“CHEESE FOR BEEF” – Fromagerie du Presbytère Counterattacks

Fromagerie du PresbytèreFaced with increasing imports of European cheeses and the impending new Canadian concessions with Pacific-rim countries, La Fromagerie du Presbytère is seeking new markets. For cheese-maker Jean Morin, sitting back and doing nothing is out of the question: “Competition from European cheeses, and soon from American cheeses and the rest of the Pacific rim, could impact us severely. So, we are going to grow our presence in the Ontario market and in Western Canada, in particular in Vancouver. In addition, we are initiating an American breakthrough with our Laliberté, Louis d’Or and Bleu d’Élisabeth brands. Our first targets are Boston and New York.” The choice to expand and open new markets was made without any compromise, according to cheesemaker Jean Morin, “For us, it is a big challenge, since I want to retain the character of the company, its traditionally-made products and the high quality of the cheese. If I, as a craftsman, can target our Canadian and American neighbours’ markets, it is precisely because they have recognized and appreciated the distinctiveness, the character and the quality of my products. So, I have decided to develop peripheral markets in addition to preparing to face the stiff competition that we are expecting here. And, I am convinced that, for me and my fellow Québec, traditional cheesemakers, our greatest strength will be quality and originality.”

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