No shortage of Stilton this Christmas
Figures released today by the Stilton Cheese Makers Association (SCMA), which represents the UK’s Stilton producers, show that sales are 16%* down for the year to date due to the coronavirus pandemic and the resulting disruption to the country’s hospitality and events industry. The trade body says that Christmas is even more important than ever before to the industry and other British producers who need to boost sales and protect their futures.
There is cause for some optimism, with new research** conducted by the SCMA showing that two-thirds (63%) of consumers are more likely to buy British to support producers this Christmas, and 65% also likely to support local businesses by buying produce and gifts for Christmas from suppliers near them.
The findings also showed that over half (52%) said that they prefer to buy British cheese instead of French or Italian. Almost half of Brits (46%) plan to spend more on cheese over Christmas than compared to normal, with 40% saying the same and just 9% saying they won’t buy cheese.
The trade body is urging consumers to buy Stilton® and other British cheeses to support the many cheese makers who have been adversely affected by the pandemic.
Commenting on the findings, Robin Skailes, Chairman of the SCMA and Director of Cropwell Bishop Creamery, said: “Christmas is a hugely important sales period for Stilton and other British producers. We hope shoppers will buy British this year after a challenging ten months since the pandemic began and we can all look ahead to a more prosperous 2021.”
Stilton® is a unique British cheese which is rich and versatile, livening up mealtimes whether it is on a Christmas cheeseboard or in everyday dishes, helping consumers create inspiring recipes and supporting British dairy farmers.
Stilton® is the UK’s most popular blue cheese and was first written about by Daniel Defoe in the early 18th century and now holds a unique status in British culture - it is the only cheese in the UK with a certificated trademark to protect its British heritage, so it can only be made following a time-honoured tradition. It was the first British cheese to be awarded the protected designation of origin status (PDO) giving it the same status as champagne.
To protect such an important part of the UK’s cheese-making heritage, the SCMA is calling on consumers to buy Stilton® this Christmas reminding them that it is as versatile as any blue cheese from France or Italy. Stilton® has a creamy texture and savoury flavour, which ensures it can be easily paired with a range of food and drink. Its subtle umami note creates inspiring dishes when it is used as an ingredient in your favourite recipe.
