Industry Dairy Area served Worldwide Founder Peter McConnon | Headquarters New Zealand Products Cheddar cheese Founded 1954 | |
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Type Private (subsidiary of Fonterra Co-operative Group) Parent Fonterra Co-operative Group Profiles | ||
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).
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Company history
Mainland Products Ltd was founded in 1954 by Peter McConnon. 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.
In 2005, Fonterra sold most of the business that was formerly part of Mainland to Graeme Hart's Rank Group Ltd 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
Mainland's advertising in Australia has been largely focused on playing on the New Zealand accent. For example, "your frind in the frudge" (your friend in the fridge), and confusing the sound of "cheese day" with "Tuesday".