As organic consumption becomes more mainstream, we are seeing that the category has risen astronomically in our industry. Offerings in this category continue to expand and entice consumer spending, and Saputo’s Montchevre® brand plans to attract its fair share of attention with the introduction of its new Organic Goat Cheese Line. Bailey Donovan, Associate Marketing Manager for Saputo Dairy USA, takes a beat to talk about this exciting launch.
“We are excited to start a new chapter for our brand with our line of organic goat cheeses,” shares Bailey. “This fresh offering under Montchevre®, our category-leading specialty cheese brand, is creamy, tangy, and made from fresh organic goat milk. Our organic cheeses are certified by MOSA and carry the USDA Organic Seal.”
This line extension features two varieties to tempt cheese-loving shoppers. With 4 oz logs in Plain and Garlic & Herb hitting deli cases, the possibilities unfold for the buy-side and consumers alike to get in on the action.
“Through our national marketing campaign, Try It With a Little Goat, the Montchevre® brand invites consumers to explore the endless possibilities of goat cheese with educational, inspiring, and interactive programming,” Bailey explains. “As a leader in this space in the U.S., we are committed to growing this category as one of the only brands to invest in driving mass-scale consideration and trial of goat cheese, and we are one of the only national goat cheese brands with an organic line extension.”
The new line arrives at the perfect time, as consumer interest in organic products is on the rise. According to the Organic Trade Association, sales of organic products hit $55.1 billion in 2019 and were up 20 percent in the spring of 2020. Not surprisingly, millennial consumers are a major driving force—various trends touch on the idea that this demographic is willing to pay a more premium price for organic products that meet their health needs in addition to addressing environmental and animal welfare concerns—a sentiment that aligns well with the Saputo Promise.
Saputo’s goal is to safeguard the environment while continuing to grow as a world-class dairy processor. And when it comes to animal welfare, in addition to promoting recognized standards of animal care throughout its supply chain, Saputo is also committed to supporting initiatives and programs that promote awareness and training opportunities to help advance animal welfare issues.
“With our Montchevre® brand, and throughout our entire organization, we care deeply about the way our ingredients are produced and expect the same from our suppliers. We’re proud of the high-quality products we make, and this launch marks an important milestone in our brand’s journey,” says Bailey.
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