Kroger, one of the largest supermarket chains in the US, has been showcasing cheese products from the South West across its stores in a month-long campaign to promote British-made food and drink.

Wiltshire-based Coombe Castle and Ford Farm, based on Ashley Chase Estate in Dorset, were two of six British firms to be featured in the campaign.

Coombe Castle specialises in exporting UK dairy produce to north America and supplied six cheeses made by Ford Farm to the supermarket chain, including a mustard seed and ale flavoured cheese and a traditional Red Leicester.

The iconic Murray’s Cheese counters, which are found within the 412 Kroger owned supermarkets across 30 states, led the campaign. Employees hosted sampling events and showed customers how to create a quintessential British cheese board.

The partnership was established by advisers at Defra and the Department for International Trade (DIT). The deal is part of the government’s 'Food is GREAT' initiative to showcase UK food and drink overseas and to help firms to export.

Peter Mitchell, operations director at Coombe Castle, said: “The US and Canada remain among our key markets and the countries currently account for over half of our annual turnover. We export more than 1,000 tonnes of cheese to the US every year, but we’re always looking to establish new markets and customers.

“We’ve enjoyed a long-standing relationship with the DIT teams in the UK and the US and have supplied cheese to Kroger supermarkets for over 10 years. By working closely with government trade advisers we were able to identify a growing demand for some new UK cheeses and secure a new opportunity for Ford Farm.

“However, international trade isn’t without its challenges. In our experience of trading with the US, it’s vital that businesses understand the intricacies of the country’s compliance laws when it comes to labelling, packaging and ingredients. Support from government trade advisers and firms such as ours can help food and drink businesses navigate this process. If we can do it, so can many other local businesses.”

Paul Shand, south west regional director, DIT, said: “The success of Murray’s campaign shows just how popular British-made products have become overseas. The south west has a reputation for excellence, particularly when it comes to food and drink, and it’s encouraging to see local firms like Coombe Castle and Ford Farm tap into the demand for UK produce in the US.

“In the year to September 2017, exports from the south west to north America increased by 21% when compared with the previous year, but the thought of approaching new international markets can still be daunting for many, particularly when you consider cultural differences and different regulations. For instance, in the US the ‘best before’ labels will need to be written with the month first and the date second. A small detail, but one that could have a detrimental effect on the success of a product in the States.

“We’re proactively encouraging firms to export their products and take advantage of the support available to them. We have more than 25 International Trade Advisers in the South West that can help food and drink businesses navigate the entire exporting process.”

South west firms looking for support should contact the DIT regional team on 01275 370 944, email DITsw@mobile.trade.gov.uk, or opportunities.export.great.gov.uk.