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PRESS RELEASE |
FOR
IMMEDIATE RELEASE |
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For More Information, Contact:
Lisa Waters, Executive Director |
April 27, 2002 |
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37th Annual CCBA Convention TEMECULA, Ca. - April 27, 2002 - The 37th Annual Convention of the California Cheese & Butter Association was held April 25-27, 2002 at the Temecula Creek Inn, in the heart of the Southern California wine country at Temecula, California. The convention’s theme was “A Bridge to the Future”, and several featured guest speakers shared their forecasts for change in the dairy industry. Joe Paris, a dairy consultant for Joseph Gallo Farms, spoke on “Milk, the Herd and the Future”. Kimberly Cruelle from Trader Joe’s shared her chain’s unique approach to retailing cheese and butter products. Kathy Wadham and Tricia Bassett, representing the L.A. County Fair, outlined exciting promotional and educational opportunities to reach consumers of today and tomorrow (the kids!) at their hugely popular event. Barbara Reed from University of California shared her fascinating market research of consumer attitudes and perceptions toward artisan cheeses and the specialty cheese category. Sylvia Newton Robbins of Focus Solutions gave the membership many excellent techniques for embracing change and profiting from it. Additionally, members David Viviani (Sonoma Cheese Factory), Mac Moore (Cacique USA) and Tom Ditto (Challenge Dairy Products, Inc.) presented various cheese and butter industry updates. Web designer Patricia Walsh led the members through the new and improved CCBA website (www.cacheeseandbutter.org) and took suggestions for further enhancements. The highlight of the convention occurred at the Saturday evening formal dinner dance when Ken Hanshaw, formerly of Ralph’s Grocery Company, was honored with the CCBA “Hall of Fame” award. Ken was recognized for his outstanding career at Ralph’s, his influential role in opening CCBA membership to retailers, and for being an incredible mentor to many CCBA members and others throughout the dairy industry. The usual opportunities for informal networking and relaxation were present to balance the business sessions. Callaway Coastal Winery hosted a gala reception that paired excellent cheeses, foods and wine. Friday’s dinner event featured great turn of the century (1900) costumes, befitting historic Temecula, and Saturday’s silent auction was a great success in raising money for the CCBA scholarship fund. At the close of the convention, Jennifer Mullen (California Milk Advisory Board), CCBA’s 2003 Convention Chair, announced the dates and site for the next year’s convention – May 1-4, 2003 at the Monterey Plaza Hotel & Spa on Cannery Row in Monterey, California.
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