Cheese Buyer - May 2025

49 XXXXXXXXXXX EDUCATION specialityfoodmagazine “I still really believe in that, because as soon as you introduce amazing cheese, that conversation flows. They might say, ‘I quite like that’, and youmight reply ‘it’s really buttery today, do you agree?’.” This draws them in, making them feel more part of the experience of tasting. It also fosters a sense of comfort, which is very important, thinks Ned. “The whole point is to make people feel comfortable. Most people haven’t been into a cheese shop before. They look at us in our little uniforms and feel intimidated. Also, we are in the business of selling stuff – the more comfortable they are, the more likely they are to buy something.” Listen to your customers, but guide themusing your knowledge, he adds. “By the time you get to the third tasting, you’ll start to get an idea of what they’ll like.” He gives an anecdote of this process being like taking a blind shot. Youmight miss to the left a bit, miss to the right, but the next time you’ll have moved into the right position. “Then you can say, ‘I think you’ll love this’. It’s a really attentive and lovely communication style.” Controversially, Ned doesn’t think the customer is always right – and this is where the education and expertise of a seasoned cheesemaker comes in. “Someone might come in and say they’d like a particular type of Cheddar. They probably like it because it’s strong. But the ‘can I try these with you?’ approach allows you to figure out what they really want.” As a pro at hosting tastings, Ned also has plenty to say on in-store events, whichmany are investing in. His first, and he saysmost “brutal” opinion, is that ticketed tastings are “a rubbishway tomakemoney”. “The amount you have to charge tomake a profit out of doing it is about £100 a head, and that’s hard to do outside of London. The point for most delis is to showcase products, to get people into the shop, andmaybe sell a few bits and bobs at the end of the evening. But in the end, I’d be really brave about it and think, these events aremore about getting people to see your range and to create enthusiasm for the cheese. See them as a loss leader.” Use tasting events as a way to sharemore detailed knowledge of cheese, he says. “You can talk about seasonality, so things like the fact youwon’t get a lot of fresh goats’ cheese inwinter, but will in summer. They like that. And in the lead up to Christmas, tell themmore about Stilton and the big Cheddars.” Ned advises allowing 15g to 30g maximumpieces per cheese per person, adding that your displays at events should look generous. “How many depends on your budget. You need around six to eight to cover a good range of styles.” Don’t forget to educate event- goers on cheeseboards while they’re your captive audience, Ned concludes. “The textures and varieties they could include. What you could upsell.” Then, when they return to your shop, they’re armed with knowledge and ideas, ready to buy. Prepackaged cheese should be well labelled, to include: the cheese name, net quantity, list of ingredients, allergen information, use-by-date, how to store, name and address of the producer, country of origin, nutritional declaration (unless a retailer is packaging pieces to sell to the end consumer in-store). WHAT’S ON THE LABEL? you teach them to read descriptions off the back of a label it becomes a bit monotonous – like a script. More important is to leave space on the back for the best before date – that’s useful!” As for the types of labelling you should use? “I see a lot of people use stick labels you pin into the cheese,” Dylan continues. “For me, they’re a big no-no. I wouldn’t touch them. If you don’t train you staff effectively, they could stab a blue cheese, then another cheese, and that will create problems. It’s better to arrange labels across the shelf edging.” Amatter of taste Educating shoppers about cheese is one of the most wonderful jobs in the world, says cheese expert Ned Palmer, who runs The Cheese Tasting Co. Beyond what you can convey in words, it’s ultimately the taste of the product that does the talking. A brilliant way to create engagement, and a method used by his former employer Neal’s Yard Dairy, is for staff members to ask shoppers as they enter the shop if they’d like to try some cheese with them, rather than the usual ‘hello’, ‘can I help you?’ or ‘what would you like?’. Judges Judged by renowned chefs and industry experts. Have your products crowned the best in Britain by the likes of Michel Roux Jr. , Theo Randall , Sally Abé or Olly Smith . greatbritishfoodawards.com A celebration of the UK’s finest food and drink - from artisanal cheese and meat to premium drinks and preserves, we showcase Britain’s deliciously diverse menu. NOW OPEN