In today's fast-paced world, snacking has become an essential part of our daily routine. However, not all snacks are created equal, and many options available are unhealthy. Fortunately, there are companies dedicated to creating and promoting healthy snacks and treats that are not only delicious but also nutritious. As a part of this series, I had the distinct pleasure of interviewing Quentin Wright McDuffie.
Quentin is an award-winning Brand Manager for the Import cheese business unit at Schuman Cheese, the parent company of El Pastor and Cello Cheese. In 2018 he began his career at Schuman Cheese as a Marketing Associate working in the domestic legacy brand, Cello and its consortium programs. As an award-winning strategist, Quentin won a Sofi™ Award for Cello Cheese Snack Packs and a Silver Effie Award for the "Cheese Confidently" campaign. In 2023, he secured the first $1 million marketing investment from the Parmigiano Reggiano consortium, earning him recognition in 2024 as an Ambassador for Italian Cheese by the Italian Trade Commission. Over the past several years he’s been the marketing lead for all consortium programs, consumer business strategy, and marketing programming.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
It all started with a movie—Eddie Murphy's "Boomerang." I was captivated by everything in that film; the lifestyle, the savvy way he introduced people to products, and just the entire world of the film. At the time, I wasn't quite sure what Eddie (Marcus) was doing, but I knew instantly that I wanted to be a part of it. Later, I realized that the enchanting world was all about marketing, and it felt like something I had inherently within me from a young age.
Back in seventh and eighth grade, when I played basketball, I even had my version of branding. I humorously called myself "Beastmode" years before Marshawn Lynch adopted the nickname. I didn’t think to trademark it—I just had fun having it emblazoned on the back of my jersey. It’s those small nuances, those personal touches, that marked the beginning of my fascination with marketing.
Professionally, my journey has been a blend of opportunity and sheer curiosity. I’ve delved into various industries—tea and coffee, cigars, plastics—all under the consumer packaged goods (CPG) umbrella. The real pivot came when I joined Schuman Cheese. They offered a chance for me to explore the food industry specifically cheese, which I hadn’t considered before. My initial roles were quite foundational, where I guided our import partners and built marketing programs around core retailers. This involved curating actions and educational moments around our products, and explaining to customers why spending an extra two or three dollars on a premium item is worthwhile.
Stumbling into the world of CPG might seem casual, but it has been a calculated journey of leveraging every skill I’ve acquired from various roles. Starting, I managed social pages and marketing tactics which gradually morphed into strategic planning. Now, as a brand manager, I get to use all these skills to shape the identity and trajectory of the brands I work with.
Apart from the professional satisfaction, being an African-American person in the cheese industry, I cherish the opportunity to open doors for others who look like me, to widen our collective understanding and appreciation of this field. My journey has been a mix of inspiration, opportunity, and a deep-seated love for marketing that drives me every day!
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
The most compelling marketing project I've had the pleasure of leading in my career was the transformation of a campaign initially named "Tuned to Perfection" into the "Cheese Confidently" campaign.
Initially, my team and I aimed to promote one product, but we shifted focus to specialty cheeses, filling a distinct market gap. The challenge was intriguing: convert common cheese buyers into specialty cheese connoisseurs. We wanted our audience to understand that specialty cheeses could be a regular part of their culinary habits, not just a sporadic indulgence. This involved educating consumers on the benefits of aged cheeses, such as reduced lactose content which is easier on the stomach for those who are lactose intolerant.
Key Lessons Learned:
1. Education Drives Consumer Behavior Change: Through the campaign, we learned that providing consumers with knowledge about the products significantly impacts their buying habits. For instance, teaching them about the aging process of cheese and its benefits led to increased interest and purchases of older, specialty cheeses.
2. Adaptability is Crucial: When COVID-19 restricted in-person engagements, we pivoted to digital initiatives. We created "Cheesing with Cello," a virtual event series, that engages consumers via influencers from various fields. This adaptability not only kept our campaign alive but also broadened our reach.
3. Engagement Beyond the Product: We didn’t just sell cheese; we offered an experience. By organizing events like a virtual cheese board creation with influencers and sending care packages to participants, we fostered a deeper connection between the brand and the consumers. This approach proved that experiential marketing could effectively deepen consumer engagement and loyalty.
4. Multi-layered Marketing Strategies are Effective: Utilizing a combination of digital, PR, and direct engagement tactics enabled us to build a robust marketing strategy that effectively communicated our message and engaged our audience at multiple touchpoints.
5. Recognition Validates Effort: Winning a silver Effie for this campaign was a tremendous honor. It validated our innovative approach and execution, proving that creativity and strategic marketing could thrive even on a modest budget.
By adapting to the unexpected hurdles and focusing on consumer education and engagement, "Cheese Confidently" not only exceeded sales expectations but also set a benchmark in specialty cheese marketing. These experiences have underscored the importance of flexibility, consumer education, and immersive marketing in driving brand growth and loyalty.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Empathy, ingenuity, and being personable are the pillars of my leadership and success within the marketing industry.
Firstly, empathy has played a crucial role. Having to build brands from the ground up, I understand the challenges and limitations that come with this territory. This background allows me to empathize with the outside marketing agencies I work with, recognizing what's feasible within given timelines and resources. For instance, empathy shaped how I approach demands and expectations, ensuring they are always within the realm of possibility and not setting agencies up for failure.
Secondly, ingenuity has been a key driver. My ability to see opportunities for innovation within the marketing space has facilitated numerous successes. A prime example is the Cello Cheese initiative, which was born out of the need to adapt to the limitations imposed by COVID-19. We couldn't conduct cheese demos in the traditional sense, so we pivoted, finding a new way to engage and educate consumers about our cheese products. This capacity for innovative thinking extends to how I approach marketing strategies as a whole, leveraging tools like geotargeting and retargeting in collaboration with our import partners to craft full-circle marketing campaigns that had previously been unexplored.
Lastly, being personable has enabled me to build and maintain meaningful relationships within the industry. I genuinely enjoy working with agencies and fostering groups that can turn into both professional assets and personal connections. This approach has smoothed over many conversations and discussions, laying the groundwork for not only fruitful collaborations in the present but also establishing a dependable network for the future. Much like the strategy of phoning a friend on “Who Wants to Be a Millionaire?” I recognize the importance of having a strong rolodex of contacts that can contribute to the success of a project.
In essence, my approach to leadership and marketing has been shaped by these three character traits. Empathy, ingenuity, and personability are at the core of who I am as a professional, driving my ability to connect with others, innovate in the face of challenges, and build lasting relationships that transcend mere business interactions.
Are you working on any exciting new projects now? What is happening with El Pastor, How do you think that might help people?
In my role, one of the exciting ventures I'm embarking on involves a fresh surge in marketing strategies for El Pastor, aiming to amplify its presence in the market. At the heart of our strategy is the intention to widen our consumer base beyond our current loyalists, focusing particularly on those unfamiliar with our offerings. El Pastor stands at a unique juncture in its product journey, poised to revolutionize perceptions of Spanish-style cheeses. Our goal is to address and transform the preconceived notions surrounding Manchego, which is traditionally pure cow milk cheese. El Pastor, however, introduces a blend of cow, sheep, and goat milk, offering a layered complexity that sets it apart. This distinct blend not only enriches the flavor profile but also makes it more accessible as a versatile cheese – ideal both as a standalone snack and a complement to various dishes.
Discussing past campaigns, our success has stemmed from creating comprehensive experiences that envelop consumers in the essence of our products. The key lies in not just selling a product but narrating its story, embedding it in a broader, enriching context. A cornerstone of our approach is education. It's grounded in the understanding that informed consumers are more likely to engage with our products. To this end, we aim to stimulate curiosity and, where possible, evoke an emotional connection. However, at its core, our mission is to enlighten. Statistics suggest that approximately 85% of consumers are more inclined to make a purchase when they grasp the story behind a product. This insight drives our current focus on enhancing top-funnel awareness through both El Pastor and digital platforms. By doubling down on these efforts, we're striving to streamline the journey from awareness to consideration, and ultimately, to purchase.
Essentially, our current projects revolve around not just promoting El Pastor but redefining its place within the cheese landscape. Through strategic marketing and a dedication to consumer education, we're looking to nurture a deeper appreciation for the subtleties that make El Pastor a standout product. It's about crafting moments of discovery and delight, inviting consumers to reevaluate their cheese preferences and embrace the nuanced flavors that El Pastor brings to the table.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. What inspired you to focus on promoting healthy snacks and treats? How do you ensure that your products remain both healthy and delicious?
The heart of our inspiration lies in the authenticity and intrinsic quality of our products. El Pastor is not just a cheese; it's a testament to our commitment to natural, preservative-free, and unprocessed foods. This dedication stems from the cheese's PDO (Protected Designation of Origin) status, which is not merely a label but a guarantee of quality, tradition, and authenticity. These cheeses come from a lineage of heritage and artisanship, representing a culture and a set of practices that prioritize the well-being of the environment, the animals, and ultimately, the consumer. Our drive to promote healthy snacking options originates from this deep-rooted belief in offering products that are both nourishing and enjoyable. In a world where processed foods are the norm, El Pastor stands out by offering something that is not only superior in taste but also in health benefits.
Our philosophy emphasizes the importance of connecting with the product on a deeper level. When we discuss the health aspects of El Pastor, we're looking at a holistic approach to well-being. By ensuring our sheep, cows, and goats are raised under optimal conditions, we ensure the milk they produce is of the highest quality. This, in turn, translates into cheese that is rich in flavor and nutritional value — without the need for artificial preservatives or additives.
In essence, our inspiration to promote healthy snacks like El Pastor stems from a desire to offer products that reflect our values of quality, authenticity, and sustainability. We're committed to creating foods that are not just good for the consumer but are also responsible choices for our planet. Through this approach, we aim to encourage a shift in how people think about snacking, steering them towards options that are both satisfying and beneficial for their health.
What are some things you have done to educate consumers about the nutritional benefits of your products? And what are Have you experienced any challenges in changing consumer perceptions about healthy snacks? How did you approach that?
In our journey of offering specialty cheeses, we've noticed a persistent challenge in altering consumer perceptions, particularly about the value and allure of healthy snacks. It's akin to a legacy issue—it's entrenched like an heirloom, with enthusiasts cherishing it while others remain somewhat oblivious. Part of the barrier has been rooted in educating consumers about the price points and the diverse flavor profiles that premium cheeses offer.
You see, many people aspire to be connoisseurs, to discern and savor the complexities of a fine cheese. And once they comprehend the intricate flavors and the craft behind each wheel, they're more willing to invest—a couple of extra dollars for an enriching experience. Artisan cheeses like a slice of Iberico suddenly transform an ordinary lunch into something more sophisticated, a cultural statement.
It's about shifting the paradigm—from grabbing a bag of chips to opting for a more nourishing and refined choice. In essence, the leap to healthier snacking is a matter of approach, an embrace of quality, and an education that extends beyond a price tag.
To be candid, El Pastor is in its infancy. Much of my insight derives from the legacy of other cheeses within the Schuman Cheese umbrella—a legacy that's fostered memorable interactions with consumers. As we navigate this burgeoning stage with El Pastor, there aren't any direct precedents within this brand to draw upon. However, commonly, challenges stem from a blend of cost considerations and a lack of awareness about what genuinely sets a cheese apart.
For example, the widespread misconception that Parmesan is interchangeable with Parmigiano-Reggiano exemplifies this disconnect. Educating consumers on such nuances as the aging process—empowers them to make informed choices, realizing they've been paying more for an imposter!
So as El Pastor finds its footing, we're learning, and absorbing insights from our predecessors as well as those already excelling in the space of Spanish-style cheeses. This learning curve is pivotal. It's about comprehending what motivates the market so we can navigate and ultimately elevate the discourse around healthy snacks, ensuring El Pastor not only enters the conversation but creates an impact on our customers.
Here is our main question. What are your ”5 Things I Wish I Knew Before I Started”? (Please share a story or an example for each)
1. International Food Knowledge:
I've recognized that my early lack of extensive knowledge of international foods, especially cheeses, felt like a missed opportunity. While my upbringing in Brooklyn's melting pot offered a glimpse into diverse cultures, however due to cost barriers I was not exposed to an array of culinary cuisine and its backstories. However, unexpectedly this turned into an asset in my career because I can relate better with the average consumer, who is unaware of specialty foreign cheeses. It's a perspective that has proven valuable in my career in the food industry.
2. Culture and Legacy in the Cheese Industry:
I wish I had known more about the culture surrounding cheese and the significant impact of family legacy businesses within the industry. Understanding the legacies and operations of these businesses could have helped make more informed decisions regarding products and partnerships, aligning efforts with those families' legacies and values. This deeper understanding can significantly influence strategic choices within the industry.
3. Language Skills and Their Practical Utility:
I regret not leaning more into acquiring languages, despite passing language classes. As a lifelong learner, I was referred to a book called Kiss, Bow, or Shake Hands by Terri Morrison and Wayne A. Conway. Reading this taught me how to adapt to a setting that I thought would be challenging, however, it enriched my experience in both my professional and personal interactions with international clients.
4. Depth of Knowledge in Marketing and Trend Adaptation:
After earning my Bachelor of Science in Marketing from Virginia Union University, I turned to "YouTube University" and numerous online courses for continued education. This self-directed learning journey highlighted the gap between theoretical knowledge gained through academic study and the practical skills crucial for the workplace—particularly in the ever-evolving marketing field, which changes daily. Understanding a more in-depth understanding of digital and social media marketing would have given me a more significant advantage early in my career.
5. The Importance of Mentorship and Network Building:
Finally, I wish I had spent more time building a robust network and actively seeking mentors. Learning on my own has its strengths, but having experienced mentors could simplify and enhance the learning process, offer new perspectives, and guide me during challenging professional moments. Mentorships and networking are also crucial for staying informed about industry trends and changes, which are essential for timely adaptation and innovation.
These insights not only highlight the gaps I perceived in my professional journey but also emphasize that continuous learning and adaptability are critical elements for long-term success in any field.
In a constantly evolving industry, how do you stay ahead of trends to keep your offerings innovative and appealing? I continually seek inspiration and knowledge by immersing myself in newsletters and blogs about marketing and direct-to-consumer (DTC) strategies, as well as leveraging the wealth of information available on “YouTube University.” Attending in-person networking events fuels my passion and allows me to connect with others in my industry. Networking is not just essential; it's the key to staying ahead of trends and recognizing the influential individuals who shape the marketing industry.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :
-If I had the power to initiate a movement, it would be what I'd like to call the "For-Your Luck Movement. “To me, luck is the crossroads where preparation and opportunity converge. If we could amplify the number of people who are primed for success, think of the multitude of possibilities that could be seized. This very concept has played a role in my life's trajectory. The career opportunity at Schuman came about because someone recognized that I was already prepared—I just lacked the chance. Some may have called it luck when I was hired, but it was just seizing the chance for which I had spent years preparing. This organization would be about empowering others to gear up for their moments and be there to amplify their chances. In essence, what I strive to embody—and what I want people to feel when they meet me—is someone who is 'lucky,' not by chance, but because I was prepared for the opportunities that came my way. When I can share that preparedness and teach others to cultivate their path, that's when I'll have started a movement that can lead to widespread prosperity.
What is the best way for our readers to continue to follow your work online?
The best way to follow us is Schuman Cheese on Linkedin
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
