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Cheese Connoisseur Announces Book Signing Tour in St. Louis


For more information, contact:
Stephanie Flynn
Black Twig Communications
314-255-2340 x 103

FOR IMMEDIATE RELEASE:

Cheese Connoisseur Announces Book Signing Tour in St. Louis
Author Max McCalman will be making appearances at five Schnucks locations

NEW YORK (July 20, 2011) – Artisanal Brands, Inc. (OTCQB:AHFP) today announced that Max McCalman, Dean of Curriculum and Maître Fromager at Artisanal Premium Cheese Center, will hold a book signing in St. Louis, Missouri on July 29 and 30 to promote his third book, Mastering Cheese: Lessons for Connoisseurship from a Maître Fromager. McCalman will appear at the following St. Louis locations:

Friday, July 29, 2011:

11 a.m. to 12:30 p.m. at Schnucks Arsenal, 5505 Arsenal Road
1:30 p.m. to 3 p.m. at Schnucks Richmond Center, 6600 Clayton Road
4 p.m. to 5:30 p.m. at Schnucks Ladue, 8867 Ladue Road

Saturday, July 30, 2011:

11 a.m. to 12:30 p.m. at Schnucks Lindbergh, 10275 Clayton Road
1:30 p.m. to 3 p.m. at Schnucks Des Peres, 12332 Manchester Road

“Max is one of the cheese world’s most respected authorities on artisan cheeses and he has been a highly visible advocate for artisan cheesemakers around the world,” said Daniel W. Dowe, president and CEO of Artisanal. “Mastering Cheese is the first of Max’s books to include extensive information on the artisan cheese revolution in the United States. We are all very appreciative of the work Max has done for our company and the entire industry.”

McCalman is America’s first restaurant-based Maître Fromager, and Garde et Jure as designated by France’s Guilde des Fromagers. He joined New York City-based restaurant Picholine in 1994 where he created the restaurant’s fabled cheese program with Chef-Proprietor Terrance Brennan. McCalman later established the critically acclaimed cheese programs at Artisanal Brasserie & Fromagerie restaurant, followed by the Artisanal Cheese Center, both in New York City.

In Mastering Cheese, McCalman condenses his vast knowledge into a single, one-of-a-kind volume that is the ultimate master’s class on cheese. The book presents in-depth information on everything from production methods and the laws that govern cheese naming, to choosing what cheese to buy at the grocery store and what wines or beers to pair with it. Organized into twenty-two distinct lessons, each lesson focuses on eight to 15 cheeses and ends with how-to information on creating a tasting plate from the knowledge garnered, bringing the experience to delectable life.

Mastering Cheese won “Best in the World Book on Cheese” for 2011 from the esteemed Gourmand International World Cook Book Awards, and was a finalist in the International Association of Culinary Professionals (IACP) Food & Beverage Reference/Technical category for 2011.

Artisanal Premium Cheese recently launched its products in St. Louis area Schnuck Markets along with its four-color cheese selection and wine and beer pairing system called the CheeseClock by Artisanal™. The CheeseClock by Artisanal™ gives consumers the guidance they need to confidently purchase cheeses and pair them with wines and beers in the very same fashion as a professional chef would present them in fine dining from mild to strong. Cheeses available include: (mild) Laurier, Rocky Sage, Brillat Savarin, Geit-in-Stad; (medium) Camembert, Pecorino Sardo, Tarraluna, Stella Royale; (bold) Uplands Pleasant Ridge, Artisanal 2-year Cheddar, Tomme Fermiere D’Alsace; (strong) Gouda Aged 4-years, North Country Blue, La Peral, Artisanal Roquefort.

About Artisanal Premium Cheese
Artisanal Brands, Inc. markets and distributes a line of specialty, artisanal and farmstead cheese products, as well as other related specialty food products under its own brand to food wholesalers and retailers, as well as directly to consumers through its catalogue and Web site, artisanalcheese.com. The company is based in New York, New York. For more information about Artisanal, visit www.artisanalcheese.com.

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