Dairy Sheep Symposium - the Department of Animal Sciences ...

1. The majority of the people in the targeted categories are also interested in supporting the
small or local producer in contrast to the larger cheese producing companies or international
producers. This has given Shepherd’s Way Farms a distinct marketing advantage over imports
and mass produced cheeses. Retail cheese buyers, chefs and consumers demonstrate a
strong buying response to a farmstead cheese when they have the opportunity to meet the
producers and feel that they are supporting not only a quality cheese, but also the family
farm which produces the cheese. While this is considered a niche market, the United States
imported $143 million of sheep milk cheeses in 1997 and consumption continues to rise
annually.
The main retail outlet for Shepherd’s Way Farms cheeses are co-ops and natural food stores,
which are a growing area of retail foods. There are more than 10 co-ops in the Twin Cities
area alone. Nationally, just one of the several natural foods chains - Whole Foods Markets -
has over 100 stores.
Because of the versatility of both the Friesago and Queso Fresco, Shepherd’s Way Farms has
also developed a strong restaurant base, which is crucial in sales and marketing. Chefs who
use the cheeses are asked to contribute recipes that are then made available during samplings
and demonstrations. This gives the cheese an additional draw for the consumer as well as
additional positive advertising for both the restaurants and the Farm.
2. Currently, most sheep cheeses are imported and are offered at a higher price than Shepherd’s
Way Farm products. Many small, farmstead cheese operations have difficulty establishing an
identity and a functional marketing strategy and can also struggle to deliver consistent
quality products in efficient manners. Generally, customers looking for a quality, nonimported
artisan cheese would have a very limited selection.
Shepherd’s Way Farms has developed a brand identity and consistent, widely endorsed
products. Management of the milking flock includes no use of hormones or steroids, which
classifies Shepherd’s Way Farms’ cheeses as natural. The Farms’ identity as a local artisan
cheese producer and its coordinated marketing, sales, and service set it apart from competition.
Some other sheep cheese producers include Old Chatham Shepherding Company (New
York), Sally Jackson (California), Bass Lake (Wisconsin), Love Tree Farm (Wisconsin), and
Vermont Shepherd (Vermont). Shepherd’s Way Farms cheeses are significantly different in
type and style of cheese, pricing, and versatility than those provided by other sheep cheese
producers and are not directly competing for market shares.
3. Shepherd’s Way Farms cheeses are marketed directly to the co-op and natural food stores’
cheese buyers and to chefs, through personal meetings and samplings. To promote the cheese
in-store, Shepherd’s Way Farms coordinates demonstration samplings during peak sales
hours. Customers appreciate the opportunity to meet the shepherd and cheese maker, which
helps establish a unique customer loyalty. Individual stores also promote the cheese through
their own sales and promotions. Personal attention is one of Shepherd’s Way Farms strongest
sales and customer retention strategies.
4. To date, the response to minimal sales and advertising has been exceptional, with demand
continually exceeding supply. Upon expansion, sales efforts will increase accordingly to
expand the customer base into a variety of metropolitan areas.