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Glanbia’s new Irish cheese brand on the US market, Truly Grass Fed, is retailing for $4.99 for a 7oz package in Californian retailer Vons in Santa Barbara. That is $2 cheaper than the equivalent weight of Kerrygold branded cheese.
The two were located one shelf above the other in a store the Irish Farmers Journal visited last week. Truly Grass Fed cheese can be found in almost 80 stores across California, mostly with retail chains Vons, Albertsons or Pavilions. At Vons in Santa Barbara on 10 December, Truly Grass Fed was retailing for $4.99 (€4.40) for a 7oz block, while Kerrygold-branded Dubliner cheese was available for $6.99 (€6.16) or for $5.99 (€5.28) if the customer was a member of the Vons club.
That is a difference of $2 for two Irish cheeses for US customers to choose between.
The launch of the Truly Grass Fed brand into the US market has sparked a debate around Irish products competing in foreign markets and Glanbia’s membership of Ornua.
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