Vive le Cheese update

Helping to promote "living life on the wedge" in the UK, the campaign for 2010 – 2011 appeals to a younger age group (18-35). In addition to maintaining a profile on social media and digital platforms such as Facebook, Twitter and the Vive le Cheese blog, Vive le Cheese will also be putting on three main events over the next 12 months of the campaign. Vive le Cheese has also teamed up with the Craft Guild of Chefs to find the best innovative, yet simple recipe that includes French cows' cheese as an integral ingredient of the dish. The competition is now in its final judging stage, but was open to professional chefs nationwide, and gave them the opportunity to develop a recipe using the French cheese allocated to their region. Recipes are being judged by industry experts who are looking for a unique, yet simple dish that demonstrates the concept of "living life on the wedge". Prizes to be won include VIP access to "Le Concours Général Agricole" in Paris 2011, the opportunity to demonstrate their dish at "The Skillery at IFE", as well as nationwide promotion of the winning recipe. And if this is not enough, Vive le Cheese will be presenting at the Spring 2011"Affordable Art Fair" - recently voted "one of the UK's coolest brands in 2010" - offering its 22,500 visitors the chance to sample and learn about a wide variety of French cheeses over the five days of the event, including private viewing hours. Cheese expert and "Roving Fromagière" Phoebe Weller will be guiding stand visitors through the world of French cheese, from cheese making techniques to cheese storage, serving and cooking tips.