Demand for traditional Hispanic ingredients continues to grow, and the cheese segment is no exception. Consumers are looking for authentic flavors that go beyond Pepper Jack and flour tortillas. Recognizing the expanding interest, Wisconsin cheesemakers produce a wide variety of Hispanic-style cheeses, including Queso Blanco, Queso Fresco, Anejo Enchilado and Oaxaca.
These products appeal not only to Hispanic customers, but also to a broader group of gourmet food shoppers who prefer to cook with authentic ingredients. These are customers seeking out chipotle peppers in adobo for their sauces and real Cotija cheese to top their tacos and salads.
"Obviously, the burgeoning Hispanic population in the U.S. is a major factor in the growth of these cheeses," said Marilyn Wilkinson, director, National Product Communications for the Wisconsin Milk Marketing Board (WMMB), a dairy farmer-funded organization headquartered in Madison. "The awareness of these cheeses in the broader population has also ignited a desire for their versatility, unique flavors and convenience far beyond the traditional Hispanic niche. One major asset of the cheeses is their mild flavors, which complement rather than compete with bolder flavors used in many Latino dishes."
According to Greg Keller, national sales director for Frontera Foods, a line endorsed by celebrity chef Rick Bayless, retailers are making major expansions in the Hispanic products category, both in grocery and dairy. “Most have added four, eight or sometimes more sets of Hispanic ingredients, including authentic imported ingredients and gourmet products such as ours,” he said.
There is also crossover on the distribution side. “The distributors bringing in Hispanic products are often the same people bringing in gourmet products, so the lines have been blurred,” Keller added.
Some retailers are including Hispanic cheeses in their specialty cheese sections, while others are dedicating a smaller section to these cheeses in close proximity to the Hispanic foods grocery aisle. In either case, it’s important to appeal to both sets of customers. Quality and authenticity are a priority for both groups.
As with any specialty cheese, education and tasting are important factors. A combination of in-store tasting, signage with flavor profiles and recipe cards can raise customers’ comfort levels and create new devotees to these products. Toolbox promotions from WMMB can be tailored to fit a retailer’s specific needs in this segment. WMMB also offers a variety of recipes that can be made available to consumers, including:
Mexican Torta with Wisconsin Queso Quesadilla Cheese
Wisconsin Queso Blanco with Roasted Tomato Sauce
Corn Cakes with Wisconsin Queso Fresco Salsa
Meatballs in Chipotle Chile Sauce with Wisconsin Queso Fresco Cheese
Papas a la Huancaia with Wisconsin Queso Fresco
For additional questions, please contact Marilyn Wilkinson at (608) 203-7262 or mwilkinson@wmmb.org. For more information about Wisconsin Cheese, visit www.EatWisconsinCheese.com.
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Wisconsin Milk Marketing Board is a nonprofit organization of Wisconsin dairy producers that promotes the consumption of milk, cheese and other dairy products made in America’s Dairyland.
Source: Wisconsin Milk Marketing Board
