Why the ICDA Awards Are More Than Just Medals
Why the ICDA Awards Are More Than Just Medals — They’re a Gateway to Growth
In a year where trade shows are plentiful but often broad in focus, the International Cheese & Dairy EXPO stands out as the UK’s only event dedicated entirely to the cheese and dairy industry in 2025.
Taking place agin in Stafford on 25–26 June, it promises not just celebration, but real strategic value - bringing together producers, retailers, technologists, buyers, and brand leaders to focus squarely on the challenges and opportunities facing this vital sector.
At the heart of the EXPO are the International Cheese & Dairy Awards (ICDA) - a benchmark of excellence that has recognised the best in cheesemaking for over 125 years. But in today’s market, they’ve evolved into much more than a judging table. Paired with the EXPO’s expanded programme - covering sustainability, processing innovation and consumer education - they now form a comprehensive platform to connect quality, capability and commercial opportunity across the entire dairy industry.
A True Sector-Wide Moment
Running alongside the ICDA Awards, the EXPO has been designed to showcase the very best in dairy process and production. From packaging innovations to automation, from lab testing to net-zero initiatives, the exhibition offers a detailed look at the tools and technologies helping producers stay competitive.
This year’s event again hosts the Society of Dairy Technology (SDT) Annual Conference and Dinner, taking place the day before at the same venue. Together, these events provide an unrivalled opportunity to bring together the full spectrum of dairy stakeholders - from cheesemakers and independent processors to large-scale manufacturers and multinational retailers. It’s the only week in 2025 where the industry can gather, align, and move forward—together.
Awards with Weight
An ICDA award has always been a symbol of quality. But it’s also increasingly recognised by retailers of all size as a practical decision-making tool - particularly when it comes to range reviews, NPD listings, and encouraging shopper trade-up in premium and specialist segments.
Buyers attending the EXPO often refer to the Awards as a kind of filter - helping them cut through the noise and identify which products are truly standing out in the market. And for producers - especially those working with international, regional or underrepresented styles - winning at the ICDA opens up vital visibility and credibility. It provides a story, a headline, and a stamp of authority that can be carried right through to shelf.
Education That Drives Growth
A standout addition this year is the EXPO’s focused educational programme. Across both days, sessions will explore the practical challenges of selling more, and better, dairy - from demystifying flavour profiles to training retail staff, and from promoting territorial cheeses to building consumer confidence at the counter.
These sessions are deliberately hands-on. They’re about helping the sector translate quality into connection - so that cheeses like Harrogate Blue, Red Leicester or Stilton don’t just win awards, but win shelf space and shopper loyalty too.
Research from AHDB shows that over 40% of shoppers would be more likely to try new cheeses if they understood more about taste, usage and origin. The education on offer at the EXPO speaks directly to this need - bridging the knowledge gap with ideas that retailers and brands can take away and act on immediately.
Retail Collaboration and Regional Value
With inflation still affecting consumer behaviour and grocery ranges under constant scrutiny, the Awards offer retailers something increasingly rare: reassurance. Whether through co-branded displays, targeted promotional activity, or simply highlighting ICDA wins in store, there are clear commercial advantages to integrating the Awards into the retail journey.
At the same time, the ICDA continues to champion both International and British cheeses. These products - distinctive, from small-batch artisan to large scale production - offer huge potential to reframe the premium tier.
By aligning Awards recognition with education and retail storytelling, the EXPO offers a tangible route to bring these cheeses into the spotlight. We know from recent research that consumers associate award winning cheese with higher quality. An audience thats ready to engage - if the sector gives them the tools to do so.
A Defining Moment for British Dairy
The International Cheese & Dairy EXPO is more than a date on the calendar. It’s the only dedicated event for the dairy industry in the UK this year, combining celebration with action, and knowledge with opportunity.
Whether you’re a retailer sourcing new lines, a producer seeking recognition, a technical lead looking to improve efficiency, or a marketer aiming to tell your product’s story more effectively - Stafford in June brings everything together in one place.
From awards to insight, from factory floor to the deli counter - this is the one week in 2025 that no part of the dairy sector can afford to miss.
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