Fine Cheese & Charcuterie September / October 2012

We recently held our annual planning conference in Boston, and James and I had a chance to visit several specialty retailers who were in the business of selling cheese. One store featured an amazing variety of cheese from all over the world alongside some very unique specialty foods sourced from a varied mix of local and international artisan sources. Everything was displayed in a clean, well-organized layout that was a feast for the senses. The merchandising was so compelling, I couldn’t help but depart with hundreds of dollars’ worth of unique goodies (including plenty of cheese and charcuterie) for our team to enjoy during our meetings.

We also encountered a small-town gourmet store that sold a limited selection of pâtés and cheeses along with a great assortment of gourmet housewares and name-brand specialty food products. It was clear this store had positioned itself to serve the gourmet foodies in town, who I am sure often have a kitchenware need to satisfy while they are there.

The final shop we visited was located in a bustling suburban main street. This Old-World-style cheese shop has served the community for decades. The merchandising in this store was in stark contrast to the others. It seemed the merchant had decided to make cheese the primary focus. There was an abundance of unused floor space, and I couldn’t help but wonder why the merchant had not used the space to merchandise some housewares or specialty food items that would complement the cheese assortment. I do admire a retailer who maintains his or her focus, but a few merchandising tweaks can, in my opinion, add to the overall attractiveness of the store, which will, in turn, increase traffic and business.

If you have always thought about adding some complementary items to your assortment, now is your chance. The holidays are a perfect time to add to your product offerings and test your merchandising ideas. The statistics have shown a steady growth in demand for “gourmet gifts,” which by my definition mean specialty foods and gift products related to cooking and entertaining at home. Dietary restrictions aside, I believe that specialty meats and cheese represent a wonderful gifting opportunity for anyone who enjoys good food, but it may not be an obvious choice for the gift buyer. If you display products in such a way as to hint at the gift-giving possibilities, you will find that many will instantly identify with your suggestion. In this issue, we feature some great examples of products that more than hint at their gift status.

With the year winding down, we are getting ready to head to our last big show of the year, SIAL Paris. We look forward to reporting back to you on any interesting findings in our next issue.