Getting Serious About Cheese

U.S. Dairy Export Council (USDEC)

You might think you know cheese, but are you a certified cheese specialist? Yep, it’s a thing...and not to be cheesy, but it’s pretty grate.

We created the USA Cheese Guild to help support global sales of U.S. cheese.

The U.S. Dairy Export Council (USDEC) is a non-profit, independent membership organization that represents the global trade interests of U.S. dairy producers, ingredient suppliers, and export traders.

We created the USA Cheese Guild to help support global sales of U.S. cheese.

The USA Cheese Guild works, on behalf of American farmers and the entire U.S. cheese community, to build global awareness of the excellent Cheeses from the USA. Through education and promotions, the Guild aims to inform retail and foodservice professionals as well as consumers about the craftsmanship, innovation, variety and versatility of USA cheeses. The Guild sanctions the USA Cheese Specialist™ Certification Program which is offered through many prestigious culinary institutes and universities worldwide.

USDEC sought to create the USA Cheese Guild™, an entity sanctioning the USA Cheese Specialist™ Certification Program. The program enables foodservice and retail professionals (such as chefs, retail and deli staff, foodservice buyers, importers, distributors, etc.) to take courses to become “Certified USA Cheese Specialists™.” By taking the course through a culinary institute, participants earn a recognized certificate toward learning their trade. Participants in retail and foodservice can use the certificate to show that they are knowledgeable about U.S. cheese.

USDEC’s goals included:

  • Program Goal: Educate the international trade and consumers about U.S. cheeses and create a network of cheese professionals who raise global awareness of excellent U.S. cheese, thereby increasing its visibility and, ultimately, sales.
  • Project Goals: To launch the new program, Novak Birch was tasked with designing four logo marks and a suite of support materials that:
    • Give the program a professional, credible identity
    • Lead to the marks eventually becoming globally recognized as a symbol of being knowledgeable about U.S. cheese.

We created the USA Cheese Guild to help support global sales of U.S. cheese.

The program successfully launched in 2019 and continues to see steady enrollment and graduating USA Cheese Specialists, with over 600 graduates from countries including Japan, Qatar, Kuwait, Saudi Arabia, Lebanon, Korea, Taiwan, and the United Arab Emirates (UAE).

We created the USA Cheese Guild to help support global sales of U.S. cheese.

Since 2019, Novak Birch has worked with the USA Cheese Guild to successfully launch and grow its program that promotes U.S. cheese in international markets, including:

Business-to-Business (B2B)

  • Logo marks: USA Cheese Guild and variations for USA Certified Cheese Specialist, Instructor, and Master
  • Website design
  • Digital and print collateral, including business cards, letterhead, PowerPoint presentation, manual, brochures, marketing sell sheets, and folders
  • Curriculum materials, including certification tests and instructor manuals
  • Program and event materials, including backdrops and banners
  • Graduation kit (includes certificate and holder, letter, pin, patch, cheese grater, and cooler)
  • Virtual trade shows
  • Digital assets for the online certification program
Business-to-Consumer (B2C)
  • Logo marks (Cheese from the USA)
  • Retail toolkit, including point-of-purchase signage and promo materials
  • Large retail display advertisements
  • Recipe video identity and language-specific, in-country templates
  • Digital assets

Want to get in sync?

Drop us a line

Novak Birch

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