Dairy Farmers of Wisconsin was named winner of the Specialty Food Association's booth contest to honor exceptional presentations at the 2023 Winter Fancy Food Show, held earlier this month.
The booth presented 16 different types of cheese, highlighted on a rotating basis. Among the cheeses were Upland Cheese Company's Pleasant Ridge Reserve, the three-time winner of the American Cheese Society’s cheese competition. Cheeses from Sid Cook of Carr Valley Cheese and Chris Roelli of Roelli Cheese were also featured.
“Through the Fancy Food Shows we’re able to get artisan cheesemakers in front of their target audience and tell the stories of how the tradition of cheesemaking excellence began more than 180 years ago, before Wisconsin was recognized as a state. Wisconsin’s 1,200 cheesemakers, many of whom are third- and fourth-generation, continue to pass on old-world traditions while adopting modern innovations in cheesemaking craftsmanship,” Samantha Castro, director of buyer missions and trade shows for Dairy Farmers of Wisconsin, told SFA News Daily.
The Dairy Farmers of Wisconsin was founded to uplift and celebrate the state’s dairy production and its cheesemakers. The Show provided a venue to convey their stories.
“Through them and our sampling, we can tell their artisan story directly to attendees who can experience the unparalleled craftsmanship in our state,” Castro said. “We also had exquisite creative branding, graphics, and swag throughout the booth which told a cohesive story of why Wisconsin is the 'State of Cheese.' And of course, our staff [made it possible], all of whom are professional, knowledgeable, and outgoing.”
Winter Fancy Food Show exhibitors who applied to take part in the contest were judged by five University of Nevada, Las Vegas instructors and master’s program students on:
• Design (40 percent), including visual elements, flow of exhibit space, creative use of booth space and overall appeal.
• Branding (20 percent), including clear messaging in support of products and/or brands, creative integration of booth graphics, and promotional materials.
• Staff (40 percent), including attendee engagement, accessibility, and professional appearance.
Dairy Farmers of Wisconsin was awarded a promotional prize package.
"We were proud and excited to see our hard work come to life and be recognized," Castro said.
Related: It Behooves Specialty Stakeholders to Understand Evolution of Homes; Livestream Coverage Honors Industry Leaders Paying It Forward