Galbani was founded in Italy in 1882. Started as a small family business, the cheese company expanded to international markets early on. In 1956, Galbani launched its mozzarella, which became one of the brand’s most significant products. In 2006, Galbani joined Lactalis, the world’s leading dairy cheese maker.
Services
Food manufacturer’s representative for state-by-state authorization and brand promotion in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC™).
WIC provides federal grants to states for supplemental foods, health care referrals, and nutrition education for over 6 million low-income pregnant and postpartum women, and to infants and children up to age five. Every year, about half of the nearly four million babies born in the U.S. participate in the WIC program. While a federal program managed by the USDA, product acceptance is determined at the state level.
Through advocacy and generating awareness among WIC directors and nutritionists across all 50 states, Washington DC and Puerto Rico, Blaze gets a client’s products authorized into the WIC program, increases the variety and number of client products available to WIC participants, and promotes the brand to increase sales.
Project
Blaze was contracted to gain WIC authorizations and increase facings in retail stores to drive new WIC sales of Galbani’s block mozzarella. Blaze maintains regular communications with state and national WIC representatives, attends and exhibits at state and national WIC conferences, and submits applications for WIC authorizations while raising awareness of and promoting Galbani.
Impact
Blaze began representing Galbani in 2021. While Galbani had WIC authorization for some product lines in some states, the brand was underrepresented and undersold. Blaze is helping Galbani optimize their WIC opportunity, increase Galbani’s share of the WIC market, and realize significant new sales revenue.
