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superb match for our artisan cheeses and will prove to be a good way to lower our
demo costs without losing any sales exposure. This program ran between April 1
st
–
15
th
, in 45 selected stores in four divisions. Mike collected item and distribution info
from several cheese makers (Di Stefano, Sierra, Belfiore, Marin French, Point Reyes,
Cacique and Rogue Creamery).
❖
Texas Hispanic Promotion
A full report will be provided at the board meeting, but the first integrated promotion
focused on one of our key strategic growth areas, Hispanic cheese, was a clear
success. CMAB sales were up +23% during the six-week promotional window before
Easter in the Texas market, while the category was up less than 7%. California gained
3 share points from 24% to now 27% of the market.