Page 65 - The Five Forces of Everything

SLOWER FOOD MOVEMENT

“ESCAPE AT MEALTIMES”

In its purest sense, slow food is not just
about the food. It touches culture,
politics, agriculture and the environment.
Slow food must be savored.

However, expecting people to spend hours
preparing and consuming their food is not
a realistic prospect. So, perhaps a less
pure version of slow food deserves our
attention?

Take Saint Agur. It’s a brand of French
cheese that understands humanity’s search
for an escape lane. It’s described as ‘rich,
smooth and decidedly different, milder
and less crumbly than traditional blue cheeses and boasting a punchy,
tangy taste that is softened by a luxurious creaminess.’

It proudly talks about its Cheese Masters in the small French village of
Beauzac in Auvergne. How the milk comes from local Montbéliarde cows
within the Haute Loire dairy, and that each cheese is salted by hand during
production to help bring out its unique flavor. The cheese is repeatedly
pierced with needles during the first few weeks of the maturation process
to allow oxygen to flow and to trigger the development of its signature
blue veins. Fast food it isn’t.

Saint Agur wants you to take your time with the product. It is quite simply
more immersive than your average cheese. Its texture and versatility
across a number of food and beverage pairings offers superior engagement.

We love the Saint Agur way. It delivers an intense, multi-layered and
lingering experience. Other categories should take note!

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FORCE #4 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS