The Experience on Dragons' Den

Richard Simpson, COO and problem solver of cheesegeek, goes through his very own experience on BBC's Dragons Den', the good, the bad and the cheesy parts.

Applying

When our first application went into the BBC to appear on Dragons’ Den, I don’t think we really believed we would get through to the next stage, let alone appear on the show. It’s a thorough process and the prospect of being asked in for filming seemed distant. Until the email arrived with confirmation - we had a slot on the very first day of filming the new series. Excitement was our first reaction - we have the chance to earn investment and have a Dragon on board. Then after the initial news settles down, you realise that you will actually have to pitch. On camera. To Dragons. Eeek.

Preparing 

First step: watch past episodes of Dragons’ Den. A lot. Given we were potentially appearing on series 19, that’s a lot of episodes. I went back to about series 10 I think by which time we had a good idea of all the potential questions we might get but also which pitches impressed us and why. From there, we could build out the structure of ours and prepare answers to likely questions. The closer we got to the day, I actually found that watching more episodes was having the adverse effect and making me more nervous - I imparted a self-imposed DD ban in the week before filming.

Second step: practice, practice, practice. I practiced to my wife, practiced to my kids (not much helpful feedback from a 3 and 1 year old)...then we upped the stakes and presented to colleagues (who all enjoyed taking on roles of the Dragons). We even replicated the lift entrance, made sure we were the appropriate distance apart and tried to make it as close to the Den as possible. Realistically though, my daughter is no Deborah Meaden.

Our focus was very much on perfecting the pitch. We felt confident that we could answer most if not all questions - we were given great advice that ultimately, nobody knows cheese (and the business) like we do. It’s true.

As well as prepping our pitch, we also needed to organise our display table and screens in advance. Now, if you’re a business that sells suitcases this is pretty easy - you can just bring along your product and give a demo. Cheese is a little more…unpredictable. We had to keep everything chilled right up until the last possible moment, including obviously the samples that we were offering the Dragons. Next time, remind us not to get involved in perishables.

On the day

We travelled up the night before to avoid any last minute travel hiccups, proceeded to get absolutely no sleep and felt anything but refreshed. I tried to eat but it took me 30 minutes for a bowl of corn flakes. Not a good start. We arrived at the studio at 7am as we had a morning slot…and the waiting began. Like waiting for a flight if you hate flying. Or an exam. Or the morning of your wedding. It went on and on. We practiced our pitch to anyone who would listen but given we kept stumbling, it wasn’t helping. I tried and failed to eat again. It wasn’t until early afternoon that we got the call. Pitch time.

Coming out of the lift, I intentionally tried to make eye contact with each of them. From memory, Sara and Deborah were smiling and settled me down (Peter Jones was a little more stern). There are no niceties though, we were straight into our pitch. Three minutes, one opportunity - thankfully we made it through. In fact, it went better than most of our practices - nothing like a bit of pressure and adrenaline to get you through. Edward is a master of the figures so we quickly got them out in the open and the conversion flowed - whilst a stretch to say we enjoyed the questions, it was great to talk about the business with such experienced and well regarded entrepreneurs. Even if we weren’t to get a deal, the experience was great. After some (many) cheese puns we received 3 offers (Peter, then Steven and Touker). We headed to the wall to discuss - given we were socially distanced, I’m the first to admit that I didn’t hear a huge amount of what Edward was saying. I knew the gist and after a short negotiation, we agreed a deal with Steven. Result.

After some awkward, socially distanced first bumps we got back in the lift where I proceeded to curse non stop for about 30 seconds. Very unlike me and unsurprisingly this didn't make the final edit.

What surprised me?

  • The Dragons. Less intimidating and more supportive than I imagined.
  • The lift. If you know, you know
  • Watching yourself on telly is far worse than the pitch itself. I hid behind the sofa for the majority of our segment

If you’re thinking of applying, go for it. It’s a once in a lifetime opportunity. Even if you don’t get the outcome you want, you’ll learn things about yourself and your business that you never thought you would.

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October's seasonal cheese selection

Each month we curate 5 of the finest cheeses the UK has to offer. They highlight quality craftmanship, complex flavour profiles and form the backbone of our gifts and subscriptions.

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cheesegeek Bibury
Bibury
Semi hard

A sheep's milk cheese made with milk from the flock at Sheaf House Farm just up the road in Gloucestershire. Made only seasonally from late March, Bibury comes to life in Autumn. Classic notes of meadow flowers and hay along with white chocolate and a fondant texture that is very appealing.

 

cheesegeek Swift Reserve
Swift Reserve

3 total reviews

HARD

A scintillating 9-month aged gouda style cheese. 

If there was ever a Goldilocks gouda, then this is it. Just young enough to be supple, buttery, nutty sweet and unbelievably moreish, yet old enough to have developed a slightly weathered earthiness and rich complexity. We reckon this tastes like liberally buttered jacket potato skins. Oh, and finish is a joy to behold, long, sweet and delightful.

To top it off Swift Reserve pairs perfectly with coffee (yes, coffee). Transport yourself to the Med and enjoy a wedge of cheese with your morning caffeine. Keeping you fuller for longer and tasting shockingly good, it'll soon become part of your breakfast routine. Exclusive to cheesegeek.

Look out for the Swift Black coming soon to one of London's most exciting coffee specialists!

cheesegeek Quicke's Mature Cheddar
Quicke's Mature Cheddar
HARD

Mature, and not in a dull, doesn't like to leave the house way. Quicke's Mature is just fully developed. Quicke's the makers date back to 1540s so they know how to make goooood cheese. Handcrafted using grass-fed cow milk, this well rounded cheddar is typically matured for 12-18 months (hence the name) and brings you a variety of flavours from brothy to buttery to freshly mown grass and baked potato flavours. Always with the characteristic cheddar tang.

cheesegeek Washington
Washington

2 total reviews

SOFT

British cider-washed soft cheese

An unforgettable soft cheese, washed in cider. 

A testament to British cheesemaking, and a nod to continental cheesemaking. Washington is a washed rind cheese destined for great things. When slightly younger, the flavours are fresher and crisper, with just a hint of fruitiness. Ripened on, it develops deep, savoury, meaty flavour, a bit like those famous continental pongers like Epoisses. However, the cider wash brings an astonishing fermented fruity funk, balancing the savoury flavours perfectly, all playing out amidst the most tantalising creamy, decadent, luxurious texture. A modern take on history, and a cheese for the ages.

cheesegeek Perl Las
Cornish Blue
BLUE

Designed to be eaten as a young cheese, Cornish Blue is a very different product from traditional English blue cheeses. Its flavour is mild and creamy, with a dense texture and buttery richness, instead of the ‘salty tang’ common of other traditional blue cheeses it has a gentle sweetness.

November's seasonal cheese selection

Each month we curate 5 of the finest cheeses the UK has to offer. They highlight quality craftsmanship, complex flavour profiles and form the backbone of our gifts and subscriptions.

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cheesegeek 200g Rutland Red
Rutland Red
HARD

The only pasteurised Red Leicester to be produced in Leicester, this beaut is buttery and flaky and a firm favourite and both cheesegeek and Long Clawson, the cheesemakers. We're not the only ones to think so as Rutland Red has won many an award, we think the finish is reminiscent of a Creme Brulee. Red Leicester is classic on any cheeseboard and is also one of our top picks to cook with, Cauliflower Cheese we're looking at you!!

cheesegeek Cornish Kern
Cornish Kern

6 total reviews

HARD

From Lynher Dairies, the makers of Cornish Yarg and Garlic Yarg, we welcome Cornish Kern—a stonker of a cheese. This beaut is off the chart with flavour. Encased in black wax, it is made in the style of a Gouda, however, the utilisation of Alpine starter cultures gives the cheese multiple dimensions. It has a real fruity twang, something like from an old sweet shop, except cheesy. Think exotic dried fruits, salted caramel, toasted hazelnuts and almonds, and although savoury, it simply tempts and teases you with a little bit of nutty buttery sweetness. All the flavours just linger beautifully in your mouth for the perfect amount of time. Its crumbly, crisp and slate-like texture simply arouses one's senses to another planet. An absolute worldy cheese....literally.

cheesegeek Burford
Burford
Semi hard

King Stone Dairy's longest aged, largest cheese. Originally conceived as a way to capture the sweet complexity of Summer pastures, Burford is now made year round and reflects the seasonality of the milk at Manor Farm. Flavours of charcuterie, hazelnut and hints of tropical fruit.

 

The Cheese Geek 250g Tunworth
Dozmary
SOFT

A bold soft cheese inspired by the wild beauty and legend of Bodmin Moor. Named after the mystical Dozmary Pool said to be the resting place of King Arthur’s Excalibur, it carries the same sense of drama and heritage.

It has been developed as a richer, more flavourful evolution of the Cornish Camembert, Dozmary is oozy, buttery, and bursting with character.

The Cheese Geek Cashel Blue
Crozier Blue
BLUE

Crozier Blue has a rich, full and well-rounded flavour. It is gently salty with a distinctly rich creamy texture, offset by a touch of spice.

December's seasonal cheese selection

Each month we curate 5 of the finest cheeses the UK has to offer. They highlight quality craftsmanship, complex flavour profiles and form the backbone of our gifts and subscriptions.

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The Cheese Geek Old Roan Wensleydale
Yoredale

4 total reviews

Made at Curlew Dairy by husband and wife Ben & Sam, Yoredale (formerly Old Roan) represents one of the only truly traditional, raw milk Wensleydale cheeses still made in the UK. As well as being a stonker of a Wensleydale, we were rather captured by the Yoredale's journey. The milk travels a whole 5 metres (or 500cm) from milking parlour to processing room. Then, having been matured for 3-4 months it makes its way to you...via us! Unlike block Wensleydale, the manual, handmade, small batch nature of this traditional clothbound Wensleydale results in so much more complexity. It has the tell tale bite in the centre, but carries an incredible stoney, mineral earthiness closer to the rind, where you also start getting the most wonderful breakdown in the cheese. There are more hidden themes here than The Matrix, and it is a great nod to traditional cheesemaking

cheesegeek Lincolnshire Red
Lincolnshire Red
This beaut gives you everything a great Cheddar should, but on top of that, another layer of deep burnt butter, nutty happiness. It has an intense moist yet creamy texture, with a delicate and elegant buttery flavour that matches with a lingering clean flavour. Theres no denying that this Lincolnshire Red is a promising winner on any cheese board.
The Cheese Geek Pitchfork Cheddar
Pitchfork Cheddar

7 total reviews

The newest of only 4 traditional, raw milk Somerset cheddars, Pitchfork joins great company alongside Keens, Montgomerys and Westcombe. In our view, it more than holds its own. It has incredible complexity and balance, one of the trademarks of a great cheddar. You'll find a farmy-like tang, a buttery undercoat with the hallmark of a proper, Clothbound cheddar- a crumbly, earthy breakdown in the mouth. There really is none of that supple rubbery chewiness you get with a supermarket cheddar. No wonder Pitchfork won 4th best cheese in the World in 2020, and Best British cheese!

The Cheese Geek 250g Rollright
Rollright

26 total reviews

Rollright - never ever ever Rollwrong. Simply put, it's a better, British alternative to Reblochon, yet so much more. It's luxurious, it's buttery, it's rich...but with an immensely satisfying crunch. Let's not forget the woodiness thanks to the spruce bark wrap. This guy comes as a 250g whole (it's a good whack of cheese but won't last more than a sitting). Whilst the guys at King Stone Dairy in Gloucestershire took inspiration from the washed rind soft cheeses of France and Switzerland, they have taken it to another level here. Keep on rollin.

n.b. our good friend Rollright is susceptible to seasonality and batches may vary, one thing is for sure though, he always tastes good!

cheesegeek Long Clawson Stilton
Long Clawson Stilton

5 total reviews

The heavyweight of all cheeses, Santa's favourite cheese, and Christmas on a plate... it's Stilton.

After months of blind-taste tests, we settled on Long Clawson as our Stilton of choice. But don't just take our word for it, Long Clawson won Super Gold at the 2021 World Cheese Awards, effectively crowning it the World's Best Stilton.
With it's beautiful blue veins (yes we're calling them beautiful) and bold flavour, we're so glad there's Stil-tons of this cheese in our fridge.