SOUTH SAN FRANCISCO, Calif., & MODESTO, Calif. – The California Milk Advisory Board (CMAB) recently announced that it successfully promoted Real California Cheese in Manila, Philippines, among other cities in Asia, in March and April to share the importance of high-quality cheese exports to Asia from California for the pizza market.

Total U.S. cheese exports to Asian markets like China, the Philippines, Vietnam and Indonesia have increased at double digit rates in recent years. This trend is set to continue as the Asian economies continue to strengthen and consumers increasingly consume more Western style foods in their diet.

In many of these markets California faces stiff competition from suppliers in New Zealand and Australia however the range, quality, and style of California cheeses, coupled with the industry’s vast experience in serving the US pizza industry means that there are great opportunities for California exporters to continue to build cheese exports.

The CMAB hosted a series of pizza cheese training sessions and cheese receptions in the local cities to demonstrate the consumption and availability of California specialty cheeses and pizza cheeses. Mozzarella is the most common pizza cheese, and California is currently the US leader in Mozzarella production and exports.

The training and reception in Manila took place on March 30th and 31st at the residence of the US Ambassador to the Philippines and the Center for the Culinary Arts in Manila. In all, the CMAB will host the pizza trainings and cheese receptions in five cities, including Beijing and Shanghai, China; Manila, Philippines; Jakarta, Indonesia; and Ho Chi Minh City, Vietnam. In 2009, the CMAB plans to host training sessions and receptions in additional cities in China, the Philippines, Indonesia and Vietnam.

“As cheese imports and consumption rates continue to rise impressively in Asia, the California Milk Advisory Board aims to use the pizza training sessions and cheese tasting receptions to educate Asian chefs, foodservice buyers, and local media on the importance of California’s cheese exports into Asia and help build awareness and understanding of the excellent cheese products we manufacture in the State” said Ross Christieson, a consultant for CMAB, who traveled to Asia for the events.

At each location, the cheese reception featured eight different pizza recipes using various blends of California specialty cheeses and pizza cheeses. The attendees included local foodservice buyers and pizza operators. Separate media briefings were also held in each city.

Each reception was followed by a full day’s training for local pizza chefs and menu designers. The pizza trainings took place at a local culinary school, and were led by international guest instructor, Mark Todd, also known as the “Cheese Dude.” Todd has more than 15 years of experience in the wine and cheese businesses. Mr. Todd has also worked with world-renowned vintners and cheese distributors and worked in Cheese and Specialty Gourmet food distribution in California.

The training sessions and receptions are part funded by the USDA under its “Emerging Markets Program” (EMP). In addition to the CMAB, other U.S. exporters attending the events include: Leprino Foods, Hilmar Cheese Company, Saputo, DFA, , BiRite Foodservice, Rumiano Cheese Company and Fiscalini Cheese as well as a number of artisan cheese makers from the State.