Pembrokeshire Cheese Company Goes from Strength to Strength

The Pembrokeshire Cheese Company has just secured listings in Tesco's 32 largest stores in Wales, which means that the cheddar range is now on shelf in ASDA, Somerfield and Spar stores throughout the principality. There are also plans being put in place to grow the brand in England too.

The cheddar range has gone from strength to strength since its launch in June 2008 – and has just moved into convenient zip re-closable packaging.

The premium cheddars are made from 100% Welsh milk, produced by around 300 dairy farmers within a 35 mile radius of the Haverfordwest Creamery in Pembrokeshire.

The cheeses are targeted at the increasing consumer demand for foods with a local provenance, according to Richard Hollingdale, sales and marketing director for First Milk's cheese division.

"Even in the current climate, when every consumer is looking for more value from their purchases, when given the choice, they prefer to buy local produce, such as cheeses from the Pembrokeshire Cheese Company.

"Currently only 8% of cheddar sold in Wales is Welsh, compared to 27% of cheddar sold in Scotland being Scottish*, so there is a huge opportunity for us to encourage Welsh shoppers to buy Welsh cheese, in particular our award-winning Pembrokeshire Cheese Company range," he added.

The brand's move into ziplock reclosable packaging also provides consumers with extra benefits, according to Mr Hollingdale.

"While consumers shopping for cheese consider design, price and taste before making their purchase, packaging is becoming increasingly important as shoppers look for more value. Our convenient re-closable format hits the spot as people aim to reduce food waste and eliminate the need for re-packaging at home," he added.

For further information, please contact:

Jill Coyle, Communications Manager

First Milk

0141 8476884 or 07825 625205

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