Increased brand awareness as a result of trade campaigns, expansion in retail, foodservice and food manufacturing segments supporting USA cheese expansion in the UAE and wider GCC region
Dubai, United Arab Emirates, 1 February 2021: The USA Cheese Guild®, responsible for showcasing the creativity
and versatility of the U.S cheese industry has witnessed steady growth in the
demand for cheese from the USA in the UAE and the wider Middle East thanks to intensive awareness
and trade campaigns and increasing consumer demand for new, innovative,
flavourful, healthy, natural and convenient foods.
In recent years, the USA Cheese Guild has featured a range of U.S
cheesemakers to the region resulting in significant inroads into the retail
segment with several USA cheeses now available on shelves and deli counters of
major supermarket chains in the Middle East.
Chef
Antonio El Khoury, Director of Culinary Programs MENA for
the USA Cheese Guild said:
"The
popularity of USA cheese is a testament to its quality and varieties that suit
every taste. With more than 1,000 types of cheese, there are many ways to
consume USA cheeses. It is enjoyed around the world as a stand-alone food, as
well as a versatile ingredient in food applications to suit every part of the
day."
According to the USA Cheese Guild, the United States exports of cheese to the Middle East during 2020 is estimated at over 16,800 tonnes, worth US$76 million. The UAE accounted for 4,800 tonnes, worth over US$22 million. In total, the United States produces nearly 6 million tonnes a year, which is more than France, Italy, and Switzerland combined.
As part of the organisation’s drive to showcase the range of
high-quality cheeses available, and the new and exciting ways of using them in
fusion and local cuisine, the USA Cheese Guild has undertaken a unique and multi-faceted educational approach to showcase the
quality, taste, health and nutrition of USA cheese.
The USA Cheese Guild
has collaborated with several organisations in the Middle East. These have
included a culinary scholarship to allow young chefs to study, work and learn
more about USA cheese in Dubai through the International Centre for Culinary
Arts (ICCA) Dubai and the Emirates Culinary Guild.
The USA Cheese Guild
also launched the USA Cheese Specialist Certification Programme in partnership
with ICCA Dubai, which saw 40 UAE-based chefs awarded global cheese
certification this year.
Sunjeh
Raja, Founder, Director and CEO of the ICCA Dubai, said: " ICCA Dubai, is
a proud partner of the USA Cheese Guild and has been delivering the Guild's
Cheese Program to the UAE hospitality industry since 2018.
"In
our experience, we have found cheese from the USA to be extremely popular with
professional chefs, due to its adaptability and ease of use in a variety of
dishes and cuisines.
"USA
cheese not only inspires the chefs to do more and make an impact with what they
normally cook, but also helps them add value using the wide variety of exotic
USA Cheese available for their fine dining menus as well."
In addition to the
extensive educational programme, a range of in-store activations to build consumer
awareness has been launched, while participation at the forthcoming Gulfood is further
underscoring the USA cheese community's commitment to the region.
The United States has a
rich and diverse history of cheesemaking, including cream cheese, Monterey Jack,
and Colby Jack often referred to as American Originals. However, thanks to a
combination of new and old techniques, cheesemakers in the United States also
produce some of the most
sought-after and award-winning varieties on the market.
The United States has evolved into a robust cheesemaking community which
incorporates a diverse range of flavours and textures. From some of the most
extensive cheese-producing facilities in the world to small artisanal makers,
the cheese community in the United States produces an astounding variety of
award-winning cheeses of exceptional flavour, texture, and quality.
Tags: USA Cheese Guild
