The "ORNELLE"
story.
Written in the
interest of posterity and in no way is it any reflection on the Product, as you
enjoy it today.
Multi Award Winning
Cheese.
Ornelle
Double Cream as you see and enjoy it today, is
far from the product, which was developed by the then East Tamaki Dairy Company
in early 1994, in Manurewa, South Auckland.
Prior to the development of the
Double Cream product, the East Tamaki Camembert plant was manufacturing for a
Customer/Distributor in Sydney, Australia a product in a 2kg Wheel by the name
of Royal Tasman Double Cream.
It was designed to be cut and
sold via the Service Deli at point of sale.
Our customer in Sydney, was not
that enthralled with the Product we were sending to him, I remember his comments
on receiving each Shipment,
"Its not soft enough", "Its
not like Lactos" (Quote/Unquote).
Lactos (made in Tasmania)was the
big seller at the time and the most popular of that style of
Cheese.
After much discussion with our
Distributor/Customer, I arranged a meeting with our Chief Executive at that
time and on entering his office my statement was"I have no idea what they want,
I want to visit Sydney to see for myself"
I left his office with a plane
ticket and accomodation for a few days in Sydney.
Upon arrival in Sydney, I was
picked up by our Distributor for a tour of our Sales outlets and further to
this, spent 2 days in David Jones Deli in Sydney mostly getting in everyones
way, but also talking to the customers on their prefered Cheese.
Questions like, "Why are you buying
that, and not ours??"
"What texture do you
prefer??"
"Should it be
softer??"
I quickly got the message, ours did
not measure up!!
Upon returning to Manurewa, with a
clear goal, we made one batch of the new recipe "Royal Tasman Double
Cream 2kg Wheel", and following Wrapping and Packing, sent it off to Sydney. Our
Distributor was stoked (ultimately due to increased sales) and the customer due
to the overall improvment in the product.
Coincidentily the entries for the
Annual NZ Cheese Awards were due, so we entered the "Royal Tasman Double Cream
2kg Wheel" into the Awards and won Best Experimental Cheese for
1994.
We were elated, but more was to
come.
Also, at that time, the
"PRINTPAC-UEB" Food Awards for 1994 (not just Cheese, but all New Food developed
in the previous year), were taking entries so we, spurred by our Cheese Awards
success, entered the Cheese and subsequently forgot about it.
I few days/weeks later, I took a
call from a "PRINTPAC-UEB" representative asking who was going along to the High
Profile Dinner and Awards evening in Auckland City. I told the lady that no one
was to attend, said goodby and hung up. About 30 minutes later I took another
call from a guy (maybe a bit further up the ladder) stating that we should
reconsider and to contact them with numbers attending.
On discussing with our Cheif
Executive and stating that I felt, "Something is going on", five of us
attended.
After a great meal and a few nice
Wines, the first Major Award, the
TRADENZ Award for Best Export
Product,
Winner: "Royal
Tasman Double Cream Wheel"
I was delegated to accept Award
which I did with shaking, sweaty hands.
A few more drinks with Dessert then
the second Major Award the
TIMPACK INDUSTRIES Award for
Creative and Innovative work,
Winner: "Royal Tasman Double
Cream Wheel"
We were over the Moon.
And then;
!!DRUMROLL PLEASE!!
THE WINNER OF THE premier
award.
For the Most outstanding New or
Improved Food Product for 1994,
Winner: "Royal
Tasman Double Cream Wheel"
(Incidentally, the runner up was
Hubbards Berry Berry Nice Meusli, my favourite to this day.)
I still get goosebumps everytime I
look at the 3 Awards and the Group photo (presented to me by the Board and my
Peers, when the Company was sold To NZ Dairy Foods in 1998) which grace my wall
at my home, along with the photo of these 5 slightly inebriated, extatic
team from the small private East Tamaki Dairy Company, receiving the Award from
Dame Catherine Tizard GCMG, DBE.
Prior to these Awards, no product
had ever won 3 Major Awards on one night and it has not been repeated to this
day.
So, where did the name"ORNELLE"
come from??
It was decided that this new Higher
Fat Elite product did not fit the Royal Tasman stable, so a new brand needed to
be established.
Picture this.
4 people standing around a table
with a map of France spread for all to see.
We arrived at the ORN district and
a decision to brand the new product with the name ORN met with mixed
reaction.
At that instant, one who shall
remain nameless suggested why not add ELLE to the end.
ORNELLE WAS BORN.
We continued to make the "Ornelle
Double Cream Wheel" which soon after, was
followed by the 250g oval as you know it
today.
