 | |
| Product type | Cheddar cheese |
|---|---|
| Owner | Fonterra Co-operative Group |
| Country | New Zealand |
| Introduced | 1954 |
| Markets | Worldwide |
| Website | www |
Mainland Cheese is a brand ofcheese owned byFonterra Co-operative Group that is sold throughoutAustralasia and parts of the Americas. It began as a family business in theSouth Island ofNew Zealand (which is jocularly known as the "mainland" of New Zealand because it is larger than theNorth Island).
Mainland Products Ltd was founded in 1954 by Peter McConnon.[1] It grew rapidly, encompassing fresh and processedmilk, cheese (with which the company's name is most associated today) as well asice cream (Tip Top), processed meats (Kiwi Huttons) and other consumer foods. Kiwi Co-operative Dairies led by CEOCraig Norgate acquired 83% of the business in the 1990s.[1] The balance was acquired byFonterra (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 toGraeme Hart's Rank Group Ltd,[2] but it retained all the cheese assets. Mainland cheese now comes under Fonterra Brands. The balance of the former Mainland company is now part ofGoodman Fielder. Mainland remained a family owned and operated business, with Peter's sons Baird and Alan along with grandson Simon McConnon, until its sale to Fonterra.
On 11 November 2024, Fonterra confirmed that it would be selling several of its consumer brands including Mainland.[3] On 22 August 2025, Fonterra confirmed it would sell its Mainland brand along with several other consumer brands and international operations to French dairy companyLactalis for NZ$3.845 billion.[4]
Mainland established an iconic advertising campaign, winning awards for its television advertisements.[5][6][7] Mainland's advertising in New Zealand has been largely focused on the theme of waiting or patience, mirroring theaging process of cheese, and using the phrase 'good things take time' on its logo.[8] The 1993 'Good Things Take Time' advertising campaign is one of the longest-running campaigns in New Zealand television history and was voted by the public as one of the best ads of the 1990s.[9]
Mainland's advertising in Australia has been largely focused on playing on theNew Zealand accent. For example, "your frind in the frudge" (your friend in the fridge), and confusing the sound of "cheese day" with "Tuesday".
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