“One way we can do this is [revive Stilton] By including Stilton in instant foods and other products, consumers have the opportunity to experience Stilton.
“I wish Domino’s Pizza had Stilton cheese.”
Long Clawson Dairy, near Melton Mowbray, has been making Stilton for over a century. As well as Stilton, they also produce Blue Stilton and Red Stilton – their 1912 Blue Stilton was named Best Cheese at the International Cheese & Dairy Awards this year.
Known for its distinctive ‘marbling’ and rich flavour, the cheese is geographically protected and can only be produced in Derbyshire, Leicestershire and Nottinghamshire using local milk.
Matheson added that a more casual approach to Christmas meals and other family celebrations in recent years has also contributed to weak demand.
He said: “Generally speaking, around 70% of Stilton is eaten on a cheese board, yet only around 20% of homes currently have a cheese board, which means the cheese board is in decline.”
“If you’re not exposed to a cheese board as a younger consumer, you’re not necessarily going to have one when you’re older.
“When I think back to my grandparents’ time, I think we had a very formal dinner, followed by cheese and then port wine.”
But appealing to Gen Z isn’t the only challenge cheesemakers face: Rising wage costs in recent years have put pressure on dairy producers amid a drop in demand.
“The recent increases in minimum wage and national living wage have put a huge strain on our business and if we are not able to recoup these costs through sales to customers it will only put pressure on our own and other specialist cheese makers’ margins.”
He added that post-Brexit bureaucracy and a dispute between Britain and Canada over cheese imports have also made it difficult to export Canadian products.
But Matheson pointed to the company’s recent wins and insisted that “it’s not all doom and gloom” for cheese makers.
He said, “It’s like winning an Oscar for cheese.”
