As John Mayer aptly puts it, “a little bit of summer is what the whole year is all about.” June is a packed one for our industry, and much like our writers here in the office, Old Croc is riding off the high from the International Dairy Deli and Bakery Association’s (IDDBA) 2022 event and straight to the Specialty Food Association’s (SFA) 66th Summer Fancy Food Show (SFFS) from June 12 to 14. I hopped onto the phone with Ken Meyers, President of Trugman-Nash, the makers of Old Croc Cheddar, to learn all about their plans for the event.
One subject I was super interested in diving into was Trugman-Nash’s newest organic line.
“Recently, we took on the Organic Cheddar Line from the Organic Milk Specialty Company (OMSco) from the U.K. Moving forward, we will be the exclusive importer for their organic products,” details Ken. “It’s an organic, all-grass fed Cheddar, which makes it the only organic line in Trugman-Nash’s portfolio at the moment.”
With this new line, Trugman-Nash is able to keep a hand in both the grass-fed sphere and the organic sphere. The recently added organic line comes from the British Organic Dairy Company (BODC) and includes Mature, Extra Mature, and Vintage Cheddars in 7 oz chunks. This new organic line fits perfectly into the Trugman-Nash portfolio, and the timing couldn’t be better.
Recently, the company rolled out a new strategy to put Cheddar at the forefront of every cheese case.
“This year, we’re planning on showcasing Old Croc’s new brand positioning, ‘For The Love Of Cheddar,’ at SFFS,” Ken tells me. “Our cheeses deliver the authentic classic taste that real cheddar lovers look for because it’s made in the old world style of cheddar making and carefully aged to perfection. Old Croc cheddar has the creamy flavor, crumbly body, and lactic crystals true cheddar lovers long for. We believe our new brand positioning line, ‘For the Love of Cheddar,’ speaks to our overall company mission—to provide the very best product for true Cheddar lovers everywhere.”
With current and potential clients gathering at SFFS, now is the perfect time for retail friends to get a taste of the action along with some new looks on the shelf.
“It’s going to be very nice for us to see old friends and customers again, and reveal some of the new developments here at Trugman-Nash,” continues Ken. “We playfully refreshed our Croc Bites bag with a faux crocodile skin effect and provided a panel of nutritional benefits on the front for easy use. They come in eight .75 oz pieces for a 6 oz bag. We’re also very much looking forward to talking about our re-packaged Grand Reserve variety. It’s a beautiful 7 oz package, and the cheese inside is hand-selected by our team.”
The team at Old Croc chose the very best, 24-month aged cheese for this Grand Reserve package. Alongside this aged beauty is the company’s hero product, Extra Sharp, the number one selling product.
Throughout the pandemic, Old Croc pivoted its focus and made a lot of headway in the Consumer Packaged Goods (CPG) category. With shoppers looking to the case more often, the cheesemaker introduced its 5.5 lb loaves to cut and wrap in store, a demand retailers are leaning back into.
“Many chains were focused on CPG packages, even in the specialty case. Now that people are bringing bulk products back in, we’ve been having a lot of success in getting new placements and looking forward to getting further placements. We’ve got our full accompaniment of Sharp, Extra Sharp, and Grand Reserve, and we’re also introducing a smoked version in a new 5.5 lb loaf.”
Speaking of expansion—yes, there’s more excitement—Ken further elaborates on another new terrain: foodservice.
“As we’re coming out of COVID, one of our goals is to also start moving into food service with our Old Croc cheese,” continues Ken. “We want to get consumers to really see that there is something special about this Cheddar. Our products have a really great, bold flavor, and with our new ‘For The Love Of Cheddar’ positioning, we are hoping that’s one of the ways we're going to get that across to consumers.”
Old Croc and British Organic Dairy products are being showcased under Trugman-Nash at booth #757; be sure to stop by and say hi.