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TheStreet Open House

"The Original Chevre" Launches As First U.S. Campaign To Spotlight Goat Cheeses Of France





NEW YORK, Nov. 14, 2012 /PRNewswire/ -- "The Original Chevre" is the first U.S. campaign for French goat cheeses. France is the country of origin for goat cheese 'par excellence,' the product of an expertise developed over centuries of artisan craftsmanship. Today, with many goat cheeses on the American market, many of which are marketed to look like French chevre – it is difficult to know what a cheese's origin is, unless one checks the back label.

(Photo: http://photos.prnewswire.com/prnh/20121114/NY13096)

The new campaign aims to raise awareness of the origins of French chevre, which is made with excellent fresh, local milk and centuries-old craftsmanship in France. It is funded by ANICAP (Association Nationale Interprofessionelle Caprine), the government-recognized body established in 1983 to bring together French goat's milk producers and processors, and FranceAgriMer, a national body supervised by the French Ministry of Agriculture and Fisheries. Teuwen One Image is the PR agency of record, in partnership with Euroconsultants.

The word "chevre" originates in France, where it translates to "goat." Farmers who used fresh goat's milk to make cheese have referred to it as chevre for centuries; the use of the word spread with the cheese's popularity. The craft of making authentic, artisanal French chevre has been passed down between generations of farmers for thousands of years.

France is the #1 producer in the world of pure goat's milk cheese. It comes in a large variety of textures and shapes: from logs, to crottins, to cylinders and pyramids. While lush texture, rich flavors and tang are signatures of French chevre, each one has a unique identity and story.

Chevre is primarily made in eight regions across the French countryside located South of the Loire River: Poitou-Charentes, Loire Valley, Burgundy, Rhone-Alps, Provence-Cote d'Azur, Languedoc-Roussillon, Midi-Pyrenees and Aquitaine.  The unique terroir of each region, created by a tradition of cultural and environmental influence, is unmistakably tasted in the flavors of each cheese.

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