b'CASE STUDY CASE STUDYScottish cheddar takes on the world Isle of Kintyre CheeseThe creamery in Stranraer is best known for makingIn its initial phase the Scottish Dairy Growth Board Seriously Strong cheddar, one of the leading cheeseestablished criteria for manufacturers wishing to brands in the UK. Over the last few years theparticipate in the programme of international market creamery has become even more productive, makingentry and development. The Isle of Kintyre Cheese Scottish-branded cheddar cheese that is now enjoyedcompany at that time did not fully meet the criteria all over the world thanks to a relationship between and was not able to benefit from the sustained the creamery owner Lactalis and the Scottish Dairyprogramme of internationalisation, despite having Growth Board. already had some exposure to export trade.The Scottish Dairy Growth Board had identified thatFast forward three years, and Isle of Kintyre had there was a gap in global markets for a Scottish- recognised the potential which could be unlocked branded cheddar. By then working together withthrough working with the Scottish Dairy Growth Board Lactalis, Old Edinburgh branded cheddar was createdand made a strategic decision to invest in their and launched into North America, where it has hadbusiness in order to meet the criteria and join the initial success within Costco. programme, allowing the company to benefit from collaborative presence at international trade shows, Building on this experience, the top brand in therepresentation in market visits and demand-Lactalis stable, President, has recently launchedgeneration activity undertaken by the Board. President Cheddar, made in Stranraer from Scottish milk and available in Mild, Mature and VintageMarket insight was used to drive innovation and to versions. orientate marketing focus, resulting in adjustmentsto packaging and targeted new product development. Tom Ferguson of Lactalis said Both of these The Growth Boards long-term investment in initiatives have been possible due to the high-quality,generating awareness of Scottish dairy products, great-tasting cheeses that we produce in Stranraer;market visits and relationship building facilitated the relationship that we have with the Scottish Dairymarket entry for Isle of Kintyre to hugely challenging Growth Board, which helped us develop thesecheese markets such as France, Japan and Sweden. initiatives; as well as the commitment from theOf great importance was Isle of Kintyres undertaking Lactalis business. Its really exciting to see how to visit these markets along with the Board and to well the cheeses are performing in market and weengage directly with their new customers, helping to hope that sales will continue to go from strength secure long-term distribution partnerships.to strength.The impact on Isle of Kintyres business has been substantial: more than 50% growth in sales with exports on track to increase by 300%, triggering Isle of Kintyres investment in a new manufacturing facilityto accommodate further international growth. 07'