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Optimal cheese marketing Mr Murray says Saputo has noted some significant changes in the retail presentation of cheese over the past year, resulting in improved “shopability” through consolidation and simplification of displays. “An increased focus on usage and cheese style education along with consumer inspiration would take the customer experience to the next level,” he said. “While there’s an ever-increasing range of marketing tools available through digital expansion, the traditional catalogue continues to deliver strong results. When this is paired with off- location displays during key events such as Christmas and Easter, effectiveness is increased even further.” Mr Murray says less outdoor advertising and a shift in focus to more “agile digital formats” for promotion have enabled advertisers to ensure they have remained relevant with their messaging since the advent of Covid-19. He emphasises that online presents a variety of versatile opportunities, having gained importance within the uncertain and unpredictable environment of the pandemic, and with the increased participation of consumers using digital media. As to sustainability initiatives, Saputo pledged to accelerate its global performance in terms of climate, water and waste initiatives during 2020, and set clear targets with a formal commitment to make significant and sustainable progress by 2025. Additionally, the company’s products now feature the Australasian Recycling Label. “This initiative makes it easy to understand recycling information, avoid confusion and reduce waste going to landfill,” Mr Murray said. “The icons on the pack clearly outline what components of the packaging are recyclable.” CHEESE ‘AUSTRALIAN MADE’ CARRIES WEIGHT The impact on the cheese market from lockdown and manufacturing changes due to Covid-19 is profound, Ashgrove Cheese Marketing and Communications Manager Anne Bennett tells Retail World. “Channel fluctuations are a new normal,” she said. “The cheese market is experiencing retail surges, foodservice went from hero to zero overnight, and a rapid adoption of online commerce is affecting the entire supply chain. “In this new normal, preparing for responsiveness and continuity in the face of market volatility in real time gives businesses the best chance of success.” She points out that the Australian farmgate milk price is forecast to fall by as much as nine per cent in 2020- 2021 (Dairy: June quarter 2020). “Along with a weaker Australian dollar, this fall in price will increase competition among processors for milk supply,” Ms Bennett said. Regardless of a new operating paradigm, she says Ashgrove’s future is “bright” because its business model is resilient and well equipped to rise to the “challenges presented”. “Ashgrove Cheese is one of Australian finest paddock-to-plate dairy companies that specialises in fresh milk and cheese manufacturing,” she said, adding that Ashgrove’s Bennett family has been farming the original parcel of land at Elizabeth Town in northern Tasmania since 1908. In 1993, the first wheel of cheddar was crafted from the family farm’s milk supply, a tradition that continues three decades later. The company supplies Woolworths, Coles, IGA, ALDI and the meal- kit industry with various retail or convenience portions of chilled cheese for cooking. In September it also launched two 500g family cheese blocks in Tasmania’s IGAs and Coles. “This is in line with the times, especially with families cooking at home more,” Ms Bennett said. “And what IGA and Coles are recognising now, more than ever, is that consumers are looking for locally- owned-and-made cheese products in each dairy category.” She points out that the ‘everyday cheese’ section is dominated by imports or foreign owned companies, so Ashgrove Cheese is “proud” to offer consumers an Australian family- owned choice for their baskets. “Consumers are looking for cheese products and brands they can trust,” she said. “Provenance and traceability of cheese produced in clean and safe environments are essential factors in the consumer’s decision-making process.” This, she adds, is reinforced by the dramatic spike in consumers requesting information on whether Ashgrove is Australian owned, which shows the extent to which this status is a deciding factor when it comes to shopping decisions. “Australians want to support Australian cheesemakers and Australian manufacturers,” Ms Bennett said. “There’s never been a better or more important time to get our cheese in front consumers and retailers.” TO PAGE 50 OCT, 2020 RETAIL WORLD 49