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Mainland (cheese): Wikis

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Mainland Cheese
Type Private (subsidiary of Fonterra Co-operative Group)
Founded 1954
Founder(s) Peter McConnon
Area served Worldwide
Industry Dairy
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 known as the Mainland of New Zealand because it is the largest island).

Contents

Company history

The Mainland Products Limited company 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. The then Kiwi Co-operative Dairy Company acquired 83% of the business, with the balance being acquired by Fonterra in 2002 (by which time Kiwi had become part of Fonterra).

In 2005, Fonterra sold most of the business formerly part of Mainland to Rank Group Limited [2] but it retained all of 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 has established an iconic advertising campaign (see, for example http://www.youtube.com/watch?v=LfHptym_hXE, an ad from 1991).[3]

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".

References

  1. ^ "Norgate company buy-up of Wrightson's ends well short", The New Zealand Herald.
  2. ^ "Anchor brand to return to Fonterra product range", The New Zealand Herald.
  3. ^ "Mainland Cheese Cheesemakers on TV", The Inspiration Room Daily blog (26 October 2005).

External links

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