A campaign to promote Cheshire cheese has reversed a 50-year decline in sales.
Volume sales rose 3.7% in the year to January 2005 to 6,500 tonnes, with a value of £25m. Household penetration rose 1.4%. The consumer campaign, launched in April, centred on salads and winter recipes, taking in press and radio and including sampling.
It was launched and funded by the Milk Development Council and three leading Cheshire cheese makers - Belton Cheese, The Cheese Company and Joseph Heler
Cheese. The campaign will continue this year, with more broadcast activity, this time focusing on the south east, and further promotions in the press.
British Cheese Board secretary Nigel White said: “The campaign is a great example of dairy farmers and dairies coming together to develop a sector in decline.”