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Durae Hardy Discusses Laura Chenel's Go-to-Market Strategy and Consumer Opportunities

Durae Hardy Discusses Laura Chenel's Go-to-Market Strategy and Consumer Opportunities


SONOMA, CA
Tuesday, January 16th, 2024

When I think of goat cheese, my mind immediately goes to Laura Chenel. This has been one of my go-to brands for years, exemplifying excellence in the category and a reach that extends far and wide. While I am a trade news writer, I am also a consumer. It is not just the flavor or familiarity that continues to draw me back, but the company’s story and go-to-market strategy as well. So, speaking with Durae Hardy, Brand Manager for the company, made my love for the brand even stronger.

Durae Hardy, Brand Manager, Laura Chenel“At Laura Chenel, we’re dedicated to care and craftsmanship in every step of the cheesemaking process. Starting with fresh domestic milk made on small family farms and using the freshest ingredients to craft our delicious goat cheeses in our certified sustainable creamer, we’re creating an experience that transcends taste and embraces a legacy of passion and innovation,” Durae shares with me. “Laura Chenel is America’s pioneering goat cheese producer. Studying traditional techniques learned in France, our Founder not only mastered a centuries-old craft but, along with other trailblazers, paved the way for the goat cheese market in the U.S. as we now know it.”

A fact I found surprising is that only about 1 in 10 American households enjoy goat cheese regularly—leaving a lot of room for growth and possibility.

The Laura Chenel brand continues to elevate goat cheese in the eyes of consumers and retailers alike

“We have a range of fresh goat cheese flavors that are accessible, interesting, and appealing to both seasoned goat cheese enthusiasts and those who are entirely new to it,” Durae continues. “Demand and preference for goat cheese continues to grow in the U.S., and we continue to produce high-quality, handcrafted fresh goat cheese to America while maintaining its appeal with the same exceptional products and ethical standards that have made it an industry icon.”

Durae adds that goat cheese’s target consumers are willing to shop their values for an exceptional product. Taking this to the retailer, one can see what kind of consumer loyalty and repeat purchase opportunities are in store for buying operations that partner with quality cheesemakers.

“Since goat cheese isn’t yet widely consumed in the U.S., we are always looking for ways to inspire anyone who loves food or is interested in exploring goat cheese for the first time with simple usage inspiration. Our goal is to bridge the knowledge gap, helping consumers make informed choices about the goat cheese they bring into their homes,” Durae tells me. “We work with our partners to help build sales by using creativity to stay top of mind for consumers via product usage ideas in our library of recipes as well. We regularly develop new fun flavors for the market and participate in consumer events that let them taste our cheeses for themselves.”

Laura Chenel's consumer loyalty is only one of the benefits to partnering with the cheesemaker

As we dive into the new year, Durae shares some ways that partners can tap merchandising, demos, and displays to build out their artisan cheese category with Laura Chenel.

“We love to think about how consumers can go beyond the cheeseboard with goat cheese!” Durae says. “Fresh goat cheese, when done right, is fresh tasting with a pleasantly mild tang, so it makes an amazing ingredient base for traditional recipes during the winter and spring holiday season.”

Consumers can consider Laura Chenel’s spreadable cheese as a simple and healthy swap for traditional cream cheese. Displaying the company’s 4 oz fresh cheese logs makes it an easy basket choice for those shoppers making New Year’s clean eating choices, whether stirring it in soups or crumbling over salads for layers of creamy flavor and added lean protein.

For more exciting insights and news from the cheese-making trailblazer, check them out at the 2024 Winter Fancy Food Show, booth #700.

There is much to be said about the artisan cheese category, and Laura Chenel continues to write the script on excellence, flavor, and more.

Laura Chenel
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