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Long Clawson Dairy Launches Strategy to Revitalize Stilton Sales Amid Industry Challenges

Source: The DairyNews
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Long Clawson Dairy, the sole Stilton producer remaining in Leicestershire, has announced a strategic initiative aimed at boosting Stilton cheese sales, following the recent industry downturn marked by the closure of Arla Melton Mowbray Creamery. This closure has led to a significant reduction in regional cheese production capacity and the loss of 60 jobs.
Long Clawson Dairy Launches Strategy to Revitalize Stilton Sales Amid Industry Challenges
In response to these challenges, Long Clawson Dairy's managing director detailed plans to invigorate the Stilton market by integrating displaced employees and local dairy farmers into their operations. "We see an opportunity to harness local talent and dairy resources to strengthen our position in the specialty cheese market," he stated, emphasizing the cooperative's intent to absorb skilled workers and expand its milk supply chain through partnerships with regional farmers.

The company, with 30 farming members across Leicestershire and Nottinghamshire, has set a 10-year growth plan, aiming to enhance production capabilities and reinforce its market share amidst shrinking industry numbers—from eight producers a decade ago to just four today.

Despite the general market decline, which saw a 15% drop in Stilton sales since 2016, Long Clawson Dairy has managed to maintain steady performance through strategic site improvements and market share gains. The managing director highlighted the broader competition within the specialty cheese sector, noting, "It's crucial that we differentiate our products and drive consumption through innovative marketing and product placement."

Efforts to expand Stilton's presence include promoting its inclusion on restaurant menus, in ready meals, and on cheeseboards, targeting only 20% of households currently engaging with such offerings. With these initiatives, Long Clawson Dairy is not only aiming to boost Stilton consumption but also to address operational challenges exacerbated by Brexit, such as export restrictions and staffing hurdles.

The company's proactive approach includes adjusting staffing patterns to more flexible schedules and increasing permanent staff to mitigate the loss of seasonal workers from Europe due to Brexit. These strategic moves are part of a broader effort to ensure the sustainability and growth of the Stilton cheese industry in the UK.





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