The UK cheese sector is one of the most promotion-driven categories in the country, not least with consumer confidence low and retail volumes under pressure. This week, just-food travelled to the Nantwich Show, a key event in the industry's calendar, and met Richard Hollingdale, commercial director of the UK's largest dairy co-operative, First Milk. In this month's just-food interview, Hollingdale discusses the tough trading conditions at home and the company's ambitions overseas.