Mikes Fancy Cheese

Market

Target market

The target market would include:-

1. UK and Ireland cheese wholesalers. I anticipate that the majority of my cheese would be sold to UK cheese wholesalers. I would hope to use publications like the Guild of Fine Food's Fine Food Digest (which has already profiled this new venture) to spread word of my cheese to UK and Irish delis. Through these channels it would also be sold to the expanding US artisan cheese market in the near-future.

2. Young local ethical foodies. I believe there is currently a vibrant young-person food movement and by showing them the craft of cheesemaking and the quality cheese I produce, I would hope to build strong relationships and show many ways of utilising the cheese in recipes to build a long-term following.

3. Local restaurants. Northern Ireland has a selection of world class restaurants that pride themselves in their use of local produce and I hope to fill the gap of local cheese for these restaurants.

Characteristics of target market

I have previously worked for Leicestershire Handmade Cheese on Sparkenhoe Farm, and have built strong relations with Neal’s Yard Dairy, who have given strong indications of support for this venture. The cheese I plan to produce would be aimed at the needs of, for example, Neal’s Yard Diary, as my experience shows that demand for unpasteurised blue cheeses is currently outstripping supply.

Marketing strategy

Like other Irish cheese-makers, I plan to send my cheese to England and distribute it to wholesalers.

However, I would also expect strong sales in Northern Ireland, and plan to have a presence at Belfast’s St George's Market, which runs a weekly craft food market, featuring local producers selling the very finest Northern Irish foods. Not only would I expect this market stall to encourage direct sales, but it would also allow people to actually taste the cheese before they buy it.

I have a strong link with multi award-winning Belfast fine food store, the Arcadia Delicatessen. It stocks a large range of cheeses, and I soon hope to have my own products on offer there. I also plan to run a number of “meet the cheesemaker” events through them.

I have also begun to cultivate a strong media presence, both traditional and online. I have been featured on the BBC, in food blogs, and have begun to develop a social media following which I expect will be a powerful tool in developing my brand.

Competition strategy

One of the main competitors in the market for unpasteurised blue cheese is Stichelton, which I believe to be at full production capacity. Another similar high-end Stilton producer is Colston Bassett.

My experience of this market leads me to think that there is an enormous demand for artisanal, hand-crafted products such as mine, and I believe that the rarity of such cheese has sparked major interest. I have spent the past two years training and making cheese to ensure the quality and safety of my product. I believe that many new blue cheese makers produce a product which lacks the taste of my proposed three month ripened raw milk cheese.

Although I would expect to be the sole producer of raw milk blue cheese in Northern Ireland, I plan to use this position to not only attract a major market share, but also to mentor and otherwise help up-and-coming cheesemakers.

By making it day in, day out, I will ensure a product of the highest quality. Whilst most cheesemakers have to hire other people to make the cheese for them as the business grows, I feel I have found the most efficient size to ensure output of the highest quality with the lowest possible overheads.