Sunday, October 23, 2011

cheese

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Charlie’s Cheese


“It is just over 550 gram, do you mind?” Each time Charley knew to sell at least 10% extra when a client asked for only 500 gram. But as he was very friendly, his clients were satisfied and Charlie’s business has grown over the years.


The first Charlie’s Cheese special store was established in 160 in Edam. From then each year Charley opened a new cheese specialty store with the name Charlie’s Cheese. By the end of the eighties, Charlie’s Cheese consisted of 4 stores and 15 vans to deliver cheese, butter and eggs at client’s homes.


The decreased growth during the eighties also had some consequences for Charlie’s Cheese. Each month turnover was less and profit margins deteriorated. The fixed cost of the 4 stores was too high and the first loss was reported. The bank advised Charley to reduce the number of stores by closing down the less profitable ones.


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But during the mid-nineties Charlie’s Cheese was faced with increased competition from supermarkets and week markets that extended their product lines with all kinds of cheese. Again Charley is faced with reduced turnover and downward pressure on margins.


Besides Charley the management team consists of Petra who is responsible for finance, Willem responsible for sales, Henk who is responsible for procurement and Gerda takes care of communication.


Branded cheese is bought direct at diary producers. Some fresh “Farmercheese” is bought at some local cheese-producing farmers for € ,75 per kilo (excl. VAT). This type of cheese takes care of about 60% of the volume of Charlie’s Cheese. The other 40% is realized by branded cheese





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