Spring Blooms in Chicago

Volume 129 No. 50 - Friday, June 17, 2005

Call it improving consumer confidence or a recovering stock market, failing gasoline prices or simply the optimism of spring, but this year’s National Restaurant Show in Chicago had a zip in its step that was not apparent last year. Attendance seemed up and a more positive attitude emitted from exhibitors and attendees alike. 

One other behavioral observation was that more men were wearing coats and ties and women dresses; with khakis and golf shirts a little less visible. Does this suggest a more formal or traditional turn for the food industry? How can you blend tradition with change?

In the demand-driven marketplace of foodservice, consumer sentiments were on display from new products introduced by manufacturers. Six trends were apparent on the show floor. What follows is a listing along with some thoughts and implications for the cheese industry.

Hispanic: There is no surprise that the rising Hispanic population and popularity of Hispanic food is pervasive in food offerings. Many food manufacturers are incorporating salsa, guacamole and hot peppers into their flavor profiles. 

The increased demand for Hispanic flavored foods comes from native Hispanics as well as traditional Americans who are enamored with it. The increase in production of Hispanic cheeses is well documented as well as flavored Jacks and Cheddar. Forward-thinking cheese marketers should begin looking at “fusion cheeses” that combine Hispanic flavors with traditional cheeses.

Organic: The increasing popularity and acceptance of all foods organic is also well known. As consumers demand more and more organics, prices are falling, opening the market to an increasing range of income earners. Within 10 years, most foods will be organic or some offshoot of “clean and natural”, in other words, it will become mainstream. 

I predict that the new trend that will emerge as cutting edge is “sustainable”. Cheese marketers looking for the next big thing will be rewarded for defining, producing and cultivating sustainably produced cheeses and dairy products.

Trans fats: Nutritionists have determined that trans fats present in emulsified vegetable oils are a leading cause of obesity. As that message reaches consumers and gains popularity, zero trans fats will become the low-fat or low-carb trend that people and food manufacturers embrace. 

The clear implication for the cheese industry will be the effect on the demand for processed cheeses. Vegetable oils of all types will come under scrutiny in the coming years. If your income is vegetable-oil based, now is the time to re-engineer your product line. 

One telling new item came from a Hispanic food supplier who introduced a zero trans fat tortilla. What is significant about this is that it removes the belief that this issue is one of high-income, high priced items. 

Tortillas are inexpensive and marketed to everyone, including low wage Americans. If a manufacturer is willing to bet that it is important to promote tortillas that are trans fat free, this is a serious trend not to be ignored.

Portioning: Restaurant portions far exceed the size of home portions. With most of us trained on phrases such as “clean your plate", and “all you can eat” buffets, portion size is front and center in the obesity debate. 

Food manufacturers can do their part by reducing portion sizes. One way cheese marketers can participate is to use honesty in labeling. I find it disingenuous when I see cans of soda or single-serve bags of chips list serving size as two per bag. I bet others get annoyed as well. Let’s take the lead in honesty and ethics for the industry. 

Kid Stuff: Restaurants continue to attract customers by appealing to the youngest eaters among us. Place mats, coloring books and activity pads given to families during the time they are waiting for their food have become more common and more sophisticated. 

Additionally, the pre-teen market, “tweeners”, is a target of opportunity for new cheese items and uses. Cheese marketers collaborating with key customers can direct market cheese items to kids, tweens and families. This simple idea can put the power of marketing to work where everyone along the food chain can benefit.

Tea: Ready to drink, brewing options, white or green and dozens of new flavors were seriously on display on the show floor. What can the proliferation of tea teach the cheese industry? 

First, flavor combinations have no limit; I had a passion fruit-honeydew tea that was dynamite. Twenty years ago, flavored cheeses were rare. Today, they are well accepted. If consumers accept multi-flavors in other foods, why not cheeses? 

Fruit and cheese pairings as well as wine and cheese pairings continually gain acceptance. Infusing flavors into cheese is simple; marketing wild combinations may be just as simple.

Avocado: First, let me say upfront, cheese should not be green, blue is fine, but not green. That said, the power of avocado cannot be ignored by our industry. 

Most consumers love guacamole and sour cream. The popularity of this green food can turn green in cheese marketers’ cash registers. This obvious tie-in with Hispanic food popularity can make cheese and guacamole the fusion food of the year. Guaca Jack may be hard to say, but I would bet it would be easy to eat.

The NRA show reinforced that the only rule is that there are no rules. Traditions are wonderful and should be encouraged as part of our heritage. 

Familiarity breeds comfort. This is human nature; but is it dangerous to your business? When we are in the “comfort zone”, we tend to miss important signals. Break the mold. Feature new items and develop new marketing strategies. 

Human nature is funny; we crave routines and then become bored by them. Keep the core of your success intact, but create an environment of excitement for your customers and your staff. 

Accept change as part of managing your business. Embrace it with excitement and make it part of the fun of working in your operation. That enthusiasm will carry your success.

“If we don't change, we don't grow. If we don't grow, we aren't really living.” Gail Sheehy

Ed Zimmerman is president of Succesfoods Marketing, Novato, CA. He will be writing a monthly column in Cheese Reporter. Zimmerman can be reached via phone at (415) 893-0421, or via e-mail at successfoods@aol.com.  

Other Cheese Reporter Guest Columnists

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