Dairy Farmers of Wisconsin's Mike Edge Discusses Retail Impact

You may have read my recent interview with Mike Edge, Senior Regional Marketing Director at Dairy Farmers of Wisconsin (DFW), in which we discussed DFW’s partnership with the Kentucky Derby and Kroger. Today, we explore how Wisconsin cheese is making an impact at retail.

“We want to be our retail partners’ go-to resource to help their specialty cheese department be successful and be the destination for consumers for the knowledge, inspiration, and world-class cheeses shoppers seek supported by best-in-class programs only The State of Cheese offers​,” Mike began.

It all starts with the Proudly Wisconsin Cheese® (PWC) badge: the symbol of superior quality that identifies Wisconsin brands for consumers. The PWC badge on product labels and point-of-sale shopper marketing reinforces all the awareness-building consumer marketing DFW does.

“When consumers think of cheese, they think of Wisconsin. Wisconsin is the No. 1 top-of-mind cheese origin for consumers—over France, Italy, California, or Vermont—and 77 percent of heavy specialty cheese buyers prefer a specialty cheese product with the PWC badge over one without the badge,” Mike stated.

Along with Wisconsin cheesemakers, DFW will partner with retailers to help their specialty cheese department be successful and be the destination for consumers. The organization’s shopper research shows that a high-quality specialty cheese section drives high perceptions of the entire store overall. According to Mike, the DFW:

• Connects buyers and category managers with Wisconsin cheese makers to help them discover new items and optimize their assortment
• Offers a calendar of promotion support across in-store and digital tactics to stimulate purchase, leverage peak seasons, establish new products, and enhance the shopper experience
• Offers a library of shopper marketing content and assets designed to engage with storytelling, inspiration, and education to help the shopper discover their next favorite cheese
• Cheese State University's professional cheese education program can help retailers retain well-trained, high-performing staff​

More Why Wisconsin:

• Cheese is a huge part of Wisconsin’s history and culture. We’ve been making cheese since before we were even a state—for over 180 years!
• Wisconsin has the ideal terroir for dairy farmers to produce the highest quality milk. And high-quality milk makes the best cheese
• Wisconsin is the most awarded cheese in the world, winning more awards than any other country or state—6,500 national and international awards and counting
• Wisconsin’s Master Cheesemaker® Program is one of only two in the world and the only state in the country that requires a license to make cheese

The list goes on and on, but one thing is clear—Wisconsin cheese is a sales driver in the specialty department. For more category updates, stick with Deli Market News.