Cyprus Dairy Association Increases Halloumi Cheese Sales with New 'CheesEU' Campaign

07/06/07 The Cyprus Association for the Promotion of Milk Products, which recently launched "CheesEU," a two-year tactical promotional campaign to increase sales of Halloumi cheese in North America, already has positive indications toward the program's targeted goals. Imports of Halloumi cheese, Cyprus' delicious and unique sheep's and goat's milk cheese, by U.S. buyers in the first quarter of 2007 have increased by 31% over the same period last year. "We are extremely pleased with this additional boom in the sales of Halloumi cheese. Halloumi exports to the U.S. have grown steadily over the past 10 years. The goal of the CheesEU campaign is to assist our U.S. food industry partners at the importer/distributor level in increasing awareness and sales of Halloumi cheese among the American consumer," states Dennis C. Droushiotis, Managing Director of the Cyprus Dairy Association in North America. In addition to a nationwide advertising campaign and participation in selected trade shows, the CheesEU campaign includes over 400 in-store tastings in key metropolitan markets including Los Angeles, New York, Washington D.C., and Boston, to give the opportunity to a greater number of Americans to sample taste Halloumi.

The Association will participate in IDDBA's Dairy-Deli-Bake Show on June 3-5 with a CheesEU Pavilion at the Anaheim Convention Center in California to showcase Cyprus' two traditional hard cheeses made from goat and sheep milk, Kefalotyri and Graviera, in addition to Halloumi. The Dairy-Deli-Bake Show is an opportunity for industry experts such as restaurants, importers, distributors and retail store owners to sample and savour these fine cheeses. Visitors will delight in learning the endless variety of ways that Halloumi can be prepared. The aroma of Halloumi being grilled or sauteed is especially irresistible, and food buyers at the IDDBA Show will follow their noses to the CheesEU Dairy pavilion, booth no. 3383, to try some.

Recognized as a unique product originating only from Cyprus, Halloumi holds a U.S. registered trademark. Mr. Droushiotis notes, "Our trademark in the U.S. helps ensure that the American consumer will enjoy authentic Halloumi from Cyprus made in the unique and traditional methods, which involves using sheep's and goat's milk and folding the cheese by hand."