Cheese Geek began in 2017, founded by Edward Hancock and Richard Simpson, with a clear mission. They aimed to make discovering and enjoying artisan cheese easy and enjoyable for everyone.
The company introduced a subscription service that used innovative technology to personalize recommendations while staying true to its commitment to ethical sourcing.
With their unique approach, Cheese Geek made it simple for customers to explore the rich world of British artisan cheeses.
In January 2022, Edward and Richard took their business to Season 19, Episode 1 of Dragons’ Den. They sought £150,000 in exchange for 3% equity. Their pitch stood out because of its creative blend of tradition and technology.
Steven Bartlett, impressed by their vision and potential, offered them the full amount for 5% equity. The deal also included a condition to reduce his stake to 7.5% if the investment was repaid within 24 months.
Since their appearance on Dragons’ Den, Cheese Geek has gone from strength to strength.
They partnered with Sainsbury’s in 2024, making their artisan cheeses available in nearly 90 stores across the UK.
In addition, they raised £420K through Crowdcube to grow their tech-driven services and enhance their fulfillment operations.
With media coverage and growing retail success, Cheese Geek has cemented its place as a leader in the artisan cheese industry.
Every Dragons’ Den product offers lessons for entrepreneurs, and Cheese Geek is no exception. Their journey provides valuable insights into innovation, adaptability, and building strong business foundations.
Are you ready to uncover the secrets to their success? Let’s explore five simple lessons every entrepreneur can learn from Cheese Geek.
Top 5 Business Lessons from Cheese Geek’s Dragons’ Den Journey
1. Passion Creates Authentic Connections
Edward Hancock’s genuine love for cheese laid the foundation of Cheese Geek. His mission to make cheese “less intimidating and more fun” shaped the brand’s identity.
This deep-rooted passion helped it stand out. It not only connected with customers but also captured the interest of Dragons’ Den investors
“Cheese is more than food; it’s a scrapbook of the most emotive memories throughout my life,” Edward Hancock said, highlighting his emotional connection to the product.
Solution:
Edward infused his passion into every aspect of the business, from sourcing to branding. This authenticity resonated with customers and created a sense of trust. It also excited investors who saw the founder’s dedication to the success of the brand.
What fuels your passion? Use your personal connection to your product or service to inspire trust and make your brand relatable to your audience.
Takeaway:
Passion is a powerful tool in business. Like Edward Hancock, use your love for what you do to create an authentic brand. Build meaningful connections with both customers and investors.
2. Use Technology to Elevate Your Offerings
Cheese Geek revolutionized the traditional cheese subscription model with its innovative “CASSIE” system. This technology analyzed customer preferences to offer personalized cheese recommendations. It made every subscription unique and tailored to the individual.
“It’s Vivino for cheese,” the founders explained, comparing their system to the popular wine app to emphasize its innovative potential.
Solution:
By blending traditional craftsmanship with advanced technology, Cheese Geek stood out in a competitive market. Their use of data-driven personalization not only enhanced customer satisfaction but also impressed investors like Steven Bartlett. He viewed this innovation as a major growth driver for the business.
How can technology make your business unique? Consider integrating data and digital tools to provide personalized experiences. These tools can help you differentiate yourself from competitors.
Takeaway:
Technology can transform even the most traditional industries. Cheese Geek’s innovation shows how embracing digital tools can elevate your offerings. It also highlights how these tools can attract both customers and investors.
3. Be Ready to Adapt to Change
When the pandemic disrupted the hospitality sector, Cheese Geek quickly adapted. They sourced surplus cheese from artisanal producers and turned a potential crisis into a growth opportunity. This approach allowed the company to expand operations and strengthen its supply chain.
“Scaling so fast brings challenges,” Edward Hancock admitted, reflecting on the rapid growth they achieved despite difficult circumstances.
Solution:
Cheese Geek leveraged the sudden availability of excess cheese. They partnered with small producers to meet growing demand. This adaptability not only supported struggling suppliers but also helped the business grow its team from 3 to 15 employees in 18 months.
Is your business flexible enough to adapt to market changes? Build resilience into your operations so you can seize unexpected opportunities. This flexibility will also help you navigate challenges effectively.
Takeaway:
Adaptability is key to surviving and thriving in uncertain times. Cheese Geek’s ability to pivot highlights the importance of being prepared. Adjust your strategy when market conditions change to maintain stability and growth.
4. Strategic Partnerships Fuel Growth
Cheese Geek’s partnership with Sainsbury’s marked a significant milestone. This collaboration brought their products to nearly 90 stores in 2024. It introduced their artisanal cheeses to a wider audience, significantly boosting brand visibility and revenue.
“Our ambition is to become an omnichannel, tech-driven cheese innovation specialist,” Edward Hancock explained, outlining their vision for the future
Solution:
By teaming up with Sainsbury’s, Cheese Geek accessed a new customer base and strengthened its presence in the retail market. This strategic partnership provided a platform for scaling operations. It also maintained the brand’s focus on quality and innovation.
Who can help take your business to the next level? Look for strategic partnerships that align with your goals. These partnerships can help you reach a broader audience and grow faster.
Takeaway:
Collaborating with established players can accelerate growth and expand your market reach. Cheese Geek’s success with Sainsbury’s shows how partnerships can open doors to new opportunities. It also demonstrates how partnerships solidify your position in the industry.
5. Anticipate and Manage Risks
During their Dragons’ Den pitch, Cheese Geek acknowledged potential challenges in scaling their supply chain. They recognized that artisanal suppliers might struggle to meet rising demand as the business grows. This awareness demonstrated their foresight and preparedness.
“There’s a big difference between that supply chain supporting a £1.5 million turnover business and a £25 million turnover business,” co-founder Richard Simpson noted, emphasizing the importance of addressing operational bottlenecks.
Solution:
Cheese Geek proactively planned for potential supply chain issues. Their honest evaluation of risks impressed investors. This forward-thinking approach positioned them as a business ready to manage growth sustainably.
Are you planning for the future? Identify potential risks in your business. Develop strategies to address these risks before they become major problems.
Takeaway:
Foresight is critical for long-term success. Like Cheese Geek, take the time to anticipate challenges. Create actionable solutions to ensure your business can grow sustainably and remain resilient.
By following these lessons, entrepreneurs can take inspiration from Cheese Geek’s journey. Combine passion, innovation, adaptability, collaboration, and preparedness to build a resilient and thriving business.