Stilton makers are hoping to boost Stilton sales outside the Christmas season with the launch of National Stilton Week next April.
The event, which will run from 15 April 2012, will involve a PR campaign, the launch of a collection of recipes and online tips to encourage consumers to use Stilton as an everyday snack.
There will also be a campaign to encourage the catering and foodservice industry to use more Stilton, while the Stilton dairies will hold local events with schools and communities.
The Stilton Cheese Makers’ Association said the focus on “all things British” during 2012, thanks to the Queen’s Jubilee and the Olympics, meant it would be a good year to draw attention to Stilton.
“Consumers don’t necessarily realise that there are so many exciting ways of cooking with Stilton,” said Nigel White, the association’s head. “National Stilton Week is the perfect way to encourage them.”