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Arla launches feta cheese on food fair in Las Vegas

Press Release   •  Jun 06, 2003 13:34 CEST

Arla Foods’ joint feta venture with the Greek dairy company, Hellas, strengthens Arla Foods’ hand in the US market.
Arla Foods used the IDDBA food fair in Las Vegas to launch three new Greek feta cheeses. Sold under the Mediterra brand, the three products are a 200g retail pack and two cheeses for slicing at delicatessen counters.
Marketing manager in Arla Foods USA, Jens Kauffman, is confident about the three products’ future in the market:
”Our stand at the fair received many visitors and the reactions to the three products were highly positive,” he said.

IDDBA, the International Dairy Deli Bakery Association, and the IDDBA fair, which ran from Sunday to Tuesday this week, is the leading trade show for suppliers, importers and distributors within sales to supermarket delicatessen counters.

Most of Arla Foods’ annual exports of cheese and butter
(10,000 tons) are sold through deli counters in supermarkets.
”Consequently, the fair is particularly important to us,” Jens Kauffmann said. “Since most supermarkets only sell part of our range, the fair provides us with an opportunity to showcase the full range to buyers.”

More than 500 companies exhibited at the show where Arla Foods also displayed other products in the Mediterra range, Lurpak butter, Denmark’s Finest firm cheese range, the Rosenberg mould range as well as Dofino havarti cheeses. The latter are made in Wisconsin, USA, under a licence agreement with White Clover Dairy.