ICEX – Spain Trade and Investments, in conjunction with the Trade Commissions of Spain in New York and Canada and their Foods From Spain divisions have launched an action plan to promote the cheeses from Spain in these two key North American markets.
The US plan seeks to increase the consumption of cheeses from Spain expanding their consumer base and highlighting the ample variety of cheeses Spain produces. To reach this objective the campaign will enhance cheese qualities and the many disciplines to which cheeses from Spain can be related, with a view to generating greater awareness about them, and, consequently, fostering their demand, sales, and introduction of new cheese brands in the country. Only cheese companies with a presence in the US can participate in the promotions. In Canada, the promotion pretends to raise awareness and improve visibility and brand image, also making emphasis on the quality, history and tradition of Spanish cheeses.
The plan is geared towards trade (chefs, food distributors and importers, culinary arts students, retailers) and consumers 25-55 years old, with an interest in wine, delicatessen products and travel.
As part of the US plan which will last until November, cheeses from Spain will have a presence in tailor-made events, as Spain’s Great Match Wine, Food Design Tapas in New York next October 7th. There will also be POS promotions in delicatessen stores, and public relations initiatives.
In Canada, where cheeses from Spain have duplicated their market share in the past five years, the plan will consist in POS tastings, seminars and trainings, distribution of promotional material and a participation in Montréal’s Grande Dégustation event in November. A tasting and educational event at St. Lawrence Market in Toronto in Spring-Summer is also in the works.
Cheese companies participating in the US promotions include Atlántica Export Management Company, Lácteos Martínez with Los Cameros cheeses, Quesos Corcuera, El Gran Cardenal, and Coinga from Menorca. Brands in the Canadian promotions are Don Juan, El Pastor, Hacienda Zorita, Monte Enebro, La Cueva del Abuelo, Vega Sotuélamos, Roblevega. Industrial Quesera Cuquerella participates with its Rocinante brand both in the US and the Canadian initiative. Cheese origins include Zamora, La Mancha, Menorca, Murcia, Salamanca-Arribes del Duero.