Celebrating a decade of good South African cheeses

"We give the visitor, young or old, a comprehensive and interactive 'from the udder to the table' experience," explains Johan Ehlers, CEO of Agri-Expo. "Annual feedback from sponsors, exhibitors and visitors continuously confirm the success of the festival's singular focus and approach of paring cheese with an element of fun."

Visitors to the festival are each year encouraged to try their hand at milking cows, to taste a variety of new products that are launched at the festival and to master the art of cooking and experimenting with cheese with of some of the country's top chefs.

Increased attendance

The success of any event is surely measured by its ability to continue drawing the crowds and the festival has experienced a growth in attendance numbers from 14 000 in 2002 to 31 663 in 2010 (attendance numbers were limited for the past few years to safeguard the high quality experience of visitors).

Ehlers continues, "However, for us the success of the festival also lies in the opportunities the event provides for small and large cheese makers to showcase their wares and for visitors to experience the variety the South African dairy industry offers. It is encouraging that thousands of consumers have strengthened their bond with cheese and many cheese makers state that the festival has played a significant role in giving them exposure and so boosted their sales."

A survey done during the 2010 SA Cheese Festival showed that 86% of the visitors tasted new cheeses and that 82% met and interacted with new cheese makers; 78% gained new knowledge about cheese, while 92% declared that they would be buying a wider variety of cheeses in future. Continuous improvement and high levels of innovation is part of their recipe.

Financial, media support for festival

Willem Nel, regional manager Absa Small Business, adds, "The focus of our involvement with the festival has always been to enable boutique cheese makers to exhibit at the festival. Boutique cheese makers play an important role in job creation in many rural areas across the country and our financial contribution towards opening marketing opportunities for these cheese producers is to the mutual benefit of many people." Absa will also once again be in partnership with the Pinotage Association where visitors can experience the best of Pinotage - a truly South African cultivar.

"Despite the organisation's restricted marketing budget, the media has truly embraced the festival during the past ten years," adds Ehlers. "Food and other journalists have fallen in love with cheese and have been generous in their coverage - spreading the word of cheese variety, availability and usage to many consumers. We have purposely not always just promoted the festival itself; very often the focus was purely on cheese and its interesting creators."

For more information, go to www.cheesefestival.co.za.