Collier's Victory at the Nantwich Show


July 2007

Powerful Welsh Cheddar Awarded Top Prize

Fayrefield Foods, the UK’s largest independent dairy company, is celebrating today as Collier’s Powerful Welsh Cheddar beat off stiff competition to scoop two top awards, at the Nantwich International Cheese Show, one in the Cheeses from Wales category and the other in the Vintage Cheddar category.

The cheese offers a unique proposition, through a dramatic presentation that reminds consumers of their heritage and delivers a strong and distinctive taste.

Held on the 24th July at Dorfold Hall Park in Nantwich, the event is the largest cheese show in the world and attracts leading companies and personalities from throughout the industry.

With these awards, the judges ranked Collier’s as one of the best vintage premium cheddars from those submitted by premier manufacturers from around the world and also the best cheddar cheese produced in Wales

The cheese offers a unique proposition, through a dramatic presentation that reminds consumers of their heritage and delivers a strong and distinctive taste.
 

Chris Swire, Marketing Director at Fayrefield Foods comments: “This result confirms what hundreds of thousands of loyal Collier’s customers already know.  It represents a real shift in direction at what is the world’s largest and most prestigious cheese show and is a tremendous achievement for the team at Fayrefield Foods.

“Collier’s is our flagship brand, and is now rightly perceived as a major and most importantly, influential player within the market.  This award provided a great end to a day which featured the wonderful singing of the Collier’s Welsh Male Voice Choir, who journeyed from Swansea to entertain us with music specially selected from around the world.”

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Notes to editors:  The Fayrefield Foods Group has international expertise in brand management, innovation, food technologies, product development and dairy product trading.  Fayrefield supplies major retailers, food manufacturers and food service companies, providing a diverse array of products that cater for changing consumer trends.   Brands include:  Collier’s’ Powerful Welsh Cheddar, Royal Canadian Cheddar, Swedish Glace, Heartfelt Active, Lizi’s Granola and Isle of Man Premium  Cheddar range. 

For further information, please contact Kelly Harvarde at Photolink Creative Group on 0161 273 7551.

Fayrefield Foods Mounts a Canadian Campaign
January 2007

Royal Canadian, the premium vintage cheddar from Fayrefield Foods, is gearing up for its first marketing campaign, with the product launched this month in Asda stores. A price promotion will see the 250g packs on sale at £1.24 until the end of January.

Royal Canadian is a distinctive strong cheddar with extra bite, made at the award winning Balderson creamery in Winchester Ontario, by Master Cheese Maker, Rejean Galipeau.

Balderson is well-known for a century long tradition that began in 1881 at the Balderson Corners Cheese Factory. It is known world wide for its premium aged cheddars, with Royal Canadian aged for three years, making it one of the most mature cheddars available in the UK. It has distinctive black packaging which features a red maple leaf for easy identification and strong shelf appeal.

Royal Canadian Cheddar

Fayrefield will be mounting a marketing campaign which aims to boost the brand’s profile nationwide. Activity will focus on Royal Canadian’s roots and values associated with its heritage, quality and vintage.

Fayrefield Foods is the UK’s largest independent food company, famous for brands such as Heartfelt+, Swedish Glace and the incredibly popular Colliers Powerful Welsh Cheddar.

Chris Swire, Marketing Director at Fayrefield Foods comments: “We are very proud of the fact that we provide a diverse array of products, to suit all consumer tastes.”

“We hope to build on this existing loyal customer base, by encouraging consumers to try the brand. The marketing campaign will include advertising, sampling, in-store point-of-sale, on-pack offers, price promotions and a consumer PR push, and is a significant step for our business.”

Royal Canadian Cheddar is available in Asda stores nationwide, with the 250g pack retailing at a promotional price of £1.24. Ongoing RSP is £2.49.

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Notes to Editors:
• The Fayrefield Foods Group is the UK’s largest independent food company. The Crewe-based company has diversified to incorporate seven separate trading companies.
• Established in 1982, the Fayrefield Group has become internationally recognised, with annual sales in excess of £230 million.
• With expertise in dairy trading, brand management, innovation, food technologies and product development, Fayrefield has become the dairy partner of choice for many companies throughout the world, supplying major retailers, food manufacturers and food service companies.

For further information, please contact Kelly Harvarde at Photolink Creative Group on 0161 273 7551 or Kelly@photolink.co.uk.

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