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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.

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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

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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.

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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.

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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.

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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

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Wisconsin Cheese
Menu-Making Difference
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The Facts

• Cheese has extremely positive consumer
  associations

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The Facts

• Consumers are willing to pay more at breakfast
  for items with cheese

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The Facts

• Lunch and dinner items

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Stop the Press So What

• 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?

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"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

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"Providing" in the world of Cheese

• Need to make that special Wisconsin Statement in
  a presentation

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"Providing" in the world of Cheese

• Available tools for those that really want to
  know the ability of Wisconsin Cheese WMMB
• Website based information
• Idea starter information pamphlets
• Why Wisconsin
• Cheese Course
• Pairing Information
• Recipes
• Sourcing help
• Cheesecyclopedia

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Thank you for your time and attention

• Please let the Wisconsin Milk Marketing Board
  help you!