Pilgrims Choice are one of the very few cheese makers to employ their own, highly trained Cheese Graders. For a mass market, block cheddar maker they take taste, texture and quality very seriously. So we introduced Graham the Grader to the world in a TV and Press Campaign for both Consumer and Trade. Graham is very hard to please. He lives, breathes and sleeps cheese.
The dairy herds went into overtime to cope with demand and Pilgrims Choice rose to Number 2 in the surprisingly cut-throat cheddar market. New pack designs followed and extra shelf space in the supermarkets was hard won to display them on.