#USA #New York #Spanish Cheeses #European Cheese #Good Food Fair

European Cheeses Strengthen U.S. Market Presence

In recent times, European cheeses, particularly those originating from Spain, have begun to carve a significant niche within the U.S. market. At the recent 'Good Food Mercantile' and 'Summer Fancy Food' fairs held in New York, these cheeses garnered notable attention and acclaim, marking a significant step in their promotional journey.

The promotion campaign, titled 'Discover the European Cheestories with cheeses from Spain', is spearheaded by the Interprofessional Dairy Organization (InLac) with support from the European Union. This initiative showcases the unique and diverse characteristics of Spanish cheeses, aiming to elevate their status and visibility within American consumers' palates.

Good Food Mercantile: A Showcase of Authenticity

Held on June 28th at the Metropolitan Pavilion, the 'Good Food Mercantile' is not your typical trade fair. Instead of large corporations, it focuses on artisan food producers dedicated to quality and sustainable practices. This year, the fair provided a stage for various European cheeses, allowing attendees to discover the depth of flavors and quality that these products boast.

Nuria M. Arribas, managing director of InLac, emphasized the unique role that Spanish cheeses played at this event, positioning them as significant contributors to the sustainability-focused narrative of the fair. Visitors had the opportunity to engage with an array of cheeses, including PDO Arzúa-Ulloa, PDO Murcia al Vino, and PDO Manchego, among others, all introduced by certified cheese professional Erin T. Connolly.

Summer Fancy Food: Gourmet Exposure

Following the 'Good Food Mercantile', the 'Summer Fancy Food' fair took place from June 29 to July 1, attracting over 7,700 potential buyers and demostrating a broader exposure for culinary artisans. This fair is crowning achievement for gourmet foods in the U.S., making it an indispensable platform for European cheeses seeking a foothold in a competitive market.

Arribas highlighted how the showcasing of cheeses such as PDO Manchego and PDO Majorero revealed their potential and versatility. The tastings led by Connolly allowed consumers to experience the rich and varied profiles of these cheeses which are made using either sheep’s milk, goat’s milk, or blends, showcasing the unique qualities of Spanish dairy products.

A Strategic Approach for the Future

The participation in such fairs is a cornerstone of the ongoing 'Cheestories' promotional campaign, which seeks to expand the reach of European cheddar varieties across major U.S. touchpoints, including metropolitan hubs like New York, Las Vegas, and Chicago. Spanning from March 2023 to February 2026, this three-year campaign integrates various outreach strategies, with impressive outcomes already visible.

In 2024, exports of European cheeses from Spain saw a remarkable increase of 6.95% in volume and 4.57% in value compared to previous years, reaching over 839 million euros in total sales. Notably, shipments to the U.S. accounted for a staggering 14.45% of the total market value, highlighting the growing demand and significant role of the United States as a priority foreign market for Spanish cheeses.

Conclusion

As European cheeses continue to establish their reputation in the U.S. market, initiatives like 'Discover the European Cheestories' serve as a model for how well-crafted promotional strategies can foster appreciation for artisanal food products. With the increasing visibility attained through high-profile food fairs and sampling initiatives, Spanish cheese is well on its way to becoming a staple in the American gourmet scene.