We recently celebrated National Cheese Day on June 4, giving the supply- and buy-sides alike an opportunity to highlight this consumer favorite category. To learn more about how Dietz & Watson brings its specialty food prowess to the cheese sector, I got in touch with the company’s Jeff Kampa, Cheese Specialist.
What trends has Dietz & Watson seen in the cheese aisle as of late?
Jeff Kampa, Cheese Specialist, Dietz & Watson: “We’re seeing a strong shift toward comfort and approachability. Shoppers are drawn to familiar formats like Cheddar or Havarti, but are excited to try bolder flavor profiles—think Hatch chili, buffalo wing, or Champagne Cheddar. It’s about giving people the opportunity to try something new without straying too far from what they know and love. Flavor fusion in recognizable formats creates a low-risk entry point for shoppers who may be hesitant to explore. At the same time, those familiar formats can appeal to more adventurous consumers when paired with unique, unexpected ingredients.”
What are some ways retailers can cross-merchandise your cheeses?
JK: “We’ve found success incorporating center-store items into demos and displays, like pairing cheeses with crackers, pickles, or other snacks that make entertaining and everyday snacking more approachable. It’s about showing shoppers how they can use our products in real-life, convenient ways that don’t feel intimidating or overly gourmet. Highlighting grab-and-go options near wine or charcuterie sections can also encourage impulse purchases. For deli shoppers, signage that calls out pairings or seasonal recipes can help drive basket-building.”
How has higher-quality dairy made its way into the spotlight as of late?
JK: “Today’s consumers want transparency and trust in the products they’re buying. We’ve leaned into that by offering virtual plant tours and welcoming retail partners into our facilities to see firsthand how our products are made, from hand-seasoning to careful sourcing. Shoppers are more informed than ever and are looking for brands that can back up their quality claims. Being family-owned and operated helps us maintain that high standard across every step of production. It’s something that resonates deeply in today’s food landscape.”
Is there anything else cheese-related that we should highlight as we head into summer?
JK: “Convenience continues to be a big focus, whether it’s pre-sliced, cubed, or in snackable packs, we aim to meet shoppers where they are. We want cheese to feel inclusive, not intimidating, so we’re constantly thinking about format, flavor, and how to make the category more approachable to all kinds of consumers. Cheese can be both premium and practical, and we’re making that balance easier to find. From lunchboxes to entertaining boards, our products are designed to fit into everyday life.”
Whether it’s a simple snack plate or an elaborate charcuterie board, specialty cheeses have become a centerpiece of the plate. For category insights from suppliers like Dietz & Watson, keep checking in with Deli Market News.
