Rebranding FAQ
May 4, 2016
Corporate Fact Sheet
July 28, 2016

June 23, 2016
Introduction of New Brand Amplifies Focus on Product Innovation


ITALIAN CHEESE LEADER DEBUTS NEW NAME


Introduction of New Brand Amplifies Focus on Product Innovation
(Fairfield, New Jersey) An iconic name in the Italian cheese business is unwrapping a big announcement at this year’s Summer Fancy Food Show. Arthur Schuman, Inc. is celebrating its 70th anniversary by introducing a new name – Schuman Cheese.

Arthur Schuman started the business, which was incorporated in 1946, with a passion for bringing the best cheese to the American market. The new moniker honors that heritage while celebrating the innovative culture that drives the company’s contemporary business strategy.

“Seventy years of operations brings growth, and it brings change,” said Neal Schuman, Arthur’s grandson and the current CEO. “First and foremost, our new brand honors our proud history and the dedicated employees who have helped make my grandfather’s dream a reality. At the same time, it underscores our innovative and forward-thinking spirit and helps ensure we are poised to keep building on that momentum.”

Today Schuman Cheese offers a host of expanded capabilities to complement its original import business. With a worldwide network of partners and customers, the Italian cheese leader is now applying decades of experience to flourish as a cheese maker, processor and product innovator.

An optimistic approach to innovation
Product innovation is taking a center stage in the company’s growth plans. As part of its anniversary celebration, Schuman Cheese is introducing Yellow Door Creamery, a new brand that complements Schuman’s flagship brand, Cello, by offering a platform for experimentation.

“By taking an experimental approach to a traditional category, Yellow Door Creamery leads with an off-the-beaten path and optimistic approach to cheese making,” said Allison Schuman, a fourth-generation family member with an active role in product innovation. “Yellow Door brands evoke the senses through unique formats, flavor profiles and blends. This maverick, trendsetting approach provides cheese lovers, industry influencers and home chefs with amazing, one-of-a-kind cheeses.”

A series of Hand Rubbed Fontinas are among the first Yellow Door Creamery products; the Habanero & Lime has already earned acclaim from judges in competition. Also part of the rollout: a pair of blue cheese products under Yellow Door Creamery’s Brilliant Blue brand, including crumbles and sliceable individual servings.

These new products will be showcased at the Summer Fancy Food Show, along with another example of Schuman Cheese’s innovation and leadership. Cello Whisps, made from award-winning Cello Parmesan, were introduced last fall. Now the airy, crispy baked snacks will also be offered in Cello’s brand new Cheddar Cheese flavor.

“We are thrilled to offer snack lovers a preview of Cello Whisps’ new vibrant cheddar flavor at the Fancy Food Show this year,” said Ilana Fischer, vice president of innovation and strategy. “Cheddar Whisps, along with our popular Parmesan Whisps, demonstrate our success in delivering an addictive, gluten- and wheat-free, sugar-free, pure snack that contains only a single ingredient – our very own cheese.”

Poised for growth
With the opening of its first overseas offices in 2015, the Schuman Cheese business is primed for more growth. Several new products are in the pipeline for 2016, and strategic hires mean new talent is helping shape the future of the business.

Members of the fourth Schuman generation are actively engaged in these developments, providing insight into younger generations through work on innovation strategies and developing relationships with import partners.

Under its new brand, Schuman Cheese will continue to earn its role as an industry leader through initiatives such as the True Cheese truth in labeling initiative, which emphasizes the importance of quality and integrity in Parmesan cheese production.

Award-winning Schuman cheeses can be found across the country, from major retailers to small specialty cheese shops; from national chains to high-end restaurants; and from small mom-and-pop delis to large national food companies. Learn more about the nation’s leading Italian cheese company at SchumanCheese.com.

Schuman Cheese is a fourth-generation Italian cheese company based in the northeastern United States. Founded in 1945 as an importing business, today the family-owned operation has expanded into cheese manufacturing and processing, with a diverse network of partner cheese companies and customers around the globe. From our team of experts who scour the world for superior cheeses to the state-of-the-art facilities where our award-winning products are made, we operate with one purpose in mind – to enhance everyday eating experiences with the highest quality cheese. Learn more at SchumanCheese.com, YellowDoorCreamery.com and Cello.com.