Makers of "World Famous" Anchovy-Flavoured Cheese Spread

The Cheddaquarium Company was established in Edmonton in 1970, and is world famous for its

fish-and-cheddar cheese spreads. Cheddaquarium's best selling product, Anchovy & Cheddar,

has won international awards at France's prestigious "

Fromage D'Or

" competition, and sells

millions of units worldwide each year.

The Camembert family is very proud of their cheese-based

company, and the CEO, Mr. Stilton Camembert, is the fourth generation of his family to run the

family business.

It is truly a family business as his wife, Brie, is the company's Chief Financial

Officer, their daughter Havarti (who has a PhD in Cheese Making - concentrating on the Northern

European approach to cheese making - from the Norwegian University of Life Sciences (NMBU)) is

the Chief Cheese Production Officer and their son Edam is the Head of Marketing.

Cheddaquarium's head office (CHEESE 1) has been located in South Edmonton since 1995, and

presently occupies a warehouse of approximately 50,000 sq. ft.

There are two other facilities,

CHEESE 2, also in South Edmonton and CHEESE 3, just outside Beaumont.

CHEESE 2 is the

primary cheese making facility for the cheese spreads, while the non-spreadable cheeses (about

20% of their total production) are made in CHEESE 3.

Due to the great increase in gourmet

cheese spreads over the past decade, Cheddaquarium anticipates a 15% growth in production

over the next 5 years.

Cheddaquarium has only been producing non-spreadable cheeses for

about 10 years, and has only increased the sales of these particular products by less than 5%

over the past decade.

At the present time, the company sells and processes about 10,000 gourmet cheese product

units daily.

In addition, we also know the following about Cheddaquarium:

80% of Cheddaquarium's retail customers were willing to purchase cheese products via

email or the web.

Right now, only wholesale purchases are available online.

30% of their customer inquiries did not result in a sale due to long waits for

information, especially online inquiries.

Kraft Inc. has expressed an interest in purchasing Cheddaquarium.

Currently,

Cheddaquarium is a wholly family-owned company.

The CHEESE 3 facility needs an upgrade to its primary cheese forming and pressing

equipment

http://www.tetrapak.com/products_and_services/processing_equipment/ch

eese_equipment/Pages/default.aspx

Consumers have requested more low-fat and fat-free cheese spreads, as

Cheddaquarium does not make these currently.

The last time Cheddaquarium won the Fromage D'Or was in 2015 for its Brie and

Salmon spread.

The Chief Cheese Production Officer wants to develop a new spread for

the

Fromage D'Or

competition in June 2022.

Currently, Cheddaquarium products are sold in the gourmet sections of some grocery

stores and in Sunterra Marketplace, the Italian Centre Shop, Planet Organic Market, and

Sobeys Urban Fresh.

CHEDDAQUARIUM practice case study

Give 2 each per SWOT analysis ..

Strength ( company - internal )

Weakness ( company - internal ) Opportunities ( external )

Threats ( external )