The Rise and Fall of Cheesegeek: A Cautionary Tale in Entrepreneurship
May 15, 2025, 11:32 pm
In the world of business, success often feels like a mirage. One moment, you’re basking in the glow of triumph; the next, you’re grappling with the harsh reality of failure. This is the story of Cheesegeek, an artisan cheese retailer that soared during the pandemic but ultimately crumbled under the weight of its own ambitions.
Founded in 2017 by Edward Hancock, Cheesegeek aimed to bring the best of British cheese to the masses. The concept was simple yet appealing: deliver high-quality cheese directly to consumers through subscriptions or one-off purchases. The initial funding came from Hancock himself, who believed in the potential of his venture. But like many startups, Cheesegeek's journey was fraught with challenges.
The pandemic was a double-edged sword. On one hand, it propelled Cheesegeek into the spotlight. Sales skyrocketed from £250,000 to £1.5 million as people sought comfort in gourmet food during lockdowns. The company expanded its operations, moving to larger premises and securing contracts with notable clients like Sainsbury’s. It seemed like a fairy tale ending was on the horizon.
However, the story took a dark turn post-COVID. As the world reopened, Cheesegeek faced a steep decline in sales. The initial surge was a fleeting moment, a bubble that burst. Revenue began to dwindle, and the company struggled to adapt. The optimism that once fueled its growth turned into a burden.
The company had invested heavily in technology and marketing, hoping to sustain its momentum. But the anticipated growth didn’t materialize. Instead, Cheesegeek found itself grappling with high operational costs that outpaced its revenue. The dream of profitability slipped further away with each passing month.
In a desperate bid to stay afloat, Cheesegeek underwent multiple rounds of redundancies. It streamlined its product range and outsourced customer service. Yet, these measures were akin to putting a Band-Aid on a gaping wound. The company was bleeding money, and the end was near.
The partnership with Sainsbury’s was expected to be a lifeline. However, the forecasts proved overly optimistic. Instead of driving profitability, the collaboration resulted in wastage and idle capacity. The company’s operational model was crumbling, and the directors faced a harsh reality: they were out of options.
By February 2025, Cheesegeek reached its breaking point. Conversations with potential fulfillment partners dragged on, and investors grew weary. The decision to enter administration was not taken lightly. It was a last resort, a painful acknowledgment of failure.
When the dust settled, Cheesegeek had amassed a staggering deficiency of nearly £600,000. Creditors, including Sainsbury’s and logistics giants like DHL and Deliveroo, were left in the lurch. The dream of a thriving cheese empire had turned into a cautionary tale.
In contrast, the story of Eliel Santos paints a different picture. Santos, a Brazilian entrepreneur, has redefined healthcare logistics with a vision rooted in empathy. His journey began at a young age, working with multinational companies. But it was the COVID-19 pandemic that ignited his passion for transforming logistics into a lifeline.
Santos understands that logistics is more than just moving goods. It’s about delivering hope, especially in healthcare. His innovative approach integrates real-time tracking, automation, and AI-powered forecasting. This model ensures that medicines and vaccines reach those in need swiftly and safely.
While Cheesegeek struggled to adapt, Santos embraced change. He launched his own company in the United States, focusing on humanized logistics. For him, it’s not just about efficiency; it’s about saving lives. His work embodies the spirit of innovation and empathy, proving that logistics can be a force for good.
The contrasting narratives of Cheesegeek and Santos highlight a crucial lesson in entrepreneurship: adaptability is key. Cheesegeek’s downfall stemmed from its inability to pivot in a changing landscape. In contrast, Santos’s success is rooted in his commitment to innovation and purpose.
As we reflect on these stories, it’s clear that the path of entrepreneurship is fraught with uncertainty. Success is never guaranteed, and failure can lurk around any corner. But with resilience, adaptability, and a clear vision, entrepreneurs can navigate the stormy seas of business.
In the end, Cheesegeek’s story serves as a reminder that even the most promising ventures can falter. It’s a call to action for entrepreneurs to remain vigilant, to embrace change, and to remember that in the world of business, hope and despair often walk hand in hand.
Founded in 2017 by Edward Hancock, Cheesegeek aimed to bring the best of British cheese to the masses. The concept was simple yet appealing: deliver high-quality cheese directly to consumers through subscriptions or one-off purchases. The initial funding came from Hancock himself, who believed in the potential of his venture. But like many startups, Cheesegeek's journey was fraught with challenges.
The pandemic was a double-edged sword. On one hand, it propelled Cheesegeek into the spotlight. Sales skyrocketed from £250,000 to £1.5 million as people sought comfort in gourmet food during lockdowns. The company expanded its operations, moving to larger premises and securing contracts with notable clients like Sainsbury’s. It seemed like a fairy tale ending was on the horizon.
However, the story took a dark turn post-COVID. As the world reopened, Cheesegeek faced a steep decline in sales. The initial surge was a fleeting moment, a bubble that burst. Revenue began to dwindle, and the company struggled to adapt. The optimism that once fueled its growth turned into a burden.
The company had invested heavily in technology and marketing, hoping to sustain its momentum. But the anticipated growth didn’t materialize. Instead, Cheesegeek found itself grappling with high operational costs that outpaced its revenue. The dream of profitability slipped further away with each passing month.
In a desperate bid to stay afloat, Cheesegeek underwent multiple rounds of redundancies. It streamlined its product range and outsourced customer service. Yet, these measures were akin to putting a Band-Aid on a gaping wound. The company was bleeding money, and the end was near.
The partnership with Sainsbury’s was expected to be a lifeline. However, the forecasts proved overly optimistic. Instead of driving profitability, the collaboration resulted in wastage and idle capacity. The company’s operational model was crumbling, and the directors faced a harsh reality: they were out of options.
By February 2025, Cheesegeek reached its breaking point. Conversations with potential fulfillment partners dragged on, and investors grew weary. The decision to enter administration was not taken lightly. It was a last resort, a painful acknowledgment of failure.
When the dust settled, Cheesegeek had amassed a staggering deficiency of nearly £600,000. Creditors, including Sainsbury’s and logistics giants like DHL and Deliveroo, were left in the lurch. The dream of a thriving cheese empire had turned into a cautionary tale.
In contrast, the story of Eliel Santos paints a different picture. Santos, a Brazilian entrepreneur, has redefined healthcare logistics with a vision rooted in empathy. His journey began at a young age, working with multinational companies. But it was the COVID-19 pandemic that ignited his passion for transforming logistics into a lifeline.
Santos understands that logistics is more than just moving goods. It’s about delivering hope, especially in healthcare. His innovative approach integrates real-time tracking, automation, and AI-powered forecasting. This model ensures that medicines and vaccines reach those in need swiftly and safely.
While Cheesegeek struggled to adapt, Santos embraced change. He launched his own company in the United States, focusing on humanized logistics. For him, it’s not just about efficiency; it’s about saving lives. His work embodies the spirit of innovation and empathy, proving that logistics can be a force for good.
The contrasting narratives of Cheesegeek and Santos highlight a crucial lesson in entrepreneurship: adaptability is key. Cheesegeek’s downfall stemmed from its inability to pivot in a changing landscape. In contrast, Santos’s success is rooted in his commitment to innovation and purpose.
As we reflect on these stories, it’s clear that the path of entrepreneurship is fraught with uncertainty. Success is never guaranteed, and failure can lurk around any corner. But with resilience, adaptability, and a clear vision, entrepreneurs can navigate the stormy seas of business.
In the end, Cheesegeek’s story serves as a reminder that even the most promising ventures can falter. It’s a call to action for entrepreneurs to remain vigilant, to embrace change, and to remember that in the world of business, hope and despair often walk hand in hand.