"In the United States we have a history of undervaluing what we put in our bodies." - Cathy Strange, For the Love of Cheese
Cheese is a love that has inspired many works of art, edible and not. Now Whole Foods is sharing in some of that delight with a recent win for its video, For the Love of Cheese.
Looking like an episode from the popular foodie-focused show Chef’s Table, the 6:22 piece is a brief but artistic feature of the retailer’s Global Cheese Buyer, Cathy Strange. Following her to Italy, it showcases the passion of those she buys cheese from as they pursue their craft and, in turn, Cathy’s inherited passion for the experience.
“Describing my feeling about cheese are like describing my feeling about music or the sun coming up,” Strange comments in the piece. “I think it’s just a part of who I am and it lives with me because of all the people I have met in that journey.”
That passion, as well as the lovely cinematography produced by Angus Cann, earned Whole Foods a well-deserved “Single Food Focused Video” award at the International Association of Culinary Professionals Digital Media Awards.
"Usually when you meet a buyer you see them behind a desk and 90% of the time is spent talking about the price and how low could that be. When I met Cathy, I felt the focus was on the animal breeding, the quality of the product, the selection, how you're different. Cathy is certainly unique." -Vladimir Dukcevich, from For the Love of Cheese.
To enjoy the winning piece, you can watch For the Love of Cheese firsthand below. Though you might crave a bite of parmigiano after, you certainly won’t regret it!
The award was presented last Sunday, April 3rd, in Los Angeles among a number of finalists. To see a complete list of them, click here.
Angus Cann is Whole Foods Market University's video production artist. He has worked at Whole Foods Market since 2005, producing video training material for Team Member Education.
