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volume but higher margin categories is the requirement to justify the shelf space allocated to them. “In part, this is about winning the argument over the important role that a fine food/premium cheese offer can have in building consumer loyalty, excitement and engagement,” she said. “However, at the same time it’s important to recognise the commercial pressure that buyers are under, especially when having to compete with the growth of the discounters. As such, we always seek to work with our customers to establish a core consumer following, focused on classic and contemporary cheese best-sellers, before moving into innovative, range extensions.” Expanding on the rise of the discounters, Ms Jones says these “clearly perform” an important role within the retail sector and deliver for those shoppers whose priority is price and a more concise, core range, rather than other factors such as choice and exclusivity. “As such, aside from core staples such as cheddar and Red Leicester, it’s harder for imported specialty cheeses to gain traction within this sector of the market,” she said. “However, this isn’t the case in the majors, which, while still needing to be competitive, are well placed to offer the consumer a greater shopping experience. They can inspire consumers through offering wider, more exciting ranges, win when it comes to delivering for those special food occasions, and leverage their ability to deliver in-store activations and sampling. “Fine food and specialty imported cheeses can complement these strengths. We’re seeing an appreciation among the majors of the important role our products can play in differentiating themselves from the discounters.” Keeping it local Kris Lloyd has been Head Cheesemaker and owner at Woodside Cheese Wrights in the Adelaide Hills for more than 17 years. “Everything we produce is produced by hand,” she said. “We’re making very, very small batches, to keep the quality ... We only take local South Australian milk from the finest dairies we can work with. And usually, our cheeses are herd specific.” TO PAGE 40 FINE FOOD “We know that entertaining cheese is a high-penetration category, and therefore, stocking cheese with distinctive tastes, provenance and usage opportunities can serve to excite consumers.” SEP, 2020 RETAIL WORLD 39