"We've reassessed ourselves": Bleu d'Auvergne is regaining its colour thanks to increased sales

Cock-a-doodle-doo for Bleu d'Auvergne! This famous blue-veined Auvergne cheese is showing some of the most impressive growth in the sector. This success is no accident, thanks to a fundamental strategy implemented by the industry over the past several years.

"When we were at our lowest volume, we reassessed ourselves," Nicolas Cussac, president of the AOP Bleu d'Auvergne, a producer in Saint-Flour (Cantal), soberly summarizes. "We did a lot of quality work, repositioning the product based on consumer tests. The goal was for people to find themselves buying Bleu d'Auvergne, with consistency and a clear product identity."

Another key to success: better adapting our offerings. Out with the large formats, in with 125-gram portions, which are more accessible and convenient for self-service. "Today, consumers buy small portions. We've redesigned formats that are more suited to distributors and customers. The result: we're very well-referenced, which is far from being the case for all cheeses."

This format, with its good value for money, has notably helped to further anchor Bleu d'Auvergne cheese on the shelves. "Between price, quality, and the consumer's act of purchase, everything fits together!" Nicolas Cussac rejoices.

The sector not only sold more, it also produced more, but without rushing. From 4,900 tonnes in 2018, production has increased to 5,300 tonnes today. But the president of the AOP prefers to temporize: "We're aiming for gentle growth, 2 to 3% per year. The idea isn't to achieve +15% and -15% the following year. We want consistency and avoid decline." All of this is supported by a solid collective of around 1,400 milk producers, mainly spread between Cantal and Puy-de-Dôme, where the regional interprofessional union for Bleu d'Auvergne is headquartered.

While 20 to 30% of volumes are still exported—particularly to Spain, Germany, and Portugal—current growth is largely driven by the French market. "Exports can be fleeting. The domestic market is more reliable, especially when you have a well-calibrated product."

Behind the untouchable Roquefort , Bleu d'Auvergne is establishing itself as a major player in the world of blue cheeses. "We're in the top 3 French blue cheeses," assures the president of the appellation. "And, unlike Gorgonzola, which is gaining ground in France with a milder taste, our Bleu d'Auvergne retains a strong character. That's what the French are looking for."