Whitchurch cheese firm gets new identity

Belton Cheese, based on the A41 near Wrexham Road, Whitchurch, has announced the changes as part of an ambitious growth strategy – and will now be known as Belton Farm.

The new name and accompanying strapline of ‘Great British Cheesemakers’ will be complemented by a new, more contemporary, company logo and visual identity, which will be applied across all aspects of the business from signage to re-branded packaging, and an enhanced programme of marketing activity.

Justin Beckett, managing director, believes the new logo both represents the traditions of nearly 100 years of cheesemaking and will give the brand more "shelf presence".

"Cheese has been made here on the farm by the Beckett family for nearly 100 years and we are immensely proud to be carrying on this tradition," he said.

"The farm has become an iconic symbol of the fact that as cheesemakers we are grounded in both our heritage and our rural surroundings.

"At the same time, our new, more contemporary, visual identity will give us greater shelf presence and we believe will resonate strongly with our existing consumers and make us more relevant and attractive to a new generation of discerning cheese buyers.

"We believe our new 'Belton Farm – Great British Cheesemakers' name and identity will highlight the provenance, professionalism and passion for making great-tasting cheese that underpins everything we do."

The farm already exports much of his highly-valued cheese to the United States, Canada, South Africa, Australia and Europe.

Owned since 1922 by the Beckett family, cheese has been made at Belton Farm for nearly a century. Belton Farm is an independent family-run business which produces a comprehensive range of classic and contemporary British cheese.