Meet the New Mitica®!
A New Look
2018 has been a big year for Forever Cheese. As you may know, we are celebrating our 20th anniversary. In honor of this milestone, we are proud to unveil our rebranding for Mitica®, which we have been busy working on this year. Our new logo brings us into the future, with a fun, modern aesthetic that’s sophisticated yet unconventional – just like us. As a part of the rebrand, we have also refined our message, setting us on the path for the future.
Our old “Maximum Edendi” world logo and “Masters of the Mediterranean” tagline served us well for many years. However, it was time to revamp our look to move forward and better reflect our identity. We chose the new tagline “A Passion for Great Taste” because our company grew out of a passion for discovering the best tasting products, and that passion is behind everything we do. We look forward to enhancing our retail presence with updated packaging that we’ve been working on throughout the year. Soon we will debut new packaging for our nuts and chocolate-covered fruits, featuring our new logo, colors, and messaging. Additionally, you will see our new logo start to appear on cheese labels as we gradually phase it in. We are very excited to present this revamp that will represent us for years to come!
All About Mitica®
Forever Cheese and Mitica® are not one and the same, though they are closely related. Forever Cheese is our company name and Mitica® is our brand. Over the years, we have chosen specific cheeses and dry goods to represent Mitica® but we do carry other brands that aren’t our own to add some variety.
Once our company was established in 1998 and Michele and Pierluigi chose the name Forever Cheese, we soon started moving beyond just cheese and expanding into the whole specialty food department. In order to unify these products with our cheese under one brand, we launched the Mitica® brand in 2003. Mitica is a Latin word meaning “mythic” that’s also used in Italian, Spanish, and Portuguese. We think it’s a good description of the foods we source, since we’re always looking for exceptional products that enthrall our customers. Not everything we carry is Mitica® brand, yet we thought it important to have brand recognition.
As an importer, we are naturally more behind the scenes, but Mitica® helps to represent Forever Cheese in the marketplace, and puts a name to the selection and quality for which we are known. We simplified the Mitica® logo and added an element of fun and polish to our Mediterranean feel. As a brand, fun is at the core of everything we do, and we never pass up the opportunity to bring enjoyment to ourselves and our customers.
Forever Cheese in 5 Words
Throughout this process, we’ve been able ňto clarify what is most important to us as a company. What we are about has not changed; our core values remain the same as the day Michele and Pierluigi created Forever Cheese. Our company is driven by our stellar cheeses and specialty foods that are carefully curated by Michele and Pierluigi, who are experts with many years of experience. Believe us, our standards are exceptionally high! If it’s not incredible, we don’t bother. We take our role as pioneers in the importing world very seriously. Let us reintroduce you to Forever Cheese, and all the qualities that make us unique:
Passionate
Forever Cheese is a labor of love – it was born from a passion for discovering new and delicious cheeses and treats from all over the world, and bringing them to our customers. This passion drives everything we do, and is the reason why we’re trusted as an authority. We are always on the lookout for new foods to share and we never settle for good enough.
Well-Traveled
We curate our favorite cheeses and snacks from the Mediterranean, and bring them to a new audience, so it’s essential that our customers trust in our taste. It’s not enough to just have a passion for discovery – our expertise is key. In the 20 years we’ve been doing this, we’ve become the best, so people know that our products are anything but ordinary, and that we continue to scour the Mediterranean for the most enticing treats we can find.
Storytelling
Every product we sell has a story, and it’s our job to tell it. Telling stories makes an event out of eating – it adds significance and context to each dish, and makes each product more unique and special. We highlight our producers and value our relationships with them, so it’s important we communicate what makes their products remarkable and different.
Authentic
Our products are the same products that are sold in their native countries – they are authentically authentic. They are the real thing, not inspired by, or re-creating a facsimile of something we tried in our travels. They are a little taste of somewhere else, presented just as it would be in its native land.
Fun
We can never lose sight of the fact that the products we sell are meant to bring joy and fun to those who eat them. We should never take ourselves so seriously that we forget that eating is fun, and that trying new delicacies from around the world is an adventure.
Thanks for sticking with us these past 20 years and believing in who we are and what we do. We’re very excited to move forward with a new, refreshed, Mitica® brand! Keep an eye out for our new packaging in early 2019.
