240 STORES SAMPLE CHEESE IMPORTED FROM FRANCE

LAURA KLEPACKI

MONTVALE, N.J. -- Shoppers at some 240 supermarkets on both coasts were treated to a "Springtime in Paris" cheese sampling promotion this month.

The event, featuring French cheeses imported by Schratter Import, Montvale, N.J., was held Friday, April 7, at stores in New York City, northern New Jersey, Los Angeles, and Miami.

Participating retailers included: A&P, Montvale, N.J.; Grand Union, Wayne, N.J.; Kings Super Markets, West Caldwell, N.J.; Hughes Markets, Irwindale, Calif.; Vons Cos., Arcadia, Calif.; Goodings, Altamonte Springs, Fla. and Xtra Super Food Centers, Pompano Beach, Fla.

Schratter provided recipe brochures, 35 cent coupons and pins bearing the promotion's logo. ActMedia, Norwalk, Conn., an in-store marketing company, coordinated the product demonstrations.

Each store sampled three of the five French cheeses included in the promotion. The accompanying brochure described the uses of the cheese and explained what part of France it was from.

"We wanted to go beyond the traditional sampling program by giving consumers the opportunity to learn about cheese from various regions of France," said Alvaro Iparraguirre, marketing manager of Schratter Import.

The cheeses included: Ile de France brie, Ile de France Camembert, Supreme des Ducs, Tartare, Ile de France Snacking Brie and St. Andre.

When interviewed, Iparraguirre was still awaiting final sales results. He said that initial reports from stores looked good. "It looks like the product moved out really well."

Schratter is planning another cheese sampling event for July 28. This time it will focus on a summer, revolving around a St. Tropez beach party theme, said Iparraguirre.

He said retailers who participated in the spring event already have expressed interest in the promotion. He also expects about six other chains to join in, including Giant, Baltimore, Md.

The beach party event will probably include beach towel giveaways and focus on "more summer-type cheeses, that is more portable cheeses and snacking cheeses," said Iparraguirre.

The participating retail chains could not be reached for comment.