The Real Cheese Project launches to protect and promote Britain’s artisan cheese
Image: The Real Cheese Project
The Real Cheese Project has launched this month, established to champion real British cheese and get more people buying artisan over industrial. Combining promotional and campaign activities, The Real Cheese Project is now looking to engage with artisan makers and independent mongers across the UK, as the organisation gears up to share their stories with the cheese loving British public.
Founded by James and Nicola Grant from No2 Pound Street, champions of British Cheese and Academy of Cheese training partners; alongside Sam and Amy Brice of Freshly Ground PR, who have supported the World Cheese Awards, British Cheese Awards, Big Cheese Weekender and Affineur of the Year; The Real Cheese Project will work collaboratively across the speciality cheese world to help showcase the people and products that make it so special.
Consumers will be able to join The Real Cheese Project from September this year, with members receiving a box each month, containing a brand new cheese newspaper and a wedge of cheese with a story to tell, supported by an online tasting session later in the month. In addition, 5% of all profits will go into a Real Cheese support fund, which will be donated to initiatives that protect, develop and progress real cheese in the UK.
Sharing editorial content across its newspaper, website and social media profiles, The Real Cheese Project will bring real cheese stories to life for its followers. From soil, grass and livestock through to makers, microflora and mongering, this content will celebrate all those striving for better, for the land, animals and people, as well as in cheesemaking excellence.
Beyond its own channels, The Real Cheese Project will reach out to campaign for real cheese, through independent research, surveys and PR activities, including collaboration with other key organisations in the industry to share positive developments and provide timely and informed media responses to news stories relating to any controversies as they arise.
James Grant, co-founder of The Real Cheese Project, commented: “We’re so excited to be launching The Real Cheese Project at a time when farmers, cheesemakers and retailers are facing challenges on every front. Britain loves its cheese, but most people aren’t aware of what’s on offer away from the industrially produced staples that they’re used to, and the good that small dairy farms are doing for our planet. There’s a huge story to tell here, starting with healthy soil, but encompassing so many other pressing issues of today, including ethical dairy farming, sustainable land management and technological advances to reduce emissions. We’re here to tell these stories, with lots of incredible cheese to eat along the way.”
Sam Brice, co-founder of The Real Cheese Project, added: “With over 1,000 artisan cheeses to choose from in Britain, we’d love to see more consumers seeking out something new from independent cheese shops. Real cheese brings a lot of joy as an end product, but there’s so much that lies behind each clothbound truckle and delicate mould-ripened cheese, from handmade techniques and local milk, through to biodiverse farmland, farming families, local economies and our food heritage. By joining The Real Cheese Project, cheese lovers can support the complex ecosystem that sustains real cheese in the UK, while taking their curd nerdery to the next level.”
