Article Archive - October 28, 2005

Muenster’s mild flavor makes it a sandwich favorite in the U.S.

Editor’s note: Each month, CMN profiles a different cheese, giving our readers a comprehensive look at production, marketing and sales, as well as any other interesting details we can unearth. Please read on to learn about this month’s featured cheese: Muenster.

By Amelia Buragas

MADISON, Wis. — American Muenster, like many cheese of European descent, bears little resemblance to its namesake — a pungent washed-rind cheese believed to have been developed in the Alsace region of France. However, for many in the United States, Muenster is a mild, creamy cheese they put on sandwiches. In fact, cheesemakers say Muenster’s success in this country stems from its accessibility.

“It’s a good cheese for anybody to eat,” says Ron Buholzer, president, Klondike Cheese Co., Monroe, Wis. “It’s not overpowering, and it’s great in sandwiches.”

“To youngsters or young people who are out in the workforce, it’s a very approachable cheese,” adds Jed Davis, spokesperson for McCadam Cheese, Chateauguay, N.Y.

Muenster goes by several names, depending on its country of origin. France calls it Munster and in Germany it goes by the name Münster. Although commonly associated with Germany, Muenster cheese is believed to have originated in France where it was developed by Benedictine monks in the Munster Valley sometime during the 7th century. From there, “marcaires,” or mountain farmers, continued the tradition of making Muenster in France and passed it along to neighboring Germany where cheesemakers developed their own traditions.

In France and Germany, Muenster is a pungent, washed-rind cheese that gets more assertive with age. French Munster frequently is seasoned with anise, fennel, caraway or cumin seeds.

The American version of Muenster is a mild, semisoft cheese often eaten fresh. FDA’s federal standard of identity for Muenster calls for a maximum moisture content of 46 percent and minimum milkfat content of 50 percent.

From a production standpoint, Muenster appeals to cheesemakers because it does not require prolonged aging.

“It’s in and out,” says Josh Erickson, manager, Silver-Lewis Cheese Cooperative, Monticello, Wis. “It’s make today, eat tomorrow.”

Muenster’s mild flavor also makes it a favorite choice for consumers, who primarily buy Muenster in the deli case.

“The nice thing about Muenster is that it’s not cheese that’s going to really challenge people’s taste buds,” says Davis. “It’s an excellent milder-flavored cheese that’s very versatile.

“We consider it very much a part of our overall line and make it available in all the markets that we serve,” Davis adds.

Muenster’s most popular use is as a sandwich cheese, and its red rind helps it grab attention in the deli case. Davis adds that when compared with everyday sandwich standards such as Cheddar and Swiss, Muenster has more of an exotic, Old-World appeal for consumers. From a store manager’s standpoint, Muenster is a functional cheese.

“Delis want it sliceable and Muenster is a cheese that’s very sliceable,” says Erickson.

According to Information Resources Inc. scanner data from 2004, sliced Muenster makes up 66.1 percent of exact weight sales. The rest of the market is taken up by chunk sales. Exact weight accounts for 35.1 percent of the market and 10.2 million pounds. Random weight makes up the majority of grocery retail sales of Muenster cheese at 18.9 million pounds or 64.9 percent of the market share. However, that trend is not steady as random weight sales were down 5.6 percent between 2003 and 2004 and exact weight sales were up 8.5 percent during the same period.

Even though Muenster primarily is a sandwich cheese, it is finding its way into other uses as well. Buholzer says it makes a good addition to pizza when blended with Mozzarella and improves the product’s reheating capabilities. Cheryl Torkelson, vice president, Torkelson Cheese Co., Lena, Ill., says her company also has seen an increased demand for shredded Muenster as pizza makers find it adds a more diverse profile to their product.

According to the Mintel Global New Products Database, both Albertson’s Texas Toast and Archer Farms’ Five Cheese Garlic Breadsticks feature Muenster as a part of a 5-cheese blend along with Mozzarella, Provolone, Cheddar and Colby. Muenster also is being offered in shingle packs in the dairy case. Prima Della Express Sliced Muenster is available at Wal-Mart stores. Muenster also is available in resealable shingle packs from Lost Creek Farms and in Finlandia’s Sandwich Naturals product line. In addition, Land O’Lakes recently introduced a line of reduced-fat cheese slices that includes Swiss, Provolone, Mozzarella and Muenster.

Jan Thompson, deli merchandiser, PCC Natural Markets, Seattle, says Muenster is one of her company’s deli case standards.

“We have to have it on the shelf because people will look for it,” she says.

Thompson says PCC also offers French-style Muenster, even though it makes up less than 1 percent of the store’s Muenster sales. She says it makes a nice addition to the deli case as more and more consumers are looking for more flavorful varieties of cheese.

USDA’s National Agricultural Statistics Service shows production of Muenster has fallen every year for the last decade and is down by more than 36 percent from 1994 to 2004. Production in 1994 stood at 113.6 million pounds and by 2004 was only at 72.2 million pounds. The largest one-year decrease was between 1997 and 1998 when production fell 15.2 percent from 94.6 million pounds to 80.3 million pounds. The smallest one-year decline was from 2001 to 2002 when product only fell 1.4 percent from 82.2 million pounds to 81.1 million pounds.

Wisconsin is the largest producer of Muenster cheese. In 2004, Wisconsin produced 64.8 percent, or 46.8 million pounds, of the total U.S. production. And while Wisconsin production is down 30.3 percent from 1994 to 2004, the state has not seen the steady yearly decline shown at the national level and experienced years of growth from 1996 through 2001. Between 1999 and 2000 production increased 9.4 percent, from 53.6 million pounds to 58.6 million pounds.

“I think that Muenster went through a period of decline, but it does seem like demand for Muenster is rising,” says Buholzer. “I think in general people are trying to eat healthier, and there is a recognition that cheese is a good choice and Muenster is the cheese that appeals to everybody.”

Torkelson says Torkelson Cheese has been making Muenster for 25 years and over the last 10 years, production is up by approximately 40 percent. Torkelson says Muenster has been able to go beyond its current base of customers and is gaining popularity in the next generation.

“Younger people like Muenster,” says Torkelson. “In our cheese store, we see a lot of people buy Muenster. They like it much better than say a Swiss.”

Davis says Muenster has three qualities that point to a bright future: access, versatility and loyalty.

“That’s certainly a good base going forward,” says Davis. “The question is will we be able to attract new folks who aren’t familiar with Muenster to try it and enjoy it and join the Muenster bandwagon?”

CMN

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