Mark Rodgers of Cheese on Towcest in Northamptonshire, who was laid off during the Covid-19 pandemic, took the plunge and decided to start his own online cheese retailer business.
What’s the story behind your business?
I’ve always been obsessed with cheese and I’ve always wanted to be a cheese merchant – I love cheese and everything about it! A few years ago I started making cheese for friends and family, experimenting with different types and processes. By studying different types of cheese and how they were made, I developed a deeper understanding of artisanal cheeses and the stories behind them, including the amazing people who make them.
It was during the first lockdown in 2020 and while on vacation that gave me the boost I needed to realize a lifelong dream of becoming a cheese merchant. I became aware of how the pandemic was affecting the cheese industry and told of farmers who had to throw away milk and spoil cheese in other dairies. I knew I had to do something, so I started Cheese on Towcest ‘with the idea of bringing artisanal cheeses from across the UK to my region in South Northamptonshire.
What products and services do you offer?
The main product and where it all started is the monthly cheese selection box. I do research and choose four different cheeses from the UK and Ireland each month, as well as locally made chutney and crackers. I started delivering the boxes of tasting notes to people a certain distance from Towcester. As demand grew and the news broke, we offered a national delivery service.
I also offer bespoke cheese packages for birthdays, weddings and other events as well as a booth in several markets in the area.
Did you have concerns about starting a business during Covid-19?
Because there was so much uncertainty about anything during the pandemic, it didn’t feel like I was taking too much of a risk. It was all about testing the water and having a little fun with it first – seeing people’s faces when I hand them a box of delicious cheese was worth it!
How did you make your company known?
So far it has been carried out mainly through word of mouth in the region. It’s the name that seems to catch on with people at first glance, it makes them laugh! There is also a lot to be said about the local business community; I’ve made so many friends with people who are just as passionate about what they do. Social media was also a great way to get the word out.
What support did you have in founding the company?
Financially, when we started small, it was a minimal investment – it was more about the time it took to research and taste all of the cheese (someone had to do it!). It was a great help to take a vacation from my job and take some pressure off. I’ve received a lot of support from friends and family, many of whom have played their roles, whether it be taste testers, creating labels, or taking photos.
What is the market like for your company?
What I do is niche in the market because many of the other cheese sellers in the area are producers too and I buy from them to sell in the markets and in the monthly boxes. We’re helping each other. In terms of online cheese retailers, it’s quite a populous market. What makes me unique, however, is the personal touch when it comes to hand delivery in the region, and I also strive to put the smaller, independent cheesemakers at the center of attention.
What’s the most important decision you’ve made so far?
To invest in a new bespoke website that does everything I need to include potential subscription services and delivery options. It’s very exciting to see how it is developed and I know it will make a huge difference to the customer experience.
What would make running your business a lot easier?
Having someone handle the entire admin / accounting side of things! That would then give me more time with the cheese and the customers.
The best and the worst about running a business?
Best of all – I see the joy (and surprise) on people’s faces when I show up in time for breakfast with a box of cheese. There was a woman who ordered cheese for her daughter’s birthday, and the morning I delivered it her daughter had just given birth. To be part of these special moments is a privilege.
Worst of all – it’s 24/7; I am constantly thinking about ideas and what to do next. Turning off the device can be difficult, especially if I dream of cheese too!
Do you have regrets or something that you wished you had done differently?
No regrets at all, I firmly believe in anything that happens for a reason and in fact I was fortunate enough to seize the opportunity to do something I love in such a difficult time.
What are you hoping for the deal?
I hope it continues to grow and we can introduce even more cheesemakers and the hard work that goes into what they do. I would love to see the industry continue to recover and there are so many opportunities to grow Cheese on Towcest and further diversify the products and services, maybe with more events and bespoke packages. There is so much wiggle room with cheese.
What do you want to know before you start?
I wish I had known how much fun and adventure it was going to be because I did it sooner!
What are your three golden rules for success?
- Honesty is the best policy.
- Don’t make a decision until you’ve thought about everything.
- Research; know your market and your products (I mean who doesn’t want to try cheese?)