Reflecting on Success: The Impact of NE-DBIC’s Marketing and Branding Grant 

By Ali Boochever, Grants Coordinator

In 2022 the Northeast Dairy Business Innovation Center awarded Bell & Goose Cheese Co a Dairy Marketing and Branding Services Grant. A year later, they have much to show. 

Bell & Goose Marinated Feta jar

Located on Heron Pond Farm in South Hampton, NH, with milk from Breezy Hill Creamery in Greenland, NH, Anna Cantelmo of Bell & Goose has been making an array of cheeses since 2016.

Thanks to their Dairy Marketing and Branding Services Grant project, Bell & Goose has acquired all the assets necessary to take their business to the next level.  With help from their marketing consultant, The Social HQ, Bell & Goose now has a new website with e-commerce capabilities and active social media accounts.

They also have a content packet for posting engaging content on their social media accounts, along with unified packaging for all cheeses, with each having a cohesive logo and label. This includes necessary nutritional information and bar codes, allowing them to sell to larger stores and outlets. Additionally, they have printed marketing materials and professional photography to help tell the unique story of Bell & Goose Cheese Co.  

Anna Cantelmo of Bell & Goose with Erick Lafferty of Breezy Hill Creamery in a field with a cow.
Anna Cantelmo of Bell & Goose with Erick Lafferty of Breezy Hill Creamery

The work produced from this grant will allow for more wholesale and direct-to-consumer sales abilities and overall increased brand awareness.

“The materials and our revamped website have significantly improved our sales and relationships with wholesale distributors,” Cantelmo says.  “We’re excited about the possibility of shipping our products, which could be a whole new revenue stream.” What’s more, “the completion of this project has opened doors to new connections in the dairy industry. From chefs to buyers, these relationships are invaluable for future growth.”

Thanks to the grant and the new perspective gained about the value in seeking out opportunities, Bell & Goose applied for, and won a bronze medal, at the American Cheese Society for 2023 for their marinated feta cheese, further boosting their wholesale sales.  

Anna Cantelmo of Bell & Goose making cheese

Last but not least, as Anna was able to focus more on her marketing strategy, she saw the need to re-start the New Hampshire Cheese Guild both for herself as an NH cheese maker and with the philosophy that “a rising tide lifts all ships.” She is now the President of the Guild, and is helping to connect dairy farmers with cheesemakers to make it easier for them to find each other going forward. Keep an eye out for a NH Cheese Guild website launching soon!  

Photos courtesy of Bell & Goose Cheese Co.


Learn more about the Dairy Marketing & Branding Services Grant and check our funding calendar for the full list of grants and application windows.

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