'We must give people more excuses to buy cheese'

摘要

For too long cheese makers have being giving away much needed margin and failing to clearly identify consumer demand. But, as British Cheese Board secretary Nigel White tells Michael Finch, change is on the way. Supermarket cheese promotions do little to improve the market. They don't boost sales and by and large serve only to move volume between suppliers. This hard-nosed judgement from British Cheese Board (BCB) secretary Nigel White comes at a time when competition between cheesemakers and between them and other food producers for a share of consumer spending is as fierce as ever. Mr White told Milk Industry. "I would like to see far less emphasis being put on BOCOFs, (buy one, get one free) and three-for-two price promotions which, by and large, only move volume between suppliers. I have seen very little evidence to suggest that they drive the total volume. When a BOCOF is running on a good Cheddar, all that happens is that people stop buying some of the other cheeses because they've got a fridge full of Cheddar, so total market impact is negligible.