The Finger Lakes Cheese Trail is excited to announce that, as of January 1, 2016, they have evolved into the Finger Lakes Cheese Alliance. More than a simple change in name, the Alliance has expanded their original Trail mission. Since the Trail's inception in 2010, the focus has been on the farms that make the cheese. The new mission shifts the focus to the product itself -- the cheese.
"We decided to go with an alliance because the word "trail" gave the impression to the consumer that we were like the wine/beer trails where we were all open every day and "wanted" visitors on our farms -- which is not always the case, especially with some of our smaller producers. Some of the farms are looking to get their product names "out there" but not through on farm visits. Farms that are not set up as destinations found that having visitors could disrupt their daily schedules, and they could not get their necessary farm work done. Those who are set up as destinations will continue to enjoy visitors and welcome them with open arms," elaborates Carmella Hoffman, whose farm does welcome visitors, but seasonally.
She continues,"This change will open the Alliance to a new way of promoting artisanal cheese. It will become about continual access to our cheeses, not limited by our farms' hours. It will become about all the touch points available to the consumer: the farms, the farm markets, local stores and shops, wineries and restaurants and events. We are excited for this change and hope that our customers -- both retail and wholesale -- will embrace it with us."
Within the organization, there have also been structural changes. A new Executive Committee has been voted on by the membership to make decisions on behalf of all members, streamlining the group's internal processes and making the Alliance more responsive to the public's needs and expectations. The Executive Committee consists of four active member farms who can serve for two years. The 2016 Executive Committee is Carmella Hoffman from Sunset View Creamery, Lisa Engelbert from Engelbert Farms, Sarah VanOrden from Crosswinds Farm & Creamery, and Jill Stewart from Heaven Scent Farm.
While the farm can be -- and is meant to be -- part of the experience, it will no longer be the defining experience. Lisa Engelbert explains the reason for the transition this way, "Rebranding the Finger Lakes Cheese Trail to the Finger Lakes Cheese Alliance will allow our organization to grow and flourish, while respecting that some farms are not set up for visitors. Dairy farms are very different from wineries or breweries who are open set hours and can accept visitors year round. The Alliance farms are “working farms” where day to day scheduling may need to be changed based on emergencies, weather, etc." Engelbert Farms' farm store is open year round, on Fridays and Saturdays, and offers certified organic cheeses, meats and seasonal produce.
The Alliance also feels the change will make membership attractive to new cheesemakers in the area, as they will not be required to have farm stores or host events, but rather focus on cheesemaking with the support of a network of more experienced cheesemakers. "In the past, we have lost members because they weren't able to accommodate visitors on their farm," expands Hoffman. "We believe this change will bring them back to the group, while making it the 'go to' organization for new farms and cheesemakers looking for a group to offer support and advice."
While community and support is a big focus of the Alliance for its members, the Alliance will still focus on educating the consumer on the benefits and value of locally produced artisanal cheese. Says Jill Stewart who runs Heaven Scent Farm with her brother Jerry,"The Finger Lakes Cheese Trail has had, and will continue with, the goal of educating people about supporting local cheesemakers and growing agri-tourism. The purpose of transitioning from a trail to an alliance is to demonstrate that we are more than a cluster of creameries on a trail. We are an organized group of farms that span a large area and we are committed to working together for the common purpose of making fresh, artisanal cheese readily available to a marketplace that wants better than what has been typically available in a supermarket." Heaven Scent does not have a farm store, and distributes their cheeses through wineries, stores and farm markets.
The Alliance will continue to host popular events and work with other Finger Lakes organizations such as the wine trails, Finger Lakes Cider Alliance and Finger Lakes Beer Trail to create events that appeal to and educate the consumer. Sarah VanOrden, whose farm Crosswinds Farm & Creamery is also a non-destination farm, and whose main retail outlet is the Ithaca Farmers Market in addition to an on-farm self-serve cheese cooler, summarizes what consumers can expect moving forward. "Refocusing as an Alliance gives us the opportunity to broaden our promotional efforts to showcase all of the fantastic artisanal cheeses produced in our region and where they can be found beyond the farms. Our fans should look for their favorite events, like the Finger Lakes Cheese Festival, to continue, and for new opportunities to enjoy our cheeses and engage with the people that handcraft them."
The Finger Lakes Cheese Festival marks its fifth anniversary this year, and will be held at Sunset View Creamery on July 23, from 10:00am-5:00pm.
In 2016, Alliance members' cheeses will begin carrying Finger Lakes Cheese Alliance labels to distinguish them from other cheese on the market. Consumers are asked to look for the Alliance label for the guarantee of fresh, local, artisanal cheese.
The website remains flcheesetrail.com and the organization's Facebook page has transitioned to the Finger Lakes Cheese Alliance. Both locations are great resources for upcoming events, new member announcements, cheese releases and other Alliance news. Farms and cheesemakers interested in membership in the Alliance should reach out to the Alliance at flxcheesetrail@gmail.com. Businesses and restaurants interested in Associate Membership and carrying Alliance cheeses are also encouraged to email the organization.
