Mainland (cheese)

Mainland Cheese

Type	Private (subsidiary of Fonterra Co-operative Group)
Industry	Dairy
Founded	1954
Founder(s)	Peter McConnon
Area served	Worldwide
Products	Cheddar cheese
Parent	Fonterra Co-operative Group
Website	www.mainlandcheese.com

Mainland Cheese is a brand of cheese now owned by Fonterra Co-operative Group that is sold throughout Australasia and parts of the Americas. It began as a family business in the South Island of New Zealand (which is jocularly known as the "mainland" of New Zealand because it is larger than the North Island).

Company history

Mainland Products Ltd was founded in 1954 by Peter McConnon.^[1] It grew rapidly, encompassing fresh and processed milk, cheese (with which the company's name is most associated today) as well as ice cream (Tip Top), processed meats (Kiwi Huttons) and other consumer foods. Kiwi Co-operative Dairies led by CEO Craig Norgate acquired 83% of the business in the 1990s. The balance was acquired by Fonterra (formed by a 2001 merger which included Kiwi Co-op), also led by Norgate, in 2002.^[2]

Speculation surrounded the reported NZ$600 million total sale price tag paid by Kiwi Co-op and Fonterra to the McConnon family for Mainland Products.^[2] Speculation was further fueled when Norgate surfaced as the business partner of the McConnon family in the Rural Portfolio Investment (RPI) company immediately following the end of his tenure as CEO at Fonterra.^[2] Rumours surrounded the fact that Norgate injected no capital into RPI and associated RPS companies, and the initial capital was fully funded by the McConnon family's investment arm Aorangi Laboratories. Included in the agreement between Norgate and the McConnons was a NZ$500,000 per annum management fee, plus expenses, for five years,^[2] and a golden parachute clause worth several million dollars should the venture fail and Norgate be forced offshore.

In 2005, Fonterra sold most of the business that was formerly part of Mainland to Graeme Hart's Rank Group Ltd^[3] but it retained all the cheese assets. Mainland cheese now comes under Fonterra Brands. The balance of the former Mainland company is now part of Goodman Fielder.

Advertising

Mainland established an iconic advertising campaign (see, for example http://www.youtube.com/watch?v=LfHptym_hXE, an ad from 1991).^[4] Mainland's advertising in New Zealand has been largely focused on the theme of waiting/patience, mirroring the aging process of cheese.

Mainland's advertising in Australia has been largely focused on playing on the New Zealand accent. For example "your frind in the frudge", and confusing the sound of "cheese day" with "Tuesday".

See also

• Edam (cheese)

References

1. ^ "Norgate company buy-up of Wrightson's ends well short". The New Zealand Herald. 25 September 2003. http://www.nzherald.co.nz/topic/story.cfm?c_id=316&objectid=3525318. Retrieved 13 February 2011. 
2. ^ ^{a b c d} Gaynor, Brian (8 May 2010). "Collapse of partnership a loss for all". The New Zealand Herald. http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10643428. Retrieved 13 February 2011. 
3. ^ "Anchor brand to return to Fonterra product range". The New Zealand Herald. 8 August 2005. http://www.nzherald.co.nz/section/3/story.cfm?c_id=3&objectid=10339704. Retrieved 13 February 2011. 
4. ^ "Mainland Cheese Cheesemakers on TV", The Inspiration Room Daily blog (26 October 2005).

External links

• Mainland Cheddar Cheese U.S.
• Mainland at Fonterra