This monthly subscription business model saved Australia’s artisan cheesemakers (and it can save other industries) | #537

This monthly subscription business model saved Australia’s artisan cheesemakers (and it can save other industries) | #537

Do you remember that scene in Monty Python’s Life of Brian, where one of the characters yells out “Blessed are the cheesemakers”?! Well, he may have just been referring to today’s guests, who have taken it on themselves to single-handedly save the artisan cheese-making market in Australia. It’s a cheesy episode 537 of The (12 year-old, award-winning) Small Business Big Marketing podcast.


A Little More About Cheese Therapy Founders Sam Penny & Helen Shadforth …

Like many regional businesses, Australian cheese-makers have been doing it tough. For years.

Between economic turmoil, bushfires, drought and now this bloody pandemic, many have had to shut up shop … for good. 

For those that haven’t, they’ve sought cheese therapy.

Not the kind of therapy where you lie on a couch and a shrink waves a block of cheddar in front of you.

Cheese Therapy is the brainchild of Sam Penny and Helen Shadforth, and is basically a cheese club that offers a monthly subscription delivering really yummy Australian cheeses to your door… so you can get really, really fat without leaving home! Not true!

The truth is, Cheese Therapy has been a huge hit for cheese makers, enabling many of them to get off Government support and focus on what they do best. In fact, it’s not unusual for them to see a spike in monthly sales of over 3,000% year-on-year.

It’ll become very clear to you that Sam and Helen are great marketers, revealing one idea that got them a 30X ROI from one simple marketing trick.

I started off by getting the big question out of the way first … “What’s their favourite cheese?!”


Timbo’s Top 3 Attention Grabbers

  1. I love Sam’s idea of looking for uncluttered communication channels like the letterbox and texting. What did he get? A 30X ROI from texting when they wanted to clear 2-tonnes of cheese!
  2. Create content! There’s not a business out there that shouldn’t have this as a part of their marketing strategy. If you want to know how to do it, read The Boomerang Effect!
  3. Live stream. Get onto it!

sam and helen cheese therapy


Last Week’s Episode of The Small Business Big Marketing Podcast

Episode 536 – Bellroy founder Andy Fallshaw attributes just one word to his brand’s success.


Thanks for tuning in. May your marketing be the best marketing.



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