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14 CHEESE MARKET NEWS® — May 31, 2013
MANUFACTURING • CUTTING • GRATING • SHREDDING • CUBING • SLICING • SHAVING • DEHYDRATION
Unrivaled Market Leader With Over 60 Years of Experience; Proudly Spanning Four Generations of Family
• Superior Quality Cheese • Market Leadership Domestically & Internationally• State-of-the-art Equipment • Unparalleled Sourcing & Vertical Integration• Spectrum of Products at Every Price Point• World Class Processing & Distribution Facilities
FOR ALL OF YOUR CHEESE NEEDS, PLEASE CALL:
Rich Phillips(920) [email protected]
40 New Dutch Lane • Fairfield, NJ 07004PH: (973) 227-0030 • FAX: (973) 227-1525 EMAIL: [email protected]
www.arthurschuman.com • www.cellocheese.com
Arthur Schuman Inc.Fairfi eld, N.J.
Key executive: Neal Schuman, pres. & CEO; Christophe Megevand, Tom DeAngelo, Ralph Hoffman, COOs
Cheese plants: Arthur Schuman Inc., Fairfi eld, N.J. (cut & wrap wedges, shred-ded & grated cups and PET jars, cheese boards); Arthur Schuman West, Vernon, Calif. (dehydrated cheese); Arthur Schuman Midwest, Elgin, Ill. (cut & wrap, shredded & grated bags, party trays, slices); Lake
Country Dairy, Turtle Lake, Wis. (Parmesan, Romano, Asiago, Fontal, Mascarpone, spe-cialty cheese); Imperia Foods, Green Bay, Wis. (Bleu, Gorgonzola); Imperia Foods, Montfort, Wis. (Bleu, Gorgonzola)
Estimated annual cheese produced: 30 million lbs.
Estimated annual cheese marketed: 150 million lbs.
Estimated 2012 sales: $525 millionProjected 2013 sales: $550 millionPercentage of sales from cheese: 100% Market segments for cheese: 25% retail;
35% foodservice; 40% ingredientsWebsites: www.arthurschuman.com,
www.cellocheese.comA look inside: Arthur Schuman Inc.
this past year worked to increase consumer exposure to its Cello brand with the launch of the brand website www.cellocheese.com and Facebook page.
The company launched the website and Facebook page this past summer, and the
reception has been positive, says Melissa Shore, marketing director, Arthur Schuman Inc., noting they have been useful tools for launching company promotions featuring Arthur Schuman’s line of Cello cheese products.
This past fall, Arthur Schuman had a back-to-school promotion promoting its Cello cheese tray for kids, urging families to include the product in lunch boxes.
Shore notes the company’s number of Facebook followers climbed following the launch of “Cello Tidbit Tidings,” a recipe promotion the company featured during the holidays. The program included three to four recipes each week showcasing Cello brand products.
Arthur Schuman Inc. also had a football season promotion this past year that show-cased Cello Slow Cooker Creations, featuring Cello cheeses in slow cooker recipes.
“The new website and Facebook page have been really exciting for us because
we didn’t really have a way to communicate directly with the end user of our products before,” Shore says.
She adds Arthur Schuman will continue to plan more promotions and interactive programs on Facebook, possibly one each quarter.
With the Cello website, the company is trying to be educational in terms of teaching consumers about the cheeses and how to use them, Shore notes. The site features both a “Recipe of the Month” and “Pairing of the Month” featuring Cello cheeses.
“We’re connecting consumers to the authentic roots of cheesemaking,” she says. “We’re a premium cheese, but we’re an approachable vs. an intimidating cheese.”
On its main site, www.arthurschuman.com, the company also features a video ex-plaining the roots of its cheesemaking and Italian heritage, Shore says. The company put the video together this past fall.
As an importer, Arthur Schuman has fos-tered long-term relationships with Zanetti (four generations) as well as other leaders in Italian specialty cheese. Upholding a solid commitment to quality, Arthur Schuman has partnered with these experts to develop a high-end portfolio of products, Shore notes.
Arthur Schuman recently introduced new varieties in its Cello Riserva lineup, an authentic family of award-winning Italian and Italian-style cheeses, Shore says. Cello Riserva Kosher Traditional Romano, Artisan Parmesan and hand-crafted Asiago wheels and wedges join the existing lineup of Cello Riserva Italian and Italian-style cheeses, of which the domestic items are made at Arthur Schuman’s Lake Country Dairy facility.
In the coming year, Arthur Schuman is looking to expand its line of domestic and imported specialty cheeses.
In addition, Arthur Schuman recently launched its Summer Beaufort cheese from France. This limited-edition offering is made using summer milk, creating a savory cheese with a fruity, herbal essence and robust fl avor, Shore notes.
“At this company, our roots are in Italian and Italian-style cheese, but we’re offering the Summer Beaufort line because it’s so unique,” she adds.
Personnel structure has shifted a bit at Arthur Schuman Inc. within the past year, Shore notes. Company CEO Neil Schuman has put together a team of three chief op-erations offi cers — Christophe Megevand, Tom DeAngelo and Ralph Hoffman — all of whom were current employees. Rich Phillips also was named executive vice president of sales and marketing.
Shore says that Arthur Schuman Inc. continues to proudly enter its cheeses into various contests, and this past year several received recognition.
At the 2012 World Dairy Expo Champi-onship Dairy Product Contest, hosted by the Wisconsin Dairy Products Association, Arthur Schuman’s Cello Thick & Smooth Mascarpone placed fi rst in the Open Soft Cheese class, and its Montforte Gorgon-zola Wheel and Montforte Bleu Wheel took second and third, respectively, in the Blue Veined Cheese class at the contest.
Shore says the awards are a “testament to our continued commitment to quality.”
In the year ahead, Arthur Schuman Inc. will continue to develop exciting new innovative products, as well as continue to update its packaging and engage consumers via social media, Shore says.
“It’s a good time for us,” she says. “We’re interacting more than ever with our consum-ers and educating them on our products and getting good feedback.”
Reprinted with permission from the May 31, 2013, edition of CHEESE MARKET NEWS®© Copyright 2013 Quarne Publishing LLC; PH: (509) 962-4026; www.cheesemarketnews.com
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